My latest eBrandMarketing post looks at some of John Zogby’s new consumer trends (as per his latest book, The Way We’ll Be) and relates those to the women’s market. Here’s a clip:
Interestingly, if marketing to women is your task, you have likely long been using this … Read on >
These are interesting and lean times - and marketing is one of the first budgets to get hit for most businesses. In such an uncomfortable holding pattern, normally creative/idea rich marketing pros must face months with no more new ad campaigns, no more consultants, and no new research. … Read on >
In my latest eBrandmarketing post, I write about how any one brand can become known for marketing to women well, by doing its homework and then sharing it.
Here’s a clip:
Share the wealth - we’ve all heard that phrase. But, for traditional industries slowly starting to understand and commit to … Read on >
In my latest eBrandMarketing.com post, I write not about any tactical aspects of marketing to women, but about the broader brain preparation - how to get your mind ready to learn how women in your market buy. Having an open mind is one of my suggestions and continually … Read on >
No one is to blame here, but high level marketing types are apparently still spending more money on branding and promotions than they are on gathering consumer insights. This seems odd, since no amount of money you throw at those two things will actually be effective (for the long term, … Read on >
What works for a certain segment of women once, and for a particular product or service, will not necessarily work for that same segment again. Dove nailed it with their various “real women” ads, because they did the research and figured out how to apply their findings to a very … Read on >
One way to really miss the point with the women’s market is to do a one-time study of their buying patterns/purchase influencers and call it good. Where women are going or no longer going along their daily buying path is much different now than it was a few years or … Read on >
In my latest eBrandMarketing post, I write about how to make women seem less foreign as consumers. Yes - they are worth “studying,” but mainly it’s time to interact with them.
Here’s a clip:
In the marketing realm, there is much evidence of the same sort of fear of the … Read on >
Embrace your feminine side, and you’ll go far in reaching women! This shouldn’t be news, but the reminder is always worthwhile. My latest eBrandMarketing.com post does just that. Here’s a sneak peek:
Business is often approached in a linear, set, “we’ve always done it this … Read on >
Thinking about and protecting the environment is increasingly important to consumers (as per this recent MediaPost research brief on Nielsen Online findings). To those of us studying female consumers, in particular, this should be no big surprise.
My latest post for eBrandMarketing presents a good example of one brand … Read on >
Peak: How Great Companies Get Their Mojo from Maslow
by Chip Conley
I'm a big psychology buff, so this application of Maslow's hierarchy of needs to the business realm fascinated (and resonated) with me. As Conley mentions, psychology in business has long been about "fixing it," but that won't necessarily "offer the opportunity for transformation to a more optimal state of being or productivity." Everyone can learn from this discussion.
The Sexual Paradox: Men, Women and the Real Gender Gap
by Susan Pinker
A fascinating examination of how sex differences play out over the life span. One interesting quote: "For most women it's less a question of who's able to win. It's whether competing feels good and is worth the cost."
Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
by Katya Andresen
Andresen writes that causes can learn from traditional marketers, but after reading this, I'd argue that traditional marketers can learn from the causes profiled. An interview with Andresen is included in my eBook, 9 Minds On Marketing.
You Just Don't Understand: Women and Men in Conversation
by Deborah Tannen
Men have a more asymmetrical, positioning approach to communication, while women have a more symmetrical, connecting approach. This is a classic worth revisiting frequently.
BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman
by Mary Brown and Carol Orsborn
It's a hot topic - and the case studies and examples presented in BOOM can offer up insights to get you started.
