presents 2 AnnUAl MARKETING TO DIGITAL MOMS e n g a g i n g t h e M e g a i n f l u e n c e r s o f To d a y APRIL 27 & 28, 2011 The Old Mill inn TOrOnTOMoms of all ages are ahead of the curve when it comes to internet and digital usage. They are currently the topinfluencers in the digital world, and are redefining marketing in the 21st century. They are not only utilizing thismedium but they now depend on it. digital moms place high dependency and trust in search engines and onlinecommunities to gather information before making any online or offline purchases. Savvy marketers today knowthey need to engage moms long before they enter the store. Moms want more from their preferred brands thanjust conversation; they want usage tips, recipes, new product reviews, special offers and price breaks. Aboveanything else, they want solutions. Attend this conference to find out how to create successful digital campaignsthat add value to moms, build brand loyalty and enable social sharing. Why you should attend: • hear the latest research pertaining to moms online and learn what it takes to craft a successful campaign • Gain insight into what motivates moms’ purchase decisions and how their shopping behaviours differentiate from other consumers • discover how to build programs that bridge old and new media • Find out which emerging technologies and tools matter to moms • Understand the importance of working effectively with online influencers • learn about the role of online reviews and how brands can best leverage them • TITLE SponSor • Register Today! Call 416.526.4578 or online www.femqb.com at www.opendialogueinc.com
2 AnnUAl MARKETING TO DIGITAL MOMSTarget Market: VPs, Directors and Managers of Marketing, Advertising & Communications • Directors and Managers of ProductDevelopment • Chief Marketing Officers • Chief Brand Officers • Brand and Product Managers • Directors and Managers of BusinessDevelopment • VPs, Directors and Managers of Account Services • VPs, Directors and Managers of Media Buying & Planning • ConsumerInsight & Research Managers • Agency New Media Specialists • SEM Managers • Interactive Marketing Directors & Managers 1:00 – 1:40 NORTH AMERICAN RESEARCHDAY 1: Wednesday, April 27, 2011 Marketing to Moms: Generational Differences and Similarities David Bohan, CEO, BOHAN Advertising | Marketing8:00 – 9:00 Registration and Continental Breakfast WhyMomsRule.com, a BOHAN perspective on marketing to America’s 82 million moms, reports on current trends, influences9:00 – 9:10 Welcome and Chairperson’s Opening Remarks and buying habits among moms. As part of showcasing a deepAlex de Bold, Vice President, Social Media & Digital Marketing, MSL Canada understanding of the behavioural differences among America’s moms, WhyMomsRule.com conducts ongoing surveys among moms9:10 – 9:50 KEYNOTE ADDRESS around the country. Past insights have shown differences not justThe Art and Science of Creative Partnerships in attitude and mindset, but also in purchase patterns and digitalErica Ehm, Creator/Publisher, YummyMummyClub.ca behaviour. In this session, David will explore broader generationalThe days of banner advertising are fading. Welcome to the era of differences among moms, as well as specifics in industries such asintegrated content connecting brands and moms in a new, powerful healthcare, restaurants, grocery and travel/tourism. Highlights willway. Just ask Erica Ehm, publisher of YummyMummyClub.ca, the include observations from past research and insights from our mostonline magazine that speaks to the woman in every mom. She has recent survey on moms’ digital behaviour as it specifically relates tospent the last four years producing a unique online property that vacation planning.connects brands and moms with creative, compelling, interactivecontent. Erica will share the stories and ideas behind some 1:40 – 2:20successful campaigns she has initiated to help you engage with Universal Mom Tugs™ – How Moms Decidemoms in a more meaningful way and transform them into your brand Robin Yontz, VP, Creative Director, Troneambassadors. Jenny Rowland, VP, Mom Insights, Trone We all feel our minds being pulled in a million directions, but moms’9:50 – 10:30 minds are pulled exponentially more. Known as the family decision-Marketing to Moms Online 201 maker, just what goes into making all of those decisions? Moms mayBryan Segal, Vice President, Sales, comScore, Inc. make many of their decisions in seconds, but the dynamics at playIn this session, Bryan will address the state of the Digital Media behind their brand and purchase decisions