“ NEW” MARKETS.
E-nor-mous Stra-te-gic opp-or-tun-ity.  Damn it.
women. BOOMERS. GEEZERS.
Amazon Reviewer :   “‘Trends’  [TP-MB book]  is old news!”   (1 of 5 stars) TP :  “ Repeating it doesn’t make it ‘old.’  I...
What the hell do I have to do to make my point? Tom Peters/10.10.2006
  The Copenhagen (Self) Pact re “This Topic”: *Early! *Loud! *Repetitive! *Aggressive! * Un friendly!/rude!/   insulting!
Ob j ections Don’t believe the DATA Don’t believe the ENORMITY of the opportunity Don’t believe the UBIQUITY of the opport...
women. BOOMERS. GEEZERS.
“ EXCELLENCE.” AARGH.
200 5
Good Thinkin g , Gu y s! “Kodak Sharpens Digital Focus On Its Best Customers:   Women”   —Page 1 Headline/ WSJ / 0705
EXCELLENCE. DUH.
“ To be a leader in consumer products, it’s critical to have leaders who represent the population we serve.”   —Steve Rein...
women. BOOMERS. GEEZERS.
Just Say No .   Men
“ Forget  China ,  India  and the  Internet : Economic Growth Is Driven by  Women .”   —Headline,  Economist , April 15, 2...
Women’s  Trifecta+ * Buy  * Wealth * Lead   + ECLIPSE OF MALES   (Old/Retire; Young/Poorly educated)
Not Just America … “Boys Falling  Seven  Years Behind Girls  at GCSE Level”   —headline,  Weekly Telegraph , UK, 10.25.06
Girls Again Outshine Boys  In CBSE Class  12 Exams Source: Headline, Dateline  New Delhi  (0526.2007;  Khaleej Times)
“ Admittedly Unequal: Many colleges are rejecting women at rates drastically higher than those for men”   (Title) “Keeping...
Fred  Reichheld’s   The Ultimate Question   :  Customer satisfaction is best measured* by one simple question,   “how like...
“ Girls are the new boys.” Source:  The Daily Mail , 0425.2007,  “Why today’s women want a girl”
New World, New “Girl Power”? “Not long ago I was talking with a group of girls at Greenfield High, in northern New Jersey,...
“ Women are   the   majority market”   —Fara Warner/ The Power of the Purse
????????? Home Furnishings … 94% Vacations … 92%  (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y.  (ma...
???? 80%
Riding Lawnmowers
1970-1998 Men’s median income: +0.6% Women’s median income:  + 63% Source: Martha Barletta,  Marketing to Women
Women Household spending:   80% Investment decisions:   53% Home improvement purchase decisions:   80% New cars:   60%+ Co...
91 %   women: “ ADVERTISERS DON’T UNDERSTAND US .”  (58% “ANNOYED.”) Source: Greenfield Online for Arnold’s Women’s Insigh...
USA/F.Stats: Short ’n (Very) Sweet >50% of stock ownership, $13T total wealth (2X in 15 years) >$7T consumer & biz spendin...
Women > 50% of Household Income in >50% of households.  In 48% of the 55% of households/married couples, women provide >50...
Internet users:  60% *   *“manage their lives and the lives of their families”  —Kelley Mooney, president, Resource Intera...
The “91% Factor”! More than  9  in  10  women age 35 - 49 say they either  make  or at least  e q uall y  influence  their...
“ The  most significant variable   in   every   sales situation is the   gender   of the buyer, and more importantly, how ...
<ul><li>A World of Difference </li></ul><ul><li>Build Sales and Share by Tapping into  </li></ul><ul><li>the Buying Power ...
The Perfect Answer Jill and Jack buy slacks in black…
 
“ Men seem like loose cannons. Men always move faster through a store’s aisles. Men spend less time looking. They usually ...
“ She   knows more  about the [Volvo] than the sales man   who greets her at the door. But how is she treated? As if she h...
 
“ Women don’t buy  brands.  They  join them .” EVEolution
Selling to men:   The  TRANSACTION  Model Selling to Women:   The  RELATIONAL  Model Source:  Selling to Men, Selling to W...
Editorial/ Men :   Tables, rankings.* Editorial/ Women :   Narratives  that cohere.* *Redwood (UK)
FemaleThink / Popcorn & Marigold “Men and women don’t think the same way, don’t communicate the same way, don’t buy for th...
Purchasin g  Patterns Women :  Harder to convince; more loyal once convinced. Men :  Snap decision; fickle. Source: Martha...
How Many Gigs You Got, Man? “Hard to believe …  Different criteria”  “Every research study  we’ve done indicates that wome...
EVEolution:   Truth No. 1 Connecting Your Female Consumers to Each Other Connects Them to Your Brand
“ The ‘Connection Proclivity’ in women starts early. When asked, ‘How was school today?’ a girl usually tells her mother e...
