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Teaching Brand Marketers How To Improve Their Marketing To Today’s Moms

Amy Baker, SVP, Lifetime and Deborah Tillman, America's Supernanny, Lifetime TV Led by Deborah Tillman, America’s Supernanny from Lifetime, and Amy Baker, Senior Vice President, Advertising Sales, Lifetime Networks, www.mylifetime.com, Lifetime will present two and a half days of executive education for consumer brand marketers who target moms at the 8th Annual M2Moms® – The Marketing to Moms Conference, Oct. 22-24, 2012, Chicago.

“Lifetime is a leading brand among women, and we are very pleased that they will lead this year’s program,” stated Liz Fongemie, M2Moms® Director. “Their goals and mission align perfectly with M2Moms® mission of helping marketers improve their marketing, sales and communications to today’s moms.”

In addition to Baker and Tillman, comedian and LifetimeMoms.com personality Eileen Kelly will share anecdotes of being a mom today during a special lunchtime session.

“Ranging from Microsoft to Coca-Cola, M2Moms® always draws attendance from a truly diverse and comprehensive list of brands,” Fongemie explained. “This year’s registration includes Kellogg’s, Evenflo, McDonalds, Mead Johnson, Aeropostale, Mass Mutual, Heinz, Olympic Paint & Stain, Viacom, Kimberly Clark, Brown Shoe, Procter & Gamble, and Bayer. They all recognize that marketing to moms is critical to continued brand growth and market share.”

M2Moms® additional sponsors include Title Sponsor: Yahoo!; Associate Sponsors: House Party, Ketchum, Mom Central, Destination Maternity, School Family Media, The Bump, WebMD, AOL, Mom 365, Weber Shandwick, The Motherhood, Fleishman Hillard, Publicis Kaplan Thaler; Showcase Sponsors: Quester, Carolina Pad, Experian, The God Box, Female Factor, Zeldis Research, GGP, VolunteerSpot, Habitat For Humanity/Women Build; Workshop Sponsors: Child’s Play Communications, The Marketing Store Worldwide, 360 PR, Specific Media, Eric Mower + Associates, Edelman, Ogilvy Public Relations & The Geppetto Group, Modern Family, Mom It Forward, Sway Group; Video Content Resource: Snippies. M2Moms® 2012 proudly supports the March of Dimes.

ABOUT LIFETIME

Lifetime Television is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. In the Third Quarter 2012, the network posted major growth in viewership versus Third Quarter 2011, including a 14% increase among Women 18-49, +9% in Women 25-54 and +5% among Adults 18-49, marking the third straight quarter Lifetime has registered year-on-year growth among the key demographics. Lifetime Television®, LMN®, Lifetime Real Women® and Lifetime Digital™ are part of Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks. A+E Networks is a joint venture of the Disney-ABC Television Group and Hearst Corporation.

For M2Moms® information: www.m2moms.com or 860.724.2649 x11. M2Moms® is produced by PME® Enterprises LLC, 912 Silas Deane Hwy., Suite 101, Wethersfield, CT 06109.

Did you miss the Trone’s  presentation on the “Six Universal Mom Tugs™” during this year’s M2Moms®–or do you want to see it again?   If so, you’re in luck—Trone Moms is offering a free webinar on “Mom Tugs™” on Wednesday, November 10th at 1 PM EST.  This encore presentation will give brand leaders and marketers a better understanding of how they fit into mom’s worldview.  Through in-store journaling, quantitative research and their own online mom community, Trone looked at how Tugs pull at mom’s brand affinities as well as her in-the-moment, in-store decisions.  Understanding the Tugs at play can show brands where their opportunities lie in everything from product development to brand messaging to packaging and in-store tactics.  Register now for the November 10th webinar at http://bit.ly/aobe3r.

