Search Results for: consumer marketing

Brand Positioning

Being heard above the roar of competing voices is difficult at best in today’s crowded marketplace. Consequently, a brand’s positioning and message must captivate the consumer immediately. And it’s more than just a name, logo and mission. The positioning should reflect a total brand experience, with a brand story that is entertaining, authentic and transparent to all audiences.

Our brand positioning services and capabilities include:

Brand Strategy
Strategic Messaging
Industry Research & Analysis
Trend Forecasting

Influencer Engagement

At Girlpower Marketing, we see the power of influencer marketing daily. Ninety-two percent of consumers say that recommendations from people they know, or follow are more powerful than brand advertising, and 74% say that word-of-mouth influences their purchasing decisions.

Valued at $16.4 billion in 2022, the influencer industry shows no signs of slowing down as a core marketing strategy. The role of influencers will clearly continue to help brands connect with their consumers in highly relevant ways.

We start any influencer program with core brand messaging and brand goals that align with what success looks like to our clients – whether they are looking to start conversations, drive sales or build brand loyalty. From there we develop content strategy and specific program details.

We carefully curate an ever-evolving group of content creators that span different social platforms, content niches, geographies, and age. We offer a high-touch, human-driven process throughout each stage of a campaign and do a deep dive when vetting influencers to find the best fit for our clients.

Social platform algorithms are constantly evolving, making it harder for influencers to organically reach their audience without any kind of paid amplification. We dedicate a portion of each influencer campaign budget to paid social media to ensure that our client’s message reaches their intended audience.

Our influencer engagement services and capabilities include:

Campaign Planning
Influencer Discovery & Recruitment
Contract Negotiations
Message Direction
Influencer Tool Kits
Campaign Management
Quality Assurance

Influencer Engagement Services - Girlpower Marketing

Here Comes Generation Z

generation z

Just when you’re confident that you’ve figured out how to reach the Millennial market, along comes a new audience: Generation Z. This group makes up a quarter of the U.S. population and by 2020 will account for 40% of all consumers. And while many are teens still living with their parents or grandparents, Generation Z holds nearly $44 billion in spending power. If you consider their influence on household spending, that number can top out at $200 billion.

That’s a lot of money on the line, so understanding the needs, aspirations, and behaviors of Generation Z should be a top priority for marketers in 2017. If you want to reach them, you have to understand how they think. Here are a few thoughts to get you started.

Offer True Multi-Channel Experiences

Generation Z are digital natives in the truest form. They’ve been completely influenced by technology their entire lives, and spend most of their time online. They’d rather have a digital conversation than a face-to-face discussion any day.

Consequently, the easiest way to reach Gen Z is through your social media presence. Social media is where they live and play, and where they discover the brands they love. This generation is used to seamlessly moving between television, laptop, desktop, tablet, and smartphone—from websites to social media to apps. Smart brands will invest in digital platforms that allow these consumers to co-create shared brand experiences. Gen Z is hands-on: they want to try it, take it apart, and recreate it.

Be Truly Engaging

Authenticity is a must with Generation Z. They’re savvy, and they want to see that a brand is authentic and aligns with their own values. They don’t stick around for brands that don’t ring true. They want to be amused, and appreciate social content that is funny and entertaining. A great example is Chubbies. Constantly posting humorous photos to Instagram and other social platforms, Chubbies’ frat-boy mentality and the catchphrase “sky’s out, thighs out” set the brand apart.

Another key part of authenticity is engagement. Real, two-way conversations, where questions are answered and relationships are forged are the way to Generation Z’s heart and wallet.

Recognize Their Mindset

Gen Zs are much more realistic than Millennials. They’ve lived through 9/11, witnessed an ever-increasing number of school shootings, and watched their parents lose jobs during the Great Recession. As a result, this generation is more cautious and more focused on social causes, as well as their own financial futures. Having seen the effects of the failing economy firsthand, Gen Z consumers will work hard to avoid debt and are less likely to make impulse purchases.

They also have a genuine desire to have a positive impact on the world. Show that your brand believes in social good by finding something you really care about as a company, and let that passion shine through in your marketing messages. Share your story so that Gen Z can determine if your brand values match their own.

Video Content Is Huge

With 90% of Generation Z saying they watch YouTube videos daily, video content is one of the most effective ways to engage with this generation. They even get their television content—both broadcast and cable options—through streaming options like Netflix, Amazon, and Hulu.

