Marketing to women: how to understand, reach, and increase your share of the world's largest market segment

Contents......Page 14
Introduction: Unveiling the Market Women\'s Wealth and Purchasing Power......Page 20
What Makes Women a Worthwhile Market?......Page 21
Why Market Differently to Women?......Page 22
Men’s Marketing Doesn’t Work with Women......Page 23
How Do We Get Beyond Gender Generalities to Actionable Tactics?......Page 24
How This Book Will Boost Your Business......Page 26
Who Am I to Say So?......Page 27
Part I  Why Market to Women?......Page 30
The “Silent Generation” Shakes the World......Page 32
Women Now: Advancing through Advanced Degrees......Page 33
1. Earning Power: What’s in Her Wallet?......Page 35
2. High-Net-Worth Women: The Ultimate Asset Holders......Page 37
3. Consumer Spending Power: Household Chief Purchasing Officer......Page 38
4. Women Mean Business: Controlling the Company Checkbook......Page 39
More Profitable Customers......Page 40
Better Return on Your Marketing Dollar......Page 41
CHAPTER 2 The Differences That Make a Difference......Page 44
Differences Defined......Page 45
From Fiction to Fact......Page 46
Of Mice and Men......Page 49
Biological Influences—More Than Another Freshman Course Requirement......Page 50
Women’s Ways of Knowing—Senses and Sensitivity......Page 56
The Minds of Men—Things and Theorems......Page 59
Different Folks, Different Strokes......Page 62
Part II The GenderTrends™ Marketing Model—Why and How Women Reach Different Brand Purchase Decisions......Page 64
CHAPTER 3  The GenderTrends™ Marketing Model—The Big-Picture View......Page 66
The Star......Page 67
The Circle......Page 68
The Spiral Path......Page 69
CHAPTER 4  The Star Gender Culture......Page 72
The GenderTrends Star......Page 74
People First, Last, and Always......Page 75
Men Are Soloists, Women Are Ensemble Players......Page 76
Men Aspire to Be “Winners,” Women Prefer to Be “Warmer”......Page 79
Men Occupy a Pyramid, Women Occupy a Peer Group......Page 82
Degrees of Difference......Page 84
Daily Life: Women and the Double Day......Page 86
Multi-Tasking......Page 88
Milestone Marketing......Page 91
“Live Long and Prosper”......Page 92
Details, Details......Page 94
Integrate versus Extricate......Page 95
The Perfect Answer......Page 97
Headline versus Body Copy......Page 99
\"Report Talk\" versus \"Rapport Talk\"......Page 100
Making the Connection......Page 101
Women’s Values......Page 104
What Women Take Pride In......Page 106
What Women Enjoy or Care about More Than Men Do......Page 108
Things Women Don’t Want/Don’t Do/Don’t Care About......Page 109
What Women Expect or Are Open To That Men Don’t Want......Page 110
CHAPTER 5  The Circle and the Compass: Response to Marketing Contacts......Page 114
Social Values......Page 116
Life/Time Factors......Page 118
Synthesizer Dynamics......Page 119
Communication Keys......Page 120
Web Site/Electronic Marketing......Page 121
Synthesizer Dynamics......Page 123
Life/Time Factors......Page 124
Other Factors......Page 125
CHAPTER 6  The Spiral Path: How Women Make Purchase Decisions......Page 128
Asking Around: Women Start the Purchase Decision Process Differently......Page 130
The Perfect Answer: Women Pursue a Different Outcome......Page 131
The Spiral Path: Women Seek More Information and Investigate More Options......Page 133
Referrals: Sharing the Wealth......Page 134
Streamlining Subsequent Interactions......Page 135
Marketing/Sales Implications of Women’s Different Decision Process......Page 136
The Ultimate Outcome: Spiraling to Success......Page 137
Part III Practical Applications: Strategies and Tactics......Page 138
A View of What’s Ahead......Page 140
Defining the Business Case: Cherchez la Femme!......Page 141
Why Women?......Page 142
Which Women?......Page 144
The Situation Scan: Finding Holes in the Competition......Page 147