During this year’s M2Moms® there is quite a bit of focus on how culture plays a role in how we successfully market to today’s moms.  From Kodak’s Jim Kozlowski’s presentation on how to research “Mom, Mum, Madre, Mutter” to Splash Consulting Group’s Amanda Stevens’ sharing new qualitative and quantitative research from Australia to our brand panel on the evolution of American families, it is evident that ethnicity and culture have become an important part of the marketing to mom conversation.  Which is why we were so excited to see Discovery Familia, a Spanish network solely dedicated to Hispanic moms that live in the U.S. and their preschool-aged children, redesigned to “reflect and speak to the needs of Hispanic women and what they value most in their lives:  their kids, their home and their time.”  Beyond a new look and feel, the network is also premiering “Nuestros hijos” (“Our Children”), a series of informative on-air segments hosted by Jeannette Torres-Álvarez, early childhood expert, wife and mother and the network’s new brand ambassador.  “Discovery Familia is the only Spanish network in the U.S. dedicated to Hispanic moms. It is a place where they can go if they need advice, support or simply to know that they are not alone. Through rich programming offerings that entertain and the advice of experts like Jeannette, the channel is a great resource that supports mothers in the education of their children, care of their home and encourages them to take time out for themselves,” expressed Bilai Joa Silar, Vice President and Channel Director, Discovery Networks U.S. Hispanic Group.

During the day, the network will provide a number of curriculum based programs during its Discovery Kids programming block designed to prepare preschoolers for the real world and once the kids are put to bed, Discovery Familia is all about moms with new nighttime programming divided into three programming categories: My Kids, My Home and My Time.  In addition, at www.discoveryfamilia.com moms will find practical solutions, tools and activities where they can interact with their small children via videos, music and games.

According to a new study from the WhyMomsRule blog Gen Y is the first generation of U.S. moms who communicate with family members in their households with machines more than with face-to-face conversations.  The combination of phones, Facebook, text messages and email seem to outweigh direct conversations.  “Gen Y moms, the youngest group we studied, said in-person conversation accounted for only 48 percent of their total household communication. The majority was a combination of phone (21 percent), text (14 percent), Facebook (10 percent) and email (7 percent),” said David Bohan, Chairman and CEO of BOHAN Advertising | Marketing in Nashville, which publishes WhyMomsRule.  While social media use continues to be on the rise with moms of all ages as they communicate with their family and friends, don’t underestimate the power of offline conversations as well.  “Today’s moms are congregating and sharing their opinions about brands and products both online and offline,” says M2Moms® speaker Liz Hawks, SVP and Founding Co-chair of FH Moms at Fleishman-Hillard.  “As moms drive the new ‘word of mouth mash-up,’ marketers must consider ways to spark conversations with influencer moms that will spread to all of her circles.”  Hawks will be joined on the M2Moms® stage by Eileen Gaffen, Public Relations Director for Hallmark Cards as they share insight into how brands can build relationships with mom on her terms—and her turf.

Dad’s role in the American family has changed—a change we have witnessed over the last several years as brands such as Lego® have stepped onto the M2Moms® stage to share their insights into how their marketing to mom strategies now include targeting dads.  Because of the growing influence of dads in making family purchases, our friends at Mom Central Consulting, an Associate Sponsor of the 6th Annual M2Moms®, have launched Dad Central Consulting to help brands successfully reach the dad market.  To showcase the organization’s ability to understand, speak to and connect with dads, Dad Central Consulting recently published study results that show how dads are more involved with making household purchases, and make many decisions through a “Dad Lens™.”  Some key findings:

  • 77%  – being a dad significantly influences how I make decisions
  • 82%  – being a dad influences who I trust when I seek advice
  • 92%  – I make purchases through a dad Lens™
  • 68%  – my purchasing is influenced by the needs and interests of my family
  • 56%  – report making more purchasing decisions than before becoming a dad
  • 67%  – trust other dads more than TV or print advertising, or articles
  • Dads connect with other dads mainly through one-on-one conversations, work, Facebook, and email

“We recognize that dads play an increasingly important role in family purchase decisions. Whether the prevalence of dual-income families where both parents take an equal role in raising their children, the growth of single fathers raising children, or the active involvement in roles traditionally held by moms, the influence of dads has never been greater.  Just like moms, dads turn to their friends for support, and to influential dads online for parenting ideas, product suggestions, and trusted advice,” commented Mom Central CEO and founder Stacy DeBroff.  Stacy will be speaking during this year’s M2Moms®–don’t miss her presentation on “Influencer Marketing” and be sure to ask her about Dad Central Consulting.

According to a new study from Lucid Marketing and Lisa Finn, moms are hooked on Twitter—with more than half (54%) of those using Twitter checking their feeds 10 or more times daily.  The study found that moms use Twitter to find out about new products and keep up with businesses they like, but they’re also interested in getting links to news and articles on topics that matter to them.  In fact, moms’ top two reasons for using Twitter are networking/meeting new people (77%) and keeping up with news (60%).