Videos that are both educational and entertaining are especially effective. Thinking along the lines of “edutainment” can reap big rewards. But this group is not just watching videos; they’re making their own, too. Give these teens and young adults a chance to shine by creating user generated content contests and watch your audience grow by leaps and bounds.

Look for ways to let your brand personality shine through in your marketing, because Gen Z consumers want relationships with brands they can genuinely connect with. If you’re interested in learning more about how you can reach this generation and others, give us a call. We’re here to help.

What Does the Gender Gap in Charitable Giving Tell Us?

gender gap in charitable giving

Women have a tremendous amount of spending power, ranging from $5 trillion to $15 trillion in the United States alone. They account for 85% or more of all consumer purchases, from new homes and cars to food and healthcare. Women even drive vacation decisions for their families.

The power women wield with their money doesn’t stop at consumer goods and services, either. It seems there’s quite a gender gap in charitable giving, with women more likely to reach into their purses for a good cause.

A Look at the Statistics

In almost every situation, women are more likely to give—and give more —than men. In fact, in the latest studies, boomer and older women gave 89% more than men of the same age. Women of all demographics are influencing philanthropy in new ways and use their clout to change the way funds are raised and distributed. And, as the boomer women experience the largest transference of wealth this decade as they inherit from parents and spouses, this trend should only continue.

The reason? Studies show that, because of the way they’ve been socialized, women tend to be more empathetic than men. That ability to understand what less fortunate people are going through often translates to their relationship with charitable giving.

Because of that empathy and the need to feel they’ve made a real difference, female-deciding households are more likely to give to youth and family services charities, like emergency relief, homeless services, food assistance, and legal aid. Men, however, are less likely to give to these organizations, and more prone to giving at higher levels to sports, adult recreation, veterans’ aid, and civil rights organizations.

What Prompts a Donation?

Studies show that men give to maintain the status quo or to serve their interests, while women give to help the less fortunate or to promote social change. It’s the message that reaches the giver; men want to hear that their donation will better their environment, while women are driven by knowing they’ll make a real difference.

Men may also be more likely to give in situations where there is a competition or someone to impress. This often becomes obvious in charitable auctions, where bidding against another reflects on the depth of the wallet. This doesn’t mean that men don’t have noble intentions. It’s simple biology. Basic competitiveness is evolved and related to testosterone. The way competitiveness is displayed, though, depends on the context.

Flipping the Switch

While women give more in almost every situation, there is one occasion where the numbers flip: in workplace charitable giving, where women tend to give less, and less often than men. It may be that men in the office feel the need to support their employer or impress with higher donations, or that women simply prefer to give to charities of their own choosing rather than ones selected by their employer. Aligning workplace charitable causes with women’s interests could result in more giving.

One thing is clear: Non-profits and other charitable organizations would benefit from understanding how gender comes into play – particularly with charitable donations. If you’d like to examine techniques and tactics for reaching female consumers, give us a call.

Seneca Farms Integrated Product Launch: Oatmeal and Fruit

Campaign Objectives

Build awareness and drive trial of Oatmeal & Fruit with women, who are the gatekeepers of the family fridge and who make 92% of all food & beverage purchase decisions. Key to this strategy was the creation of the first “Children’s Nutrition Survey” with Harris Interactive, which indicated that nearly 70% of U.S. households were skipping breakfast due to lack of time. Insights from the survey were woven throughout the program messaging.

Implementation of Campaign

Developed an integrated strategy to employ traditional PR and social media tactics as the most cost-effective means to maximize reach and frequency to the target audience both online and offline.
Created blog as a centralized social media resource for recipes and news updates.
Utilized multiple social media platforms to build communities and one-on-one relationships, educate consumers and drive trial.
Engaged blogger community through sampling program, allowing them to preview the product, feature it on their blogs and promote the product through contests & sweepstakes.
Conducted a product review with 20 editors at the offices of Meredith Publications.
Utilized regional Registered Dietitians to provide a cost-effective means for producing local broadcast segment opportunities in key markets.
Engaged a national Registered Dietitian to provide expert credibility and to act as product spokesperson, providing content and appearing on national morning shows.

