9:00 - 9:15
Registration and morning coffee
9:15 - 9:20
Justine Roberts, CEO Mumsnet.
9:20 - 10:05
Keynote research: So much data, so little understanding
Marketing naturally wants to simplify. But in order to do so, we need to embrace complexity. In this year’s research, presented by Carrie Longton (Mumsnet) and Richard Huntington (Saatchi & Saatchi), we unveil the complexities of modern motherhood and present four key strategies to help marketers better understand and serve women with children.
10:05 - 10:50
Keynote panel discussion
The marketing industry arguably continues to treat mums as entirely homogenous. And when they do try and draw distinctions between different mothers they do so using cultural myths (like millennial mums) or top down segmentation studies (complete with silly pen portraits).
On the other end of the spectrum, there’s programmatic marketing, the phrase du jour. But has ‘Big Data’ really helped brands get closer to understanding mothers? Or has it done the opposite and created an even wider gap between marketers and their audiences?
Senior marketers from a range of industries discuss the outcomes and insights raised by this year’s research.
Keynote speakers include Andrea Newman (HSBC), Zaid Al-Qassab (BT), Charlotte Lock (BBC)
Chaired by Radio 4’s Fi Glover.
10:50 - 11:05
11:05 - 11:30
Real mums respond
The keynote research puts aside orthodox marketing and research techniques and turns to mums themselves to understand how they self organise, who they identify with and what distinguishes them from other mothers.
Hear from the mums themselves to really get under the skin of these identities and realise how much they are shaping all areas of these mums’ lives, including purchase decisions and their relationship with brands.
Discussion chaired by Fi Glover .
11:30 - 12:00
Asda has long recognised the power of the gatekeeper mum, and pioneered early research into mums as a customer segment with its signature Mumdex and value-led advertising. The company’s CEO Andy Clarke joins Channel 4 News Business Editor Siobhan Kennedy for a fireside chat to discuss the importance of a deeper understanding of mums’ lives, and how Asda have used data from mums to help them refine and perfect their marketing message.
12:00 - 12:30
Building brand loyalty
What is the role of marketing in building brand loyalty? How open and transparent should brands be in their relationship with their audience? And is data really the key to understanding why mums buy what they buy?
Two case studies from two leading brands discuss openness, empathy and brand performance in today's marketing arena.
Penny Herriman (Boden)
Steve Flanagan (Starbucks)
12:30 - 1:30
Lunch - Enjoy tasty food alongside the opportunity to pose real-time questions to our live insight panel of mums
1:30 - 2:15
Afternoon breakout session
Research roundtables - in partnership with Ipsos Connect
This breakout session led by Ipsos Connect allows you to get down and dirty with our research. Sign up for a roundtable to explore the elements which most resonate with your business challenges, and interact with some of our mums that were involved in the keynote research to discuss how their experience of motherhood shapes the decisions and choices they make, giving you a closer understanding the complexity and diversity of modern motherhood.
The medium of marketing to mums - panel discussion
In the age of ad blocking, how do you keep your marketing messages relevant and unmissable? How successful is data in targeting the correct users, and what kid of results does it actually yield? Is programmatic advertising a fail-safe method of reaching a targeted audience? And with the old barriers between editorial and advertising breaking down, what is the future of combining editorial and advertising on today’s platforms, and will this present more opportunities for advertisers?
Chaired by Russell Parsons, editor of Marketing Week, this panel will discuss all these issues and more, with speakers including: Steve Hatch (Facebook), Justine Roberts (Mumsnet), Phuong Nguyen (eBay), Pippa Glucklich (SMG).
2:20 - 2:50
Mike Coupe, CEO Sainsbury's, has overseen the company’s recent run of enviable success in marketing to mums as it competes within the ‘big four’ and against rival discount supermarkets, navigating shifting customer loyalty and changing shopping habits. Put your questions to Mike at his fireside chat with Siobhan Kennedy (Channel 4 News) on which strategies the company employs to take consumers' personal profiles into account, and what this means looking forward to the next stage in marketing to mums.
2:50 - 3:10
This Girl Can: How data informs brilliant campaigns
The masterminds behind last year’s all-conquering This Girl Can campaign present a case study of the award-winning ad. Sport England’s Tanya Joseph talks data, empowerment, and the importance of understanding your audience in-depth before embarking on a campaign.
3:10 - 3:30
3:30 - 4:30
5 Ways to market to mums
Five insightful case studies, back-to-back, from British brands big and small that make connecting with mums a key priority – hear from senior marketers from a diverse range of sectors on how they have employed specific marketing strategies to get their messages across.
Kirsty Hunter (Britvic) tells us about the importance of building and maintaining trust with mums, even when marketing as an established brand.
Joanna Jensen (Childs Farm) explains how using brand ambassadors and encouraging mothers to feel part of the brand is key when marketing to mums.
Justin Cockerill (OVO Energy) talks about how OVO Energy have been reinventing pre-paid energy for mums
Charlotte Tisdall (Little Dish) discusses overcoming guilt and building trust with mums through healthy meals.
Steve Conway (St John Ambulance) explains how parents can be both the catalyst and beneficiaries of a successful marketing campaign.
4:30 - 4:40
4:40 - 5:00
Special guest speaker - David Baddiel
To close, author, writer and comedian David Baddiel treats the Mumstock audience to a hilarious and thought-provoking keynote presentation. In a segue from the core content of the day, our special guest joins us with a talk on family relations, internet shaming and the importance of not taking life too seriously.