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Women Boomers Presentation Transcript

  • 1. The B - I - G Opportunity: Women & Boomers Tom Peters/02.11.2004
  • 2. I. NEW MARKETS.
  • 3. “ Baby-boomer Women: The Sweetest of Sweet Spots for Marketers” —David Wolfe and Robert Snyder, Ageless Marketing
  • 4. 1. Trends Worth Trillion$$$ I : Women Roar .
  • 5. ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major “home projects”) … 80% Consumer Electronics … 51% Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans … 70% Health Care … 80%
  • 6. ???? 80%
  • 7. Riding Lawnmowers
  • 8. 2/3rds working women/ 50+% working wives > 50% 80% checks 61% bills 53% stock (mutual fund boom) 43% > $500K 95% financial decisions/ 29% single handed
  • 9. 1970-1998 Men’s median income: +0.6% Women’s median income: + 63% Source: Martha Barletta, Marketing to Women
  • 10. $5+T > Japan 10M/28M/$3.6T > Germany
  • 11. Business Purchasing Power Purchasing mgrs. & agents: 51% HR: >>50% Admin officers: >50% Source: Martha Barletta, Marketing to Women
  • 12. Women-owned Bus. U.S. employees > F500 employees worldwide Source: Martha Barletta, Marketing to Women
  • 13. New golfers … 37% Basketball … 13.5M 1 in 27 (’70) … 1 in 3 (’96)
  • 14. 1874?
  • 15. 1874 … Jock Strap 1977 … Jogbra 1977 ... 25K 1996 … 42 M
  • 16. Yeow! 1970 … 1% 2002 … 50%
  • 17. 91% women: ADVERTISERS DON’T UNDERSTAND US . (58% “ANNOYED.”) Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)
  • 18. Carol Gilligan/ In a Different Voice Men : Get away from authority, family Women : Connect Men : Self-oriented Women : Other-oriented Men : Rights Women : Responsibilities
  • 19. Men : Individual perspective. “Core unit is ‘me.’ ” Pride in self-reliance. Women : Group perspective. “Core unit is ‘we.’ ” Pride in team accomplishment. Source: Martha Barletta, Marketing to Women
  • 20. FemaleThink / Popcorn “Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.” “He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.”
  • 21. “ Men seem like loose cannons. Men always move faster through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. For a man, ignoring the price tag is almost a sign of virility.” Paco Underhill, Why We Buy* (*Buy this book!)
  • 22. “ Shopping: A Guy’s Nightmare or a Girl’s Dream Come True?” “Buy it and be gone” vs. “Hang out and enjoy the experience” Source: The Charleston [WV] Gazette /06.22.2002
  • 23. How Many Gigs You Got, Man? “Hard to believe … Different criteria” “Every research study we’ve done indicates that women really care about the relationship with their vendor.” Robin Sternbergh/ IBM
  • 24. Women's View of Male Salespeople Technically knowledgeable; assertive; get to the point; pushy; condescending; insensitive to women’s needs. Source: Judith Tingley, How to Sell to the Opposite Sex (Martha Barletta, Marketing to Women)
  • 25. Women as Healthcare Decision Makers — read vociferously — want choices — value convenience — look for small signs of sensitivity (gowns that close) Source: Cheryl Stone, Rynne Marketing Group
  • 26. Women and Healthcare — Women are more dissatisfied — Women are frustrated by the way they are treated and spoken to by physicians — Women seek more information — Women are more pressed for time — Women make most healthcare decisions and purchases Source: Patricia Braus, Marketing Health Care to Women
  • 27. Women and Financial Advisors Women want ... — a plan — to be listened to — to read about it and think about it Women do not want ... — a high-pressure sales pitch Source: Kathleen Boyd, SVP, Wheat First Butcher Singer (now part of Wachovia Securities)
  • 28. Read This : Barbara & Allan Pease’s Why Men Don’t Listen & Women Can’t Read Maps
  • 29. “ It is obvious to a woman when another woman is upset, while a man generally has to physically witness tears or a temper tantrum or be slapped in the face before he even has a clue that anything is going on. Like most female mammals, women are equipped with far more finely tuned sensory skills than men.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
  • 30. “ Resting” State: 30%, 90% : “A woman knows her children’s friends, hopes, dreams, romances, secret fears, what they are thinking, how they are feeling. Men are vaguely aware of some short people also living in the house.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
  • 31. “ As a hunter, a man needed vision that would allow him to zero in on targets in the distance … whereas a woman needed eyes to allow a wide arc of vision so that she could monitor any predators sneaking up on the nest. This is why modern men can find their way effortlessly to a distant pub, but can never find things in fridges, cupboards or drawers .” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