are far more complex.Universe in Canada. He will focus on where Canada stands in Trone has developed a decision filter called Tugs that allows brandsterms of usage and duration from a worldwide perspective, as well to see how they fit into moms’ worldview. We’ve uncovered universalas taking a closer look at the behaviours of Canadians online. Mom Tugs that hold sway across most categories. Through in-He will then delve deep into the mom demographic, and discover store journaling, quantitative research and our own online momwhat categories, tools, and features are being used by this coveted community, we’ve looked at how Tugs pull at moms’ brand affinitiesadvertising group. What are some of the ways to reach this target as well as her in-the-moment, in-store decisions.online? As online is a key component in reaching Canadian moms,it is important to understand the landscape to determine the best 2:20 – 3:00way to reach them, with the most powerful messages to generate Millennial Parenting: Marketing to Connectedthe highest engagement and satisfaction. Moms and Digital Dads Sidneyeve Matrix, National Scholar of Media, Queen’s University10:30 – 10:40 Networking Break This presentation considers the demographics and psychodemographics of millennial parents in Canada and the US,10:40 – 11:20 RECENT RESEARCH and trends surrounding their digital proclivities, mobile fluencies, andCanadian Moms: The Audience You Thought You Knew social preferences. From Facebook profiles for toddlers, to animatedAndrew Assad, Chief Storyteller, Microsoft Advertising Canada video streaming on the iPad, from the popularity of kid-lit eBooks, toDue to its convenience, its rich content and communal environment, the top iPhone digital pacifier apps, this trend report will highlight thedigital advertising has become an indispensable component kinds of quirky, clever, and feature-rich media and messaging thatin women’s lives. Over 3.5 million Canadian moms are online syncs with Gen Y preferences. As the millennials or “digital natives”on multiple platforms and devices. Moms come from different begin raising Generation Z, we will see an increase in intensely socialbackgrounds and lifestyles, yet being a part of “motherhood” means shopping platforms, more concierge services delivering personalCanadian mothers have lots in common - especially when it comes and customized content, and widespread expectations for brandto how they use technology and view the advertising messages they leadership in social good initiatives. This presentation is practical bysee on their devices. Understanding their attitudes and concerns design, pairing trend analysis with examples of innovative marketingis key to crafting campaigns that will win over these passionate strategies relevant to brands seeking to connect with millennialconsumers. Microsoft Advertising has undertaken proprietary parents.research through Vision Critical, using the Angus Reid Forum, intowhat makes moms tick. 3:00 – 3:10 Networking Break11:20 – 12:00 3:10 – 3:50Teeter Totter – Helping Moms & Brands Connect Understanding and Motivating Today’s Moms!and Build Sustaining Relationships Christine Ross, Partner, Spider Marketing SolutionsAlex de Bold, VP, Social Media & Digital Marketing, MSL Canada Information abounds about today’s omnipotent “Mom” consumerMartha McKimm, SVP, Consumer Practice Leader, MSL Canada group. To leverage this data, we need a deeper understandingMoms are multi-tasking wizards long used to balancing the about what really influences her through the purchase cycle: fromfragmented needs of one and all. It is important to connect and awareness to sale, and from messaging through to incentives.sustain relationships between moms and brands to deliver results. In this session, you will discover what really motivates mom whenAdopting a channel agnostic approach MSL ignores the distinction making a purchase decision, how intent often differs from reality,between old and new channels to build programs that touch on all and why. Just as importantly, you will learn how mom differs in herchannels. In this session, Martha and Alex will share their insights as behaviour versus shoppers, consumers and women in general.they work on some of Canada’s largest brands to build integrated Leveraging proprietary insights from Spider’s annual “Motivatingmessaging platforms that bridge old and new media. Moms Report™”, Christine will cover a series of key areas including cause, health, social media, digital and private label to see12:00 – 1:00 Luncheon how and why moms make the purchase decisions they do.
