Trone Explains Moms’ Purchasing Tugs™ At Marketing to Moms Conference

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Trone’s new decision filter, Tugs™, allows brands to see how they fit into mom’s worldview according to Will Spivey, Managing Partner, Trone. Spivey is among 30 plus marketing-to-moms experts speaking at the 6th annual M2Moms®— Marketing To Moms Conference, October 27 & 28, Chicago Cultural Center. M2Moms® is presented by Kodak.

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Will Spivey, Managing Partner, Trone

Through in-store journaling, quantitative research and our own online mom community, we’ve looked at how Tugs™ pull at mom’s brand affinities as well as her in-the-moment, in-store decisions.

“Trone has developed a decision filter called Tugs™ that allows brands to see how they fit into mom’s worldview. We’ve uncovered universal Mom Tugs™, that hold sway across most categories,” according to Will Spivey, Managing Partner, Trone. Spivey’s presentation, “Universal Mom Tugs™ — How moms decide” will be a featured session at the sixth annual M2Moms®– The Marketing to Moms Conference. M2Moms® will be presented by Kodak in the Chicago Cultural Center, October 27 & 28.

“Through in-store journaling, quantitative research and our own online mom community, we’ve looked at how Tugs™ pull at mom’s brand affinities as well as her in-the-moment, in-store decisions,” explained Spivey, who will be aided in his presentation by Robin Yontz, VP, Creative Director, Trone. “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.”

Spivey and Yontz will be joined by over 30 other marketing-to-moms experts, notably Betty Noonan, VP Consumer Marketing, Eastman Kodak Company; Carley Roney, Editor in Chief of The Bump and Co-Founder of The Knot, Inc.; Laura Yost, Group Manager, Public Relations, The Clorox Company; Eileen Gaffen, Public Relations Director, Hallmark Cards; Donna Mirus Bates, SVP, Brand Marketing, Universal Orlando; Maureen Wolpert, Brand Marketing Director, Seventh Generation; Jamie Sohosky, Senior Director, Brand Marketing, Walmart; and Molly O'Donnell, Director, Integrated Marketing Communications, Xbox.

“Every year M2Moms® is attended by Fortune 1000 senior brand marketing executives who target moms. This year’s registration includes companies as diverse as Kellogg, Whirlpool, Graco, Pepsi-Co., Merck & Co., McDonald’s, Reckitt Benckiser, Nestle, Hormel Foods, Gerber, Avon Products and Williams Sonoma. They attend,” according to Liz Fongemie, producer of M2Moms®, “because they recognize the importance of reaching moms – the household CEOs, who control over $1.7 trillion dollars worth of annual consumer purchasing in almost every product category.”

M2Moms® is presented by Kodak. Associate Sponsors include: Ketchum, MomsLikeMe, The Bump, Barkley, imc2, Trone, WhatToExpect.com, Destination Maternity Corp., Fleishman-Hillard, Mom Central Consulting, Response Media, PMP, Disney Online, The Martin Agency; Showcase Sponsors: School Family Media, BzzAgent, Carolina Pad; Workshop Sponsors: 360 PR, Frank About Women, C&R Research’s ParentSpeak; Hospitality Sponsors: Scholastic Parents Media, Cakes.com, SheKnows, The Haystack Group, SheSpeaks, iVillage, The Family Room; Video Content Resource: SNiPPiES. This year M2Moms® proudly supports: Jack & Jill Late Stage Cancer Foundation.

For conference information: http://www.m2moms.com or 860.724.2649 x11. M2Moms® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

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Liz Fongemie
PME Enterprises, LLC
860-724-2649 ext. 11
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