M2W® 2014 Attendees will meet and learn from marketing to women leaders like those below.The M2W® conference features content to help you gain a competitive edge for your brand. Our line-up of speakers will examine women’s behavior, what channels they use to gather information, how they make decisions, and where they buy.
Check back soon for updates to the 2014 Speakers!
M2W 2014 Keynote Speaker
The Gender Group
Celeste D. Briggs
Director - Women’s Retail Network
Roundtable Host General Motors Company
Mary Anne Graf
VP Women’s Services
Bon Secours Virginia Health System
The Hunter-Miller Group
CEO, Connected to Women
Roundtable Host Connected Digital Media
Roundtable Host Initials, Inc.
Does She or Doesn't She? A look at the last 50 years of advertising to women.
Using old commercials, print ads, toys, and TV shows, noted pop culture expert Barbara Lippert will analyze the trends and attitudes toward women that have marked the last half century of American culture. Barbara will engage you in an unforgettable session. This Lippert’s Eye View of our industry will remind you of where we’ve been, what’s trending, and what we should consider in our efforts to build business with women. Anticipate closing the day on a high note. Barbara is a master speaker and story teller. You’ll learn and laugh and can keep the conversation going with her in the networking reception that follows!
Packaging in the Path to Purchase
Ever consider how much packaging plays a role in the consumers’ decision to buy a product? When launching a new product or maintaining brand loyalty, packaging is the one factor that connects consumers to your brand. Packaging is your in-store marketing opportunity to reach potential consumers and also plays a role at home in the decision to repurchase.
Since women make the majority of purchase decisions at retail, learn what is most important when they decide to buy. This session will educate participants on the influence of packaging in the consumers’ decision making process, how packaging features encourage buying, and the power of satisfaction at home. Participants will gain insights on how packaging influences buying behavior.
We’ve Come a Long Way… Maybe.
Ten Years Later: The State of Marketing To Women
Since 2005, which marked the launch of the original M2W® conference, much has changed in the world of marketing, including the widespread adoption of new technologies, the rise of BRIC countries’ buying power, and the sales-suppressing Great Recession. But what about the world of marketing to women? What’s new? What’s changed? What’s worked? What’s next?
Marti Barletta, internationally recognized expert on the female consumer, acclaimed speaker and two time winner of the M2W® “Take The Cake” best speaker award, will start this opening keynote by providing her perspective on the advances, surprises and super-stars of marketing to women and interpret a few insights from recent brand successes and missteps. She will summarize some observations and speculations about the disconnect between the market and marketing “makers” which are holding back brands’ ability to truly activate the opportunity so evident in the data. In closing, Marti will share an intriguing proposal for a way to raise the visibility and credibility of the women’s market, followed by an “Ask the Audience” mini-brainstorm to collect your reactions, experiences and suggestions.
Marketing To Women In Latin America Today
The Gender Group
It is unusual to see a man advocating for female consumers. But that is precisely what Alberto Pierpaoli has done for years, so it is exciting to have him on our stage! Founder and CEO of The Gender Group and Made In Femenino based in Argentina, Alberto has pioneered the topic of marketing to women throughout Latin America. He is also the author Mal-tratadas por el Marketing (Mistreated by the Marketing) a recently published ebook. From the title, it appears that the complaints female consumers have in North America about marketers misunderstanding them is also an issue in South America. Women process information and make purchasing decisions differently than men. Which brands does Alberto believe are getting it right in his part of the world? Which communication strategies stand out to him? In an continent as large as his, with so many different countries, and a diversity of cultures and languages, how do brand messages travel across borders and succeed? What are the opportunities and what does he predict for the future?
In this session, Kelley Skoloda interviews Alberto about his new ebook and marketing to women in Latin America today.
Walk A Mile In Her Shoes Winning with Women, A Best Practices Approach
For marketers to win, they must have the complete commitment of the entire organization. This includes full engagement of both women AND men. Jeffery Tobias Halter is a “Y” Chromosome that “gets Women”. He focuses on unleashing the power of women in every level of business to deliver better and more enduring results. In this ground-breaking presentation participants will leave with an understanding of how to:
- Build your Company’s Business Case for Women in the Marketplace and in the Workplace
- Examine what other Best-in-Class companies are doing including two Catalyst Award winners, The Coca-Cola Company and Kimberly Clark.