Campaign Results

Increased Facebook fans from 13,000 to 54,000 in 11-month period. Generated 150+ million total impressions via social channels, and 19.2 million online placements.
Generated over 150 premier posts about product on relevant, high-traffic blogs.
Reached 3 million listeners with Radio Media Tour.
Secured “Today Show” placement, 55 newspaper/online placements, 9 radio interviews and 10 local market broadcast segments. Coverage included Hungry Girl, Weight Watchers, New York Daily News, Radio Disney, OC Family, “AM Northwest,” Progressive Grocer, Today’s Diet and Nutrition, Parents, Los Angeles Times, Denver Post, Fit Magazine, and many more.

Reach out to learn how we can elevate your brand.

The Curious Creamery New Product Launch

Campaign Objectives

This start-up was looking to support the 2016 launch of its new line of DIY ice cream mixes through consumer awareness in key local and national markets, differentiated brand positioning as an innovator in the DIY category and leveraging July’s Ice Cream Month as a timely media angle.

Implementation of Campaign

Developed communication assets including press materials, recipes and photography. Crafted messaging to highlight innovation and creative usage applications.
Conducted outreach to local and national media, and partnered with retailers to generate support of this new product launch via owned social media platforms.
Drove brand mentions and product reviews via outreach to lifestyle bloggers and influencers.

Campaign Results

Secured nearly 1,500 mentions in a three-month period, generating 169 million impressions.
Media highlights include a two-page syndicated company profile which ran in the Los Angeles News Group, appearing in The Orange County Register, The Long Beach Press Telegram, The Daily News and the Torrance Daily Breeze.
National media mentions include Hungry Girl, SheKnows.com, Supermarket Guru, The Scene (Conde Nast), and The Daily Meal.
Regional placements include The Bakersfield Californian, The Sacramento Bee, San Diego Magazine, Shockingly Delicious, OnSecond Scoop, Thirsty Times, Yelp! Hawaii, West Coaster Magazine
25 broadcast segments in key markets, including Hawaii, San Diego, Tucson, and Houston.
10 trade media mentions include Grocery Headquarters, Prepared Foods and Progressive Grocer.
15 earned blogger reviews and reader giveaways, including Mommies with Cents, Hawaii Mom, Savvy Saver and more.

Reach out to learn how we can elevate your brand.

Curious Creamery New Product Launch Bowl of Curious Creamery Ice Cream for New Product Launch She Knows Website Logo

8th Continent Soymilk Complete : The Joy of Soy Media Relations Program

Campaign Objectives

Increase awareness of 8^th Continent Soymilk Complete among mainstream consumers as the perfect food. Our focus was on promoting the product benefits: 100 percent cholesterol free, an excellent source of fiber and low in saturated fat, while removing the “yuck” factor by showcasing the product’s award as “Best Tasting Soymilk in America.”

Implementation of Campaign

We developed a series of media and sampling executions to meet the program objectives:

Media
1) Utilized health and nutrition experts to deliver 8^th Continent messages on local, regional and national levels
2) Developed “Easy Soy Cooking” media platform
3) Launched national media relations campaign featuring taste-centered applications of soymilk
4) Created 8^th Continent Complete “5 Minute Breakfast national media tour as well as custom pitches around soy as a healthier, great-tasting alternative that wasn’t just for breakfast, and as a tool in the fight against holiday weight gain. Our focus was on food and health editors, national women’s and health magazines, and online influencers
5) Conducted local market tours with in-market Registered Dietitians
6) Conducted Satellite Media Tour with Elizabeth Somer, nationally-recognized Registered Dietitian.

Sampling
1) Conducted sampling events for editors at Meredith Publications, with consumers in major markets at high-traffic locations
2) Conducted long-lead cooking event in New York, with entire menu made with Complete. Attendees included editors from Family Circle, Fitness, First for Women, Women’s Day, Fit, Shape en Espanol, Men’s Health, Good Housekeeping, Working Mother, etc.
3) Created an influencer sampling program targeting health conscious moms and adults motivated by health, environment and spirituality.

Campaign Results

Results included 153 million gross impressions, with 3.3 million print, 38 million broadcast, 60 million online, and 4.5 million Satellite Media Tour impressions. Media placements included Today Show,” “View By the Bay,” “Fox 4 Dallas,” “NBC 4 Miami,” Portland “AM Northwest,” “San Diego Living,” “NBC 4 Washington,” “Fox 5 Nashville,” “Good Day Dallas,” ModernMom, Self, Denver Post, Dallas Morning News, Shape, LA Parent, Boston Globe, Supermarket News, Associated Press.

