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 | Illustrated by case histories, Mary Brown will share best-in-class practices on how to connect effectively with this new power consumer. The presentation will provide practical guidance, research and motivational tools for delegates who want to build powerful brand relationships with women of the Baby Boomer generation.
• A roadmap to increase your market share of today's most lucrative consumer |
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• Ways to minimize the risks and maximize the potential of marketing to this challenging but promising demographic
• Learn what industry leaders and your competition are thinking/doing about marketing to Baby Boomer women
• Make smart, competitive choices about who the Boomer woman is, what she needs to hear from you and how she will best receive your message
The new BOOM book presents a comprehensive guide to identifying, reaching and influencing Baby Boomer women featuring insights and case histories from 40 top visionary marketers, including executives from Intel, Ford Motor Co, Seabourn Cruises, Citigroup, Wellpoint, and more. These contributing demographic marketing experts give readers access to immediately applicable insider intelligence. Mary will provide a comprehensive synopsis for delegates.
Mary Brown
Imago Creative
Session 1 - 9.45-10.15am |
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 | In the past, the human body was much less important than it is today. The body was not seen as a unique and individual expression of the self, but rather as a fairly standard and similar thing, characteristic of all human beings. All bodies were seen as in many ways the same or similar, as copies of a sort. The body was an object, controlled by forces like the church, medicine or the state outside itself. Today, there has been a fundamental shift in the way in which we understand, experience and imagine the body. |
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The body has assumed an unprecedented importance in society, in daily life, and in our existence as individuals. Because the body is now a subjective expression of the self, we find ourselves able to make numerous important choices about our bodies. Size, shape, mood, performance, potential and ability are just some of the aspects of our bodies that we now seek to control, enhance and understand. These choices affect not just how we look or how we perform, but how our bodies function as the centre of our lives and as expressions of our identity.
Tess Wicksteed
Planning Director
Pearlfisher
Session 2 - 10.15-10.45 |
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 | How the Dove campaign became so successful. Moving from intrusive communication models to engagement models is the latest buzz in the industry. To engage you need something that people will want to spend time with. Dove's Campaign for Real Beauty was one of the first campaigns to really engage with women. Not only was it radical in its thinking, but it was also prescient in terms of its communication model.
What were the critical factors that made the campaign so engaging? |
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Daryl Fielding
Ogilvy & Mather
Session 3 - 10.45-11.15 |
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 | Connecting with the new generation and the new world
Join Fara Warner, author of The Power of the Purse: How Smart Companies Are Adapting to the World's Most Important Consumers--Women and well-known freelance journalist contributing to Fast Company, The New York Times and other international publications, as she offers a deeper perspective on how some of the world's leading companies are discovering the immense social and economic power of women—and reaping the rewards of that discovery. |
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Women have remained little-understood and often a misunderstood consumer market. They have been considered a "minority" instead of the majority. But change is coming. Ms. Warner will outline how companies such as McDonald's, Nike and The Home Depot discovered how to make their brands and products relevant to women—today's women that is not the tired stereotypes of the past—after years of dismissing them as niche consumers.
She also will explore how companies that knew women were their most important consumers—think Avon and Procter & Gamble—had to learn anew what it takes to reach new generations of women.
Finally, she will explore how the economic and social revolution that has brought such consumer power to women in the developed world is now making waves in the world's most dynamic consumer market—China.
Fara Warner
Power of the Purse
Session 4 - 11.30-12.00 |
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 | Mindset Marketing
Tamara Gillan, the creator of 'Mindset Marketing' is helping one of the UK's leading retailers, Superdrug, to make the leap from knowledge to increased profit. It involves everything from text messaging to traditional advertising. It's working brilliantly. Already, more than 120,000 women have actually asked to be targeted with sales material. And, the result is switched store loyalties, more frequent shopping, increased average spend ... and rocketing sales. |
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Tamara Gillan
Mindset Marketing
Session 5 - 12.00-12.30 |
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| The rising Boomer trends, caring for our bodies, our environment, community engagement, ethical issues, word of mouth marketing…says YES! Please discuss |
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The Lunchtime Conversation
Mary Brown
Imago Creative
Session 6 - 12.30-13.00
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13.00-14.00 Lunch in the 'MARKET' serving 5 different food styles from open kitchens.
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According to Mintel, almost two thirds of women believe there are not enough hours in the day whilst 51% of them describe themselves as busy compared to only 35% of men. A 'lack of time to myself' is described by a third of women as their main concern. The effect on media consumption is significant. The IPA has now launched its long awaited cross media research project Touchpoints as an attempt to provide some context around how media is consumed and how different media fit together. |
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A significant proportion of consumers find advertising intrusive. Worse than that, almost 90% of them find that some messages appear with an 'irritating' frequency. This suggests that the right balance of different media is more important than ever.
Research has shown that magazines are the least multi-tasked medium. They are also self-selected, paid-for, and relevant. Both media speak to women one-on-one. Both drive unique connections. Both build and foster communities of like minded women. The difference between actively and passively consumed media has never been more important. If you're a planner trying to connect with women, take note.
Neil Perkin
Ad Director
IPC MEDIA,
Session 7 - 14.00-14.30 |
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 | In a media landscape where brands are as vital as content, how can marketing help Five and its new digital channels attract a female audience? How can the new channels be more than just another two options from a choice of over 450? How can Five not only achieve its share of 'Housewives With Kids' but win the loyalty of real women everywhere?
Five Life and Five US will launch in mid-October with a high-profile marketing campaign. Will Five's Executive Director of Marketing be able to look her RethinkPink audience in the eyes and claim success? |
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Jane Scott
Marketing Director
Five TV
Session 8 - 14.30-15.00 |
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| Brands preach realness, individuality, be different etc.So why do so many consumers conform to a type…do they really want uniformity…is there a delusion of liberation…have brands gone far enough? |
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Fara Warner
The Afternoon Conversation
Session 9 - 15.00-15.30
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15.30-15.45 - Afternoon Tea and Red Bull moment
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Women love to talk! In fact, our relationships are all based around communication. And we're three times more likely to recommend a brand to a friend than men. So, what it is about female networks that mean more purchasing decisions are being made on the basis of what our friends say? And how can brands engage with these networks in a relevant and agreeable way? We try and answer these questions - and look at how Wonderbra are influencing this close circle successfully. |
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Nicola Armstrong
iris Female
Session 10 – 15.45-16.15
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 | Campaign for Real Beauty and the use of 'real women in advertising' prompted Frank About Women to ask 'what is a real woman today?' Their proprietary study found that today's real woman believes that being 'real' has nothing to do with whether she is a size 2 or a size 12. Unfortunately, many marketers are only trying to connect with her "realness" vis-à-vis her body. Or perhaps by trying to tug at her heartstrings in a very simple, expected manner. No wonder nearly 70% of women say that advertisers and marketers don't understand them! |
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Today's real woman is much deeper and more complicated; she can be defined based on four different dimensions, which will be revealed in this presentation.
Janie Curtis
Frank About Women
Session 11 - 16.15-16.45 |
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Rethink Pink 2006 Awards adjudged by FutureBrand presented by Mary Brown and Jasmine Montgomery
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Mary Brown And Jasmine Montgomery
Final Session 12 - 16.45-17.00
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BOOK and pay before Tuesday 7 November 2006 and receive 2 places for the price of 1
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