New Balance Case Study at Marketing to Women Conference

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Tanya Cavanaugh, VP, Group Account Director, Marketing Drive will show brand marketers how the 20 year partnership between New Balance and Susan G. Komen works at the 7th M2W® - The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center. Cavanaugh will be joined in the presentation by Marketing Drive’s VP, Creative Director, Matthew Lenig.

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Tanya Cavanaugh, Vice President/Group Account Director, Marketing Drive

We are looking forward to discussing how these strategies can be successfully applied to other brand marketing programs.

In 2009, New Balance marked its 20th anniversary as a partner of Susan G. Komen for the Cure, one of the longest standing partnerships of the cause. Tanya Cavanaugh, VP, Group Account Dir., and Matthew Lenig, VP, Creative Dir., both with Marketing Drive, will share with brand marketers an in-depth look at New Balance’s award-winning marketing efforts surrounding the 20th anniversary - at the 7th annual M2W® - The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

Cavanaugh explained, “The challenge for New Balance was to be relevant and credible in order to stand out in this ‘sea of pink’ and make an impression on consumers, specifically women ages 25-34.” Lenig added, “This program employed all aspects of the marketing mix to resonate with the target audience, impact the cause and generate unprecedented results. We are looking forward to discussing how these strategies can be successfully applied to other brand marketing programs.” This program has been recognized by the Cause Marketing Forum, the Promotional Marketing Association, and Promo Magazine.

Cavanaugh and Lenig will be joined by over 30 other speakers, notably Marti Barletta, President of the TrendSight Group and author of Marketing to Women; Nan Forte, EVP, Consumer Services, WebMD; Bridget Brennan, CEO, Female Factor and author of Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers and Wall Street Journal Columnist Jeffery Zaslow, author of The Girls From Ames.

“M2W® is annually attended by Fortune 1000 senior brand marketing executives,” according to Nan McCann, M2W® producer. “Registration has included companies as diverse as Harley-Davidson, Bayer, Aetna, ESPN, Kraft Foods, Ford, GM, Johnson & Johnson, Kellogg, Diageo, Walgreens, Wells Fargo, NBA, Burton, Ampersand AD, L’Oreal, Kodak, ConAgra and Whirlpool. They attend because they recognize the importance of reaching women – who control 85% of all consumer purchasing in virtually every product category. Women mean business and brand growth.”

M2W® is presented by Associate Sponsors: AOL, BlogHer, Ketchum, PMP, New American Dimensions, Vibrant Nation, General Growth Properties, WE tv, Ask Patty, AutoTex Pink, Wedding Central, Passchal, BzzAgent, WebMD and SheSpeaks; Workshop Sponsors: Marketing Drive, Luth Research, Euro RSCG Chicago and The Kaleidoscope Group; Showcase Sponsors: Barbie, Carolina Pad, Smudge, Inc., Redbean Society, Varsity, WNBA, NBA, Women On Course, MassMutual Financial Group and Trek Women. Video Content Resource: Snippies. Media Sponsor: Today’s Chicago Woman.

Marketing Drive is a leading promotional marketing agency driven to create ideas that generate desire, inspire action, and ultimately create BRAND demand in the minds of consumers, shoppers, and retailers – the vital difference in today’s increasingly commoditized marketplace.

For complete conference schedule and information visit: http://www.m2w.biz or call 860.724.2649 x11. M2W® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.    

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