Reach out to learn how we can elevate your brand.

Media Relations for 8th Continent Soymilk Complete

Woman Practicing Yoga at Sunset

6 Ways Food Brands Can Tap Into the Millennial Mindset

how food brands reach millennial mindset

It’s clear that Millennials, like the rest of us, love to eat. And with so many choices available, from healthy to cheap, Millennials think differently about how they spend their hard-earned dollars. Brands that want to appeal to the Millennial mindset need to understand what’s important to them, starting with these six tips:

Use Humor

Millennials certainly aren’t the only ones who appreciate humor in advertising. As humans, we buy from people we like. And being funny is a sure-fire way to make us like you.

Not only that, but we also tend to remember funny ads—not just the content of the commercial, but also the product being sold. The real difference when marketing with humor to Millennials is knowing what they find funny.

What Millennials find amusing can sometimes walk a fine line between funny and offensive. Always know when to use humor and just how far you can go. Millennials love to be entertained and bond over the inside jokes of their generation, but make sure that humor works to reinforce your brand proposition.

Emphasize Health

Healthy eating is a big selling point for Millennials. Some are interested in fresh organic food while others just want healthier options for fast food. The end result is the same: offer healthy alternatives and Millennials will love you.

Consider Millennial favorites Whole Foods and Chipotle. No one could claim these two brands are anywhere near similar, except that both are perceived as healthy choices among the sea of junk food and fast food offerings available.

Get Nostalgic

It seems like Millennials had to grow up faster than any other generation before them. Many were kids during crushing financial crises, and dealing with college debt, choosing careers, and surviving on their own stole a lot of their youth.

Is it any wonder they like to relive the “good old days,” back when they were able to just be a kid without a care in the world? If you can tap into that nostalgia, you’ve got some marketing gold.

This nostalgia is why Pokémon GO was such a massive hit, why people are right now clamoring for the Nintendo Switch, and why Colonel Sanders is back at the helm in all the latest KFC commercials.

Be Socially Conscious

Millennials have a lot of spending power, but that doesn’t mean they’ll part with their money without thought. Brands with social consciences provide the opportunity for Millennials to buy the products they love while also helping others.

Consider the immense popularity of TOMS shoes and Warby Parker glasses. Both of these companies have a one-for-one program that provides shoes and glasses to people in need. Patagonia donates a portion of their proceeds to environmental causes. Ben & Jerry’s engages in grassroots activism and supports social justice through their own foundation.

Not only do they support the big brands that give back, they also like to support their local businesses. Fresh, local produce and local, chef-driven restaurants see a lot of dollars from Millennials, because this generation likes to feel as though they’re helping their neighbors and local economy.

Get Engaged

More and more consumers want to engage with their favorite brands, especially the Millennial generation. It’s not enough to answer their tweets and Facebook comments, either. They want to be a part of the story whenever possible.

Lay’s took advantage of this with their “Do Me a Flavor” contest, inviting their buyers to submit wild and wacky potato chip flavors for production. When they followed through and put the winners’ flavors on the market, they cemented themselves as one of Millennials’ favorite brands.

Create a Revolution

Millennials also love specialty foods—the more unusual, the better. From craft beer to craft ice cream, this generation’s tastes are revolutionizing food choices.

That desire for different has also led to the customized, build-your-own bowl meals, from rice and noodles to salad, quinoa, and poké. These bowls allow creative freedom, as well as the ability to choose quality, healthy ingredients.

What will you do to tap into the Millennial mindset this year? If you would like to discuss any of these strategies for marketing food brands to Millennials, give us a call.

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About

Girlpower Marketing is a Southern California-based public relations and digital marketing agency specializing in consumer lifestyle brands. We also have something extra: a well-honed expertise in marketing to women. Our team is comprised of award-winning strategists with deep experience in public relations, content marketing, influencer engagement, events and social media. We rely on comprehensive research and strategy to develop smart solutions that deliver exceptional results for our clients.

As a member of Unified Strategies Public Relations network, we combine the personalized attention of a boutique firm with the scale of a global full-service agency to help our clients navigate today’s shifting digital landscape.

We’re happiest when we’re changing the status quo, thinking outside the box, and having fun along the way. Most importantly, we’re honest with our clients, our audience, and each other.

