E V Eolution

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E V Eolution

  1. 2. EVEolution Understanding Women - - Eight Essential Truths That Work in Your Business and Your Life AUTHOR: Faith Popcorn and Lys Marigold PUBLISHER: Hyperion DATE OF PUBLICATION: 2001 NUMBER OF PAGES: 272 pages
  2. 3. <ul><li>For any business to survive today, it needs to understand how to market to women. </li></ul><ul><li>The fact is women make 80% of all purchasing decisions, are brand loyalists, have complex, multiple lives because of ever-increasing responsibilities: </li></ul><ul><ul><li>from running households </li></ul></ul><ul><ul><li>to caring for aging parents </li></ul></ul><ul><ul><li>raising children </li></ul></ul><ul><ul><li>managing thriving careers and businesses. </li></ul></ul><ul><li>Make women join your brand, build lasting, meaningful relationships with them, recognize their ever-growing needs, both personal and professional, and EVEolutionize your business before it’s too late! </li></ul>THE BIG IDEA
  3. 4. <ul><li>EVEolution: What it is, how it works, why your business can’t survive without it.   </li></ul><ul><li>Understand the power of EVEolution: </li></ul><ul><ul><li>The Web has many successful “Women Only” sites, and hardly any comparable communities for men.          </li></ul></ul><ul><ul><li>The take-out foods industry has changed the eating habits of Americans over the last 5 years.          </li></ul></ul><ul><ul><li>Home spas and pampering products industries have grown from a niche market for the rich to class for the mass.          </li></ul></ul><ul><ul><li>Professional/industrial cookware is now a must-have in any home kitchen.          </li></ul></ul><ul><ul><li>Door-to-door selling is booming.          </li></ul></ul><ul><ul><li>Kids don’t dress like kids anymore.          </li></ul></ul><ul><ul><li>Women have created a $9.8 billion pharmacopia of alternative medicines.          </li></ul></ul><ul><ul><li>Organic foods have become a major force in the marketplace. </li></ul></ul>INTRODUCTION
  4. 5. <ul><li>Women don’t buy brands. </li></ul><ul><ul><li>They join them. A customer of the moment is one who buys your brand, a customer for life is one who joins it. </li></ul></ul><ul><ul><li>Clubs, organizations, institutions, the ones we value and cherish and grow old with – these are what matter to women. </li></ul></ul><ul><ul><li>Women join brands, and they want it to extend into their lives in as many ways as possible. </li></ul></ul><ul><li>“ Men and women shop, travel, eat, work, play, </li></ul><ul><li>and relax differently.” </li></ul><ul><li>Ignore EVEolution at your own risk:          </li></ul><ul><ul><li>Women influence 80% of all consumer goods          </li></ul></ul><ul><ul><li>Women buy or influence the purchase of 51% of all consumer electronics          </li></ul></ul><ul><ul><li>Women buy or influence the purchase of 75% of all over-the-counter drugs          </li></ul></ul><ul><ul><li>Women influence 80% of all healthcare decisions          </li></ul></ul><ul><ul><li>Women start businesses at twice the rate of men           </li></ul></ul>INTRODUCTION
  5. 6. <ul><ul><li>Female-owned and female-run businesses generate $3.6 trillion annually          </li></ul></ul><ul><ul><li>Automobiles are no longer the male bastion they once were: women make 50% of car purchases.          </li></ul></ul><ul><ul><li>Wives out earn husbands in 22.7% of households          </li></ul></ul><ul><ul><li>40% of households with assets over $600,000 are headed by women          </li></ul></ul><ul><ul><li>50% of all PC purchases are made by women          </li></ul></ul><ul><ul><li>48% of stock market investors are women </li></ul></ul><ul><li>Understand the eight truths about marketing to women :  </li></ul><ul><ul><li>Connecting your female consumers to each other connects them to your brand. </li></ul></ul><ul><ul><li>If you’re marketing to one of her lives, you’re missing all the others. </li></ul></ul><ul><ul><li>If she has to ask, it’s too late. </li></ul></ul><ul><ul><li>Market to her peripheral vision and she will see you in a whole new light. </li></ul></ul><ul><ul><li>Walk, run, go to her, secure her loyalty forever. </li></ul></ul><ul><ul><li>This generation of women consumers will lead you to the next. </li></ul></ul><ul><ul><li>Co-parenting is the best way to raise a brand. </li></ul></ul><ul><ul><li>Everything matters – you can’t hide behind your logo. </li></ul></ul>INTRODUCTION