  • 32. “ Female hearing advantage contributes significantly to what is called ‘women’s intuition’ and is one of the reasons why a woman can read between the lines of what people say. Men, however, shouldn’t despair. They are excellent at imitating animal sounds .” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
  • 33. Senses Vision : Men, focused; Women, peripheral. Hearing : Women’s discomfort level I/2 men’s. Smell : Women >> Men. Touch : Most sensitive man < Least sensitive women. Source: Martha Barletta, Marketing to Women
  • 34. Sensitivity to differences: Twice as many card stacks. More “contextual,” “holistic.” “People powered”: Age 3 days, baby girls 2X eye contact. Source: Martha Barletta, Marketing to Women
  • 35. “ When a woman is upset, she talks emotionally to her friends; but an upset man rebuilds a motor or fixes a leaking tap.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
  • 36. Stress * ** Men : Fight or flee Women : Seek the company of friends *Source: UCLA, “Female Response to Stress: Tend and Befriend, Not Fight or Flight”/ Psychological Review **90% of stress research: men
  • 37. “ Women speak and hear a language of connection and intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information, establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.” Judy Rosener, America’s Competitive Secret
  • 38. “ The Hollywood scripts that men write tend to be direct and linear, while women’s compositions have many conflicts, many climaxes, and many endings.” Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World
  • 39. “ I only really understand myself, what I’m really thinking and feeling, when I’ve talked it over with my circle of female friends. When days go by without that connection, I feel like a radio playing in an empty room.” Anna Quindlen
  • 40. “ Women are more comfortable talking or thinking about people and relationships, while men prefer to contemplate things.” —research reported in the New York Times (08.10.2003)
  • 41. Editorial/Men : Tables, rankings.* Editorial/ Women : Narratives that cohere.* *Redwood (UK)
  • 42. “ Where the Girls Are: They’re Online, Solving Puzzles and Making Up Characters in Narrative-driven Games” —Headline/WSJ/10.28
  • 43. Initiate Purchase Men : Study “facts & features.” Women : Ask lots of people for input. Source: Martha Barletta, Marketing to Women
  • 44. Read This Book … EVEolution: The Eight Truths of Marketing to Women Faith Popcorn & Lys Marigold
  • 45. EVEolution : Truth No. 1 Connecting Your Female Consumers to Each Other Connects Them to Your Brand
  • 46. “ The ‘Connection Proclivity’ in women starts early. When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ” EVEolution
  • 47. What If … “What if ExxonMobil or Shell dipped into their credit card database to help commuting women interview and make a choice of car pool partners?” “What if American Express made a concerted effort to connect up female empty-nesters through on-line and off-line programs, geared to help women re-enter the workforce with today’s skills?” EVEolution
  • 48. The New New Jiffy Lube “In the male mold, Jiffy Lube was going all out to deliver quick, efficient service. But, in the female mold, women were being turned off by the ‘let’s get it fixed fast, no conversation required’ experience.” New JL: “ Control over her environment. Comfort in the service setting. Trust that her car is being serviced properly. Respect for her intelligence and ability.” EVEolution
  • 49. “ Women don’t buy brands. They join them. ” EVEolution
  • 50. Purchasing Patterns Women : Harder to convince; more loyal once convinced. Men : Snap decision; fickle. Source: Martha Barletta, Marketing to Women
  • 51. 2.6 vs. 21
  • 52. Cents & Sensibility “Our advisory sessions [with women] changed from a purely analytical, male approach to something that starts with the heart and ends with the figures.”
  • 53. Lowe’s … Gets it. 1989: 13%/“lumber shop” … 2002: >50%
  • 54. “ War has broken out over your home-improvement dollar, and Lowe’s has superpower Home Depot on the defensive. It’s not-so-secret ploy: Lure women.” —Forbes.com
  • 55. “ Home Depot is still very much a guy’s chain. But women, according to Lowe’s research, initiate 80 percent of all home-improvement purchase decisions, especially the big ticket orders like kitchen cabinets, flooring and bathrooms. ‘We focused on a customer nobody in home improvement has focused on. Don’t get me wrong, but women are far more discriminating than men,’ says CEO Robert Tillman, 59, a Lowe’s lifer.” —Forbes.com
  • 56. “ Women’s Work: Do-it-yourself has become do-it-herself, and toolmakers are taking notice” —Headline/ San Francisco Chronicle /08.03
  • 57. Tomboy Tools . E.g.: smaller, lighter in weight. Tupperware “party” model.