Carol Gilligan/  In a Different Voice Men: Get away from authority, family Women:   Connect Men: Self-oriented Women:   Ot...
“ People powered”:  Age 3  days , baby girls  2X  eye contact.  Source: Martha Barletta,  Marketing to Women
“ Women speak and hear a language of  connection  and  intimacy ,   and men speak and hear a language of status and indepe...
“ When a woman is upset, she talks emotionally to her friends; but an upset man rebuilds a motor or fixes  a leaking tap.”...
Stress * **     Men :  Fight or flee   Women :  Seek the company of    friends *Source: UCLA, “Female Response to Stress: ...
Men : Individual perspective. “Core unit is ‘me.’ ” Pride in self-reliance. Women : Group perspective. “Core unit is ‘we.’...
“ The Hollywood scripts that men write tend to be direct and linear, while women’s compositions have many conflicts, many ...
“ A woman can effortlessly speak 6,000 to 8,000 words a day, use an additional 2,000-3,000 vocal sounds and 8,000-10,000 g...
Week #8:  testosterone time! * *Louann Brizendine, Neuropsychiatrist,  The Female Brain .  Week #8/Testosterone surge  kil...
2.6   vs.   21
75%   switch financial advisors within  3   years of widowhood Source: Eileen McDonnell, The American College
Addenda: Vive La difference!
“ Resting” State: 30%, 90% :   “A woman knows her children’s friends, hopes, dreams, romances, secret fears, what they are...
“ As a hunter, a man needed vision that would allow him to zero in on targets in the distance … whereas a woman needed eye...
“ Female hearing advantage contributes significantly to what is called ‘women’s intuition’ and is one of the reasons why a...
“ One good thing about being a man is that men don’t have to talk to each other.”   —Peter Cocotas
Senses Vision :  Men, focused; Women, peripheral. Hearing :  Women’s discomfort level I/2 men’s. Smell :  Women >> Men. To...
How many men does it take to change a roll  of toilet paper? It’s unknown. It’s  never happened. Source: Allan Pease & Bar...
Addenda ends
“ Women come out better on almost ever y  count as investors  …   They are less likely to hold a losing investment too lon...
Value Line : Top State* Investment Clubs   8 … All male 19 … Coed 22 …  All  FEMALE * VT & Maine not included; D.C. included
Women and Financial Advisors Women want ... — a plan — to be listened to — to read about it and think about it Women do no...
Women as Healthcare Decision Makers — read vociferously — want choices — value convenience — look for small signs of sensi...
Women and Healthcare — Women are more dissatisfied — Women are frustrated by the way they are treated and spoken to by phy...
Discover, by accident,  “blue ocean”  [women’s financial needs] ! Ignore your  [Dean Witter]  boss! Sell 750,000 copies of...
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   no...
10.  Women’s Market = Opportunity No. 1.
P-l-e-a-s-e Read … Fara Warner :   The Power of the Purse
Cases! Cases! Cases! McDonald’s   (“mom-centered” to “majority consumer”; not via kids) Home Depot   (“Do it [everything!]...
“ Mostly Moms” “ Women were either ignored in favor of focusing on men—generally considered the industry’s most frequent u...
“ We simply had stopped being relevant to women.”   — Kay Napier, SVP Marketing (Fara Warner,  The Power of the Purse , “F...
“ McDonald’s shifted its strategy toward women from one of ‘minority’ consumers who served as a conduit to the important c...
“ In Dove Ads, Normal Is the New Beautiful”   —Headline,  Advertising Age
“ Dove’s Campaign Ads Are Raging Success Because They Are Aspirational, But Doable” *   —Dr Joyce Brothers,  Advertising A...
“ Unilever brand Dove’s   use of six generously proportioned ‘real women’ to promote its skin-firming preparations must qu...
EXCELLENCE.  OPPORTUNITY. WOMEN.  BUSINESS.  OWNERS.
10.6
“ The growth and success of women-owned businesses is one of the most profound changes taking   place in the business worl...
U.S. firms owned or controlled by Women:   10.6 million  ( 48%  of all firms) Growth rate of Women-owned firms vs all firm...
Women-owned Biz   U.S. employees > F500 employees worldwide Source: Martha Barletta,  Marketing to Women
Not a Moralit y  Pla y “It is critical that we all understand that IBM is not marketing to women entrepreneurs because it ...
94 %   of loans to …   women * * M icrolending;  “Banker to the poor”; Grameen Bank; Muhammad Yunus; 2006 Nobel Peace Priz...
PrimeTime Women: How to Win the Hearts, Minds and Business of Boomer Big Spenders  —Marti Barletta   How She Does It: How ...
WOMEN.  DOMINATE. ECONOMIC. GROWTH.
“ Forget  China ,  India  and the  Internet : Economic Growth Is Driven by  Women .”   —Headline,  Economist , April 15, 2...