  6. 7. <ul><li>“ Trash all traditional approaches of marketing to women.” </li></ul><ul><li>Stop thinking pink and think link.   </li></ul><ul><ul><li>Rethink what women want from brands. </li></ul></ul><ul><ul><ul><li>Your brand must be differentiated not in the way you bring components together, but in the way you bring women together. </li></ul></ul></ul><ul><ul><ul><li>This is not word-of-mouth marketing, relationship marketing, a sign-a-pal program, nor one-on-one marketing. </li></ul></ul></ul><ul><ul><ul><li>Women want a backyard fence to meet and talk over, a cyber fence or a real physical space to enjoy each other’s company and bond. </li></ul></ul></ul><ul><li>Some successful women-specific sites share the EVEolutionary credo of think link: </li></ul><ul><ul><li>Disgruntledhousewife.com </li></ul></ul><ul><ul><li>Medscape.com </li></ul></ul><ul><ul><li>Women.com </li></ul></ul><ul><ul><li>Oxygen.com </li></ul></ul>CHAPTER 1: THE FIRST TRUTH OF EVEOLUTION Connecting your female consumers to each other connects them to your brand.
  7. 8. <ul><li>Through EVEolution, and with the help of Faith Popcorn’s consultancy firm, BrainReserve, Snackwell’s launched a program of Mother-Daughter workshops across the US. </li></ul><ul><ul><li>It bonded mothers and daughters </li></ul></ul><ul><ul><li>reinforced the idea of eating healthy, while nurturing a positive self-image and attitude about food to pre-teen girls. </li></ul></ul>CHAPTER 1: THE FIRST TRUTH OF EVEOLUTION Connecting your female consumers to each other connects them to your brand.
  8. 9. <ul><li>“ Men do one thing at a time. Women do many things </li></ul><ul><li>at the same time.” </li></ul><ul><li>Multi-tasking has become a woman’s survival response. </li></ul><ul><li>In the woman’s quest to have it all, somebody still has to do it all. </li></ul><ul><li>The multi-dimensionality of women’s lives goes beyond the blurring of home and work. </li></ul><ul><li>A marketer should be tuned in to the deeper emotional side of women, to their multiple roles as family command center, mediator between business associates, and friends. </li></ul><ul><li>Employers need to recognize the multiple lives of their female employees. </li></ul>CHAPTER 2: THE SECOND TRUTH OF EVEOLUTION If you’re marketing to one of her lives, you’re missing all the others.
  9. 10. <ul><li>Provide leave for new parents, flexible hours, on-site childcare, and better compensation. </li></ul><ul><li>Service companies should see the merging of women’s professional and personal lives into professional lives. </li></ul><ul><li>Office Depot can offer fax paper, ink cartridges, as well as Coke, stain removers, quick dinners and computer repair staff to the pressed-for-time, busy mom and business owner. </li></ul><ul><li>EVEolutionary Ideas: </li></ul><ul><ul><li>Fugazy limousine service can use their cars “dead time” to ferry children of employees from school to home.          </li></ul></ul><ul><ul><li>Companies can provide a quiet space, room, or garden with a priest, rabbi, imam, or minister on call.          </li></ul></ul><ul><ul><li>Merrill Lynch developed a more loyal workforce by resolving the professional-personal conflict. </li></ul></ul>CHAPTER 2: THE SECOND TRUTH OF EVEOLUTION If you’re marketing to one of her lives, you’re missing all the others.
  10. 11. <ul><ul><ul><li>The company created the Alternative Work Arrangements Group, where 60% of participants are women who telecommute. </li></ul></ul></ul><ul><ul><ul><li>Two-week work-at-home simulation labs trained employees to fix any possible glitches in their new lives.          </li></ul></ul></ul><ul><ul><li>Faith Popcorn’s Home Office Cocoon is designed with a coaster for your coffee cup, a jewelry tray in a drawer, a corkboard for photos, and a child’s step stool that opens to a mini-desk so your kid can “work” beside you.    </li></ul></ul><ul><ul><li>Classroom Cameras from watchmegrow.com, kinderview.com, and toodlerwatch.com allows moms to observe their kids throughout the workday for $15-20 a month, through Web cameras installed in 150 daycare centers nationwide, linked to mom’s office computer. </li></ul></ul><ul><li>Ask yourself three critical EVEolutionary questions: </li></ul><ul><ul><li>When is the last time my marketing group has closely observed, analyzed, and been sympathetic to a woman’s 24/7 life?          </li></ul></ul><ul><ul><li>How many women’s home offices have I visited lately? </li></ul></ul><ul><ul><li>What could I do personally to help a woman manage her Multiple Lives better? </li></ul></ul>CHAPTER 2: THE SECOND TRUTH OF EVEOLUTION If you’re marketing to one of her lives, you’re missing all the others.