And about our name? It’s where we started — with the power of girls. More specifically, the immense financial muscle that women consumers wield today. Like controlling or influencing 85 percent of all household spending. Now that’s girlpower.

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Approach

With a landscape that’s more about chatter than original thinking, there’s a real opportunity for brands to stand out. How? By getting noticed. With exceptionally creative ideas that are driven by compelling insights. Thinking outside the box. Innovative storytelling. All based on smart strategy.

We understand the challenges you face. The need to constantly be looking for ways to keep your current customers happy while adding new ones. Standing out from your competition. Staying relevant in a very crowded marketplace.

We offer solutions to those challenges, by seamlessly integrating strategies to create public relations and digital marketing programs that increase engagement, build equity and drive measurable business results for your brand.

Our Public Relations and Digital Marketing Process

ideate
Ideas are at the heart of what we do. Our insights and trendspotting inform our thinking and ensure that we deliver a core strategy and creative platform that generates a game-changing outcome.

activate
We understand that brands are built not only by the company that operates it, but also by those who interact with it. We put insights into action to develop a program that creates meaningful experiences, strengthens engagement and builds influence for your brand.

differentiate
We find the spot where your stories intersect with what your customers really care about and tell those stories across all channels – earned, owned, paid and shared.

measure
Success means different things to different people. We work together with our clients to identify what success looks like at the outset, and provide comprehensive reporting throughout our programs.

Services

We strive to not just meet, but to exceed client expectations. Delivering exceptional results requires the discipline of using data and insights to inform our thinking. We blend the art and science of communications to develop public relations and digital marketing ideas that are driven by great content, creativity, and influence to create meaningful connections between consumers and the brands they use.

social media/digital ads

The ability to reach consumers at every stage of their journey has made social media the most powerful factor in their purchasing decision. We engage audiences with meaningful conversations that articulate a brand’s personality, and create high-converting ads that maximize impactand value, letting data ensure the best ROI.

content marketing & creation

It’s more important than ever for brands to be captivating and embrace storytelling. Because if you don’t have a great story to tell, no one will listen. We create illustrative, photo and video assets to provide best-in-class storytelling.

influencer marketing

We tap digital tastemakers to create content that tells stories in authentic ways and illustrates the role our clients’ products play in helping consumers live their best lives. Includes strategy, monitoring/reporting, briefing materials, messaging development, contracts, and negotiation, etc.

brand positioning

We work with you to develop your story with the heart of your brand in mind. We start with research that informs insights. These insights help to differentiate your story, form connections, and motivate action.

traditional and digital media

Today’s second-by-second news cycle has forever changed media relations. Our media specialists are experts at creating personalized storytelling with a customized outreach strategy including non-traditional media tactics, including paid editorial and influencer marketing.

experiential events & product launches

From street teams to influencer events to media launches and branded consumer experiences, we create shareable, flawlessly executed moments in time to launch food & beverage, CPG, and lifestyle products and services that garner national attention.

creative design

Every brand has one chance to make a great first impression. From website to logo and collateral, we use clean design, strong imagery, and inspired content, all with creative twists that keep customers stay a little longer.

research and insights

We use research-driven insights to craft each client’s unique story and develop programs that increase engagement and drive business results. We understand the power of actionable data and develop a custom measurement plan for each program that measures both reach and impact.

marketing to women

Women are the most powerful consumers on earth – responsible for 85 percent of all household purchases and controlling $7 trillion in U.S. spending. Yet 91 percent say marketers don’t understand them. Our deep understanding of the female mindset brings your brand and these powerful consumers together in a true meeting of the minds.

What Clients Are Saying

“Linda and the Girlpower Marketing team have put us on the digital map! Through Linda’s profound understanding of the female consumer, they were able to nail the imagery and messaging needed to connect with our target audience. They have built a robust and highly impactful influencer program to share our brand story with millions of women, and the product-specific campaigns they’ve created have produced consistent results over the past three years, driving sales to our key retailers. The level of service and support we receive from them is top notch – we appreciate that our best interests are their top priority.”
— Matt Roskuski, Summit Brands

“Girlpower Marketing has been an invaluable partner for our brand. Not only has the team helped grow our social presence, establish our brand within the influencer community, and help grow our sales month over month, they have become an extension of our team. We are grateful for their strategic partnership and ongoing support they provide to help us meet and exceed our business goals.”
— Christina Gumser, Evenflo Feeding, Inc.