  • 58. “ Darcy Winslow is a leading figure in Nike Goddess, a companywide grassroots team whose goal is a once-and-for-all shift in how a high-testosterone outfit sells to, designs for, and communicates with women.” — Fast Company /08.2002
  • 59. “ Women weren’t comfortable in our stores. So I figured out where they would be comfortable—most likely their own homes. The [first Nike Goddess] store has more of a residential feel. I wanted it to have furniture, not fixtures. Above all, I didn’t want it to be girlie.” —John Hoke, designer, Nike
  • 60. Yes!: “Crest Spinoff Targets Women”—cover story, Ad Age /06.03.02 Crest Rejuvenating Effects. “Chicks in charge” team. $50M launch. Packaging. Taste. Features.
  • 61. “ Mattel Sees Untapped Market for Blocks: Little Girls”—Headline, WSJ /04.06.02 “Last year more than 90% of Lego sets purchased were for boys. Mattel says Ello—with interconnecting plastic squares, balls, triangles, squiggles, flowers and sticks, in pastel colors and with rounded corners—will go beyond Lego’s linear play patterns.”
  • 62. “ Volvo Teams Up to Build What Women Want: Concept Car Goes for Great Storage, Easy Maintenance” —headline/ USA Today /12.16.2003/ 140-person team;80% women
  • 63. Not ! “Year of the Woman”
  • 64. Enterprise Reinvention! Recruiting Hiring/Rewarding/Promoting Structure Processes Measurement Strategy Culture Vision Leadership THE BRAND ITSELF!
  • 65. “ Honey, are you sure you have the kind of money it takes to be looking at a car like this?”
  • 66. STATEMENT OF PHILOSOPHY : I am a businessperson. An analyst. A pragmatist. The enormous social good of increased women’s power is clear to me; but it is not my bailiwick. My “game” is haranguing business leaders about my fact-based conviction that women’s increasing power – leadership skills and purchasing power – is the strongest and most dynamic force at work in the American economy today. Dare I say it as a long-time Palo Alto resident … THIS IS EVEN BIGGER THAN THE INTERNET! Tom Peters
  • 67. Not a Morality Play “It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do. We’re marketing to women entrepreneurs because it is a huge opportunity.” — Cherie Piebes
  • 68. 27 March 2000: email to TP from Shelley Rae Norbeck “I make 1/3 rd more money than my husband does. I have as much financial ‘pull’ in the relationship as he does. I’d say this is also true of most of my women friends. Someone should wake up, smell the coffee and kiss our asses long enough to sell us something! We have money to spend and nobody wants it!”
  • 69. “ If we are single, they say we couldn’t catch a man. If we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. If we are widowed, they say we killed him.” Kathleen Brown, on the joys of female political candidacy
  • 70. Psssst! Wanna see my “porn” collection?
  • 71. Norwegian Law : Boards must have at least 40% women.
  • 72. Ass Of The Year2002 : Maurice Greenberg, A.I.G., on the Company’s New (All Male) Leadership Team “In a lot of countries of the world, it would be very difficult for a woman to be a good CEO. … I have a responsibility to do the best we can for shareholders.” * ** *Source: New York Times /05.05.02 **Wouldn’t you love to watch him tell that … face-to-face … to Margaret Thatcher or Carly Fiorina? (I would.)
  • 73. Ad from Furniture /Today (04.01): “MEET WITH THE EXPERTS!: How Retailing’s Most Successful Stay that Way” Presenting Experts: M = 16 ; F = ?? (94% = 272)
  • 74. 0
  • 75. Stupid : “Amazing, now that I think about it. A bunch of guys --developers, architects, contractors, engineers, bankers--sitting around designing shopping centers. And the ‘end users’ will be overwhelmingly women!”
  • 76. “ Customer is King”: 4,440 “Customer is Queen”: 29 Source: Steve Farber/Google search/04.2002
  • 77. F.Y.I.