“ Since  1970 , women have held  two  out of every  three  new jobs created.”   — FT , 10.03.2006
“ For g et China, India and the  Internet: Economic Growth Is Driven b y  Women .”   [Headline.]   “Even today in the mode...
Continuing on page 73:  “ A Guide to Womenomics: The Future of the World Econom y  Lies Increasin g l y  in Female Hands ....
Repeat:   “Goldman Sachs in Tokyo has developed an index of 115 companies poised to benefit from women’s increased purchas...
Q :   No. 1 contributor to   developing country    economic improvement? A :   More education for women. Source: Many* (*O...
10 UNASSAILABLE REASONS WOMEN RULE Women  make [all] the financial decisions. Women  control [all] the wealth. Women  [sub...
“ One thing is certain: Women’s rise to power, which is linked to the increase in wealth per capita, is happening in all d...
10.6M 94%
COROLLARY. EXCELLENCE. WOMEN. RULE.
“ AS LEADERS, WOMEN RULE :   New Studies find that female managers outshine their male counterparts in almost every measur...
Lawrence A. Pfaff & Assoc.   — 2 Years, 941 mgrs (672M, 269F);  360º feedback   — Women: 20 of 20; 15 of 20 with statistic...
“ On average, women and men possess a number of different innate skills.  And current trends suggest that many sectors of ...
Women’s Strengths Match New Economy Imperatives :   Link [rather than rank] workers;  favor interactive-collaborative lead...
“ Investors are looking more and more for a relationship with their financial advisers.  They want someone they can trust,...
Work’s Rewards F :  Relationships, respect, self-realization. M :  Title, salary, power.  (“In all my research with men, I...
“ [Women] see power  in terms of influence,  not rank.”   — Fortune
“ Thank you” 17 Men:  8 4 Women:  19
“ Guys want to put everybody in  their hierarchical place. Like,  should I have more respect for  you, or are you somebody...
New World, New “Girl Power”? “Not long ago I was talking with a group of girls at Greenfield High, in northern New Jersey,...
Women’s Ne g otiatin g  Stren g ths *Ability to put themselves in their    counterparties’ shoes *Comprehensive, attentive...
Degree Gap* Wom:Men/Bachelor’s …  2000:  133; 2010: 142 Wom:Men/Master’s …  2000:  138; 2010: 151 * Whites, Blacks, Hispan...
“ THE NEW GENDER GAP: From kinder-garten to grad school, boys are becoming the second sex”   —Cover story,  BusinessWeek
Girls education #1:  Yields highest return on investment in developing world* *better nutrition for family. Better kids’  ...
“ Are men obsolete?”   —Headline,  USN&WR
New (4 of 7) Value-added “Ladder”:  Plays to Women’s Inherent Strengths!   Lovemark/ F   Dreams Come True/ F  Spellbinding...
“ TAKE THIS QUICK QUIZ :   Who manages more things at once?   Who puts more effort into their appearance?   Who usually ta...
“ Society is based on male standards with women seen as anomalies deviating from the male norm.”   —  Bi Puvaneu, Institut...
The Core Argument: Women [Ought to] Rule! 1. We are in a War for Talent. 2. The war will intensify. 3. There is a severe s...
“ Company formed in KSA   [Kingdom of Saudi Arabia]   to boost women’s role in corporate world”   —headline,  Khaleej Time...
“ Winning the Talent War for Women: Sometimes It Takes a Revolution”  —Douglas McCracken,  HBR, Article title
“ Deloitte was doing a great job of hiring high-performing women; in fact, women often earned higher performance ratings t...
“ The process of assigning plum accounts was largely unexamined. … Male partners made assumptions:  ‘I wouldn’t put her on...
!!!!!!!!!!!!!!! 14  to  168 * *Leadership Positions/D&T/1992-2002/WIAR
women. BOOMERS. GEEZERS.
!!!!!!!!!!!!!!!!! “ People turning 50 today have  more than   half   of their adult life ahead of them.”   —Bill Novelli, ...
20 $14,000,000,000,000-  $25,000,000,000,000
7/13
women. BOOMERS. GEEZERS.
Subject: Marketers & Stupidity “ It’s 18-44, stupid!”
Subject: Marketers & Stupidity Or is it:   “ 18-44 is stupid, stupid!”
Subject: Marketers & Stupidity Or is it:   “ 18-44 is stupid, stupid!”
2000-2010 Stats 18-44:  -1% 55+:  + 21 % (55-64:  + 47 % )
!!!!!!!!!!!!!!!!! “ People turning 50 today have  more than   half   of their adult life ahead of them.”   —Bill Novelli, ...
BOOMERS. GEEZERS. MONEY. ALL. NOW.
We are the  Aussies & Kiwis &   Americans & Canadians .  We are the  Western Europeans   &  Japanese .  We are the  fastes...
 
See  me. Watch  me. respect  me. Suck up to me. Serve  me. Love me. Love my longevity. Love my m-o-n-e-y.
