US marketing seminar to help brands build share among women

MUMBAI: The best and brightest in American female consumer research and marketing will gather for the 2nd Annual M2W -- The Marketing to Women Conference.

The event takes place from 8 to 9 May in Chicago.

M2W is a marketing conference designed to give brands the research, resources and connections needed to drive sales in the $7 trillion dollar women's market.

A recent survey found that 91 per cent of women said that advertisers don't understand them. Since women account for 85 per cent of all consumer purchases, understanding how they process information and make purchase decisions is critical to building share with female consumers. M2W provides those insights.

Jennifer Ganshirt of Frank About Women says, "Research and scientists have enabled us to understand that the brain chemistry of a woman falling in 'love at first sight' is different than that of a long term attraction." In her M2W presentation, Now You're Speaking Her Language! Turning Simple Flirtation into a Lasting Brand Commitment Ganshirt will explain the dynamics of a

creating a spark with women and show marketers how to evolve brand flirtations into eternal brand commitments.

Marketing to Women Newslette publisher Ira Mayer says, "Almost 19 per cent, one in five women in daytime television is full-figured compared to 11 per cent in primetime."

In Mayer's presentation his new research, Trends in the Portrayal of Women in Advertising will show how advertisers are and are not employing more diverse, realistic women in marketing messages. She adds, "We'll take a look at how women are portrayed in TV and print ads and what works and what doesn't."

Fara Warner who wrote The Power of the Purse will also make a presentation. Trendsight Group's Marti Barletta will dwell on marketing to prime time women. Resource Interactive's Kelly Mooney will look at how marketers can use the web to reach out to women.

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