As 2007 ended and “top trends” for 2008 were released by every marketing consultant and his/her brother, I reflected a bit. How far have we come? Has marketing to women, as a field of business study, evolved as quickly as its subject has? Are there any big new trends that … Read on >
Part of what makes marketing to women seem so complicated is the fact that their purchase decision-making paths can be a bit winding. For most women, there is more to their decision than the bullet points on your new-community fact sheets. They are taking it all in — from the … Read on >
Though the now-common parlance for describing this field of study is ‘marketing to women,’ I struggle with it. Isn’t the whole point of being guided and inspired by your women’s market to be marketing WITH them?
Here’s my thought:
Marketing TO seems like a ‘push’ approach - as in: ‘This is … Read on >
“The non-planetary, bookshelf versions of ‘Venus’ and ‘Mars’ have conspired to make even the prospect of marketing to women a scary thing for a lot of men in business.” For all common men out there: don’t be afraid! Link to the ChangeThis site to download the PDF. … Read on >
There’s no denying it: Women shop—sometimes by choice, and sometimes by necessity.
Women therefore have a lot of buying decisions to make—for their husbands/partners, kids, parents, and maybe even some friends, in addition to themselves. Today’s women, much more than the women of yesteryear, have many more products to choose … Read on >
What do Target, iPod and Hoover have in common? These brands have learned how to catch a woman’s eye.
I know. Enough already about Target and iPod, you say! Still, for those of you interested in the women’s market in particular, the connection between increasing sales with your female customers … Read on >
Isn’t marketing to women just good marketing? Of course. So why are so many companies, and even entire industries, missing the boat?
Perhaps executives aren’t really committed to the women’s market opportunity? Perhaps the whole “women’s thing” is a bit daunting for some reason? Perhaps the company dipped a toe … Read on >
Earlier this year, I traveled to Keystone Resort in Colorado to participate in a two-day women’s snowboarding (and skiing) clinic known as “Betty Fest.” I attended mainly for the purpose of challenging myself and facing my fear of turns that involve steering my body directly down a slope on … Read on >
Leadership and the Sexes: Using Gender Science to Create Success in Business
by Barbara Annis
"The future of corporate success (especially with women occupying 50 percent of the workplace) lies in women and men both becoming gender intelligent in negotiations." This book is HR/leadership-focused, but there are significant implications for marketing team effectiveness and the understanding of today's consumers.
Guyland: The Perilous World Where Boys Become Men
by Michael Kimmel
Kimmel offers incredible insights on how young men view their own masculinity (and why). The way men think, in general, will be key to the broader gender trend conversation of the 21st century - with some major marketing implications (if you ask me).
The She Spot: Why Women Are the Market for Changing the World -- And How to Reach Them (BK Business)
by Lisa Witter and Lisa Chen
Social change driven by women - how much more hopeful about our world could you get? This book is well-written, and its nonprofit advice also applies, for the most part, to corporate marketing.
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."