  11. 12. <ul><li>Ask yourself three critical EVEolutionary questions: </li></ul><ul><ul><li>When is the last time my marketing group has closely observed, analyzed, and been sympathetic to a woman’s 24/7 life?          </li></ul></ul><ul><ul><li>How many women’s home offices have I visited lately? </li></ul></ul><ul><ul><li>What could I do personally to help a woman manage her Multiple Lives better? </li></ul></ul>CHAPTER 2: THE SECOND TRUTH OF EVEOLUTION If you’re marketing to one of her lives, you’re missing all the others.
  12. 13. <ul><li>It’s easier to keep her than to win her back. Ninety-six percent of female customers never complain. </li></ul><ul><ul><li>They just never come back. But women do get mad, collectively, they stop buying your brand in protest, we call it a “girlcott”. </li></ul></ul><ul><ul><li>Marketing to women means anticipating what women want, creating products, services, and technologies women may not yet know they need. </li></ul></ul><ul><li>  EVEolutionaries: </li></ul><ul><ul><li>Mead Johnson markets to moms who buy Enfamil baby formula, stores their purchasing data and later, sends mail and coupons for Next Step and EnfaGrow before their babies become toddlers. If you want brand loyalty, send advanced information.          </li></ul></ul><ul><ul><li>Kimberly-Clark sends Huggies Pull-ups Training Pants to moms when their kids hit 18 months, and toilet training guides at two years of age. </li></ul></ul>CHAPTER 3: THE THIRD TRUTH OF EVEOLUTION If she has to ask, it’s too late .
  13. 14. <ul><ul><li>Safeway in the UK has a Collect-and-Go pre-ordering system. Customers receive Safeway-branded Palm Pilots loaded with their personal buying history of the past 4 </li></ul></ul><ul><ul><li>months, as well as bar-code readers. Every time you take a product out of the refrigerator, you scan in the bar code to add to your shopping list.          </li></ul></ul><ul><ul><li>Kraft Foods website has a Recipe Recommender to solve the perennial problem of “What’s for dinner?”          </li></ul></ul><ul><ul><li>The Phoenix hotel in San Francisco has a guest checklist when they register so by the time you’re unpacked, you receive everything you requested. </li></ul></ul><ul><li>How to become more Anticipatory than merely Reactive:       </li></ul><ul><ul><li>Women must be in on the planning every step of the way.         </li></ul></ul><ul><ul><li>Talk to consumers in ways that inspire innovative thinking.      </li></ul></ul>CHAPTER 3: THE THIRD TRUTH OF EVEOLUTION If she has to ask, it’s too late .
  14. 15. <ul><ul><li>       </li></ul></ul><ul><ul><li>Jiffy Lube EVEolutionized its service by making women feel more comfortable in the very male automobile-servicing environment. The mechanics now introduce themselves once a woman pulls up to the garage, she doesn’t need to get out while they service her car, and she receives a complimentary cup of coffee or water, while she relaxes and trusts the attendants are doing a good job under the hood, so she gets quality service and peace of mind. </li></ul></ul><ul><ul><li>Ask yourself when is the last time you sat your customer down to discover what her dream brand or service would offer, which is not being offered now, what does she think her family will be like in the next 5 years? What does her home of the future look like? Where will it be? </li></ul></ul>CHAPTER 3: THE THIRD TRUTH OF EVEOLUTION If she has to ask, it’s too late .
