About Kelley Skoloda

Kelley is a Partner and Director of Ketchum's Global Brand Marketing Practice. She is the author of of the business book, Too Busy to Shop: Marketing to Multi-Minding Women (Praeger/Mar 2009) and the architect of the widely-publicized Women 25to54 offering.

Author Archive | Kelley Skoloda

Putting My Money Where My Mouth Is on International Women’s Day

Only seven percent of venture capital funding goes to women-owned businesses, and female entrepreneurs are often encouraged to “act like men” so they can relate better to the 89 percent of male venture capitalists. On the angel funding side, about 26 percent of angel investors are women and there is rising interest in investing in women-owned and led businesses. I’ve always been intrigued by venture capital and angel funding, while being equally disturbed by its gender gap.

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Marketing to Moms: Five Emerging Opportunities

Having recently attended the annual M2Moms Conference in New York, I was very impressed not only by the presenters and their materials, but by the prestigious and exciting array of brands that were in attendance. As moms’ buying power and influence only continue to grow, they are a primary audience for both big and iconic brands as well as newer tech-focused start-ups. As a testament to the continued and growing interest in moms, Google showed in its presentation that worldwide searches on google.com related to Mom have skyrocketed from 20 million in 2004 to 100 million in 2016.

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Women Are the Currency of Success

I just returned from the 12th annual M2W (Marketing to Women) Conference in New York. An always-inspirational event, this year’s presentations, speakers and content were particularly motivating as a more global pool of voices shared their passionate perspectives on topics ranging from female entrepreneurship to the portrayal of women on advertisements.

With Mother’s Day just around the corner, I thought I’d call out three key takeaways from M2W that are particularly relevant to moms, and the marketers who are trying to connect with them (click to tweet).

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Parity Does Not Have to Be Rarity: Three Actions to Take Now

I was talking with my son and daughter, ages 15 and 12, about gender equality and compensation parity. They don’t quite understand why I believe the topics are concerning issues, and I think that’s a great thing. Through their Gen-Z lenses, they see parity in many ways, which I hope continues throughout their lives. But for those of us older than 15, who may still see and experience the lack of parity in both obvious and subtle ways, the theme for International Women’s Day 2016, #PledgeForParity, is welcome (click to tweet).

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Three Words All Communicators Need to Know When Marketing to Moms from the M2Moms Conference

The weather was perfect, the room was full and the connections were abundant when I recently attended and spoke at the largest marketing-to-moms conference in the country, M2Moms. The annual event is a terrific venue to network and trend-spot. Typically held in Chicago, the conference moved to downtown New York this year, which shifted the composition of the hundreds of attendees and mompreneurs to more of a national, versus mostly Midwest, crowd.

While the attendees, brands and companies were very diverse, the hot topics were very consistent. If I were to create a word cloud based off of the sessions, I’d bet three words would dominate the graphic: work, influencers and millennials (click to tweet). I learned some surprising data points and implications at this year’s M2Moms Conference that I think are worth sharing—as so many brands count on moms as their primary buyer.

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Fashion Week for All Women?

New York Fashion Week (#NYFW) news seems to be permeating from almost every media outlet right now, ranging from the New York Times and the Huffington Post to the more traditional fashion and beauty media like Refinery 29, Pop Sugar and Eva Chen’s Instagram account. Walking on the streets of New York, you can experience NYFW in full swing–the clothes, the paparazzi, the almost-impossible-to-actually-walk-in shoes and no available appointments at the Dry Bar. 

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Running Afoul or Runaway Success: 3 Key Steps to Effective Mom Engagement

A week ago, high-end baby stroller company, Bugaboo, posted this photo to its Instagram account with the caption: “Wow doesn’t model and mother of 2-year-old Lymée, Ymre Stiekema, look amazing in this @nlvogue shoot! Check out the Bugaboo Journal (link in bio) to read our interview with the real-life Bugaboo Runner. #runfree #bugaboorunner #bugaboo #style #fashion.”

Moms reacted, quickly and loudly. Comments to the post on Instagram and via other social media chided the company and questioned Bugaboo’s use of an unrealistic body image, declaring it to be a “horrible promotion.” Many moms shared personal stories about the realities of their “running” lives, which were in stark contrast to the perfection in the image.

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#BlogHer15: A Call to Action!

With a #1 trending topic on Twitter, a parade of celebrities, incredible energy from thousands of bloggers and a robust set of sponsors wooing social influencers – BlogHer15: Experts Among Us delivered what I’ve come to expect from one of the biggest moments of the year in the blogosphere. The content was based primarily on input from the online communities, in addition to new areas of focus and interest infused by SheKnows Media, a digital media company that recently acquired BlogHer to form the largest, female-focused digital property in the world.

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10 Tested Tips for Time Management

As Seen In … BlogHer

As a mom of two active kids, wife of someone who owns his own business, published author, daughter, sister, aunt and traveling career women, time is at a premium for me, like I’d bet it is for you.

In fact, we are not alone. Several years ago, a book titled What Women Want concluded, through global research, that what women want most is time.

Research that I conducted and featured in my own book, Too Busy to Shop, showed that women were not only multitasking, but “multiminding” – mentally juggling a complex mix of family, career, self-care, to-do lists and other thoughts at any given moment, all while physically doing other things. Hence, becoming too busy to shop. Tell me it’s not so.

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Celebrating Moms

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First, as a mother of two myself, let me take a moment to wish all the wonderfully hard-working and generous mothers out there a Happy Mother’s Day!

Jane Sellman once said, “The phrase “working mother” is redundant.” But the ways moms define success is not.

At Ketchum, we (and everyone else, we hope) appreciate moms throughout the year. And, as marketing-to-moms thought leaders, we know that moms represent trillions of dollars in purchasing power – more than any other consumer segment – and that moms’ economic power is still growing.

We also know that moms are now the primary breadwinner, or on par with a partner, in almost half of U.S. households (Happy Mother’s Day, indeed!) and at rates that are quickly increasing around the world (click to tweet).

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