  • 78. “ Women Beat Men at Art of Investing” Source: Miami Herald , reporting on a study by Profs. Terrance Odean and Brad Barber, UC Davis (Cause: Guys are “in and out” of stocks more often; women choose carefully and hold on for the long term)
  • 79. Investment Club Returns Women-only clubs 1997 … 17.9% Mixed … 17.3% Men-only … 15.6% Source: National Assoc. Investors
  • 80. Value Line : Top State* Investment Clubs 2000 8 … All male 19 … Coed 22 … All FEMALE * VT & Maine not included; D.C. included
  • 81. JBQ: Stop Treating Women Investors Like Idiots! “Why all this focus on women and our lack of investment guts? A far greater problem, it seems to me, is trigger-happy speculation, mostly by men. The kind of guys whose family savings went south with the dot-coms. Imagine a list of their money mistakes: Shoot from the hip. Overtrade their accounts. Believe they’re smarter than the market. Think with their mouse rather than their brain. Praise their own genius when stocks go up. Hide their mistakes from their wives.” Source: Newsweek 01.08.01
  • 82. Notes to the CEO --Women are not a “niche”; so get this out of the “Specialty Markets” group. --The competition is starting to catch on. (E.g.: Nike, Nokia, Wachovia, Ford, Harley-Davidson, Jiffy Lube, Charles Schwab, Citigroup, Aetna.) --If you “dip your toes in the water,” what makes you think you’ll get splashy results? --Bust through the walls of the corporate silos. --Once you get her, don’t let her slip away. --Women ARE the long run! Source: Martha Barletta, Marketing to Women
  • 83. 1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. 5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF. 7. Women’s Market = Opportunity No. 1. 8. Men are (STILL) in charge. 9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. 10. Women’s Market = Opportunity No. 1.
  • 84. 2. Trends Worth Trillion$$$ II : Boomer Bonanza/ Godzilla Geezer.
  • 85. Subject: Marketers & Stupidity “ It’s 18-44, stupid!”
  • 86. Subject: Marketers & Stupidity Or is it: “18-44 is stupid, stupid !”
  • 87. 2000-2010 Stats 18-44: -1% 55+: + 21 % (55-64: + 47 %)
  • 88. 44-65 : “New Consumer Majority” * *45% larger than 18-43; 60% larger by 2010 Source: Ageless Marketing , David Wolfe & Robert Snyder
  • 89. “ The New Consumer Majority is the only adult market with realistic prospects for significant sales growth in dozens of product lines for thousands of companies.” —David Wolfe & Robert Snyder, Ageless Marketing
  • 90. “ Baby-boomer Women: The Sweetest of Sweet Spots for Marketers” —David Wolfe and Robert Snyder, Ageless Marketing
  • 91. Aging/“Elderly” $$$$$$$$$$$$ “I’m in charge!”
  • 92. “ NOT ACTING THEIR AGE : As Baby Boomers Zoom into Retirement, Will America Ever Be the Same?” USN&WR Cover/06.01
  • 93. “ Sixty Is the New Thirty” —Cover/AARP/11.03
  • 94. 50+ $7T wealth (70%)/$2T annual income 50% all discretionary spending 79% own homes/40M credit card users 41% new cars/48% luxury cars $610B healthcare spending/ 74% prescription drugs 5% of advertising targets Ken Dychtwald, Age Power: How the 21 st Century Will Be Ruled by the New Old
  • 95. “ Advertisers pay more to reach the kid because they think that once someone hits middle age he’s too set in his ways to be susceptible to advertising. … In fact, this notion of impressionable kids and hidebound geezers is little more than a fairy tale, a Madison Avenue gloss on Hollywood’s cult of youth.” — James Surowiecki ( The New Yorker /04.01.2002)
  • 96. Read This! Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders
  • 97. “ Marketers attempts at reaching those over 50 have been miserably unsuccessful. No market’s motivations and needs are so poorly understood .” — Peter Francese, founding publisher, American Demographics
  • 98. “ Households headed by someone 40 or older enjoy 91% ($9.7T) of our population’s net worth. … The mature market is the dominant market in the U.S. economy, making the majority of expenditures in virtually every category.” —Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders
  • 99. “ The mature market cannot be dismissed as entrenched in its brand loyalties.” —Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders
  • 100. “ Focused on assessing the marketplace based on lifetime value (LTV), marketers may dismiss the mature market as headed to its grave. The reality is that at 60 a person in the U.S. may enjoy 20 or 30 years of life.” —Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders
  • 101. “ While the average American age 12 or older watched at least five movies per year in a theater, those 40 and older were the most frequent moviegoers, viewing 12 or more a year.” —Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders
  • 102. “ Women 65 and older spent $14.7 billion on apparel in 1999, almost as much as that spent by 25- to 34-year-olds. While spending by the older women increased by 12% from the previous year, that of the younger group increased by only 0.1%. But who in the fashion industry is currently pursuing this market?” —Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders
  • 103. “ Elderly ” — Purchase “experiences” more than just “things” — Convenience / Comfort / Access / Need to be appreciated = Top Priorities Source: Ken Dychtwald, Age Wave
  • 104. Possession Experiences /“Desires for things”/Young adulthood/to 38 Catered Experiences / “Desires to be served by others”/Middle adulthood Being Experiences /“Desires for trancendany experiences”/Late adulthood Source: David Wolfe and Robert Snyder/ Ageless Marketing
  • 105. POSSESSION EXPERIENCE: New car, home entertainment system, new boat, first home … CATERED EXPERIENCE: Thrilling theater performance, experience of playing on an exclusive golf course, throwing a highly successful catered party … BEING EXPERIENCE: Heading up a charity ball, helping a young person master a problem, learning an exciting new thing … Source: David Wolfe and Robert Snyder, Ageless Marketing
  • 106. “ Catered experiences more likely say ‘We have arrived!’ They mark the first stage of being someone versus becoming someone.” Source: David Wolfe and Robert Snyder, Ageless Marketing
  • 107. “ ‘ Age Power’ will rule the 21 st century, and we are woefully unprepared.” Ken Dychtwald, Age Power : How the 21 st Century Will Be Ruled by the New Old
  • 108. No : “Target Marketing” Yes : “Target Innovation ” & “Target Delivery Systems ”
  • 109. “ The baby-boom generation is the first wellness generation.” —Paul Zane Pilzer/ The Wellness Revolution: The Next Trillion Dollar Industry
  • 110. Wellness = $$$$$$$$ Currently $200B, $1T by 2013 (Source: Paul Zane Pilzer, The Wellness Revolution: The Next Trillion Dollar Industry)
  • 111. And ….
  • 112. Hispanics : 38.5% growth, 1990-2000, vs. 9.3% overall* *Source: Communispace/2003
  • 113. “ Relative to the demand, the success stories are pitifully few” —Andrew Nuttney, Research Director, The Research & Advisory Group; on marketing effectively to Hispanics
  • 114. “ BofA Is Betting Its Future on the Hispanic Market” * “We expect to get no less than 80 % of our future growth in retail banking from the Hispanic market.” —Ken Lewis, CEO, BofA * Fortune /04.2003
  • 115. Duh! “We want our associate population to mirror our customer population at every level, from the executive suite all the way to the retail floor. In the marketplace, basically what I want to do is draw a concentric circle around every one of our 2,300 stores, and I want the assortment in that store to match the ethnicity of the neighborhood it’s in. Some neighborhoods are all Hispanic, so we can put in a full Hispanic format. That’s what Super Saver is. All the signage is in both languages. There’s a 100 percent Spanish-speaking staff in the store.”—Larry Johnston, CEO, Albertsons
  • 116. II. TAKING ADVANTAGE.
  • 117. 3. Produce Scintillating “Experiences.”
  • 118. “ Experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
  • 119. “ Club Med is more than just a ‘resort’; it’s a means of rediscovering oneself, of inventing an entirely new ‘me.’ ” Source: Jean-Marie Dru, Disruption
  • 120. “ The [Starbucks] Fix” Is on … “We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.” Nancy Orsolini, District Manager
  • 121. Experience: “Rebel Lifestyle!” “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” Harley exec, quoted in Results-Based Leadership
  • 122. WHAT CAN BROWN DO FOR YOU?
  • 123. The “Experience Ladder” Experiences Services Goods Raw Materials
  • 124. 1940 : Cake from flour, sugar ( raw materials economy): $ 1.00 1955 : Cake from Cake mix ( goods economy): $2.00 1970 : Bakery-made cake ( service economy): $10.00 1990 : Party @ Chuck E. Cheese ( experience economy) $ 100.00
  • 125. Message : “Experience” is the “Last 80%” P.S.: “Experience” applies to all work!