Operations Elements......Page 148
Communications Elements......Page 149
Understanding Your Customer: Research—Believe It or Not......Page 150
Qualitative Research: Permission to Speak Freely......Page 151
Quantitative: Questioning the Questions......Page 154
Beware of Bias as You Interpret the Results—Both Theirs and Yours......Page 157
Proving Your Point: Measure Everything—Men, Too......Page 158
Results Speak for Themselves . . . and for You......Page 159
Kaizen: Seeking Continuous Improvement......Page 160
CHAPTER 8  Get Set: Strategy and Tactical Planning......Page 162
Creating a Brand Identity......Page 163
Defining the Product......Page 164
Positioning: What Resonates with Women......Page 166
Activation: Getting in the Game......Page 168
Extra! Extra! Hook Her with News......Page 169
The Power of Suggestion—Highlight the Need......Page 170
Intercept Marketing: Arouse the Want......Page 172
Taking Action on the Activation......Page 173
Nomination: Surviving the First Cut......Page 174
Milestone Marketing: Finding the Receptive Mindset......Page 176
Making a Good Impression......Page 178
Product/Information Communications: A Voracious Need to Know......Page 180
Personal Interaction......Page 181
Retail Environment: Don’t Waste Her Time, or Yours......Page 182
Incentives: There’s More to Motivation Than Money......Page 184
Succession: Making the Most of Current Customers......Page 186
Help Your Customer Take Care of You......Page 187
Maximizing Your Impact: Leverage a Strategy, Not a Tactic......Page 190
Media/Delivery Vehicles: Seeing Past the Numbers......Page 194
Image and Information: Split the Message......Page 195
“Connecting” versus “Reaching”......Page 196
Be a Maverick: Women Will Welcome You......Page 197
Messaging: What Works and What Backfires......Page 198
People First......Page 199
Warmer Wins over Winner......Page 200
The Cast: How You Portray Women......Page 201
The Setting: Presenting the Message......Page 203
The Script: Watch Your Language......Page 205
CHAPTER 10  Face-to-Face: Sales and Service......Page 210
Track ’Em Down: Identifying Prime Prospects......Page 211
Choose and Schmooze: Networking......Page 214
Join the Party......Page 215
Seminar Selling......Page 216
Cultivate the Relationship......Page 218
Magnet Marketing: Stand Where They Can See You......Page 220
The Sales Consultation: Presenting Your Case......Page 221
Listen More Than You Talk......Page 222
Your Turn to Talk......Page 223
Don’t Put Down the Competition......Page 225
A Sensitized Population......Page 226
The Perfect Answer—A Longer Road......Page 228
Selling to Couples......Page 230
Standing Behind Your Product......Page 231
One Person at a Time......Page 232
CHAPTER 11  Notes to the CEO......Page 236
Women Are Not a Niche......Page 237
Get Serious......Page 238
Bust through the Walls of the Corporate Silo......Page 240
Be Farsighted......Page 241
The Final Analysis: More Bang for Your Marketing Buck......Page 243
Appendix A: Eight Myths of Marketing to Women: The Myth Resistor......Page 244
Appendix B: GenderTrends Geniuses: Follow-Up from Sidebars......Page 250
What’s New about the Women’s Market?......Page 251
Who’s Cutting Edge? A Case for Targeting the 45+ Woman......Page 252
Technology Comfort in e-Marketing......Page 253
Financial Services: Focusing on the Woman Investor......Page 254
The Gap Analysis in Marketing to Women......Page 255
Turn Women Consumers into Brand Enthusiasts......Page 257
Recruiting: How to Sell Women on a Career with Your Company......Page 259
Reading Her Signals Right Can Make or Break Your Sale......Page 260
How Women Customers See Male Sales Professionals......Page 261
Appendix C: The Best Resources in the Business......Page 264
Endnotes......Page 270
B......Page 274
C......Page 275
F......Page 276
I......Page 277
M......Page 278
P......Page 279
S......Page 280
U......Page 281
Y......Page 282