Elizabeth Cady Stanton (more or less) (circa 0331.2007)
See  “ her .” Watch  her . respect  her . Be obsequious to  her . Serve  her . Love  her . Love her  long  longevity. Love...
Boomers’-Geezers’-Women’s Trifecta+ *Buy/ all  *Wealth/ all   *time left/   lots   *Eclipse of males/ retire - die
Average # of cars purchased per household, “lifetime”:  13 Average # of cars bought per household after the “head of house...
Median Household Net Worth <35: $7K 35-44: $44K 45-54: $83K 55-64: $112K 65-69: $114K 70-74: $120K >74: $100K Source: U.S....
BoomerBucks! Boomer turns 50: every 7 seconds.  2009: majority of U.S. households headed by someone over 50.   2006-2016: ...
55-64 vs 25-34   E.g.:  New cars & trucks: 20% more spending. Meals at full-service restaurants: +29%. Airfare: +38%. Spor...
50+ $7T  wealth (70%)/  $2T  annual income 50%  all discretionary spending 79%  own homes 40M  credit card users 41% new c...
44-65 :   “New Customer Majority”  * *45% larger than 18-43; 60% larger by 2010 Source:  Ageless Marketing , David Wolfe &...
“ The New Customer Majority is the only adult market with realistic prospects for significant sales growth in dozens of pr...
!!!!!!!!!!!!!!!!! “ People turning 50 today have  more than   half   of their adult life ahead of them.”   —Bill Novelli, ...
“ Sixty Is the New Thirty”   —Cover/ AARP
“ Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in.  Whic...
“ One particularly puzzling category of youth-obsession is the highly coveted target of men 18-34, and it’s always referre...
“ Baby-boomer Women : The Sweetest of  Sweet Spots for  Marketers”   —David Wolfe and Robert Snyder,  Ageless Marketing
“ Tap into a midlife woman’s renewed sense of self, and your cash registers are likely to start ringing”   —Headline/ Fast...
“ WOMAN of the Year:  She’s the most powerful consumer in America.  And as she starts to turn  sixty  this month, the affl...
“ Marketers attempts at reaching those over 50 have been miserably unsuccessful.   No market’s motivations and needs are s...
Possession  Experiences  /“Desires for  things ”/Young adulthood/to 38 Catered  Experiences / “Desires to be  served  by o...
2006/Top 10% of U.S. Earners* Luxury goods for the home ….  -5.7% Fashion & jewelry …………...…  -8.7% Luxury cars …………………….....
Boomers:  “We’re not going gently. We’re going the way our generation does everything else. Research it. Make sure you’re ...
Boomer Days/Richard Branson: Virgin Night Clubs   to …   Virgin Health Clubs
Subject: Marketers & Stupidity Or is it:   “ 18-44 is stupid, stupid!”
“ Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in.  Whic...
“ While Fox’s overall ratings are down about 6% from last year, the network has moved from fourth place into first among v...
  Brand Loyalty: Stable  or   Unstable/Fickle? Serial Monogamy:  A Personal Odyssey Tom Peters/0411.07
Beer:  National Boh to Bud to Anchor Steam to Zilch Car:  Chevrolet (1942-1962) to misc to Subaru Biz Clothes:  Various wa...
“ Older people have an image problem. As a culture, we’re conditioned toward youth. … When we think of youth, we think ‘en...
“ The mature market cannot be dismissed as entrenched in its brand loyalties.”   —Carol Morgan & Doran Levy,  Marketing to...
“ Advertisers pay more to reach the kid because they think that once someone hits middle age he’s too set in his ways to b...
not. Yet. Done.
“‘ Age  Power ’  will rule the 21 st  century, and we are woefully unprepared.” Ken Dychtwald,  Age Power : How the 21 st ...
Just  Scream  “No”: Launch an “Initiative.”
Women’s Trifecta+ *Buy/ all  *Wealth/ all  *Lead/   better   +Eclipse of males/ whoops   (Retire-old/Poorly educated-young)
Boomers’-Geezers’-Women’s Trifecta+ *Buy/ all  *Wealth/ all   *time left/   lots   *Eclipse of males/ retire - die
No :  “Target Marketing” Yes  :   “Target  Innovation ” & “Target  Delivery   Systems ”
E-nor-mous Stra-te-gic opp-or-tun-ity. Now.
EX CELLE ALW AYS .
EX CELLEN ALW AYS . End. PART  FOUR .
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Women Boomers and Geezers

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  • Women Boomers and Geezers

    1. 1. “ NEW” MARKETS.
    2. 2. E-nor-mous Stra-te-gic opp-or-tun-ity. Damn it.
    3. 3. women. BOOMERS. GEEZERS.
    4. 4. Amazon Reviewer : “‘Trends’ [TP-MB book] is old news!” (1 of 5 stars) TP : “ Repeating it doesn’t make it ‘old.’ It ain’t old if it hasn’t been implemented !”