  15. 16. <ul><li>Women don’t bond with brands that market in an overly aggressive way. </li></ul><ul><li>Women notice the subtle hint, the unobtrusive element. </li></ul><ul><li>They notice what Diane Sawyer is wearing while listening to her read the day’s headlines. </li></ul><ul><li>Men focus solely on the news and do not flock to department stores the next day in search of the same type of cardigan Dan Rather had on last night. </li></ul><ul><li>This is marketing to her peripheral vision. </li></ul><ul><li>Women notice what Ally McBeal has done to her hair. Women visiting art galleries notice the art and the lighting, the caterer, all the little details. </li></ul><ul><li>“ Put your female consumer at the center of </li></ul><ul><li>your marketing universe.” </li></ul>CHAPTER 4: THE FOURTH TRUTH OF EVEOLUTION Market to her peripheral vision, and she will see you in a whole new light.
  16. 17. <ul><li>Examples of Marketing to Her Peripheral Vision: </li></ul><ul><ul><li>Actor Jeremy Irons pinned the red AIDs awareness ribbon to his lapel at the 1992 Tony Awards. Millions of viewers saw it, and the practice spread far and wide.          </li></ul></ul><ul><ul><li>The pastel pink breast cancer ribbon has done wonders for its awareness campaign.          </li></ul></ul><ul><ul><li>“ Intel Inside” speaks of that subliminally female, womb-like inner mystery.          </li></ul></ul><ul><ul><li>Giorgio Armani and Dolce & Gabbana designed staff uniforms for hotels and restaurants so women notice their high-end value.          </li></ul></ul><ul><ul><li>Starbucks’ success proves the value of showing up in a female’s peripheral vision. </li></ul></ul><ul><ul><ul><li>Clean, cheerful, wonderful-smelling, it’s a place where she can relax in comfort and safety. She can buy cookies for the kids in tow, use the well-stocked, sanitary ladies’ room, and buy the CD if she likes the in-house music. </li></ul></ul></ul><ul><ul><ul><li>She can also browse through Barnes & Noble’s book titles, or join the Oprah book club while sipping her favorite coffee.          </li></ul></ul></ul>CHAPTER 4: THE FOURTH TRUTH OF EVEOLUTION Market to her peripheral vision, and she will see you in a whole new light.
  17. 18. <ul><ul><li>M.A.C. cosmetics hired the hippest makeup artists to use their products on models and celebrities, offering these professionals a 40% discount. </li></ul></ul><ul><ul><ul><li>When word got out through talk shows and magazines about the fashion industry’s best kept secret, M.A.C. grew into a $200 million global company, selling a large part of its stake to Estee Lauder, who wisely left all marketing to the original partners. </li></ul></ul></ul><ul><li>So ask yourself: </li></ul><ul><ul><li>Is my brand female-friendly?          </li></ul></ul><ul><ul><li>Am I being too direct, too confrontational? </li></ul></ul><ul><ul><li>When was the last time I personally contacted my female consumer and asked for her feedback? </li></ul></ul>CHAPTER 4: THE FOURTH TRUTH OF EVEOLUTION Market to her peripheral vision, and she will see you in a whole new light.
  18. 19. <ul><li>Women are returning to the home again, not as homemakers, but as home-workers. </li></ul><ul><ul><li>Goods used to be delivered to the home because the wife stayed home, but today all a woman wants is convenience. </li></ul></ul><ul><ul><li>The less trips to the store for her, the better.           </li></ul></ul><ul><li>Case study: Streamline.com once provided communities with an automatic household supply replenishment service.          </li></ul><ul><li>EVEolutionary ideas like 24-hour service or using the Internet, are very Go to Her. </li></ul><ul><li>The Go to Her Truth carries a highly valued and hard-to-come-by benefit – privacy. </li></ul><ul><ul><li>A woman does not like people knowing she’s purchasing sanitary napkins, condoms, KY, a pregnancy test kit, or other personal items. </li></ul></ul>CHAPTER 5: THE FIFTH TRUTH OF EVEOLUTION Walk, run, go to her, secure her loyalty forever.
  19. 20. <ul><li>Brand-me-down is the key if you want to capture the generational link. </li></ul><ul><ul><li>Ask a woman why she uses certain pots and pans in her kitchen, or what ingredient she prefers for her favorite recipe, or what detergent she uses for her laundry, chances are she’ll name a trusted brand Mom always used. </li></ul></ul><ul><li>Our childhood memories are filled with brands, from after-school Skippy peanut butter sandwiches, to Oreo cookies, and the scent of our Moms using Jergens lotion. </li></ul><ul><ul><li>The mother-child bond forms the basis of a business opportunity of staggering proportions. </li></ul></ul><ul><ul><li>When it comes to reliable brand names, Mother Knows Best. </li></ul></ul><ul><li>How does a brand set itself up for Brand-Me-Down success? </li></ul><ul><ul><li>Disney cleverly re-releases old classics like Snow White, Cinderella, and Sleeping Beauty every generation, so moms can share the experience with their kids. </li></ul></ul>CHAPTER 6: THE SIXTH TRUTH OF EVEOLUTION This generation of women consumers will lead you to the next.
