Contacts

Nan McCann, PME Enterprises, LLC
Phone: 860-724-2649 x13
E-Mail: nan@pme-events.com

Liz Fongemie, PME Enterprises, LLC
Phone: 860-724-2649 x11
E-Mail: liz@pme-events.com

Marketers: All Moms Are Not Created Equal

Alternate channels needed to cut through media clutter
Schools, churches, charities are new players, say experts at M2Moms Conference

CHICAGO - October 16, 2009 - When it comes to reaching today’s busy moms, one size definitely does not fit all, say experts. In fact, targeting this busy consumer group – and their $1.7 trillion in spending power – often requires marketers to travel some alternate routes to drive sales, including schools, places of worship and charities.

Some of the nation’s top brand leaders will discuss their strategies for reaching moms through these alternate channels here at M2Moms® – The Marketing-To-Moms Conference, October 21-22 at the Chicago Cultural Center.

“A red traffic light is about the only thing that will make today’s mom come to a complete stop,” said conference speaker Tim Sullivan, Founder and President of School Family Media, Inc. “She’s just too busy.”

“The most successful campaigns literally and figuratively reach out to moms where moms already are, and in environments where they are 100% focused on their kids and family,” Sullivan said. “In most communities, that place – that central organizer of mom’s time – is their children’s school. Connecting with moms through education and through those schools is a powerful conduit for impactful relationships.”

Cause-related marketing can also reach modern moms according to conference speaker Mike Swenson, President, Barkley Public Relations. Swenson will present a case study on how The March of Dimes launched a national campaign to re-connect with its core constituents and attract new mom loyalists.

“Talking to moms is an invaluable skill that many brands have yet to master,” Swenson said. “With their commitment to the health of all babies, The March of Dimes’ primary audience is moms. The thinking behind the most recent campaign from this 93-year-old organization is an invaluable learning tool for any company – for-profit or non-profit – looking to reach moms in a personal and modern way.”

Another way to connect with moms is through faith-based marketing. Dr. Mary Manz Simon, an author and parenting consultant will lead a panel of experts on this topic at the conference.

“Because mom is bombarded by so many messages, only authenticity and relevance will cut through the clutter,” Simon explained. “Understanding the target is important to reach any mom, but essential to connect with the faith-based mom, who is sensitive to nuances in communications and marketing strategies.”

Simon cites Mothers of Preschoolers International (MOPS) as a prime example of a faith-based organization that resonates with mothers online and through support groups.

“To ensure no mom is alone in handling the challenges of mothering, MOPS International reaches out to mothers from all walks of life,” said Naomi Overton, President and CEO of MOPS and one of the panelists. “MOPS moms are found in faith communities, online communities, and all communities where women are seeking to develop authentic friendships, realize personal growth and find spiritual hope.”

And while mom blogs and other Internet platforms have become powerful sales tools of late, perhaps the ultimate form of marketing to moms is through word of mouth, said Colleen McKenna, Director of Global Consumer Marketing, Symantec.

“I really believe that more and more today, moms need to have a new product or service recommended to them by a source they trust if they are going to go to the trouble of buying it,” McKenna said. “A personal recommendation takes the guesswork and fear out of making a purchase. This is why mom bloggers and social networks are so successful. But in the end, I don’t think there is anything more powerful than the plain old friend-to-friend recommendation.”

“If you can get moms to promote your product or service simply because they believe in it, you are well on your way to a successful campaign,” McKenna added.

“From the morning news shows to blogs, e-mails and drive-time radio, today’s moms are targeted nonstop by mass marketers,” said Liz Fongemie, VP of Sales, PME® Enterprises and Project Manager, M2Moms®. “But there are other, more emotionally relevant channels brands can use to make an impact. This year’s M2Moms® Conference will highlight brands that are pushing the envelope in this new direction.”

Now in its fifth successful year, M2Moms® – The Marketing-To-Moms Conference brings together top brand leaders and marketing executives for two days of intensive presentations, case studies, original research, solution-based workshops, with representatives from such prominent brands as Kellogg Company, iRobot, PBS, The Coca-Cola Company, General Motors, Symantec, Stonyfield Farm, Seventh Generation, Hallmark and Allstate Insurance.

Associate Sponsors of M2Moms® are Ketchum, Draftfcb, The Bump, General Growth Properties, Catapult Marketing, Mom Central Consulting, Destination Maternity Corporation, Shutterfly, BARKLEY and MomsLikeMe.Com; Showcase Sponsors are School Family Media, Win/Win Radio, House Party and New Mom, Inc.; Workshop Sponsors are 360 Public Relations, Sittercity and Fleishman-Hillard; Hospitality Sponsors are VehicleVibes.com, National Wildlife Federation, Scholastic Parents Media, imc2, Luth Research, The Motherhood, Inc. and SheKnows; SNiPPiES is the conference Video Journalism Resource.

# # #

EDITORS: For more information, visit http://www.m2moms.com/