What we do Conceptualize. Develop. Create.
Consumer Events

We produce engaging consumer focused events that are experiential and community focused.

Professional Conferences

We create exceptional experiences for infant practitioners within specialty markets such as infant feeding, babywearing and birth.

Launch Parties

No one throws a party quite like we do. We work with the best brands to launch new products.

Specialty Experiences

Consumer feedback is obtained in a specialty environment to allow our team to best serve up results.

Social Media

We communicate with over 1,000,000 millennials each week on social media. Imagine what we could do for you.


Want to launch an event of your own? Create a brand ambassador program? We offer consulting packages.

Our Approach

We talk. We think. We create.


events launched







Our Events

What we have done.

  • MommyCon
  • Influential Summit
  • DaddyCon
  • Gather
  • Wear
  • Milk

Maximizing Event Exposure When You Are No Longer Shiny and New

With retailers closing left and right, manufacturers are left with little choice in who sells their products. Consumer shows are a great way to get in front of your target audience, but how do you stand out and maximize your event exposure.

Maximizing Event Exposure When You Are No Longer Shiny and New

One of the biggest challenges brands face is the inability to connect with consumers once they are no longer the new kid on the block. When they are new, everyone wants to talk to them, yet now that their sales are better than they have ever been, consumers walk right past them.

It’s never a great feeling to spend a bunch of money on exhibiting at a show and just have people stroll right past. How do you go about maximizing event exposure? Let’s get down to evaluating your situation.

Let’s pretend you are one of our clients that we work with on brand strategy. These are some of the questions you need to ask yourself.

Get out your notebook, grab a latte and let’s dive deep.

  • Define your company culture in one-two sentences.
  • Who is typically staffing your booth? Is it the same person at each event or a rotation of people.
  • What components are part of your booth? List them all out; everything from the floor covering to the banners, products, etc.
  • What can people find at your booth?
  • Can consumers purchase products from you?
  • Are you hosting a giveaway?
  • Are you handing out collateral?
  • Do you have a call to action within your booth?
  • What are you doing to engage consumers?

We are asking you to reflect on these answers objectively. Does anything stand out as something you wouldn’t like as a consumer? This is probably the most important question.

Who is your target audience? Are you like them? Is there someone you can speak to that can give you insight into your audience?

I will give the example of the effervescent millennial who every brand on the planet wants to target. The issue for you is that every brand on the planet wants their attention. How will your brand stand out? Millennials are inherently much more minimalistic than the generation before them. They want simple. They live in small spaces. They have debt spilling out their ears. They are probably vegan/paleo/gf and will tell you about it.

How does your brand relate? As an example a stroller company recently approached us on maximizing their event exposure and we came up with the idea to ignore the stroller. Sure, the stroller would be part of their booth, but the biggest component of their event activation was on activities. Consumers had the chance to win items and experiences that relate to pushing a outdoorsy type stroller which gathered more interest for the stroller than if they had just focused on the stroller. We facilitated collaborative partnerships that were mutually beneficial for the stroller brand, the sunscreen and bug spray company and the sun hat brand. We borrowed some coolness from the Instagram Brands, and by doing so the stroller brand saw a 65% increase in newsletter sign-ups at the event, and an increase in open rates of 30% in their post-event communication.

This leads us back to how does your brand engage with their community, make sales and prove they are human (and not just The Man) when connecting with consumers at events?

Potential solutions are sitting down with your team and reevaluating your event strategy without missing a single detail. This may seem like a daunting task, however when this is done, your team can place metrics into affect that will indicate exactly what your boss wants to hear about it. ROI is subjective when it comes to events.

  • You cannot just measure how many people you spoke to onsite.
  • You cannot just measure sales on site.
  • You cannot just measure sales post-event using a coupon code.
  • You cannot just measure site traffic.
  • You cannot just measure social engagement.
  • You cannot just measure CPMs.

Do you see where we are going with this? ROI is so much more than one of those things, you need to place metrics into place that take into account all of these factors and more. What does your brand place the highest value on, what does your brand care about the least?

With retailers closing left and right, manufacturers are turning to events to reach their audience in the most authentic and direct way possible. Whether consumer shows are part of your marketing strategy or you are a B2C virgin, we are here to help maximize your event experience. Communicating directly to consumers can often times be a daunting experience. We turn to a hands-on approach when working with all of our event partners and brand clients.

On site, we recommend creating an experiential activation for consumers. What are they going to take away after they met you and your team? What are the things consumers want to learn… especially if you have a dry product?

While we cannot giveaway all our secrets, we can share some ideas that you can run with if you want to DIY your game plan.