    5. 5. What the hell do I have to do to make my point? Tom Peters/10.10.2006
    6. 6. The Copenhagen (Self) Pact re “This Topic”: *Early! *Loud! *Repetitive! *Aggressive! * Un friendly!/rude!/ insulting!
    7. 7. Ob j ections Don’t believe the DATA Don’t believe the ENORMITY of the opportunity Don’t believe the UBIQUITY of the opportunity Think they “GET IT” See it as an “Initiative” Flies in the face of CONVENTIONAL MARKETING WISDOM Don’t see it as … THE ESSENCE OF STRATEGIC POSITIONING Fail to understand-TAKE FULL ADVANTAGE “Everything must be changed” (It’s a “Culture” issue) Look at it analytically; miss the need for OBSESSION Subconsciously threatened!!?? Occasion to make JOKES
    8. 8. women. BOOMERS. GEEZERS.
    9. 9. “ EXCELLENCE.” AARGH.
    10. 10. 200 5
    11. 11. Good Thinkin g , Gu y s! “Kodak Sharpens Digital Focus On Its Best Customers: Women” —Page 1 Headline/ WSJ / 0705
    12. 12. EXCELLENCE. DUH.
    13. 13. “ To be a leader in consumer products, it’s critical to have leaders who represent the population we serve.” —Steve Reinemund/PepsiCo
    14. 14. women. BOOMERS. GEEZERS.
    15. 15. Just Say No . Men
    16. 16. “ Forget China , India and the Internet : Economic Growth Is Driven by Women .” —Headline, Economist , April 15, 2006, Leader, page 14
    17. 17. Women’s Trifecta+ * Buy * Wealth * Lead + ECLIPSE OF MALES (Old/Retire; Young/Poorly educated)
    18. 18. Not Just America … “Boys Falling Seven Years Behind Girls at GCSE Level” —headline, Weekly Telegraph , UK, 10.25.06
    19. 19. Girls Again Outshine Boys In CBSE Class 12 Exams Source: Headline, Dateline New Delhi (0526.2007; Khaleej Times)
    20. 20. “ Admittedly Unequal: Many colleges are rejecting women at rates drastically higher than those for men” (Title) “Keeping a balance requires a thumb on the scale in favor of boys” (pull quote) Source: USN&WR , 0625.07 (E.g. William and Mary: 26% girls, 44% boys)
    21. 21. Fred Reichheld’s The Ultimate Question : Customer satisfaction is best measured* by one simple question, “how likely are you to recommend ______ to a friend?” * “Net Promoter Score”
    22. 22. “ Girls are the new boys.” Source: The Daily Mail , 0425.2007, “Why today’s women want a girl”
    23. 23. New World, New “Girl Power”? “Not long ago I was talking with a group of girls at Greenfield High, in northern New Jersey, about Mary Pipher’s bestselling book, Reviving Ophelia . … The girls’ reaction to Ophelia was one of confusion. They disagreed with the book’s premise—that girls are robbed of vitality and self-esteem as they enter adolescence. According to Pipher, our sexist society causes girls ‘to stifle their creative spirit and natural impulses, which ultimately destroys their self-esteem.’ ‘Who are the girls in this book?’ asked Sarah, a Greenfield sophomore. ‘I mean, I feel sorry for them, but they’re pretty much losers. We’re not at all like them .’ From what I could see, she was right. The girls I met were vital. The y a pp eared more confident than man y of the bo y s. The y had not ‘lost their voice.’ … The y neither feared com p etition from bo y s nor the conse q uences of out- p erformin g them .” — Dan Kindlon , Alpha Girls
    24. 24. “ Women are the majority market” —Fara Warner/ The Power of the Purse
    25. 25. ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major “home projects”) … 80% Consumer Electronics … 51% (66% home computers) Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans/biz starts … 70% Health Care … 80%
    26. 26. ???? 80%
    27. 27. Riding Lawnmowers
    28. 28. 1970-1998 Men’s median income: +0.6% Women’s median income: + 63% Source: Martha Barletta, Marketing to Women
    29. 29. Women Household spending: 80% Investment decisions: 53% Home improvement purchase decisions: 80% New cars: 60%+ Computers: 60% Managers and professionals, overall: 51% New businesses started: 70% * (*Women-owned businesses as a share of all new businesses: Employee growth, 3X; Sales growth, 4X.) Source: Marti Barletta, PrimeTime Women (2007)
    30. 30. 91 % women: “ ADVERTISERS DON’T UNDERSTAND US .” (58% “ANNOYED.”) Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)
    31. 31. USA/F.Stats: Short ’n (Very) Sweet >50% of stock ownership, $13T total wealth (2X in 15 years) >$7T consumer & biz spending (>50% GDP; > Japan GDP); >80% consumer spdg (Consumer = 70% all spdg) 57% BA degrees (2002); = ed & social strata, no wage gap 60% Internet users; >50% primary users of electronic equipment >50% biz trips WimBiz: Employees > F500; 10M+: 33% all US Biz Pay from 62% in 1980 to 80% today; equal if education, social status, etc are equal 60% work; 46M (divorced, widowed, never married) Source: Fara Warner, The Power of the Purse
