“Our research shows that women who play basketball are almost 600% more likely than non-players to watch WNBA games. Therefore, it is in the league’s best interest to encourage the continual growth of women’s basketball on all levels.”
Patti Minglin, editor of M2W® E-ssentials, asked Paula Hanson, vice president team business development for the WNBA, to tell us about the marketing strategy behind one of the leading women’s sports organizations and how supporting and encouraging young girls to play ball actually helps build future fans. More...
Stylish Sustainability: An Interview With Vamp Bags
Deanna Capaldi and Tara Deeb think style and sustainability make a great combination—that is one of the main reasons they created Vamp Bags, a company that strives to create stylish bags and accessories for women using eco-friendly materials. Sold in stores and boutiques throughout the U.S., Vamp Bags continues to grow its female following and have been seen on the arms of celebrities at such high-profile events as the Golden Globes and the Emmy’s. Capaldi and Deeb recently spoke with Patti Minglin, M2W® E-ssentials editor, about their growing business and why women do not have to sacrifice being fashionable in order to be eco-responsible. More...
Lisa Carlson
Jiffy Lube
“…I can tell you that anything we do will focus on communicating what’s important to women – speed, convenience, quality workmanship, and professional, friendly and knowledgeable employees.”
M2W® E-ssentials asked Lisa Carlson, global director of marketing for Shell Lubricants to tell us about the brand’s marketing-to-women strategy and how their partnership with the American Heart Association has created a cause-related program that has successfully brought customers and employees together for a common cause.More...
Marcee Nelson
President of GSW Worldwide's Pink Tank
After years of advertising industry experience where she immersed herself in the world of consumers, Marcee Nelson found herself charting a new territory. About three years ago, Nelson joined GSW Worldwide, one of the largest healthcare advertising agencies in the world, and immediately noticed an opportunity for growth. “The healthcare industry wasn’t connecting with women, yet women were the primary consumers,” says Nelson. “Leveraging everything we knew about healthcare—the ‘know-how’—with our marketing to women expertise—the ‘know-her’—just seemed like an ideal opportunity for our agency.” That opportunity turned into Pink Tank, a division of GSW Worldwide that specializes in helping brands connect with the female influencers in healthcare.
As one of the top slipper brands, Dearfoams® has helped the bedroom slipper become an innovative and chic part of the footwear industry. While it would be easy for them to sit comfortably at the top of the slipper category, Dearfoams® is using their brand influence to change the lives of women—one pair of slippers at a time. Karen Jacobs, director of marketing for Dearfoams®, recently spoke with Patti Minglin, M2W® E-ssentials editor, about the brand’s partnership with the Making Memories Breast Cancer Foundation™ and how other brands can use such partnerships to make a difference in the world.
Partner/Director, global brand marketing practice, Ketchum
Kelley Skoloda, partner/director, global brand marketing practice for Ketchum Public Relations, is one busy woman. Her life, just like those of other working women who are also moms, is packed with activities and tasks—leaving little time for commercial messages. Kelley, who is one of the most popular M2W®-The Marketing To Women Conference speakers each year, has become a leader in helping brands understand the multi-minding woman and will soon be sharing that knowledge in her new book, Too Busy to Shop: Marketing to Multi-Minding Women.
In a quest to gather insights and information for her book, Kelley created a blog—“Too Busy To Shop.” This blog has given women the opportunity to share their thoughts and experiences and help marketers manage their brands and businesses so they can work with the busy lives of women—not against them. More...
Amanda Stevens
Managing director, Splash Consulting Group
“Marketers who understand that balance for women often comes from very different ends of the spectrum run less risk of stereotyping or pigeonholing a woman and the roles she plays in life – the number one mistake made in advertising to women.”--Amanda Stevens
Recognized as Australia’s leading authority on selling and marketing to women, Amanda Stevens, managing director of Splash Consulting Group, is an expert at helping companies “turn every woman into a walking advocate” for their brand. She is the author of two books, SheMarketing: The Science of Marketing to Women and SheSelling: The Psychology of Selling to Women and will soon find herself sharing a stage with Donald Trump when he visits Australia. More...
Suzanne Horton
CEO, Be Jane, Inc.
“Our philosophy is that when women feel empowered to change their homes, they become inspired to improve their lives. And from that place of empowerment, it’s a very small leap to changing the world at large.”
As CEO of Be Jane Inc., Suzanne Horton wants to transform the home improvement industry by creating an online community that not only empowers women to succeed in the DIY world, but empowers them to achieve their overall life goals as well. Suzanne recently talked with Patti Minglin, M2W® E-ssentials editor about how a continued increase in female consumers is changing the home improvement industry and how helping women improve their home environments is often the first step towards helping them improve the world. More...
Lyn St. James
Author and Indianapolis 500 Driver
“My initiatives are concentrated on women in motorsports…. I guess you could call it a 'niche within the niche' market of both the sports market and the women's market, which means we have crossover impact into two markets. That means tremendous growth opportunities!”
Patti Minglin, editor of M2W® E-ssentials, asked Lyn St. James, author and Indianapolis 500 Driver, to give us insight into why women are drawn to sports and how brands can find great success when they create a message that appeals to both female and male fans. More...
Dennis Syracuse
Sony Retail Stores
“The strategy is constantly evolving, from the way we market the stores to the way we position special offers, so we can ensure we're reaching the female consumer at a customer service level that meets her needs.”
Patti Minglin, editor of M2W® E-ssentials, asked Dennis Syracuse, senior vice president for Sony Retail Stores, to share with us how his brand successfully met the needs of its female consumers by learning how to connect with them emotionally. More...