- Drive More Revenue by Understanding Women as Consumers and Customers
- Develop a Leadership Mindset Across the Business by Building Sales Force Readiness and Engaging Male Leaders at All Levels
- Drive Operating Effectiveness and Profit through Talent & Workplace Strategies designed to Recruit, Retain, and Advance Women
- Engage Male Champions as Sponsors for Women’s Leadership Strategies
CW by CorningWare: Reinvigorating the CorningWare Brand
Associate Manager, Digital Marketing
World Kitchen, LLC
When you think of CorningWare, what comes to mind? White bakeware dishes with a blue cornflower design in your Grandmother’s kitchen? If you answered “yes”, then you are among the majority of consumers today. The CorningWare team of Anne Moser, Alina Tylman, and Mary Kay Killoren will share the story of how they took a brand in steep decline and made it relevant again to a new generation of Millennial women. A combination of strategic branding, thoughtful product design, and interactive and social media programs worked together to build buzz and grow awareness of the CorningWare brand with the Millennial consumer.
Creating Cultural Change, Two Wheels at a Time
Harley-Davidson® is on a mission to get more women riding motorcycles. Why? Because Harley® stands for personal freedom and rebellion and those ideals are relevant to everyone. Find out what Harley-Davidson’s doing to shift cultural context and smash stereotypes. You may just find yourself wanting to throw a leg over a Harley.
Lifting the Veil on Social Media Success: What nine years of data can tell us about women, social media, and brand results
For more than nine years, BlogHer has pioneered working with women influencers in the social media space. Marshalling proprietary quantitative research data and years of actual campaign data, BlogHer COO Elisa Camahort Page, who oversees BlogHer’s research efforts and its social media and engagement activities, will share key insights about what moves the needle with women, what social platforms work best for what kinds of campaigns, and the unexpected ways we all still get it wrong when it comes to marketing to women online.
W.O.W. Winning Over Women at McDonald’s
McDonald’s is a brand that has been connecting with consumers for over 50 years. Its longevity has contributed to countless memories for customers throughout childhood and into adulthood. Today, McDonald’s prides itself for evolving with its customers’ needs through menu choice and variety; tasty classics to fulfill those everyday cravings; enhanced convenience at its restaurants; strong Value offerings for a range of budgets; and a place where families can be families. As McDonald’s seeks to be even more relevant with its customers, Marketing to Women and Moms will be at the forefront of the Family occasion to grow the business. A strategy was crafted for Women to rediscover their love of McDonald’s through content marketing and storytelling that will be unveiled at the Marketing to Women conference.
Move Over Gentlemen, This is the Year of the Vixen
When the Vixens sat down with a business consultant to review their initial plan, he closed the document, told them how well written it was and then said, “You’ll never make it”. When asked why, he replied, “Because it’s the liquor industry, it’s all men, and they will eat you up and spit you out.” LeeAnn and Carrie looked right back at him and said in their sweet Southern syrupy way, “Sugar, this could be a pair of pantyhose or a tube of lipstick, we’re creating a brand and we know what women want.” Intrigued? Learn how these women took a brand from beach to shelf and disrupted a male dominated category along the way.
How Marketers Can Create Content That Hits Home With The Female Consumer
Women don’t always tell you everything that’s on their mind. The female consumer’s dynamic rationale behind purchase decisions and brand loyalty may seem daunting to understand – but it’s actually right at your fingertips. Even as digital has fragmented the way people consume media, the resulting shift has created an exciting world of opportunity for brand marketers to more effectively connect with women by revealing their underlying search motivations.
Join iProspect’s Jack Swayne, VP of Product & Services, and Sam Huston, VP of Strategy, to explore how insights from search can act as the connective thread between otherwise disparate channels and how this thread can be used to inform your marketing approach by identifying the true consumer intent. Then see how leveraging these insights at the front end of campaign developments will enable your brand to create the RIGHT content to meet your target consumer exactly where they want to be reached. We’ll close the session with compelling brand examples and highlight the differences in media consumption and behaviors across this influential demographic.
In the age of big data, “content is king” and WITH consumers HAVING a decidedly post-recession bias, how do smart marketers forge lasting connections with powerhouse consumers – women? LISTEN. In this engaging presentation, veteran M2W presenter Bonnie Ulman, Chief Insights & Planning Officer of M Booth, and Jeff Bodzewski, M Booth Chief Analytics Officer – who always have their ear to the ground – share how they listen to consumers socially -- online and offline --- to pinpoint key attitudes, behaviors and emerging trends that help brands engage, embrace and evolve. The duo will reveal 10 trends on the horizon – you will hear them here first – that can inform how brands make the powerful consumer connections we all covet.