    32. 32. Women > 50% of Household Income in >50% of households. In 48% of the 55% of households/married couples, women provide >50% of income. 27% of households are headed by a single female. 75% of married female execs with the rank of VP or above out earn their spouse. Women control 51% of private wealth in the U.S.; head 40% of households with >$600K assets; 47% of market investors are women. Major Credit Union: pre Y2K, modal customer was 53-year-old family man; today, 46-year-old single working woman. Commercial: 51% purchasing managers are women. Women make >80% consumer purchases; businesswomen make >90% of household purchasing decisions. Women: 70% of travel decisions; purchase 57% of consumer electronics; write 80% of personal checks; purchase >50% of cars (primary influence >80%). Source: Don’t Think Pink: What Really Makes Women Buy—and How to Increase Your Share of This Crucial Market , Lisa Johnson & Andrea Learned
    33. 33. Internet users: 60% * *“manage their lives and the lives of their families” —Kelley Mooney, president, Resource Interactive Source: Fara Warner, The Power of the Purse
    34. 34. The “91% Factor”! More than 9 in 10 women age 35 - 49 say they either make or at least e q uall y influence their household purchases of home electronics . Source: Andrea Learned, co-author, Don’t Think Pink
    35. 35. “ The most significant variable in every sales situation is the gender of the buyer, and more importantly, how the salesperson communicates to the buyer’s gender.” —Jeffery Tobias Halter, Selling to Men, Selling to Women
    36. 36. <ul><li>A World of Difference </li></ul><ul><li>Build Sales and Share by Tapping into </li></ul><ul><li>the Buying Power of Women </li></ul>Martha Barletta Author, Marketing to Women President & CEO, The TrendSight Group Powered by Microsoft Office® Live Meeting T r e n d S i g h t ™
    37. 37. The Perfect Answer Jill and Jack buy slacks in black…
    38. 39. “ 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!)
    39. 40. “ She knows more about the [Volvo] than the sales man who greets her at the door. But how is she treated? As if she has a low IQ , is slightly hard of hearing , and really has no right to be buying a luxury car; and if she brought a male friend with her, odds are 10:1 that the clueless salesperson spent most of his time speaking to him .” —Selling to Men, Selling to Women , Jeffery Tobias Halter
    40. 42. “ Women don’t buy brands. They join them .” EVEolution
    41. 43. Selling to men: The TRANSACTION Model Selling to Women: The RELATIONAL Model Source: Selling to Men, Selling to Women , Jeffery Tobias Halter
    42. 44. Editorial/ Men : Tables, rankings.* Editorial/ Women : Narratives that cohere.* *Redwood (UK)
    43. 45. FemaleThink / Popcorn & Marigold “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.”
    44. 46. Purchasin g Patterns Women : Harder to convince; more loyal once convinced. Men : Snap decision; fickle. Source: Martha Barletta, Marketing to Women
    45. 47. 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
    46. 48. EVEolution: Truth No. 1 Connecting Your Female Consumers to Each Other Connects Them to Your Brand
    47. 49. “ 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
    48. 50. Carol Gilligan/ In a Different Voice Men: Get away from authority, family Women: Connect Men: Self-oriented Women: Other-oriented Men: Rights Women: Responsibilities
    49. 51. “ People powered”: Age 3 days , baby girls 2X eye contact. Source: Martha Barletta, Marketing to Women
    50. 52. “ 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
    51. 53. “ 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
    52. 54. 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
    53. 55. 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
    54. 56. “ 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
    55. 57. “ A woman can effortlessly speak 6,000 to 8,000 words a day, use an additional 2,000-3,000 vocal sounds and 8,000-10,000 gestures and body signals. A man utters 2,000-4,00 words, 1,000-2,000 vocal sounds and makes 2,000-3,000 body language signals. In other words, women communicate three times more than men .” —Barbara and Allan Pease (from Selling to Men, Selling to Women , Jeffery Tobias Halter)
    56. 58. Week #8: testosterone time! * *Louann Brizendine, Neuropsychiatrist, The Female Brain . Week #8/Testosterone surge kills : communication cells ; grows : sex & aggression cells . Also/E.g.: 10X to 20X, F eye contact/look for emotional signals by 3 months. Later: F, more sentences that begin with “Let’s …”; more likely to take turns
    57. 59. 2.6 vs. 21
    58. 60. 75% switch financial advisors within 3 years of widowhood Source: Eileen McDonnell, The American College
    59. 61. Addenda: Vive La difference!
