PrimeTime Women: How to Win the
Hearts, Minds, and Business of
Boomer Big Spenders by Marti
Barletta
Prime Time Women Good Target For The Environment
Baby boomers are the largest and wealthiest demographic and at the peak
of their spending power. What marketing and sales professionals might not
realize is that the majority of this spending power is wielded by women
ages 50–75. They are the healthiest, wealthiest, most educated, active,
and influential generation of women in history. Marti Barletta, the premier
expert on marketing to women, calls them PrimeTime Women™ because
not only are they in the prime of their lives, they also are the prime target
for most marketers.

In her new book PrimeTime Women™, Marti Barletta provides the only
comprehensive resource on the market for readers searching for practical
applications to get into the minds, souls, hearts, and wallets of this
influential demographic. This hands-on approach delivers strategic thinking
and tactical ideas geared toward understanding and leveraging this
enormously influential market.
Features:
* An inside look at what makes PrimeTime Women™ tick
* Never-before published research, developed in partnership with
agency powerhouse DDB
* Strategic thinking, planning, and tips from marketers who have
successfully targeted PrimeTime Women™
Personal Review: PrimeTime Women: How to Win the Hearts,
Minds, and Business of Boomer Big Spenders by Marti Barletta
Those who have already read Marti Barletta's Marketing to Women will
welcome this sequel in which she develops in much greater depth her core
concepts with regard to the purchasing power of what continues to be "the
world's largest market segment." Of special interest to many readers is
The GenderTrends(tm) Marketing Model that reveals in her first book why
and how women reach different brand purchase decisions. She shares in
PrimeTime Women some revealing and valuable new insights from all-new
research and DDB Worldwide which will be of substantial value to senior-
level executives - including but not limited to those primarily responsible for
marketing - in all companies, regardless of their size or nature. Barletta
carefully organizes and then presents her material within ten chapters
which are divided between two Parts: Understanding PrimeTime
Women(tm) and The Field Guide for Marketing to PrimeTime Women(tm),
followed by an especially informative appendix which identifies "The Best
Resources in the Business."
I presume to offer an admittedly unorthodox suggestion: After reading the
Foreword and Introduction, proceed immediately to the final chapter in
which Barletta offers an Executive Summary which includes a brief but
brilliant explanation of "the seven building blocks" for understanding,
reaching, and then increasing share of "the world's largest market
segment." My opinion is that reading this final chapter establishes a frame-
of-reference and thematic context for absorbing and digesting the material
that precedes it. One reviewer's opinion....

As is her custom, Barletta makes brilliant use of a number of reader-
friendly devices throughout her narrative that facilitate and expedite
reviews later of key passages. They include clusters of bold face items,
bullet points, and checklists. For example, in Chapter Seven, "The
GenderTrends(tm)Marketing Model Applied to Women, a systematic and
simple tool which is designed to achieve three objectives:
"1. structure the complexities of gender differences into an organized view
of female gender culture;
2. show how to use the principles of female gender culture to enhance
each element in your marketing mix; and
3. apply the resulting insights to the five stages of the consumer's
purchase path."
In the same chapter, when examining the purchase decision process,
Barletta focuses on the differences between men and women, and, the
differences between PrimeTime Women(tm) and younger women. Then in
the final chapter, "Notes to the CEO," she briefly discusses the
aforementioned "building blocks" and this material offers a value-added
benefit to non-CEO readers who are senior-level executives: She provides
them with a convincing, research-driven argument to support whatever
changes must be made in terms of (a) how their respective organizations
view women 50-70 years old, (b) how they position what they offer to them,
and most important of all (c) how they nourish and thereby sustain a
relationship with them.
How important are relationships to women? As Barletta observes, "Women
think that people are the most important and interesting element in life, and
they are oriented this way from birth...Women see themselves - and
everybody, really--as part of an ensemble company. Their core unit is `we'
(sometimes `we two,' sometimes a larger group). They take pride in their
caring, consideration, and loyalty to and from others...Women's first
instincts are to trust and share, and their mentality is rooted in revealing,
not concealing."
While explaining "how to win the hearts, minds, and business of boomer
big spenders," Barletta also obliterates a number of misconceptions about
female consumers in general and those who are 50-70 years old in
particular. Did you already know that women control an estimated 80% of
all household spending and the percentage is even high for PrimeTime
Women(tm)? Also, that women make 55% of all investment decisions,
55% of all decisions concerning consumer electronics, comprise 60% of all
home improvement buyers and make 80% of all home improvement
decisions, control more than 60% of new car purchase decisions, and 66%
of decisions to purchase computers? With regard to income, between 1990
and 2003, women's inflation-adjusted median income grew 26%, while
men's grew only 8%.

"PrimeTime Women are the healthiest, wealthiest, most educated, active,
and influential generation of women in history. This is their PrimeTime.
And it's your prime marketing opportunity." Because of Marti Barletta, that
"window" of opportunity is rapidly closing. What are you waiting for?
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