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Liz Hawks: Marketing-to-Moms Expert

Have you ever stopped to think about why you buy the things you do for yourself and your family? Do you notice ads that speak directly to you as a mom? As a marketing communications consultant to big brands, Liz Hawks works to help the people behind the products resonate better with you, the keeper of the purse strings. A mom of two boys herself, and SVP at Fleishman-Hillard, the no. 1 global communications agency, Liz founded and chairs the firm’s marketing-to-moms practice group, called FH Moms. The group specializes in bridging the gaps between marketers and moms, who are responsible for 85% of all household purchase decisions. Between client calls and t-ball games, Liz is a regular speaker at national marketing conferences and is frequently interviewed by industry magazines. >> Link to this blog

Recent Posts

When School Markets to Mom

Hey Mom, the School Called!

Marketing to Moms Through Dads?

Recently, I had the opportunity to attend and speak at the national marketing-to-moms conference. Sitting through presentations, workshops and general discussions with my marketing industry peers over meals and breaks during the two-day experience, I took mental note of a key theme permeating the conversation: Dads.

The Nag Factor: How Marketers Use Kids To Sell Junk Food

I took my 4-year-old to the grocery store yesterday for our regular semi-weekly trip. He rode in a plastic race-car cart and mostly talked to himself or made various vocal observations about how long the trip was taking (ahem). But when we got to the cereal aisle, he was suddenly completely engaged. (You know where this is going, don’t you?)

“Mom! Stop! I want that! Go back! See that one! LET’S GET THAT!” he shrieked giddily.

Kids' Boredom Remedied: What Passes Your App Test?

I spent some quality time with my computer last night. I was on a mission to make space on my smart phone (which I should probably refer to as my “smart mobile device” as I rarely use it for voice-to-voice conversation anymore) for more music, and to do so, I had to make some trade-offs to free up space. In other words, I had to delete several apps.

Mompliments: Why moms are best at word-of-mouth

I have a note scribbled at the side of my to-do list that says, "Amelia's, 133rd and State Line." It's my reminder to check out this new-to-me local boutique before its semi-annual sale ends.

Marketing to Moms: Is That Your Reflection on the T.V.?

Recently I was talking with my mother, who is in her 60s, about my older son, who is very… vocal. He talks constantly. In admiring her grandson’s verboseness and laughing at me and my auditory exhaustion, she was suddenly reminded about mothering my sister at about the same age. She was also very chatty.