The 24/7 of Mom: When, Where and How to Connect  

 Once you have your product and your message, how do you optimize your media plans based on what works best for Mom?

 This study deconstructs how moms interact with advertising touch points, and how the interplay of time spent, attention paid, and receptivity can impact media planning decisions. Old media and new, in-home and place-based,  20 channels are assessed, their relative strengths and weaknesses measured.  The 24/7 of Mom breaks the industry mold since it provides non-partisan media recommendations from the leader in mom market intelligence. 

Some questions we will answer:
What creative tone works best with moms and does that change with the time of day?

Does she trust the media she spends the most time with?

Where do you have her full attention?

Mother, May I?  Where is she most receptive to advertising messaging?

Don't Go There … Where should you give her space?

Cheryl Wilbur, Director of Research and Brand Development, The Parenting Group, Bonnier Corporation

This ses• What is each generation of mom looking for – how are they alike and how do they differ?
• What are the key touchpoints for each type of mom?
• What is the best way to reach these time stressed moms?

Pat Wellen, Research Service Director, Boy Scouts of America

Archaeology of the American Handbag: Opportunities for Reaching Today's Mom
Kelley Styring, Author, In Your Purse

Mom, do you have $2 Trillion? Forget the nag factor – that was chump change.

• Direct kids spending vs. kid influenced spending
• Why its happening
• The Old Myths
• The New Truth

Bill Goodwin, President & CEO, Goodwin

The Multicultural Family: Being Relevant for a Diverse America

Founded in 1968, Sesame Street changed television forever. In countries across the globe, we reach children in a vibrant way, using localized content, characters and sets, all delivered with Sesame fun, fur and silliness. Closer to home, Sesame Street is in its 37th experimental season with a curriculum focused on school readiness and our award winning Healthy Habits for Life initiatives. Through extensive research we address the challenges facing a diverse America and stay true to our mission. In this symposium you will see how we:

• Maintain relevancy in a diverse market
• Market our brand and initiatives as a nonprofit organization
• Leverage a multi-generational brand to meet the needs of the growing US Hispanic market

Hunter Heller, AVP, International Licensing, Sesame Workshop

Today's Asian American Family: Kid to Parent Influence
Theresa Tran and Mai Tran, Tease Communications

MOMS ON STAGE
Here are the facts:  fewer than 2% of moms attended a soccer game in the past 90 days and only 1 in 10 drives a minivan.  So, what's up with the soccer-mom stereotype so prevalent in mom-targeted communications today?  No wonder a recent Frank About Women study indicates that three-quarters of U.S. moms "… don't think advertisers really understand what it's like to be a mom."  It seems that everyone is so focused on figuring out WHERE to reach mom, that brands have dropped the ball regarding WHAT to say and HOW to say it.

This live mom focus group will explore the highs (and lows) of communications targeting moms today… with real-life examples from the moms on the panel.  The conversation will explore how the panel of moms feels about the advertising that targets them -- is it spot-on or way-off the mark?  Which marketers are doing it well – and which deserve to be voted off the island?

This live-mom exchange will also tap into the recent mommy-mindset segmentation developed by Frank About Women – which identifies three distinct types of moms – Driven, Daring and Doting^™.  The dialogue will explore which type of mom is prevalent in today's communications… and which type our panel of moms would like to see more often.

The mom panel will talk about their feelings, attitudes and behaviors about motherhood, focusing on the ties that bind them together, no matter what their demographics look like on paper.  The discussion will explore how marketers can tap into unifying mindsets -- instead of solely demographics or psychographics -- to make a deeper connection with moms.

Plan to:

1) Learn some of the most-common mistakes in mom-targeted communications

2) Recognize that there is a long way to go in developing creative that truly resonates with today's moms

3) Leave with a renewed commitment to making a  richer connection with your mom target

Facilitated By:
Diane Ridgway-Cross 
Senior Director

Frank About Women

NETWORKING BREAK