  • 126. 1940 : Cake from flour, sugar ( raw materials economy): $1.00 1955 : Cake from Cake mix ( goods economy): $2.00 1970 : Bakery-made cake ( service economy): $10.00 1990 : Party @ Chuck E. Cheese ( experience economy) $ 100.00
  • 127. Bob Lutz : “I see us as being in the art business. Art, entertainment and mobile sculpture, which, coincidentally, also happens to provide transportation.” Source: NYT 10.19.01
  • 128. “ Lexus sells its cars as containers for our sound systems. It’s marvelous.” —Sidney Harman/ Harman International
  • 129. It’s All About EXPERIENCES: “Trapper” to “Wildlife Damage-control Professional” Trapper : <$20 per beaver pelt. WDCP : $150 /“problem beaver”; $750-$1,000 for flood-control piping … so that beavers can stay. Source: WSJ /05.21.2002
  • 130. Moving Companies WSJ /08.2003: “In Texas, They’ll fill your empty fridge with brie and wine. An outfit in New York promises quick high-speed Internet hookup. And when Allied Van Lines finishes unloading your couch, they’ll have a feng shui expert figure out the right spot. …”
  • 131. Duet … Whirlpool … “washing machine” to “fabric care system” … white goods: “a sea of undifferentiated boxes” … $400 to $1,300 … “the Ferrari of washing machines” … consumer: “They are our little mechanical buddies. They have personality. When they are running efficiently, our lives are running efficiently. They are part of my family.” … “machine as aesthetic showpiece” … “laundry room” to “family studio” / “designer laundry room” (complements Sub-Zero refrigerator and home-theater center) Source: New York Times Magazine /01.11.2004
  • 132. LAN Installation Co. to Geek Squad (2% to 30%/Minn.)
  • 133. “ Car designers need to create a story . Every car provides an opportunity to create an adventure . … “The Prowler makes you smile . Why? Because it’s focused . It has a plot , a reason for being, a passion .” Freeman Thomas, co-designer VW Beetle; designer Audi TT
  • 134. Hmmmm(?): “Only” Words … Story Adventure Smile Focus Plot Passion
  • 135. First Step (?!) : Hire a theater director , as a consultant or FTE!
  • 136. Experience … Cirque du Soleil
  • 137. DO YOU MEASURE UP?* *If not, why not?
  • 138. “ Most executives have no idea how to add value to a market in the metaphysical world. But that is what the market will cry out for in the future. There is no lack of ‘physical’ products to choose between.” Jesper Kunde, Unique Now ... or Never [on the excellence of Nokia, Nike, Lego, Virgin et al.]
  • 139. Extraction & Goods: Male dominance Services & Experiences: Female dominance
  • 140. “ Women don’t buy brands. They join them. ” EVEolution
  • 141. 4. Experiences+: Embrace the “Dream Business.”
  • 142. DREAM : “A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be.” —Gian Luigi Longinotti-Buitoni
  • 143. Common Products “ Dream” Products Maxwell House Starbucks BVD Victoria’s Secret Payless Ferragamo Hyundai Ferrari Suzuki Harley-Davidson Atlantic City Acapulco New Jersey California Carter Kennedy Conners Pele CNN Millionaire Source: Gian Luigi Longinotti-Buitoni
  • 144. The marketing of Dreams (Dreamketing) Dreamketing: Touching the clients’ dreams. Dreamketing: The art of telling stories and entertaining. Dreamketing: Promote the dream, not the product. Dreamketing: Build the brand around the main dream. Dreamketing: Build the “buzz,” the “hype,” the “cult.” Source: Gian Luigi Longinotti-Buitoni
  • 145. Building the Creative Organization Choose a creator : The cultural leader who gives the company an aesthetic point of view. Hire eclectically : Hire collaborators with different cultures and past histories in order to balance rigor with emotion. Prepare vertically : Develop a rigorous understanding of the product and the client. Develop horizontally : Promote curiosity in unrelated disciplines. Lead emotionally : Engender passionate dedication through vision and freedom. Build for the long haul : Creativity requires a lifetime commitment. Source: Gian Luigi Longinotti-Buitoni
  • 146. Constantly Magnify Perceived Value Maximize your value-added by fulfilling the dreams of your clients. Only invest in what is valuable for your client. Don’t let the short-term results weaken the long-term value of your brand. Balance rigorous control of the financial endeavor with the emotional management of your brand. Build a financial structure that allows risk-taking: NO RISKS—NO DREAMS. Establish long-term “price power” in order to avoid the trap of the commodity product. Source: Gian Luigi Longinotti-Buitoni
  • 147. (Revised) Experience Ladder Dreams Come True Awesome Experiences Solutions Services Goods Raw Materials
  • 148. Safe, On-time and ... “We defined personality as a market niche. We seek to amaze, surprise, entertain.” — Herb Kelleher, SWA / LUV
  • 149. Furniture vs. Dreams “We do not sell ‘furniture’ at Domain. We sell dreams. This is accomplished by addressing the half-formed needs in our customers’ heads. By uncovering these needs, we, in essence, fill in the blanks. We convert ‘needs’ into ‘dreams.’ Sales are the inevitable result.” — Judy George, Domain Home Fashions
  • 150. HORCHOW.COM Furniture. Accessories. Dreams.