  20. 21. <ul><li>Gap Inc. filled the need of young adults looking for an easy, casual way of dressing. </li></ul><ul><ul><li>The retail giant opened GapKids in 1986 and Baby Gap in 1996 .  </li></ul></ul><ul><li>EVEolved: he WNBA (Women’s National Basketball Association) started in 1996, and in just two seasons built an audience of 10,000 fans on average per game. The NBA took 29 seasons to build that kind of audience. </li></ul><ul><li>Just around the FutureCorner, imagine… </li></ul><ul><ul><li>If American Express or Merck established a math/science program for girls          </li></ul></ul><ul><ul><li>If American Airlines found a way to turn the value of a Mom’s frequent flyer miles into a college tuition fund that accrued interest          </li></ul></ul><ul><ul><li>If a local bank offered junior classes in financial matters to teach kids about financial responsibility. Later on, whom do you think they will go to for a credit card?        </li></ul></ul>CHAPTER 6: THE SIXTH TRUTH OF EVEOLUTION This generation of women consumers will lead you to the next.
  21. 22. <ul><ul><li>There are 13 million single moms across the US, the fastest growing segment, and a major opportunity for marketing financial services, childcare, educational assistance, utilities, and health insurance. The brand that lends a hand to this neglected group could become part of the family, and therefore -a brand for life. </li></ul></ul><ul><ul><li>Too many companies are squandering opportunities to build and solidify their brands’ status as a tradition to be passed from one generation to the next. </li></ul></ul><ul><li>Ask yourself how can my brand be repositioned to: </li></ul><ul><ul><li>Become part of the family tradition and folklore?          </li></ul></ul><ul><ul><li>Remain equally relevant to all generations, past and future?          </li></ul></ul><ul><ul><li>Provide lasting value to this generation and the next? </li></ul></ul>CHAPTER 6: THE SIXTH TRUTH OF EVEOLUTION This generation of women consumers will lead you to the next.
  22. 23. <ul><li>Partner with your female consumer to nurture your brand. </li></ul><ul><ul><li>You need to see her vision to get her commitment, give her public credit for her contributions, give her more than just an 800 number and a standard Website. </li></ul></ul><ul><ul><li>Actively solicit suggestions for change and be consistent in your dialogue. </li></ul></ul><ul><ul><li>The female consumer offers her idea and the marketer listens, the company internalizes the idea and consults with the consumer to refine it, and then the company implements the new concept showing the consumer what it has done with her idea. </li></ul></ul><ul><li>To understand how women think, you’ve got to engage them in compelling conversation. This is not lab rat market research, where they seem more like police interrogations. These are warm, friendly, and open discussions. </li></ul><ul><ul><li>M&M’s consulted consumers and asked them what color they would like before adding the new blue colored M&M </li></ul></ul>CHAPTER 7: THE SEVENTH TRUTH OF EVEOLUTION Co-parenting is the best way to raise a brand .  
  23. 24. <ul><ul><li>O.B. Tampons consulted a practicing woman gynecologist before changing the design of its brand          </li></ul></ul><ul><ul><li>Zagat Survey Restaurant Guides culls responses from 100,000 volunteer reviewers on where they like to eat, what they like to eat, and where not to eat, etc          </li></ul></ul><ul><ul><li>Ford redesigned the Windstar Minivan, enlisting the expertise of 50 female engineers, 30 of whom had kids, 10 of whom were pregnant, and 10 who had no kids. Ford’s sales and market share have both increased, and some of the family-oriented innovations are: low-wattage “baby mode” lights that don’t glare when a door opens, bins for CDs or folded diapers, a switch that keeps the driver’s side door from locking so she can jump out quickly when she needs to, and guards to keep bits of food from falling into crevices. The ads featured the female engineers, giving credit where it was due.          </li></ul></ul><ul><ul><li>Oxygen.com’s marketing campaign is a bus that crosses America asking women to participate in the creation of the site. </li></ul></ul><ul><li>  Ask yourself:           </li></ul><ul><ul><li>What would my brand or company be like if it were run by a woman?          </li></ul></ul><ul><ul><li>If my brand were a child, how would I raise it?          </li></ul></ul><ul><ul><li>How could I get my partner and my family to help me? </li></ul></ul>CHAPTER 7: THE SEVENTH TRUTH OF EVEOLUTION Co-parenting is the best way to raise a brand .  