So, what do moms want from businesses who tweet?  Moms want businesses to tweet with links to articles that interest them, special offers or sales, and downloadable coupons. They’re also receptive to tweets that are simply entertaining. “Twitter is often thought of as a broadcast medium for the latest news, but for many people it is a very personal experience,” said Kevin Burke, president of Lucid Marketing.

The majority of moms like to see humor in businesses’ tweets, and in open-ended responses describing what they like about the businesses they follow, moms say they like tweets with personality, and companies that interact with them on Twitter.  “Marketers are looking for ways to forge personal, authentic connections with consumers, and I was struck by how much moms appreciate getting a sense that there’s a real person behind the company. Not only are they open to companies showing some personality in tweets; they actively want that,” said Lisa Finn, coauthor of the report.

For more information or to purchase the report, please visit www.momreports.com.

Woman reading text messageText4baby, a free mobile educational service that provides timely health information to women from early pregnancy through their babies’ first year, recently announced that more than 50,000 participants have now registered to receive these weekly text messages. A program of the National Healthy Mothers, Healthy Babies Coalition (HMHB), text4baby has sent over two million English and Spanish text messages to help pregnant and new mothers with the information they need to give their babies the best possible start in life.

By texting “BABY” to 511411 (or “BEBE” for Spanish), a woman is signed up to receive three free text messages each week that are timed to her due date or her baby’s date of birth. These messages focus on a variety of topics critical to maternal and child health, including birth defects prevention, immunization, nutrition, seasonal flu, mental health, oral health and safe sleep. Text4baby text messages also connect women to prenatal and infant care services and other resources. Expectant or new mothers who opt-in to receive these text messages will incur no charges.

According to text4baby enrollment numbers, 95 percent of participants would recommend the service to a friend. 65 percent of the enrollees are pregnant while 34 percent have new infants. The states with the most participants are California, Texas, Florida, New York, Virginia and Illinois.  The program’s founding partners include HMHB, Voxiva, the CTIA-The Wireless Foundation and Grey Healthcare Group. Johnson & Johnson is the Founding Sponsor, and Premier Sponsors include WellPoint, Pfizer, and CareFirst BlueCross BlueShield.

During a time when we seem to only hear negative comments about the publishing industry, the M2Moms® team was thrilled to see a new parenting magazine pop onto shelves earlier this year.  MOM Magazine is a collaborative effort between Pregnancy magazine and Hot Moms Club and serves as an extension of Pregnancy magazine by focusing on moms with babies, toddlers, preschoolers, and elementary-aged kids.

The two brands have long worked together on celebrity baby showers and every month Hot Moms Club writes the ‘Mommywood’ page for Pregnancygiving readers an inside look at Hollywood mom trends and celebrity interviews.  “Collaborating in a bigger way on a magazine for moms was the natural progression and a perfect fit for us,” says Jessica Denay, founder of Hot Moms Club.  “We take the Hollywood trends and make them accessible for every mom.”

MOM Magazine is packed full of great mom information such as the best strollers in various price-ranges, how to organize your home, decorating tips for your toddler’s room and snazzy kid fashion.  But, it also has a “cool girl” element with stories focused on beauty, fitness, relationships, mom fashion and,–of course—celebrity interviews (this issue featured The Today Show’s Natalie Morales on the cover).  “It’s practical advice, tips and fun stories,” says Denay.  “We speak to the moms not just as parents, but also as women.”

Currently, the magazine is published quarterly and distributed by Time Warner.  It is available in a wide-variety of locations such as newsstands, pediatrician offices and supermarkets and can also be found in some big named retail locations like Wal-Mart, Borders and Barnes and Noble.  In addition to traditional print advertising, MOM Magazine offers brands the opportunity to sponsor magazine-hosted high-profile events (which are covered in the magazine) and participate in online promotions, give-aways, and newsletters.  “If an appropriate sponsor has an idea, we are always ready and excited to think outside the box,” says Denay.

During M2Moms®-The Marketing To Moms Conference, we hear a lot about helping mom in her online and offline worlds—an area where it appears print publications would work well.  Does this launch mean all is not lost for the print industry when it comes to connecting with today’s moms?

