GfK’s Sheehan to Teach Brand Marketers About “Full Spectrum” Moms at M2Moms® - The Marketing to Moms Conference

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Kathy Sheehan will share GfK's latest research on communicating with today's various types of moms at the 9th annual M2Moms® Conference.

Kathy Sheehan, Executive Vice President and General Manager, GfK Consumer Trends, Roper Reports®

It seems that the word ‘mom’ today is always preceded by some type of qualifying adjective. Today’s moms are more diverse than ever, reflecting a full spectrum of their needs in the marketplace and their expectations of brands.

Drawing on the latest research from GfK Roper Reports®, and in order to help brand marketing executives better communicate with today’s moms, Kathy Sheehan, Executive Vice President & General Manager of GfK”s Consumer Trends and Roper Reports® will present ‘Understanding Today’s Full Spectrum Mom’ at the 9th annual M2Moms® – Marketing to Moms Conference. M2Moms® will be held Oct. 23 & 24 in the Chicago Cultural Center.

“Working Mom”, “Tiger Mom”, “Stay-at-Home Mom”, “Single Mom”, Sheehan explained, “it seems that the word ‘mom’ today is always preceded by some type of qualifying adjective. Today’s moms are more diverse than ever, reflecting a full spectrum of their needs in the marketplace and their expectations of brands. “Full Spectrum” also applies to moms as women themselves – engaged in a variety of roles, “mom” just being one of many.”

“My presentation will provide a look at the different segments that today make up the Mom’s market. It will help marketers understand the diverse needs and opportunities that this Full Spectrum represents,” Sheehan added. “This presentation will be based upon the latest research from GfK Roper Reports®. Now celebrating its 40th year, GfK Roper Reports® interviews over 11,000 Americans (more than a third of which are moms) every year to understand the “why” behind the trends that are emerging in the marketplace, and what this means for positioning their brands, products and services for profitable growth.”

“We are thrilled to have Kathy and GfK on the M2Moms® stage,” said Liz Fongemie, M2Moms® producer. “GfK is the fourth largest market research company in the world, with offices in 100 countries and more than 12,000 employees globally. Kathy has taught and guest lecturered at various universities and has been quoted widely in media including CNBC Business Center, BrandWeek, Advertising Age, and The New York Times.”

“I am sure that Kathy and her presentation on Full Spectrum moms will be a huge draw for everyone at M2Moms®. It is precisely because of moms’ broad purchasing power that M2Moms® attracts attendance from a truly diverse and comprehensive list of brands,” Fongemie explained. “Companies that have sent executives and marketing teams include Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth, Coca-Cola and hundreds more.”

“They all recognize that marketing to moms is critical to continued brand growth and market share,” according to Fongemie. “Moms really are brand-critical decision makers for a wide range of products and services. The Fast Facts page on M2Moms® website is filled with statistics that show that moms buy everything from sports drinks to prom dresses, diapers to dog food, lipstick to laptops, autos to pharmaceuticals. They buy for their kids, their families, their parents, their friends and for themselves. They buy for their homes, for their kids’ schools, and they plan and pay for the family vacation. Plus, they purchase on every available channel online and off, traditional and new media – they use it all.”

“With new research, case studies, workshops, peer-to-peer learning and networking, M2Moms® delivers everything every marketer needs to reach mom on the wide variety of channels moms use to gather and pass along information and purchase,” according to Fongemie. “This year M2Moms® includes over 40 speakers and two and half content-rich days all designed to help marketers improve their marketing and sales to today’s moms.”

“We have substantially expanded the pre-conference sessions for those who arrive early,” Fongemie added. “PTPA, Blissful Media, Text4baby and the Sway Group’s workshops will focus on reaching moms through digital, social and mobile media. In the past all of our pre-con sessions have been standing room only.”

“In addition to the pre-con sessions, we’re especially excited about this year’s lineup which features the premiere of Sprout Network’s new moms research, WebMD’s insight into what today’s moms are looking for in health, and an especially intriguing case study from Ketchum about the power of storytelling for challenger brands. We’ll also have experts from Conill helping brands understand Latina moms, a panel on marketing to moms of special needs children with experts from MassMutual and the Special Olympics, and a marketing to new moms session from Eric Mower+Associates,” Fongemie said. “Plus, the editorial team from The Bump will show marketers what really works to reach today’s moms. House Party will present a compelling brand advocate case study with Hasbro. In addition, we’ve got a great case study from Mattel, and we’re very happy to welcome back Destination Maternity’s Zanny Oltman, 2012’s “You Take The Cake” Best Speaker, to rock the house again!”

M2Moms® sponsors include Title Sponsor: Sprout; Associate Sponsors: GfK, Mom Central Consulting, House Party, Ketchum, Destination Maternity, WebMD, MtoM Consulting, Tap Influence, Mabel’s Labels, WhatToExpect.com, Meredith Parents Network, Conill, FleishmanHillard, The Motherhood, Mattel; Showcase Sponsors: GGP, School Family Media, Kids & Company, The Education Center, Sachi, Moms Meet, PMP, Teen Life, Sports Illustrated Kids and Time for Kids; Workshop Sponsors: The Marketing Store Worldwide, The Bump, Child’s Play Communications, Eric Mower+Associates, Robin Leedy & Associates, Sway Group, PTPA Media, Experian, Blissful Media Group; Video Content Resource: Snippies; News Resource: M2Moms® News. M2Moms® 2013 proudly supports Text4baby.

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

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Liz Fongemie
PME Enterprises, LLC
+1 (860) 724-2649 11
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