  • Gamification
  • Giveaways
  • High quality promotional items
  • Show specials
  • Brand partnership – borrow credibility or some cool factor
  • Instagram worthy photo moments
  • Create a stylized booth that is on brand, but reflective of the audience you are trying to reach

We work with some of the top brands in baby, children’s and lifestyle and one of the most common conclusions we come to is the brands corporate branding and identity is getting in the way of connecting with consumers in a meaningful and authentic way.

We’d love to hear from you about ways your brand has turned around their event strategy.

The Story of Parent & Co.

The Story of Parent & Co.

Every good story starts with a flashback.

I remember walking into ABC 2012 like a kid in a candy store. So many shiny objects emblazoned the exhibitor hall in Kentucky. I remember pitching my blog for stories, and this new event, called MommyCon Mini, to be hosted on January 4, 2013 in Las Vegas. As we launch this site, I am on my way to Las Vegas for what will be my sixth ABC, and let me tell you, my experience these days is radically different than my first ABC.

I knew that I had a solid idea: connecting naturally minded families, an oftentimes ignored segment of the parenting landscape, for the purpose of community building. Our audience was full of cloth diaper-curious families, pro-breastfeeding in public parents and babywearers aplenty.  “Those” people were my people. I spoke their language. I shared their story. Give us some breast milk and coconut oil and we will solve any problem.
When I walked into most booths I was greeted with smiles and skepticism. Brands doubted that we would have a successful event, and in hindsight I know exactly why. I’m still amazed that a few brands took a chance on us. Those companies are still with us today; Ergobaby, Chicco and Happy Family are celebrating 5 years as part of the MommyCon Family. Countless others have been at more than one of our 50+ events.
You have probably noticed that we love (re)producing… events that is. First there was the Mommy Dialogues Meet-Ups, then there was MommyCon Mini, MommyCon shortly followed and then came the Babywearing World Record. Another year goes by and we served up Camp MommyCon, followed by the MILK Conference, the bi-annual WEAR Conference and most recently Gather, Influential Summit and DaddyCon.
We are more than just events and many of you have worked with us on digital content, brand ambassador programs and even launch parties! I’m looking at you; Ju-Ju-Be and Tula 😉
With all of the things we produce, we knew we needed a Parent Company, but didn’t know where to turn. How would we share all of these amazing events under the MommyCon umbrella without overwhelming all of our amazing sponsors and partners? So after months of brainstorming, planning, and brandstorming, Parent & Co.was born to be the parent of our babies.

Our mission is to create impactful experiences across events and digital platforms with a focus on building a community for today’s young families.

Our values are to focus on community, always show integrity, be held accountable, share our passion, be humble, and strive to make beauty out of the most simple things in life.

Our vision is to be the leading experiential event producer in North America focused on expectant and new families.

The last five years have been a whirlwind, much like being a new parent. As people who have been there firsthand, we know we are the best cut out for the job of educating new families while producing fresh content, and launching big ideas. Here’s to the next five years, and many many more.

Xza Higgins, CEO of Parent & Co.

Benefits of Events

I have attended many events in my career, from trade show events to consumer events, and have worked both sides of the aisle, as an exhibitor and an attendee. A few of my favorite shows are the Atlanta Gift Show, New York Toy Fair, Natural Products Expo West and of course my absolute favorite… MommyCon!

No matter if you are the exhibitor or attendee you can get a lot of the same benefits out of being at the event. I am going to share my top five benefits for attending an event. The benefits I am going to list can honestly go for either side of the event, if you are there as an attendee or an exhibitor.

Start/Build Relationships – This is key to success not only for a business but in life, you never know what type of relationships can come of meeting someone new, a business relationship or friendship, either way it is a win-win!

Stay Current on Trends – Everyone wants to stay current on trends. We all want to see all the newest and coolest things that events have to offer. I know I always leave events with something new, even when I am there as an exhibitor.

Fresh Ideas – Sometimes you need to get out and see what everyone else is doing to get new ideas on how to do something different within your business or within in your home/life.

New Companies – There are new companies popping up everywhere and at these events is where a lot of the little companies just starting out get their products noticed for the first time. As a business owner, this gives them an opportunity to meet other business owners and get information on how get their brand noticed. As an attendee you get to see new brands for the first time, usually a brand you might of never seen if you didn’t attend the event.

Socialize – Of course this is my favorite part of the event, who doesn’t like to socialize?! This is key to making all the other four points come together. If you go to an event and not socialize your will not be able to start new relationships, meet new companies, speak to people on trends and connect on new ideas!

Thank you for allowing me to share my top five benefits of attending events. What are some of the benefits you see in attending or exhibiting at an event? I would love to hear for you! I am always open to learning new ways to maximize my presence at an event.

Written by: Nichole Montez

Nichole Montez is one of our amazing exhibitor liaisons.

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