  • 151. “ The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.” — from the Ritz-Carlton Credo
  • 152. “ The sun is setting on the Information Society—even before we have fully adjusted to its demands as individuals and as companies. We have lived as hunters and as farmers, we have worked in factories and now we live in an information-based society whose icon is the computer. We stand facing the fifth kind of society: the Dream Society. … The Dream Society is emerging this very instant—the shape of the future is visible today. Right now is the time for decisions—before the major portion of consumer purchases are made for emotional, nonmaterialistic reasons. Future products will have to appeal to our hearts, not to our heads. Now is the time to add emotional value to products and services.” —Rolf Jensen/ The Dream Society:How the Coming Shift from Information to Imagination Will Transform Your Business
  • 153. “ In Denmark, eggs from free-range hens have conquered over 50 percent of the market. Consumers do not want hens to live their lives in small, confining cages. They are willing to pay 15 percent to 20 percent more for the story about animal ethics. This is classic Dream Society logic. Both kind of eggs are similar in quality, but consumers prefer eggs with the better story. After we debated the issue and stockpiled 50 other examples, the conclusion became evident: Stories and tales speak directly to the heart rather than the brain. After a century where society was marked by science and rationalism, the stories and values are returning to the scene.” —Rolf Jensen/ The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
  • 154. “ Person 1 is the rational, planning being, and Person 2 is the emotional and story-buying entity. The last century disowned and repressed Person 2—a rejection that is not surprising in a technological era. Now Person 2 is back in town—in the shops, on the Internet, in the companies, in politics, in economics, even science.” —Rolf Jensen/ The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
  • 155. Six Market Profiles 1. Adventures for Sale 2. The Market for Togetherness, Friendship and Love 3. The Market for Care 4. The Who-Am-I Market 5. The Market for Peace of Mind 6. The Market for Cnvictions Rolf Jensen/ The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
  • 156. 5. Seek the [Mostly Ignored] “Soul” of “Experiences”: Design Rules!
  • 157. Design Myths.
  • 158. Unconventional [Design] Messages Not about ... “Lumpy Objects”! No t about ... $79,000 objects
  • 159. The I.D. [ International Design ] Forty * Airstream … Alfred A. Knopf … Apple Computer … Amazon.com … Bloomberg … Caterpillar … CNN … Disney … FedEx … Gillette … IBM … Martha Stewart … New Balance … Nickelodeon … Patagonia … The New York Yankees … 3M … Etc. * List No. 1, 1999
  • 160. Unconventional [Design] Messages Not about ... “Lumpy Objects”! No t about ... $79,000 objects
  • 161. Design Transforms even the [Biggest] Corporations! TARGET … “the champion of America’s new design democracy” ( Time ) “Marketer of the Year 2000” (Advertising Age)
  • 162. Lady Sensor, Mach3, and … $70M on developing the OralB CrossAction toothbrush 23 patents , including 6 for the packaging Source: www.ecompany.com [06.00]
  • 163. Design2002 LISTERINE’s … PocketPaks
  • 164. Westin’s … Heavenly Bed
  • 165. Design’s place in the universe.
  • 166. And Tomorrow … “Fifteen years ago companies competed on price. Now it’s quality. Tomorrow it’s design.” Robert Hayes
  • 167. All Equal Except … “At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.” Norio Ohga
  • 168. “ Design is treated like a religion at BMW.” Fortune
  • 169. “ The new Beetle fails at most categories. The only thing it doesn’t fail in is drop-dead charm.” Jerry Hirshberg, Nissan Design International
  • 170. Object of Desire! “Every now and then, a design comes along that radically changes the way we think about a particular object. Case in point: the iMac . Suddenly, a computer is no longer an anonymous box. It is a sculpture, an object of desire, something that you look at.” Katherine McCoy & Michael McCoy, Illinois Institute of Technology
  • 171. “ The good 10 percent of American product design comes out of big-idea companies that don’t believe in talking to the customer . They're run by passionate maniacs who make everybody’s life miserable until they get what they want.” Bran Ferren, Applied Minds/ Wired 1-2001
  • 172. “ We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs
  • 173. Check Out the Language: “Tomorrow it’s design …” “Design is the only thing …” “Design is … religion ...” “Drop-dead charm …” “Object of desire …” “Passionate maniacs …” “Fundamental soul …”
  • 174. Bottom Line.