Are We There Yet? Teaching the Car Industry to Speak “Woman”
Ever wonder what car advertising revs women up, what leaves them running on empty, and why?
Insight Women & Lifetime Network will share what we've learned about how a traditionally male-centric category can speak "woman," what emotional drivers set some brands apart, and the rules of the road for today’s auto marketers. Listen and learn as Jen Drexler, SVP Insight Strategy Group and Marcela Tabares, VP Strategic Insights, A&E Networks debunk myths, defy common wisdom, and go under the hood on what’s really going on with women behind the wheel.
Marketing To Women In The U.K. Today
They speak our language…at least for those of us in North America! But is English the only thing we have in common? We know that in the U.K. female consumers are also the majority market, making most of the buying decisions. Yet, what are some of the nuances that define women there? How does she make purchase decisions? Where does she get information? Who does she trust? What are her media preferences? What makes her loyal to a brand? What are the similarities and differences between marketing to women in Ireland, England, Scotland and Wales? Can brand messaging cross borders and succeed? In this session, Rachel Dalton, CEO of Rachel Dalton Communications and the newly launched She’s Social, the first social media agency in the world specializing in helping brands build business by using the unique power of social media, introduces us to the consumers she’s made it her business to know…the women of the United Kingdom!
In this session, Kelley Skoloda interviews Rachel on her new agency and marketing to women in the U.K. today.
Love Her Heart & Rock Her World:
Integrated Cause Marketing with Heartfelt Results
Co-Presented by Kelly Fletcher, CEO/Fletcher PR & Jill Johnson, VP Marketing, Jewelry Television If you’ve ever struggled to deliver a cause marketing campaign that resonates with consumers AND the C-suite, this fast-paced, workshop will provide the guidance you’ve been looking for. Explore how Jewelry Television (JTV) successfully launched ‘Love Your Heart,’ a fully-integrated cause marketing campaign in conjunction with the American Heart Association’s ‘Go Red For Women’ movement. Discover how cause marketing can serve two masters. Not only did this cross-platform multimedia campaign boost sales and engagement along with consumer confidence and goodwill, it met the demands of the executive team—high visibility with minimal financial investment. Cause marketing can encourage consumers to step out of their comfort zone to explore new companies and products as they follow their heart and participate in your initiative. In this case-study based workshop you’ll discover:
- How to identify a cause that will resonate with your audience
- Tips for negotiating an agreement that delivers results for the cause AND your business
- Why content-based marketing tactics are critical to cause marketing success
- Measurement and analytics methods that will reinforce ROI
Listening to Women is Not the Same as Hearing Them
A recent multi-generational, national study conducted by WomanWise reveals that women’s perspective of the American Dream has not gone away, but it has changed. What’s replaced the quest for fame, fortune, knights in shining armor and white picket fences, and what does it mean for business?
Take a walk in Dori Molitor’s shoes as she courageously reveals her personal story and how her own journey relates to the key insights gleaned from the American Dream Study. Learn how a keen sense of hearing can help you uncover the insights needed to gain a competitive advantage in the women’s market.
Ban Bossy: Say Yes to Girls
When Sheryl Sandberg began developing Ban Bossy, a national public service campaign aimed at encouraging young girls to lead wherever they live, work, and play, she turned to Girl Scouts, an American institution synonymous with girl leadership. As CCO of Girl Scouts of the USA, Kelly Parisi serves as spokeswoman for the world’s preeminent organization for girlsand was instrumental in designing and implementing Ban Bossy at Girl Scouts. It’s a campaign dear to her heart—she herself was saddled with the nickname “bossypants” as a child, so she understands very well the power that words have over a young girl. While Parisi—and other high-ranking females, including Ban Bossy’s co-launchers Sandberg, Condoleezza Rice, and Girl Scouts CEO Anna Maria Chávez—were able to rise above dismissive labels, such women are the exception, not the rule; this is evidenced by the lack of women not only in America’s C-suites, but also across fields and disciplines. Not all girls have the confidence—and, indeed, often are not encouraged by their parents, teachers, and peers—to stand up and make their voices heard. “The research is devastatingly clear,” Ms. Parisi notes. “By middle school, thirty percent of girls are opting out of leadership for fear of being called bossy and otherwise being disliked by their peers. The issues our country faces are too grave to simply let another generation of girls be held back from leading.”
