Integrated marketing communications agency Eric Mower + Associates will offer key insights on marketing to first-time moms at the M2Moms® –The Marketing to Moms Conference, Oct. 23 and 24, in Chicago. Senior Partner and leader of the EMA New Moms team Sandy Gingerich and Director of EMA Insight Katie Butler will host a workshop about what it takes to be a brand that new moms can’t live without.
“Over the past few years, our EMA New Moms team has extensively researched the way women think, feel and shop once they become first-time moms,” said Gingerich. “We’ve heard moms say that they’re crunched for time, tired, feel guilty and are constantly consumed with finding the right products for their families. We weren’t surprised by this finding, but it did trigger a thought—how is all that thinking and feeling affecting what mom’s buying and why she’s buying it?
Gingerich and Butler’s presentation is based on observations from a qualitative study of mothers conducted by EMA. The agency went in-depth with 14 women across the country in two categories: first-time moms with one child, age two or younger and experienced moms, women with multiple children and/or a child older than two. The proprietary study probed their shopping habits, motivations and how they interact with brands over time, and included both in-depth interviews and retail shop-alongs.
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 + Associates is a sponsor of the M2Moms® conference. Additional sponsors include Mattel®, WebMD®, thebump and more.