    60. 62. “ 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 va g uely aware of some short p eo p le also livin g in the house .” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
    61. 63. “ 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 wh y modern men can find their wa y effortlessl y to a distant pub, but can never find thin g s in fridges, cu p boards or drawers .” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
    62. 64. “ 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. The y are excellent at imitatin g animal sounds .” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
    63. 65. “ One good thing about being a man is that men don’t have to talk to each other.” —Peter Cocotas
    64. 66. 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
    65. 67. How many men does it take to change a roll of toilet paper? It’s unknown. It’s never happened. Source: Allan Pease & Barbara Pease, Why Men Can Only Do One Thing at a Time and Women Never Stop Talking
    66. 68. Addenda ends
    67. 69. “ Women come out better on almost ever y count as investors … They are less likely to hold a losing investment too long, and less likely to wait too long to sell a winner; they’re also less likely to put too much money into a single investment or to buy a reputedly hot stock without doing sufficient research.” Source: The Merrill report: “When It Comes to Investing, Gender A Strong Influence on Behavior.”/ Atlantic
    68. 70. Value Line : Top State* Investment Clubs 8 … All male 19 … Coed 22 … All FEMALE * VT & Maine not included; D.C. included
    69. 71. 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)
    70. 72. 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
    71. 73. 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
    72. 74. Discover, by accident, “blue ocean” [women’s financial needs] ! Ignore your [Dean Witter] boss! Sell 750,000 copies of your latest book to Wells Fargo Home Mortgage! Source: the David Bach story, including Smart Women Finish Rich , per IBD (01.08.07)
    73. 75. 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.
    74. 76. 10. Women’s Market = Opportunity No. 1.
    75. 77. P-l-e-a-s-e Read … Fara Warner : The Power of the Purse
    76. 78. Cases! Cases! Cases! McDonald’s (“mom-centered” to “majority consumer”; not via kids) Home Depot (“Do it [everything!] Herself”) P&G (more than “house cleaner”) DeBeers (“right-hand rings”/$4B) AXA Financial Kodak (women = “emotional centers of the household”) Nike (> jock endorsements; new def sports; majority consumer) Avon Bratz (young girls want “friends,” not a blond stereotype) Source: Fara Warner/ The Power of the Purse
    77. 79. “ Mostly Moms” “ Women were either ignored in favor of focusing on men—generally considered the industry’s most frequent users and therefore its most important consumers—or they were cast in the role of moms who were simply conduits to their children.” —Fara Warner, The Power of the Purse , “From Minority to Majority: McDonald’s Discovers the Woman Inside the Mom”
    78. 80. “ We simply had stopped being relevant to women.” — Kay Napier, SVP Marketing (Fara Warner, The Power of the Purse , “From Minority to Majority: McDonald’s Discovers the Woman Inside the Mom”)
    79. 81. “ McDonald’s shifted its strategy toward women from one of ‘minority’ consumers who served as a conduit to the important children’s market to one in which women are the company’s majority consumers and the main driver behind menu and promotion innovation .” —Fara Warner, The Power of the Purse , “From Minority to Majority: McDonald’s Discovers the Woman Inside the Mom”
    80. 82. “ In Dove Ads, Normal Is the New Beautiful” —Headline, Advertising Age
    81. 83. “ Dove’s Campaign Ads Are Raging Success Because They Are Aspirational, But Doable” * —Dr Joyce Brothers, Advertising Age article-headline *Unilever: “For too long beauty has been defined by narrow, unattainable stereotypes. It’s time to change all that … because real beauty comes in many shapes, sizes, colors, and ages.” Dr Brothers: “everyday people” “The disconnect between the Barbie-esque model and the average woman begins to fade.” “looks” vs “beauty”
    82. 84. “ Unilever brand Dove’s use of six generously proportioned ‘real women’ to promote its skin-firming preparations must qualify as one of the most talked-about marketing decisions taken this summer. It was also one of the most successful: Since the campaign broke, sales of the firming lotion have gone up 700 percent in the UK, 300 percent in Germany and 220 percent in the Netherlands.” — Financial Times
    83. 85. EXCELLENCE. OPPORTUNITY. WOMEN. BUSINESS. OWNERS.
    84. 86. 10.6
    85. 87. “ The growth and success of women-owned businesses is one of the most profound changes taking place in the business world today.” — Margaret Heffernan, How She Does It
    86. 88. U.S. firms owned or controlled by Women: 10.6 million ( 48% of all firms) Growth rate of Women-owned firms vs all firms: 3X Rate of jobs created by Women-owned firms vs all firms: 2X Ratio of total payroll of Women-owned firms vs total for Fortune500 firms: >1.0 Ratio of likelihood of Women-owned firms staying in business vs all firms: >1.0 Growth rate of Women-owned companies with revenues of >$1,000,000 and >100 employees vs all firms: 2X Source: Margaret Heffernan, How She Does It
    87. 89. Women-owned Biz U.S. employees > F500 employees worldwide Source: Martha Barletta, Marketing to Women
    88. 90. Not a Moralit y Pla y “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
    89. 91. 94 % of loans to … women * * M icrolending; “Banker to the poor”; Grameen Bank; Muhammad Yunus; 2006 Nobel Peace Prize winner
    90. 92. PrimeTime Women: How to Win the Hearts, Minds and Business of Boomer Big Spenders —Marti Barletta How She Does It: How Women Entrepreneurs Are Changing the Rules of Business Success . —Margaret Heffernan
    91. 93. WOMEN. DOMINATE. ECONOMIC. GROWTH.