3:50 – 4:30 11:45 – 12:30Bridging the Gap Between Influencers and Brands Word of MomJen Maier, Founder, UrbanMoms, Partner & Co-Founder, BeSoSocial Julie Cole, Co-Founding Vice President, Mabel’s Labels Inc.Eden Spodek, Partner & Co-Founder, BeSoSocial Tricia Mumby, Co-Founding Vice President, Mabel’s Labels Inc.The influence of moms online in terms of purchasing power and In 2002, Mabel’s Labels was co-founded by four moms whobrand awareness is growing at a staggering rate. As social media trailblazed the personalized labeling industry in North America.becomes more mainstream and advertising dollars shrink and Mabel’s Labels has experienced continued growth and successcompete for budgets, it’s more important than ever for brands to thanks, in part, to their long-time online social presence. Companyengage mom influencers, otherwise they’ll be left behind. Social co-founders Julie and Tricia, along with their social media team, aremedia participants and professionals, Jen and Eden, will explain committed to connecting online with customers, fans, bloggers andhow balancing the needs and expectations of mom bloggers and media on a daily basis. Mabel’s Labels’ brand has been embracedcommunities with the goals of marketers is critical in order to have by online communities of moms thanks to a social media strategya successful long-term program. Learn how to effectively work with designed to foster an exceptional customer experience and genuineonline influencers while creating a successful social media strategy. relationship building. Julie and Tricia will share how a small company can do big business by understanding moms and their place in the4:30 – 5:10 INTERACTIVE PANEL online social strata.Moms Take the Stage 12:30 – 1:30 LuncheonModerator: Emily Spensieri, President & Founder, F.E.M.We know moms are talking about many issues, including your 1:30 – 2:15brands. We’re going to uncover how they connect, what drives the Engaging the Digital Mom, Traditional or Digital? Both!conversation, and more importantly, what kills it! Kelly Miller, VP, Media Director, Fuor Digital Digital Moms have evolved from a small niche demographic5:10 – 5:20 Chairperson’s Wrap-Up targeted on specialty sites, to one of the largest, most interactive and technologically intelligent groups online. This does not mean, however, that digital is the only way to reach these householdDAY 2: Thursday, April 28, 2011 CEO’s that hold the purse strings to over $2 trillion. It is essential for marketers to understand both the online and offline behaviours of8:00 – 9:00 Continental Breakfast this segment and how that translates to offline sales. Their power is not only reflected in the numbers, it is also apparent in the active9:00 – 9:10 Chairperson’s Opening Remarks role these moms have taken to have a voice. It requires marketers to re-evaluate how they speak to and interact with this segment: while9:10 – 10:00 KEYNOTE ADDRESS digital is leading this marketing evolution, its importance is holisticDigital Moms: The Motivations Behind the Medium regardless of where you ultimately reach them.Nick Black, Vice President, Strategic Insight, Concerto Marketing Group Inc. 2:15 – 3:00“My life is the virtual world. If I don’t have access [I feel like] I’m missing Creatively Speaking to the 21st Century Mom!something. I’m a single mom; I don’t get out a lot. It’s not like I can just get Rob Alexiou, Creative Director, Hunter Strakerout.” – Digital Mom (2009) In this session, Rob will investigate what visual messaging isIf you really want to market to Digital Moms, you need to look behind influencing Digital Moms from a creative perspective. Up until nowthe medium and understand the motivations. In this session, Nick a great deal of time has been spent identifying where the digitalwill share insights from Canadian research conducted by Concerto mom is living, working, shopping, playing and socializing. HeMarketing Group. Drawing on findings from these studies, and believes that 2011 is the year of communication for the digital momreal life examples from Europe, Australia and North America, this – “we spend so much time trying to find where digital mom is thatpresentation will explore the motivations of Digital Moms and how we’ve forgotten how to speak and connect with her.” Rob will deliveryou can start building brand trust online. his presentation through an analysis of current campaigns that have either hit or missed the mom mark, and engage the audience in an10:00 – 10:45 NEW RESEARCH RELEASE interactive discussion.Connecting with Canadian Digital MomsCora Brady, Managing Director, Mom Central Consulting 3:00 – 3:15 Networking BreakKathryn Easter, Managing Director, Mom Central Consulting 3:15– 4:00Exclusively focused on Canadian moms digital behaviours (and no,Canadian moms are not the same as their US counterparts), this Moms Know Best: Harnessing the Power of Online Reviews2011 phase of Mom Central’s