Loading…
This event has ended. View the official site or create your own event → Check it out
This event has ended. Create your own
View analytic
Thursday, October 25 • 9:30am - 11:00am
Beyond Pink: Marketing to Young Women Today

Sign up or log in to save this to your schedule and see who's attending!

 

As a pen manufacturer, how would you go about growing your share of the female market? If you thought pink, think again. In June 2011, Bic introduced a series of “For Her” ballpoint pens, which were different only in color and branding than the company’s standard fare. While the product received some poor initial feedback, Bic had no idea what was still to come. In August 2012, Bic's Amazon "For Her" product page reviews lit up. Over the course of just a few days, the product racked up a litany of hundreds of sardonic posts mocking the product and its manufacturer for so poorly understanding the female market, leading to a public perception meltdown.

 

Welcome to a world of new realities that flips the way young women experience brands on its head. Today, brands must do more than move the highly sought-after Gen Y female audience to buy their products. They must also understand an intensely vocal population of young women ready to take them to task for missing the mark. Brands are taking note, because in a country where women control 80 percent of spending, establishing brand resonance and loyalty must start early.

 

In this session, attendees will get an advanced view of marketing to young women today through the lens of Jack Morton Worldwide, then hear from a panel of experts who market to young women at Fidelity, Healthworks Fitness Centers, Tretorn, and Wayfair.

 


Speakers
avatar for Nan Ives- VP Employee Branding, Fidelity

Nan Ives- VP Employee Branding, Fidelity

Nan Ives is an established brand and communications professional who has been employed at Fidelity Investments for the past 22 years.  Her experience spans a multitude of marketing and communications disciplines including brand development, experiential marketing and sponsorships.  In her current role as VP of Employment Branding, Nan is responsible for building, implementing and advancing the human capital brand strategy for the... Read More →
avatar for Tara Wislocki- Director of Marketing, Healthworks Fitness Centers

Tara Wislocki- Director of Marketing, Healthworks Fitness Centers

Tara Wislocki currently serves as Director of Marketing at Healthworks, whose mission to be the leader in women’s health and wellness. In this role, Tara leads the development and execution of creative brand building strategies that position Healthworks for successful growth and expansion. She manages and enhances Healthworks brand across all channels by ensuring there is a consistent voice throughout all communications, design, and... Read More →
avatar for Chrissie Wilson- North American Marketing Manager, Tretorn

Chrissie Wilson- North American Marketing Manager, Tretorn

Hailing from Syracuse, NY, Chrissie came to Boston in 2008 to attend Emerson College's Integrated Marketing Communications graduate program. While there, she served as a graduate intern at AMP agency and ultimately joined them full-time as a PR & Social Media Account Manager, working on interactive projects for the Garnier Fructis and Aeropostale accounts.   In 2010, she became an ‘honorary Swede’ by joining Swedish... Read More →
avatar for Trisha Mack Antonsen- Senior Manager of Social Media, Wayfair

Trisha Mack Antonsen- Senior Manager of Social Media, Wayfair

Trisha is the Senior Manager of Social Media at Wayfair.com, the largest on-line retailer of home furnishings. A Boston College alum, Trisha moved to Philadelphia after graduation to pursue a love of all things preppy at Lilly Pulitzer. While there she developed and launched a social media strategy that laid the framework for an extremely engaged consumer base. Upon returning to Boston, Trisha joined the team at TJX, contributing to the... Read More →
avatar for Ben Grossman- Digital Strategist, Jack Morton Worldwide

Ben Grossman- Digital Strategist, Jack Morton Worldwide

Ben Grossman is a marketing and advertising strategist with a specialty in digital, social and emerging media. His unique background as a client consultant and agency strategist blends a passion for business and marketing with his personal zest for technology, consumer behavior and design. Ben’s ability to formulate insight-driven, distinctive points of view has been recognized globally and featured in leading business publications... Read More →
avatar for Steve Mooney (Moderator)- EVP Managing Director, Jack Morton Worldwide

Steve Mooney (Moderator)- EVP Managing Director, Jack Morton Worldwide

As EVP, Managing Director of Jack Morton’s Boston office, Steve oversees the development of multi-year agency relationships dedicated to building and activating brands for clients. He has succeeded with a strong focus on the agency’s digital and strategic planning offerings. Since he joined Jack Morton in 1992, Steve has played various roles from creative and production to management; as well as helped form Jack Morton’s... Read More →


Thursday October 25, 2012 9:30am - 11:00am
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA