Family First

The Wild World of Marketing to Parents with Michael Palma

Mark Giovino — Tue, 26 Nov 2024 10:15:49 -0500

Michael shares lessons and advice from a legendary career including his current role as leader at The Palma Group, one of the country's most respected headhunting and recruiting firms for advertising agencies. He's also a best selling author, recently reaching top status across three categories on Amazon for his book, Walk With a Humble Swagger. Mike holds the unique distinction of being a father to three children, each from a different generation: a Millennial, a Gen Z, and a Gen Alpha.

The Wild World of Marketing to Parents with Julie Powell Christopher

Mark Giovino — Wed, 20 Nov 2024 09:27:43 -0500

Julie shares some powerful insights, ideas, and advice from her time leading iconic brands including Elf on the Shelf, Peppa Pig, and PJ Masks. Julie shares invaluable advice and a reminder to parents and marketers alike that parents put too much pressure on themselves to create perfect moments with their children. Kids don't want perfection, they want connection.

The Wild World of Marketing to Parents with Lan Nguyen Chaplin

Mark Giovino — Mon, 04 Nov 2024 15:50:54 -0500

Lan Nguyen Chaplin, a marketing professor and researcher at Northwestern University, shares more about her work studying children's consumer behavior and branding. Lan talks about how being a parent has inspired her work and how neuromarketing has started to catch on and why it's important. Lan discusses her highly acclaimed work, "Material Parenting, How the Use of Goods in Parenting Fosters Materialism in the Next Generation" as well as teasing upcoming research around gratitude and why our children may be more grateful than we realize.

The Wild World of Marketing to Parents with Arthur G. Affleck III

Mark Giovino — Wed, 26 Jun 2024 21:22:05 -0400

As Executive Director at the Association of Children's Museums, Arthur shares an interesting perspective for the value of Children's Museums. This includes how their mission is grounded in guided play which is so vital to supporting early childhood education since 75 percent of the time, children are not in a formal schooling education.

The Wild World of Marketing to Parents with Josh Arnold

Mark Giovino — Wed, 05 Jun 2024 09:26:13 -0400

Josh has had an incredible career leading experiential marketing at iconic brands including General Mills, Best Buy, and Weber (Grills). In this episode Josh shares an interesting perspective for how to find success selling through new experiential ideas internally. Josh also offers valuable insights for how to approach working with family-friendly entertainment venues for brands interested in reaching parents & kids during shared moments together.

The Wild World of Marketing to Parents with Mark Pannes

Mark Giovino — Mon, 11 Dec 2023 15:47:57 -0500

Mark has had an incredibly accomplished career including spending a decade with the New York Knicks serving in many roles including as CMO. After his time with the Knicks, Mark founded HSBC Private Bank's Global Sports Group, based in London. He’s also been CEO at AS Roma, pro soccer club out of Serie A, the Vancouver Whitecaps from Major League Soccer, and President at Circuit of the Americas. He is a frequent guest and contributor to The Financial Times, Bloomberg, USA Today, NBC Sports, & Fox Sports, among many others.

The Wild World of Marketing to Parents with Jim Andrews

Mark Giovino — Tue, 07 Nov 2023 09:17:37 -0500

Jim Andrews is a well-respected veteran in the sponsorship industry, boasting a wealth of experience spanning sports, music, events, festivals, and family-friendly sponsorships. In this episode, Jim shares his insights on the advantages of diversifying a brand's sponsorship portfolio by adding family entertainment properties to achieve a more balanced approach.

The Wild World of Marketing to Parents with Tim McGhee

Mark Giovino — Wed, 26 Jul 2023 12:50:04 -0400

In this episode Tim shares more about a recently announced sponsorship between Campbell's Snacks and Major League Soccer including how it came together, some of the strategic thinking and insights, and how they plan on activating the partnership. He also shares his thoughts on how data and analytics has changed the sponsorship landscape in addition to how he thinks about family-friendly sponsorships to attract and appeal to the entire family.

The Wild World of Marketing to Parents with Ian Goldberg

Mark Giovino — Wed, 19 Jul 2023 09:25:27 -0400

Ian is the founder and CEO at iSport360 where he’s on a mission to change the culture of youth sports. He’s also a board member at the National Alliance for Youth Sports providing an important perspective on using technology to create better youth sports experiences for kids, coaches and parents. In this episode Ian talks about youths sports sponsorship and a new way to align valuable content with brands interested in reaching youth sports parents.

The Wild World of Marketing to Parents with Alisha Snow

Mark Giovino — Wed, 31 May 2023 10:15:06 -0400

In this episode, Alisha shares some interesting trends and universal truths about the important family/parent demographic including their shopping behaviors, entertainment choices, and advice for how marketers should approach custom research when targeting parents and kids. Alisha is an executive vice president at Smarty Pants, a custom research and strategic consulting firm. Alisha leads research initiatives for a diverse set of Smarty Pants’ clients including Target, LEGO, Aetna, PBS Kids, and Kellogg's. Prior to joining Smarty Pants, Alisha designed and facilitated global research initiatives for Hasbro. Alisha’s depth of experience with youth research has positioned her as an expert in the media.

The Wild World of Marketing to Parents with Julian Franklin

Mark Giovino — Tue, 25 Apr 2023 11:40:47 -0400

Julian has some of the most diverse career experiences you might find from a marketer including starting in sports with a 7 year run at the Toronto Blue Jays. This was followed by time running sponsorships at Weston Foods out of Canada that included his leadership as a sponsor of the 2010 Olympic Winter Games in Vancouver. He then spent an accomplished 10 year career at Kraft Heinz including stints running shopper teams, consumer engagement, and as the portfolio lead on sports & entertainment partnerships, negotiations, and retail activations including the NHL, MLS, Stephen Curry, WWE, USA Hockey, Chicago Blackhawks, Los Angeles Kings, among others. Julian spent 2 years as Managing Director of Geometry Global in Toronto. He also started his own marketing company, Franklin Management, and served as President for over 3 years, prior to taking on his current role as VP of Partnership Development & Strategy for Maple Leaf Sports & Entertainment. Julian somehow finds time to be a family man who takes great pride in his kids and family.

The Wild World of Marketing to Parents with Matt Barlow

Mark Giovino — Tue, 21 Mar 2023 10:07:31 -0400

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.

The Wild World of Marketing to Parents with Tiffany Krumins

Mark Giovino — Wed, 08 Mar 2023 12:45:01 -0500

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.

The Wild World of Marketing to Parents with Katherine Wintsch

Mark Giovino — Mon, 27 Feb 2023 13:29:57 -0500

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.

The Wild World of Marketing to Parents with Jenna Paquin

Mark Giovino — Mon, 20 Feb 2023 17:27:26 -0500

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 Airwick 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.

The Wild World of Marketing to Parents with Miguel Zorrilla

Mark Giovino — Tue, 07 Feb 2023 10:37:27 -0500

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.

The Wild World of Marketing to Parents with Lesa Ukman

Mark Giovino — Tue, 31 Jan 2023 10:17:00 -0500

Lesa Ukman is widely regarded as the Godmother of Sponsorship. In this episode, Lesa shares her work as a pioneer in measuring the fair market value of sports, arts, entertainment and nonprofit sponsorships. Lesa offers several illustrative examples of best in class sponsorships and highlights why primary research should be the starting point.

The Wild World of Marketing to Parents with Mary Katherine "MK" Woltz

Mark Giovino — Tue, 24 Jan 2023 11:45:55 -0500

"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.

Family First Trailer

Mark Giovino — Tue, 03 Jan 2023 12:46:04 -0500

Welcome to Family First: The Wild World of Marketing to Parents. My name is Mark Giovino, CEO and founder at the Allionce Group. We'll be learning from some impressive marketers who will share their challenges, successes and advice for how they've approached marketing to parents.