Digital Mom Research provides a Ali de Bold, Founder, ChickAdvisorcurrent look at how Canadian moms are spending their time online. Emarketer recently stated that 69% of moms use search engines,The focus will be on the role digital and non-traditional media are email, social network sites and online consumer reviews to gatherplaying in their decision making process across a number of verticals related information. Word of Mouth is by far the most effectiveand product price points. So What? We’ll take you through some form of brand advocacy but also one of the most difficult to createrecent Canadian case studies to help you understand the possible and sustain. Enter ChickAdvisor, Canada’s largest user generatedapplications for your brand to tap into the power of Digital Moms to consumer reviews website for women. Over 3 million womencreate buzz, improve SEO and drive sales. have used ChickAdvisor to help share their purchase decisions. Ali continues to work hand in hand with Canada’s largest CPG10:45 – 11:00 Networking Break companies, delivering fully integrated product launches with consumer reviews within her online community. In this session,11:00 – 11:45 she will explore the role of online reviews and how brands can best leverage them to achieve their business goals.Engaging Moms with Emerging TechnologiesJennifer Modarelli, Principal, White Horse 4:00 – 4:45 SOCIAL MEDIA INFLUENCER PANELMoms are superheroes in their own right. With smartphones, Dear Mommy BloggeriPads and a myriad of emerging technologies at their disposal, the Moderator: Erica Ehm, Creator/Publisher, YummyMummyClub.cahousehold purchasing power of this digitally savvy, social audience Hear how mom bloggers maintain their credibility while beingis bound to keep growing. How can marketers evolve their brand sponsored. They will also share their good and bad experiences andexperiences to support the busy, digital lifestyles of today’s moms? discuss what kind of metrics they provide for a campaign. Get yourIn this session you’ll learn about: Which emerging technologies questions ready!matter to moms - When to WAP and when to APP - Real world casestudies of integrated campaigns that activate moms - How marketing 4:45 – 5:00 Chairperson’s Closing Remarkspersonas can aid in creating more compelling programs for moms Register today! Call 416.526.4578 or online at www.opendialogueinc.com
2 AnnUAl MARKETING TO DIGITAL MOMS e n g a g i n g t h e M e g a i n f l u e n c e r s o f To d a y APRIL 27 & 28, 2011 The Old Mill inn TOrOnTOPhone: 416-526-4578 Refund Policy: Cancellations received in writing beforeFax: 416-755-0029 April 11, 2011 will be issued a full credit note to be applied to another event within one calendar year.Mail: OpenDialogue Inc. 1 First Canadian Place, Suite 350 A $250 administration fee will be applied to cancellations Toronto, ON M5X 1C1 received in writing from April 11 to April 15, 2011. The balanceEmail: email@example.com will be issued in a credit note to be applied to another eventWeb: http://www.opendialogueinc.com within one calendar year. No refund or credit note will be issued on cancellations received after April 15, 2011. Delegate substitutionConference Location: The Old Mill Inn, 21 Old Mill Road • is permitted for both registrations and credit notes.Toronto, ON • 416-236-2641 • www.oldmilltoronto.com OpenDialogue Inc. reserves the right to change the programTo secure reduced room rates, please contact the hotel directly.Please quote OpenDialogue when calling in your reservation. date, meeting place, and content and assume no liability forFees do not include hotel accommodations. the changes. If for any reason whatsoever the conference is cancelled, the liability of OpenDialogue Inc. shall be limitedTeam Discount: For a team of three or more registering to reimbursement of the conference fees. Notice will befrom the same company at the same time take $200 off supplied in the event of such changes.each delegate’s registration fee. Payment is due prior to the conference and includes lunches,Not-For-Profit Rate: Save 25% off the posted rates refreshments, an electronic copy of presentations as well as all* To qualify for the Early Bird Rate, payment in full must be received meeting materials available during the conference.by deadline specified. R E g I S T R AT I O N FORM Early Bird Rate A*: $1099 + HST OpenDialogue Inc. 1 First Canadian Place Register and pay by February 28, 2011 – SAVE $500! Suite 350 Early Bird Rate B*: $1399 + HST Toronto, ON M5X 1C1 Register and pay by March 28, 2011 – SAVE $200! Conference: $1599 + HST 7003201 Product Code: * Upon registering, please provide the product code above Delegate Name Title Organization Address City Province Postal Code Phone Fax Email Cheque enclosed for $ (payable to OpenDialogue Inc.) HST Reg.#859495483 Visa MC AMEX Card No. Expiry Date: Name of Cardholder: Signature: CD Orders: Send me ____ sets $500 + HST