Marketing to Women 2013

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The 9th Annual M2W: Marketing to Women Conference was held at the Chicago Cultural Center April 16-17, featuring a bevy of experts and keynoters who know a little – okay, a lot ­– about marketing to women.

Guest Emcee Pepper Miller, president, The Hunter-Miller Group, and author of Black (Still) Matters in Marketing, presided over the two-day conference, introducing guest speakers who discussed a variety of topics including marketing myths, cultural advertising and women as more than just a ‘niche’ in the consumer world.

Regular TCW contributors Bridget Brennan, CEO, Female Factor, and author of Why She Buys, and Marti Barletta, founder, The TrendSight Group, and author of Marketing to Women and PrimeTime Women, offered insights during the second day of the conference. TCW had a front row seat to their presentations.

Ms. Brennan took the stage first, discussing women’s influence in consumerism, especially from a familial standpoint. “We often hear that women are so busy and don’t have time to do anything,” she observed. “But what is the real implication here? Women are getting married later in life and taking their children with them everywhere. So children are side by side with their moms, in the same places and consuming the same products and brands.” To sum it up, when you please women, you can stretch your brand across an entire household of consumers.

Later, Ms. Barletta took us to unfamiliar territory, interviewing Gemma Cernuda-Canelles, founder/CEO of the first Spain-based marketing to women company, Peix & Co. Her new, controversial book Ellas Deciden… (Pero Ellos Todavía Mandan), to be published later this year, is making headlines as the title loosely translates to Women Decide…But Men Run the Business. She went on to say, “When it comes to big brands, the one who design and decide are men, and they put their masculine values and politics into marketing.”

Carrie_Williams

About Carrie Williams

Carrie Williams is TCW's managing/digital editor. She manages day-to-day editorial operations of the monthly print publication, website and social media outlets, contributes to a variety of feature articles and directs a team of interns, freelance writers and bloggers. In early 2013, she led the redesign of TCWmag.com/restructure of TCW's brand strategy. Her blog, "Carrie On," is a blog of reflection and discovery, discussing how to push through life when you’re handed one too many curveballs. And finally, Ms. Williams is also executive director of the TCW Foundation, a 501(c)(3) non-profit supporting underfunded women's and children's organizations.