New York

2011 Symposia Series
                 

Symposium on Media Branding to Women
November 2, 2011
PC Richard & Son Theater ~ 32 Avenue of the Americas ~ New York, NY 10013

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As the primary decision-makers for most consumer purchases, women have been consistently targeted for key branding messages. With the advent of sophisticated social media strategies – and the incredible amounts of data now available regarding preferences in content, products and information delivery –media branding to women has become a new art as well as a corporate necessity. Join experts in data tracking, collection and analysis, media branding and content delivery as we explore this new area, what it means for media, and what it means for women.

Opening Speaker-Family,On Shuffle:  Melissa Lavigne-Delville, Vice President Trends & Strategic, NBCUniversal

Description:  Moms aspire to be modern day June Cleavers? Although only 4% of families today are considered "Traditional," 49% of moms chose "Traditional" as the number one parenting style they aspire to be, and an astonishing 77% of moms preer that their children have good manners over good grades. Melissa Lavigne-Delville, VP of Trends and Strategic Insights, NBCUniversal Integrated Media, talks about a new Women at NBCU study that paints a dramatically altered picture of today's American family.

Symposium Panel Descriptions:

Know Your Audience: Meet Today's Female Consumer
Women dominate consumer spending so it's critical to understand the unique perspectives of female buyers.  Our expert panel will review the latest trends on what influences a woman's decision on what she watches, listens to, clicks, reads and buys. Whether you want to reach tweens or attract boomers, find out how to use the latest data trends and tools to build a brand focused on today's savvy female audience.

Moderator: Sheila Kirby, SVP of Professional Development, Radio Advertising Bureau
Panelists:   Jacke Bergeron, Vice President Audience Insights and Analysis, Nielsen; Amanda Bloom, AOL; Stacie Bright, Global Director of Marketing Communications, Unilever, and Mary Beth Garber, EVP/Radio Analysis and Insights, Katz Radio Group

Mommy Bloggers: Hear Them Roar
Women have always relied on recommendations from friends and family, but digital media has given female net promoters new unparelled reach and influence. Mommy Bloggers are such a dominant influence today that they are now often the first to receive product trials. We'll discuss why recommendations from "regular women" are particularly effective, what word-of-mouth means in the digital age and how to harness this power to meet your business goals.

Moderator: Rene Syler, Author, Good Enough Mother
Panelists:  Susan Getgood, Vice President of Sales and Marketing, Blogher; Ilana Wiles, President, Mommy Shorts; Marinka from Motherhood NYC

Creating New Niches in Established Brands
ESPN launched espnW to better connect women and sports, and Nintendo's marketing for Wii Fit welcomed women into gaming. These are just a few examples of the thoughtful and strategic approaches established brands have made to reach women. In this panel, we'll learn how brands made this leap, explore how to determine if your brand should take advantage of niche branding -- as well as if the new venture will strengthen your brand. We'll also address the risk of damaging your brand or diluting its meaning in the eyes of customers.

Moderator: Tanzina I. Vega, Reporter, The New York Times
Panelists: Pierre Bouvard, SVP Media Sales, TRA Inc.; Denise Conroy-Galley, SVP of Marketing and Creative Services, HGTV;Jodi Salidor, Director of Marketing, CBS Radio-NY; and Melisa Schilling, VP of Retirement Marketing, Wells Fargo

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