  • 175. Design “is” … WHAT & WHY I LOVE. LOVE .
  • 176. I LOVE my ZYLISS Garlic Peeler!
  • 177. All Time No.1 (TP) Ziplocs
  • 178. Design “is” … WHY I GET MAD. MAD .
  • 179. Wanted : THE DESIGNER OF MY RADIO SHACK PHONE. Major Reward!
  • 180. Design is never neutral .
  • 181. Hypothesis: DESIGN is the principal difference between love and hate!
  • 182. THE BASE CASE : I am a design fanatic. Though not “artistic,” I love “cool stuff.” But it goes [much] further, far beyond the personal. Design has become a professional obsession. I SIMPLY BELIEVE THAT DESIGN PER SE IS THE PRINCIPAL REASON FOR EMOTIONAL ATTACHMENT [or detachment] RELATIVE TO A PRODUCT OR SERVICE OR EXPERIENCE. Design, as I see it, is arguably the #1 DETERMINANT of whether a product-service-experience stands out … or doesn’t. Furthermore, it’s another “one of those things” that damn few companies put – consistently – on the front burner.
  • 183. Message (?????) : Men cannot design for women’s needs.
  • 184. “ Perhaps the macho look can be interesting … if you want to fight dinosaurs. But now to survive you need intelligence, not power and aggression. Modern intelligence means intuition—it’s female . ” Source: Philippe Starck, Harvard Design Magazine (Summer 1998)
  • 185. 6 . Brand it!
  • 186. “ WHO ARE WE?”
  • 187. “ WHAT’S OUR STORY ?”
  • 188. “ We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual - the language of emotion - will affect everything from our purchasing decisions to how we work with others. Companies will thrive on the basis of their stories and myths. Companies will need to understand that their products are less important than their stories.” Rolf Jensen, Copenhagen Institute for Future Studies
  • 189. “ Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests. … Brands are not nouns but verbs.” Source: Jean-Marie Dru, Disruption
  • 190. “ EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT ?”
  • 191. “ You do not merely want to be the best of the best. You want to be considered the only ones who do what you do.” Jerry Garcia
  • 192. Brand = You Must Care ! “ Success means never letting the competition define you . Instead you have to define yourself based on a point of view you care deeply about.” Tom Chappell, Tom’s of Maine
  • 193. “ WHY DOES IT MATTER TO THE CLIENT?”
  • 194. “ EXACTLY HOW DO I PASSIONATELY CONVEY THAT DRAMATIC DIFFERENCE TO THE CLIENT ?”
  • 195. Rules of “Radical Marketing” Love + Respect Your Customers! Hire only Passionate Missionaries! Create a Community of Customers! Celebrate Craziness! Be insanely True to the Brand! Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)
  • 196. Branding: Is-Is Not “Table” TNT is not : TNT is : TNT is not : Juvenile Contemporary Old-fashioned Mindless Meaningful Elitist Predictable Suspenseful Dull Frivolous Exciting Slow Superficial Powerful Self-important
  • 197. Message … Is Not >> Is
  • 198. III. SUMMARY.
  • 199. 7. Summary: O-P-P-O-R-T-U-N-I-T-Y.
  • 200. ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major “home projects”) … 80% Consumer Electronics … 51% Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans … 70% Health Care … 80%
  • 201. 50+ $7T wealth (70%)/$2T annual income 50% all discretionary spending 79% own homes/40M credit card users 41% new cars/48% luxury cars $610B healthcare spending/ 74% prescription drugs 5% of advertising targets Ken Dychtwald, Age Power: How the 21 st Century Will Be Ruled by the New Old
  • 202. “ Baby-boomer Women: The Sweetest of Sweet Spots for Marketers” —David Wolfe and Robert Snyder, Ageless Marketing
  • 203. “ Experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
  • 204. DREAM : “A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be.” —Gian Luigi Longinotti-Buitoni
  • 205. “ We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs
  • 206. Read these books!* *Damn it.
  • 207. Marketing to Women, Martha Barletta EVEolution: The Eight Truths of Marketing to Women, Faith Popcorn & Lys Marigold Ageless Marketing, David Wolfe & Robert Snyder Marketing to the Mindset of Boomers and Their Elders, Carol Morgan & Doran Levy Selling Dreams: How to Make Any Product Irresistible , Gian Luigi Longinotti-Buitoni The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business , Rolf Jensen Trading Up: The New American Luxury , Michael Silverstein & Neil Fiske