  24. 25. CHAPTER 7: THE SEVENTH TRUTH OF EVEOLUTION Co-parenting is the best way to raise a brand .   <ul><li>  Ask yourself:          </li></ul><ul><ul><li>What would my brand or company be like if it were run by a woman?          </li></ul></ul><ul><ul><li>If my brand were a child, how would I raise it?          </li></ul></ul><ul><ul><li>How could I get my partner and my family to help me? </li></ul></ul>
  25. 26. <ul><li>With women, the personal is political. </li></ul><ul><ul><li>They want to know the personal background of a candidate running for public office, the family tree of their son’s new girlfriend, and the ethical practices of the cosmetic brand you’re selling. </li></ul></ul><ul><ul><li>Everything matters to women, and if they don’t like what they see, it will be bad for your business. </li></ul></ul><ul><li>“ Marketing to women today isn’t just about value. </li></ul><ul><li>It’s about values.” </li></ul><ul><li>Beyond the quality of the products and services you offer, women want to know the ff:          </li></ul><ul><ul><li>The personal ethics of your owners and managers          </li></ul></ul><ul><ul><li>How you treat your employees (Are you a sweatshop? A child labor lawbreaker?)          </li></ul></ul><ul><ul><li>How you treat women and minorities          </li></ul></ul><ul><ul><li>The number of women and minorities who hold corporate offices </li></ul></ul>CHAPTER 8: THE EIGHT RUTH OF EVEOLUTION Everything matters – you can’t hide behind your logo.
  26. 27. <ul><ul><li>How much money top executives make          </li></ul></ul><ul><ul><li>W hat perks top executives receive          </li></ul></ul><ul><ul><li>The salary gap between the highest paid man and woman          </li></ul></ul><ul><ul><li>How much money your CEO gives to political campaigns and to which candidates          </li></ul></ul><ul><ul><li>Who you give charitable donations to and how much          </li></ul></ul><ul><ul><li>Your environmental track record          </li></ul></ul><ul><ul><li>How you source your raw materials          </li></ul></ul><ul><ul><li>Your distribution policies          </li></ul></ul><ul><ul><li>The policies of your bank and law firm or suppliers          </li></ul></ul><ul><ul><li>Whether you give journalists or consumers on-demand access to inspect your facilities </li></ul></ul><ul><li>Case study: The Queen Mary capitalized on its unique history as one of the best luxury liners from the 1930’s, and its heroic voyages during World War II. </li></ul>CHAPTER 8: THE EIGHT RUTH OF EVEOLUTION Everything matters – you can’t hide behind your logo.
  27. 28. <ul><ul><li>It was then known as the “Gray Ghost” ferrying troops, weapons, and food across the Atlantic. </li></ul></ul><ul><ul><li>The BrainReserve recommendation was to capture the unique blend of nostalgia, romance and heroism, recreating the opulence of her good old days, offering the target female market an experience truly fit for a Queen. </li></ul></ul><ul><ul><li>The ship promises and delivers on its slogan, “First Class, Unsurpassed”. </li></ul></ul><ul><li>Ask yourself: </li></ul><ul><ul><li>If my consumer knew every single detail about my brand, from process to product, would I still be selling as much of it?          </li></ul></ul><ul><ul><li>Am I doing as much as I personally can to better every aspect of my brand? Can I sleep at night?          </li></ul></ul><ul><ul><li>Does my brand have a soul? Can my consumer see right into it?          </li></ul></ul><ul><ul><li>Does she like what she sees? </li></ul></ul>CHAPTER 8: THE EIGHT RUTH OF EVEOLUTION Everything matters – you can’t hide behind your logo.
