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Building Affection, Relevance and Trust with New Moms: EMA Unveils Insights at M2Moms® Conference

Integrated marketing communications agency Eric Mower and Associates will offer key insights on marketing to new moms during the 7th Annual M2Moms®- The Marketing to Moms Conference, Oct. 19-20, 2011, in Chicago. In a workshop titled “Building Affection, Relevance & Trust among New Moms,” Senior Partner and leader of EMA’s NewMomology team Sandy Gingerich and Partner and Director of Promotion Planning Virginia Bates will help brands and retailers further understand and connect with new moms along their path to purchase.

“We’re seeing new moms researching unfamiliar categories and shopping for products they never realized they needed,” said Gingerich. “New moms have constantly changing emotions that run the gamut, from excitement to fear. Our expertise will help uncover how today’s new moms feel about shopping, the stores they visit and the brands they choose.”

According to the U.S. Census, of approximately 11,000 American women who will give birth each day, 40 percent do so for the first time. Gingerich and Bates will share their new mom expertise, as well as results from a recent shopper marketing study. Results reveal how motherhood has shaped women’s opinions and behaviors toward shopping, brand/product selection, environmentally friendly products, media use, health, fashion and more. Conducted online by Harris Interactive on behalf of EMA, April 19-May 9, 2011, the study was administered to 1,116 moms (+/-3.3%), including Novice Moms (first-time moms, one child, age two or younger) and Experienced Moms (moms with multiple children and/or a child older than two).

“EMA’s NewMomology Team is ingrained in uncovering the needs and wants of novice moms,” said Bates. “During our workshop, we will share our knowledge and help marketers to better understand this very specific segment of moms.”

Attendees at this year’s M2Moms® Conference include brand representatives from major product and service categories, such as food, fashion, retail, and healthcare. Participants will learn new ways to increase sales to moms, build market shares with moms, sharpen marketing communications to moms and increase marketing ROI.

Eric Mower and Associates is a proud sponsor of the M2Moms® conference. Additional sponsors include Good Housekeeping, About.com, Google and more.

About Sandy Gingerich, Senior Partner, Director of Client Services
Sandy is a senior partner and director of Eric Mower and Associates’ NewMomology—marketing to new moms—specialty. Sandy provides strategic advice and research-based insights to clients, helping them better connect with the ever-growing Millennial mom market. Sandy is a true shopper marketing strategist, and has developed best practices for reaching moms in-store through her work with top retailers like Walmart, Target, Kmart and Toys R Us. In her distinguished 18-year career at EMA, an integrated marketing communications agency with specialized expertise in shopper marketing, consumer advertising, and digital/direct/relationship marketing, Sandy has served dozens of blue-chip brands including Fisher-Price, Mattel, MeadWestvaco, Kohler, BlueCross BlueShield, HSBC and Lactalis Deli. She's recently kicked off a nationwide tour, sharing the results of her group's in-depth study of the Millennial mom. Sandy also gets first-hand insight into consumers, brands and the challenges that retailers face from behind the counter at the Marilla Country Store, a unique gift shop she owns with her husband, Paul.

Virginia Bates, Partner, Director of Promotion Planning
In the study of NewMomology—the art and science surrounding the seismic changes that take place in a woman’s life as she becomes a mother—Virginia is focused on turning insights into action. While advertising and public relations help to influence moms’ beliefs about a brand, Virginia and the EMA sales promotion team work to change how they behave. They accomplish this by developing offers, incentives and shopper marketing programs that encourage mom to engage with a brand, visit a retail store, take part in an event, download a coupon, or try a new product. For more than 10 years, Virginia has been developing award-winning sales promotions on behalf of EMA clients, including Fisher-Price, Transitions, Welch’s and Kodak. She also understands new-mom thinking firsthand, as she’s progressed from being a novice mom to a working mom, scrapbooking mom and even stage mom as her son, James, makes his way through school.

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professionals in New York City, Atlanta, Boston, Charlotte, N.C., Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.