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

The Taxing Effects of Women’s Increased Earning Power

It’s April 15 and tax returns will undoubtedly reflect what our recent Breadwinner PheMOMenon research revealed … that nearly half of all U.S. women (49 percent) are now the primary breadwinner or are on par financially with their significant other, a trend that is progressing more quickly than even recent major studies predicted.

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Five Lessons in Managing Big “Moment in Time” Marketing

There have been three, major events so far this year for big brands and brand marketing — CES, the Super Bowl and the Grammys – and Ketchum and its clients have been involved with all three with successful, high-profile campaigns. Having just returned from a week in Los Angeles that included a media day at CAA, a private concert with Nick Jonas and attending the Grammy Awards, it was a week full of exciting events and great learning.

Here are five observations that may help the next time one of your clients takes on a major event initiative:

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4 Ways the Super Bowl Could Score Big with Women & Moms

Women account for an estimated 45 percent of the NFL’s 150 million American audience and are perhaps pro football’s true MVPs. Female fans, a group beloved by advertisers, represent the league’s biggest opportunity for growth. And, according to our recent Ketchum Breadwinner PheMOMenon study, nearly half of all U.S. moms (49 percent) are now the primary breadwinner or are on par financially with their significant other. That makes women (and especially moms) a force to be reckoned with in the NFL, even if they aren’t lining up on the gridiron.

Will this year’s Super Bowl succeed in scoring with the female fan base, or will the domestic abuse issues and “deflate gate” cast a shadow over women’s interest in the game?

If last year was any indicator, the Super Bowl will be used even more in 2015 as a platform to connect with moms and their families. Of course there will be cute puppies (or, in the case of Go Daddy, not), big stars and lots of humor. But, our Breadwinner PheMOMenon data reveals that the true key to reaching moms has everything to do with how they define success.

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Big Brands Learn to Speak ‘Challenger’ at Super Bowl

No one would argue that we don’t live in challenging times. To survive, consumers, influencers, media and some brands have changed their mindset and behavior. They are more nimble, do more with less, act in real-time and challenge the status quo.

The Super Bowl is one of those moments in time when marketing strategies of all kinds are on display and capturing the attention of consumers. This year, some of them turned out to be far more interesting than the game itself.

A great example is Intuit. A big, established brand, Intuit launched a ‘Small Business, Big Game’ contest for which the grand prize was a 30 second ad during the Super Bowl. GoldieBlox, a challenger brand in the toy category, won the contest.( After the contest was narrowed down to four finalists from a pool of thousands, GoldieBox won a public vote to win its spot at the game.)

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Three Trends from CES That I’d Bet On

While I am not a big gambler, after a week at the Consumer Electronics Show (CES) in Las Vegas, I am betting on several trends to hit the jackpot in the not-to-distant future. One faces great odds trying to find a handful of winning trends, considering you share the 1.9 million square foot show floor with thousands of exhibitors and over 150,000 attendees, including more and more CMOs, according to this recent article in Fortune.

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CliffsNotes from Cannes: How to Create a Best-Selling Story

If I counted the number of times certain words were used by presenters at Cannes, “storytelling” and its variations would be at the very top of the list. Storytelling is the talk of the town – yet there is no consistent approach, process or even definition. Seems that you know a good story when you see it or hear it, but it’s not always clear how you get there.

However, after attending sessions full of great storytelling examples from comedians like Conan O’Brien and music artists like Sean “Diddy” Combs to major consumer brands like Chevrolet and social platforms like Wikipedia, I’ve made a few important connections. Here are five observations on what it takes to create not just a story, but a best-selling story in today’s hyper-connected world.

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Creativity and the CMO

“Does the PR industry lack big ideas?” Depends on who you ask. The findings of the “Holmes Creativity Index” research range from a resounding “yes,” to a lack of budget to support them often follows, to “the industry just does cookie-cutter work.”

Regardless of the overall opinion of the industry and its big ideas, one of the dimensions of Big Ideas that seem to frustrate PR people the most is the lack of credit for those ideas. You’ve likely heard it before… “We came up with that idea and the ad agency morphed it into their plan and the client does not even know it was our creativity!” Given how often we are all working in integrated marketing teams, this frustration is even more prominent.

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BlogHer 2012: Five Ways the “Unexpected” Broke Through

BlogHer ’12  was full of what we’ve come to know of the annual conference – thousands of bloggers (close to 5,000 this year, mostly women and some men) with hundreds of sponsors in a fun-loving, swag-laden, information-packed forum (this year at the Hilton in NY) that reverberates through the blogosphere for months afterward.

As I expected, there were food companies giving out samples, CPG companies with booths that tried to engage bloggers on the Expo floor and big-name speakers. Some of these efforts and people were interesting and entertaining – a large pineapple tree made out of pineapples at the Dole booth, Samsung’s living room, Jamba Juice’s great-tasting fruit and veggies smoothies and Staples large and beautiful home office set up.

But what commanded attention on-site and conversations in the halls and ladies rooms were several “unexpected” products, promotional ideas and on-site engagements. Here’s what I learned from the ‘unexpected:”

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Did Bill Clinton Endorse Mindfire?

Speaker after speaker at Cannes has mentioned the power – and necessity – of engaging groups of diverse people in their business and initiatives if they really want to solve problems and develop major opportunities.

Talking to fans was the first step for Jon Chu, producer for Justin Bieber, in producing his movie, Never Say Never. Twitter CEO Dick Costolo reminded us that, with 400 million tweets a day, platforms like Twitter enable anyone to get input from anyone else, and that everyone wants a voice.

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