  28. 29. <ul><li>The Recommended Revlon paradigm shift: Address the totality and richness of a woman’s life the beauty of self-confidence, of motherhood, of being single, married, aging, remembering, reconciling, coping, friendship, starting a business, EVEolution.           </li></ul><ul><ul><li>Revlon can apply the first truth of linking women together by creating a network on the Web where women can share their hopes, fears, and dreams, as well as beauty tips.          </li></ul></ul><ul><ul><li>Why don’t they facilitate women’s support groups, market to her multiple lives at the office, in the mall, at the playground?          </li></ul></ul><ul><ul><li>Revlon should place itself in hot new magazines apart from the usual Conde Nast group of publications          </li></ul></ul><ul><ul><li>Why not Go to Her with Revlon mobile vans selling all female-oriented products?          </li></ul></ul><ul><ul><li>How about selling Revlon pepper sprays and self-defense products? </li></ul></ul>CHAPTER 9: A BRAINRESERVE FUTURE CASE STUDY The truths can set you free: Revlon, reborn.
  29. 30. <ul><ul><li>How about Brand-me-down solutions like teaching young girls to wear makeup responsibly, emphasizing the idea that makeup makes you feel beautiful as a woman, saying it’s not about making yourself more attractive to men?          </li></ul></ul><ul><ul><li>Revlon can align itself with promoting girls’ education          </li></ul></ul><ul><ul><li>Revlon should think about welcoming the female consumers right into their laboratories for input and coming up with real co-parented products  </li></ul></ul><ul><li>Revlon sponsored the Revlon Run Walk for UCLA Women’s Cancer Research Program, the 1999 Lilith Fair concerts, and East Hampton’s Ellen’s Run for Breast Cancer Research and Pain Control, but health and urgent issues like battered women need more involvement from the company as well. </li></ul><ul><li>These are just some of the ways Revlon can be truly EVEolutionized. </li></ul>CHAPTER 9: A BRAINRESERVE FUTURE CASE STUDY The truths can set you free: Revlon, reborn.
  30. 31. <ul><li>Women represent the future, in terms of purchasing habits, spending patterns, and product demands. </li></ul><ul><ul><li>You don’t have to be a woman to understand EVEolution, younger men can be part of EVEolution. </li></ul></ul><ul><ul><li>Take the Audi commercial where a young father takes his ten-year-old girl driving, he talks about taking the detours and backroads in order to spend more time with his daughter. </li></ul></ul><ul><ul><li>We don’t hear the usual talk about a car’s sleekness or speed; it’s more about the life journey, the connection between father and daughter. </li></ul></ul><ul><ul><li>That’s EVEolved thinking. </li></ul></ul><ul><li>The future of EVEolution: </li></ul><ul><ul><li>Asian cultures are very important when it comes to Brand-me-down selling. </li></ul></ul><ul><ul><ul><li>Tradition and family values are held high, and the Latino market is perfect where Go to Her is part of their direct selling culture . </li></ul></ul></ul>CHAPTER 10: IN INCLUSION The truths can set you free: Revlon, reborn.
  31. 32. <ul><ul><li>15 million 8-12 year-old girls are now spending $5 billion a year on clothing alone, and they use computers to connect to each other and play. </li></ul></ul><ul><ul><ul><li>Address this market and capture them for life.  </li></ul></ul></ul><ul><ul><li>Older women above 50 are another market worth addressing. </li></ul></ul><ul><ul><ul><li>They are going through their fourth careers, perhaps fifth husbands, and opening new businesses. </li></ul></ul></ul><ul><ul><ul><li>The possibilities are limitless. </li></ul></ul></ul><ul><li>  </li></ul><ul><li>The last three letters in Believe are EVE. </li></ul><ul><ul><li>Believe in EVEolution and change your business for the better. </li></ul></ul><ul><ul><li>Forge new and deeper connections with your consumer. </li></ul></ul><ul><ul><li>Create more value in your business and your life. </li></ul></ul><ul><ul><li>Let women change your brand and your company, but most of all, have the courage to let them. </li></ul></ul><ul><li>  </li></ul>CHAPTER 10: IN INCLUSION The truths can set you free: Revlon, reborn.
  32. 33. BusinessSummaries.com is a business book Summaries service. Every week, it sends out to subscribers a 9- to 12-page summary of a best-selling business book chosen from among the hundreds of books printed out in the United States every week. For more information, please go to http://www.bizsum.com. ABOUT BUSINESSSUMMARIES

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