During last year’s M2Moms®-The Marketing To Moms Conference, we heard a lot about how moms consume online networks and social media.  Now, a new study is showing us just how effective advertising is on one of the most popular of social networking sites, Facebook.  A recent survey of moms who are on Facebook found nearly two-thirds (64%) said they either like ads on Facebook or feel neutral about them.  “Facebook is fertile ground for marketers to engage mothers and drive sales, but it needs to be done on their terms,” said Kevin Burke, president of Lucid Marketing, which co-authored the research with writer Lisa Finn.  “They have no time for brands that don’t ‘get it,’ but they do embrace brands that play by their rules.”

So, what are the rules of engagement?  Key elements of marketing effectively to mom via social networks include building clear value into promotions (such as exclusive offers for Facebook fans) and being straightforward in communications.  “One of the most remarkable findings from the study was how sophisticated moms are about marketing. Not only are they aware of their own power as word-of-mouth generators, but they offered specific feedback on how they want marketers to interact with them on Facebook,” said Finn.

Just as in their offline worlds, moms appear to be very receptive to brands that help them meet the daily needs of their families (big plus for parenting websites, children’s retailers or restaurants) and welcome coupons, money-saving opportunities and are willing to share their opinions and ideas with companies they like.  An interesting nugget from the study?  Moms’ top reason for using Facebook is keeping in touch with friends and family and in order to do that effectively, 4 in 10 moms are using Facebook on their smartphones. Mobile opportunities abound!

Has your brand–or brands you know–had success with marketing to moms via Facebook?

Our friends at Lucid Marketing are offering Brand Marketing E-ssential readers the opportunity to receive 15% off the total cost of this study by using the code, m2moms15, when ordering from their site, www.momreports.com.

“Historically, the vast majority of marketing thru schools has been targeted at kids,” says John Driscoll, vice president sales & business development for School Family Media Inc., a Showcase Sponsor of the 2009 M2Moms®-The Marketing To Moms Conference.  “But the landscape has changed and the majority of consumers now believe that promotional materials/programs should no longer be aimed at students, but aimed at teachers and parents.”

In fact 81% of moms surveyed by School Family Media support corporate sponsored educational materials/magazines that come thru school and are targeted at parents and 92% support product samples distributed to parents at open house nights, etc.  Working through school PTO/PTAs ensures thru school marketing success.  These groups have the ability to disperse information in a relevant and credible social environment conducive to authentic networking and WOM—outside of the classroom and outside of curriculum time.  How have top brands found success through schools?

The most important thing a brand can do to ensure success is to make sure that whatever thru school program they are doing brings real value to the end user whether it be teachers or students or parents. “Often times brands come to us with what they perceive to be a compelling program or offer and they are missing the most important ingredient. What is in it for the PTO group?” says Driscoll.  School Family Media actually has a litmus test they use for their clients that makes sure there is a very clear and direct benefit to these groups in terms of providing tools or resources that help them connect with and engage parents and families at their school.  “It can be as simple as providing samples of a healthy snack. For example we just did a program with Chiquita where they provided groups with free samples to share with parents/families (along with coupons) at PTO and PTA hosted events (i.e. Family Movie Nights) of their new Chiquita Fruit Bites,” says Driscoll.  “The snacks made the event even better for the groups and Chiquita had the opportunity to provide sampling and coupon distribution into a highly targeted market segment as well as the halo effect and implied endorsement that comes from providing the program through the school environment.”

Another key ingredient to success?  Make sure the program is long term.  “Brands will best be served if they avoid trying to do short term promotions or programs and make more of a long–term year to year commitment where schools and parents come to associate the brand with helping schools and students.”  Driscoll sites such popular programs as General Mills’ “Box Tops for Education” and Target’s “Take Charge of Education”.  In both cases, the brands have made it easy for moms to help their schools through purchasing specific products and/or using a proprietary credit card.  In addition to being highly successful at building brand awareness, the programs have also helped the brands increase market share and revenue.

As experts in helping brands with their thru-school marketing strategies, what is School Family Media’s next exciting project?  “We are in the midst of developing what we are calling our Healthy School Kids Program. In essence it’s a network of PTO and PTA groups at K-8 schools who are interested in providing their parents with information, tools and resources that help them keep their kids healthy and thriving and successful in school.”  School Family Media will be providing health and wellness brands with several unique vehicles including Healthy School Kids Sampling and ‘Thrive’ Healthy School Kids custom publications.

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