Her Voice Blog

To say I love the Kate Spade brand would be an understatement. I’ve carried the Kelly-Green tote I purchased in Charleston as a briefcase for the past 3 years and can’t give it up despite the tattered straps.

At Fletcher, we are passionate about helping women grow and achieve. We are a group of strong women who advocate for other women as the cornerstone of our culture.

I could not be more honored to take the helm for Mary Beth West. She is not only an amazing public relations professional that I have learned much from over the years; she is also a dear and trusted friend. Mary Beth, I know I have some big high heels to fill and I’m so glad we’re going to have the opportunity to work together in a new way. You are simply the best.

When I meet people and explain that our company specializes in marketing to women, I can often see the wheels turning. The next question usually goes something like, “Oh yeah? So, you work with retailers and fashion/beauty companies?”

She’s connected, empowered, confident and tech savvy.

I had the pleasure of serving on an expert panel with four very impressive marketers at M2Moms®, the Marketing to Moms Conference in New York City last week. Moderated by Jen Shap, agency business development lead for Google, each of us pinpointed an element of building trust with millennial moms that is resonating positively in our daily work.

Did you know that approximately 9,000 babies per day are born to U.S. Millennial parents? It’s no wonder marketers are dying to capture her projected $200 billion in spending power, according to babycenter.com. Here are a few pointers to help get you started on your journey to reaching her. She can be a tough nut to crack.  

What’s the big deal about Millennial Moms anyway? According to babycenter, there are nine million of them in the U.S., and they yield about $170-200 billion in spending power. Millennial Moms are a big deal.  

Tourism is so important to the Tennessee economy, yet we could do better when it comes to attracting niche groups of women with big bucks to spend. 

Some fashionistas may have been shaking their heads when acclaimed fashion designer, Zang Toi, partnered with Shop LC, to provide jewelry for his recent spring runway show. After all, Shop LC is a retailer focused on the value-conscious woman whose average purchase is under $100, while Toi dresses the rich and famous in garments that can set them back tens of thousands of dollars. (I recently salivated over an $18k ivory knit duster with sable fur trim in his NYC studio). But co-branded partnerships are big business and can benefit both companies when executed properly.

As we speed forward into 2017, it’s hard to believe that we are celebrating our 10^th year as an agency. There have been highs and lows to be sure -- even days when pulling the sheet over my head and going back to sleep seemed like the best idea. But the sense of accomplishment that comes with building my own company has kept me energized, excited to keep learning and in a perpetual state of motion.