Family First Podcast
The Wild World of Marketing to Parents
Welcome to a first-of-its-kind podcast dedicated to conversations with marketers to explore the wild world of marketing to parents.
Families may be one of the most elusive audiences to reach given the chaos that comes with parenting. Below you’ll find a library of episodes featuring best-in-class marketers who share their challenges, successes, and advice for how they’ve approached marketing to parents.
Listen below or tune into your favorite podcast channel.
Introduction
Welcome to “Family First: The Wild World of Marketing to Parents.” We’ll be learning from some impressive marketers who will share their challenges, successes and advice for how they’ve approached marketing to parents. Many of our guests are parents themselves so we’ll learn more about how being a parent has influenced their perspective as a marketer.
This is going to be fun, insightful, and a new way to learn from others who likely have the same or similar challenges you might be navigating. I invite you to join us on this wild journey of marketing to parents.
Matt Barlow
Matt has led marketing and managed brands including Whirlpool, Slim Jim during his time at ConAgra Foods, Bel Group, and is currently the Director of Marketing at Plum Organics, recently acquired by Sun-Maid. In this episode Matt talks about the unique challenges for marketing to new Moms, what it means to be a “digital-first” brand, and how Plum positions itself as a trusted resource that supports parents mental health journey.
Katherine Wintsch
Katherine is the founder and CEO of The Mom Complex, where she helps some of the largest companies in the world such as Walmart, Johnson and Johnson, Pinterest and Chobani develop better products and services for mothers. She is also author of the popular book, Slay Like A Mother, which Parade Magazine named one of the top 10 life-changing self-help books of the year.
Lesa Ukman
Lesa is widely regarded as the Godmother of Sponsorship. In 1982, Lesa Ukman founded IEG (sponsorship.com) and built a company that spawned a new industry, one currently worth more than $85 billion. She created the processes to measure what was deemed immeasurable: the fair market value of sports, arts, entertainment and nonprofit sponsorships, now used by the worldwide marketplace. After selling IEG to WPP, she chartered a new path to put the “S” in ESG by founding ProSocial Valuation where her company calculates the social capital as part of the greater partnerships and sponsorships market. She has been sought out and counseled the biggest names and properties in the world including the IOC and NFL to name just a couple.
Miguel Zorrilla
In this episode, Miguel shares his thoughts on the unique challenges that come with marketing to parents. Miguel offers several examples from his time leading Butterfinger, and now Kinder Joy, including examples for how they leverage partnerships across sports, movies, gaming, and the value of influencer marketing to amplify brand fandom. Miguel also talks about how to approach reaching the new family environment reaching beyond Mom & Dad, while also staying grounded in research and insights from a core group of their primary consumers using a panel they call the Kinder Community of Moms. He also shares what they prioritize when it comes to measuring specific brand campaigns.
Tiffany Krumins
Tiffany’s infectious spirit has attracted the attention of media such as Dr. Oz, Fox Business, Entrepreneur, Forbes, and most recently the Today Show. She was even touted in The Huffington Post as a modern day Mary Poppins. Tiffany cruised from nanny to inventor to entrepreneur on a wave of uncanny creativity, cunning business strategies, and substantive causes that tugged at her giving heart. A respected inventor, iHeartRadio host, motivational speaker, successful entrepreneur, and mother of four, Tiffany now leads all of her ventures with a daily intention that business success and personal fulfillment are not mutually exclusive.
Jenna Paquin
Jenna has spent the better part of the last decade working in FMCG marketing with some of the country’s most well-known brands including Lysol, Coca-Cola, Honest Tea & Resolve. She is currently the category manager for the Air Wick Equity team at Reckitt Benckiser. In this episode, Jenna talks about how some of the brands she leads think about advertising to parents including the value of using simplicity to craft marketing messages while prioritizing the link to emotional benefits by being a purpose-led brand.
Mary Katherine (MK) Woltz
“MK” Woltz shares her thoughts on the rise of retail media networks including the value for the data and insights these channels offer. MK talks about how being a parent has influenced her perspective as a marketer and how having less time has made her more efficient at her job. In our discussion, we also dive into new sponsorship opportunities for marketing to parents and kids, the value of licensing, how Danone approaches ESG, sponsorship ROI, and how to strike the right balance of digital and experiential partnerships.