“Linda steered her team to incredible results for our holiday media/influencer campaign –we look forward to working together again!”
— Mary Ellen Keating, Barnes & Noble

“Girlpower Marketing has been a tremendous partner, caring for our brand as if it was their own. From our initial launch, Linda and her team have leveraged their relationships and insights to ensure the brand quickly connected with our core consumers. They are exceptional at what they do.”
— Dr. Lisa Amundson, Founder – Pep Talk caffeinated sparkling water

“I hired Linda and her team to promote a brand that was old and tired, and that needed a true face lift. We were about to launch a cool, new product and her team helped us position it in all the right places. The results were phenomenal, starting with a placement in the New York Times gift guide on the day after Thanksgiving! Her team did great work that helped us revitalize the brand.”
— Jill Speakerman, Whirlpool Corporation

“One word to describe Linda – fantastic. I was first introduced to Linda when I was looking for a seasoned PR professional who had extensive knowledge marketing to the Consumer Packaged Goods industry, as well as marketing directly to women. Needless to say, that introduction led to a phenomenal working relationship that exceeds expectations on many levels. Linda is extremely knowledgeable, professional, and really great to work with.”
— Liz Papagni, Specialized Marketing Services

“Girlpower Marketing has been our full creative agency. They know exactly what they’re doing, and have our audience completely dialed in. They really listen and do their best to accommodate our wishes while executing what they know best. This has been a collaborative approach from ideation to strategy and implementation.”
— Richard Wang, SmarterSkin

“We signed on with Girlpower Marketing as an agency, and what we experienced was a partner. Linda and her team were essential in developing our branding and marketing strategy. They understand how to build a brand from the ground up and helped us transform our vision into reality.”
— Elizabeth Jones, Black Bag Project

“Linda and her team provided strong strategic counsel to help us update and refine our media program for a key selling season, resulting in an unprecedented quarter. Through the process, they kept us clearly focused on our objectives, while adjusting as needed to the market conditions. Linda has a keen understanding of what it takes to reach and motivate our target consumers.”
— Lisa Bazinet, Karen Neuburger Ltd.

“There are very few people in the world I’d actually call an “expert,” but Linda is the exception. Her knowledge about marketing to women is sophisticated and multi-faceted. She’s always up on the latest research, doing her own ground-breaking work, and literally living and breathing her business on a daily basis. She also possesses a level of personal and professional integrity that is rarely found in our profession.”
— Laura Jackson, Strategic Communications and Leadership Coaching

Work

Our Expertise

Food & Beverage

Natural and Functional Foods
Beverages
Beer, Wine and Spirits
Snacks
Agribusiness
Restaurants

Health & Wellness

Nutrition
Fitness
Wellness
Beauty & Personal Care
Vitamins
Nutraceuticals

Home & Lifestyle

CPG
Household Products
Baby Care/Pet Care
Consumer Electronics
Entertainment/Toys & Games
Financial Services

Travel & Hospitality

Tourism Boards
Destination Marketing
Hotels
Airlines

Clients

A Few Select Clients – Then & Now

Top 5 Reasons To Work With Us

1.

We understand that it’s not just about good work and quality execution – but the strategy, creativity, and value that make every element exceptional.

2.

We bring an experienced team to work on your business – senior strategists who understand communications across disciplines and with the skills to make sound recommendations.

3.

We work collaboratively with in-house teams and other outside partners. Our creativity pairs best with our client’s input and expertise.

4.

We provide honest counsel. Being direct and honest gets us to the best possible outcome.

5.

We create brands that are intended for people — not for numbers, search engines, markets, or metrics. While the latter are important, the most critical element we seek to understand are the people our clients serve.

Case Studies

We’re proud of the results we’ve achieved for our clients and the brands we’ve represented. Here are just a few.

Summit Brands

360 Digital for Summit Brands

Summit Brands

Spring Cleaning Campaign Meets COVID-19

Evenflo Feeding

Integrated Digital Program

Barnes & Noble

Integrated Holiday Campaign

Pep Talk

Launch of Caffeinated Sparkling Water

Heritage Foods

Launch of Disney Branded Dairy Product

Seneca Farms

Integrated Oatmeal & Fruit Product Launch

Karen Neuburger

Marketing to Moms Awareness Program

8th Continent Soymilk Complete

The Joy of Soy Media Relations Program

Rufus & Coco

Australian Pet Grooming Brand Launches in U.S.