Insider’s Guide to Influencer Marketing
Everyone is talking about the importance of Influencer Marketing but knowing the best ways to identify, engage and mobilize these mavens, can be challenging and time consuming for many brands and agencies.
Experienced marketers Blissful Media Group CEO, Barbara Jones and Branderati CEO, Mark Curtis will take you on a guided tour for solving this problem using sophisticated tools and techniques that turn your true advocates into your brand's secret weapon.
Attendees will walk away with a clear understanding of the different types of influencers, and the process to best identify and engage them using social CRM tools. In addition, the session will cover an array of best practices for working with your influencers to co-create quality content, how to effectively distribute content across social platforms at scale, and ultimately, the means to measure analytics that deliver on your Key Performance Indicators.
Unlocking the Powers of Content Marketing For Your Brands and Audiences
Content Marketing has never been a more important weapon in a marketer’s arsenal. In fact, the vast majority of marketers say they’ll spend more on content this year than last. And yet, according to a recent study only a third are confident that they are doing it right! At this session, we’ll look at the state of content marketing today, share research about how women consume and share content, highlight some of the best practices for content marketing, and examine a new platform for reaching audiences. You'll walk away with insights and ideas on how to use content to make your brand resonate with its target audience.
The Future is Now! Top 10 Trends in Marketing and Selling to Women
The world is changing fast. How can you ensure that your business stays relevant with women consumers, who are the crucial demographic driving so many of these changes? In this enlightening presentation, Why She Buys author and Female Factor CEO, Bridget Brennan, distills the most important trends driving women consumers. Audiences will learn how to capture attention, drive brand preference and increase sales by understanding how and why women's purchasing patterns have evolved. The trends covered in this presentation provide a critical roadmap for short and long-range planning. At a time when every company is looking for a competitive advantage, executives will benefit from the real-time information and techniques that Brennan provides. Topics include: The most important trends driving women's purchasing patterns, The global and cultural climate of the female population, plus, Insights on Millennial women’s consumer behavior.
ADVERSPERIENCE: The new way to reach your customers and build a meaningful relationship
Join Nicole Gallucci, author of Adversperience, to learn how to build noteworthy experiences that convert distracted customers into brand loyalists. Adversperience is a word of Nicole's creation and speaks to the convergence of advertising and experiential marketing. An adversperience is a multi-sensory, two-way engagement that fundamentally and physiologically connects brands and their target consumer. Adversperience provides a road map and solutions that deliver measurable ROI. The catalyst for Nicole's thinking was her experience with clients as Founder, President and CEO of BOOM! Marketing, the World's Most Extraordinary Experiential Agency and The World's First Adversperiential Agency.
Is She All About Health? The answer is in small steps.
The evolution from Women as Participants to the Women in Control tells a new story of wellness and women. After more than a decade worth of direct access to information the journey to optimal health and wellness has changed. In this era of information anywhere at any time, how will women manage the necessary lifestyle changes they need to make to improve their health? The answer lies in small steps.
Sensible Snacks: Why Women Make Brands Smarter
Women have always been a key consumer target for brands. Historically, women were viewed by consumer marketers and advertisers as “the gatekeeper,” charged with making buying decisions for their families. As women’s roles’ in society have changed, brands have come to recognize the greater arc of influence the woman plays in making significant household decisions. Women have evolved from gatekeeper status to major “influencer” status, making large and small everyday decisions impacting her world. The evolution of the woman has forced companies to be smarter in how to communicate and market to women of all ages, lifestyles, and life phases. No better example of how advertisers have become “smarter,” is in the category of snack foods, most particularly the segment of healthy or better for you snacks.
A Look At True Online Engagement
A close look at how an engagement advertising strategy can help a major brand from a Fortune 500 company break through the crowded digital landscape - and specifically how it can engage with an audience of women.
|“I absolutely loved the speakers—it was great to have such a diverse background range in both context and the speakers themselves.”
- M2W® 2013 Attendee
|“This is the high point of the year! This is where all the people who are the experts in marketing to women... who are advancing the knowledge with their studies and findings... this is where you get it!”
- M2W® 2012 Attendee
|"Fantastic speakers whose content hit the bull’s-eye of what I was looking for."
- M2W® 2011 Attendee
|"The presentations and content were very strong."
- M2W® 2010 Attendee
|"Speakers were incredibly well prepared and engaging."
- M2W® 2010 Attendee