Linda Landers, Founder

Linda Landers

As a specialist in consumer lifestyle marketing, I’ve launched new products, sustained heritage products and resurrected older products for start-ups, challenger brands, as well as some of the world’s leading brands. Brands such as Procter & Gamble (Pampers, Old Spice, Ivory, Metamucil), Summit Brands, Lugano Diamonds, Barnes & Noble, United Airlines, Pep Talk, Garden of Flavor, Seneca Farms, Heritage Foods, Kashi, 8th Continent Soymilk, Four Seasons Hotels & Resorts, Hilton Hotels, Disney Interactive, Rufus & Coco, Taco Bell, American Suzuki and BabyFirstTV.

The best marketing ideas are insights driven, and I love discovering those ‘aha’ moments for our clients. Helping them achieve success is what motivates me everyday, and I’ve been fortunate to work with some of the brightest and most generous people on the planet.

Prior to launching Girlpower Marketing, I was a founding partner with PainePR (now Citizen Relations), one of the country’s most respected consumer PR agencies. It was there that I recognized the vital role female consumers play in our economy through our work with such clients as Procter & Gamble, Hoover, Disney, Kashi and many others.

Women are the most powerful consumers on earth – buying or influencing 85 percent of all consumer products. Yet 91 percent say that marketers don’t understand them. I’m fortunate to work with an awesome team to help our clients build relationships with these consumers by telling great brand stories.

I’ve been featured in Brandweek, Adweek, PRWeek, Huffington Post, CNBC, Forbes and USA Today. I also write a syndicated blog, and speak frequently on the purchasing power of women.

I believe you must bring your whole self to the table to produce the best results for your clients, and our entire team does that everyday.

Our Team

Brands often hire big agencies because they feel safe. But they also come with multiple levels of infrastructure and higher price tags. Smaller boutique-sized firms are generally more nimble, agile and can bring the best strategic thinking from their leadership.

At Girlpower Marketing, we’re all veterans of those big agencies, with expertise in a wide range of fields. We’re innovative thinkers, problem-solvers, and creative strategists, combining our talent and passion to deliver extraordinary results for our clients. Our senior team is your day-to-day team — who you see is who you get.

Jennifer Chidester, Chief Digital Strategist: With 20 years of marketing, PR and social media experience, Jennifer focuses on creating digital campaigns that motivate behavior, build a loyal fan base, generate a steady stream of engagement and maximize results.

Jennifer Barry, Content Strategiest: Queen of words, Jennifer is a master content creator, having worked with HubSpot and Inbound Commerce on some of their most popular campaigns.

Alison Hill, Senior Media Strategist: An award-winning media strategist, Alison brings her insatiable curiosity, boundless enthusiasm and vast experience with Turner Broadcasting and Mattel to devising innovative PR and marketing strategies.

Karen Candy, Travel/Tourism Specialist: A seasoned PR professional, Karen specializes in the travel industry, providing strategic counsel and creative client communications solutions.

Liz Papagni, Branding Specialist: Liz has developed killer brand strategies and propelled brands for a range of clients, from Fortune 500 companies to established emerging businesses.

Ingrid Culbert, Account Coordinator/Social Content Management: Our resident Canadian, Ingrid attends closely to every detail, combining her love of research, editing, social and all things media on behalf of our clients.

Robin Plotkin: Robin combines her food and nutrition expertise with sales, marketing, and media relations experience to build robust nutrition and culinary programming for such clients as Campbell’s, Welch’s, California Strawberries, Metamucil and The American Institute of Wine and Food.

Riley Yahr: Our graphic designer and food/lifestyle photographer, Riley helps build brands through design, photography and digital marketing.

As Seen In

Let’s Connect!

As an Orange County-based public relations and marketing firm in Southern California, Girlpower Marketing offers an integrated communications approach that focuses on solving our client’s biggest challenges.

Why us? In a word: results. Whether you’re an established brand or still emerging, give us a call and let’s talk about getting you noticed.

[email protected] 949.459.1416

The Purchasing Power of Women

An infographic by Marketing Zeus shows the power of the female consumer. Sources include Girlpower Marketing.

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