    92. 94. “ Forget China , India and the Internet : Economic Growth Is Driven by Women .” —Headline, Economist , April 15, 2006, Leader, page 14
    93. 95. “ Since 1970 , women have held two out of every three new jobs created.” — FT , 10.03.2006
    94. 96. “ For g et China, India and the Internet: Economic Growth Is Driven b y Women .” [Headline.] “Even today in the modern, developed world, surveys show that parents still prefer to have a boy rather than a girl. One longstanding reason boys have been seen as a greater blessing has been that they are expected to become better economic providers for their parents’ old age. Yet it is time for parents to think again. Girls may now be a better investment.” “Girls get better grades in school than boys, and in most developed countries more women than men go to university. Women will thus be better equipped for the new jobs of the 21st century, in which brains count a lot more than brawn . … And women are more likely to provide sound advice on investing their parents’ nest—e.g.: surveys show that women consistently achieve higher financial returns than men do. Furthermore, the increase in female employment in the rich world has been the main driving force of growth in the last couple of decades. Those women have contributed more to global GDP growth than have either new technology or the new giants, India and China.” Source: Economist , April 15, Leader, page 14
    95. 97. Continuing on page 73: “ A Guide to Womenomics: The Future of the World Econom y Lies Increasin g l y in Female Hands .” (Headline.) More stats: Around the globe since 1980, women have filled “two new jobs for everyone taken by a man.” “Women are becoming more important in the global marketplace not just as workers, but also as consumers, entrepreneurs, managers and investors.” Re consumption, Goldman Sachs in Tokyo has developed an index of 115 companies poised to benefit from women’s increased purchasing power; over the past decade the value of shares in “Goldman’s basket has risen by 96%, against the Tokyo stockmarket’s rise of 13% .” A couple of final assertions: (1) It is now agreed that “the single best investment that can be made in the developing world” is educating girls. (2) Also, surprisingly, nations with the highest female laborforce participation rates, such as Sweden and the U.S., have the highest fertility rates; and those with the lowest participation rates, such as Italy and Germany, have the lowest fertility rates. Source: Economist , April 15, page 73
    96. 98. Repeat: “Goldman Sachs in Tokyo has developed an index of 115 companies poised to benefit from women’s increased purchasing power; over the past decade the value of shares in Goldman’s basket has risen by 96%, against the Tokyo stockmarket’s rise of 13% .” —Economist , April 15
    97. 99. Q : No. 1 contributor to developing country economic improvement? A : More education for women. Source: Many* (*On a related note, eBay founder Pierre Omidyar and his wife just gave $100M to Tufts—its biggest gift ever—to support micro-lending; women typically are the recipients of 90% of micro-loans because they use the $$$ more productively than men.)
    98. 100. 10 UNASSAILABLE REASONS WOMEN RULE Women make [all] the financial decisions. Women control [all] the wealth. Women [substantially] outlive men. Women start most of the new businesses. Women’s work force participation rates have soared worldwide. Women are closing in on “same pay for same job.” Women are penetrating senior ranks rapidly [even if the pace is slow for the corner office per se]. Women’s leadership strengths are exceptionally well aligned with new organizational effectiveness & value-added imperatives. Women are better salespersons than men. Women buy [almost] everything—commercial as well as consumer goods. So what exactly is … the point of men ?
    99. 101. “ One thing is certain: Women’s rise to power, which is linked to the increase in wealth per capita, is happening in all domains and at all levels of society. Women are no longer content to provide efficient labor or to be consumers with rising budgets and more autonomy to spend. … This is just the beginning. The phenomenon will only grow as girls prove to be more successful than boys in the school system. For a number of observers, we have already entered the age of ‘womenomics,’ the economy as thought out and practiced by a woman.” —Aude Zieseniss de Thuin, Financial Times , 10.03.2006
    100. 102. 10.6M 94%
    101. 103. COROLLARY. EXCELLENCE. WOMEN. RULE.
    102. 104. “ AS LEADERS, WOMEN RULE : New Studies find that female managers outshine their male counterparts in almost every measure” TITLE/ Special Report/ BusinessWeek
    103. 105. Lawrence A. Pfaff & Assoc. — 2 Years, 941 mgrs (672M, 269F); 360º feedback — Women: 20 of 20; 15 of 20 with statistical significance, incl. decisiveness, planning, setting stds.) — “Men are not rated significantly higher by any of the raters in any of the areas measured.” (LP)
    104. 106. “ On average, women and men possess a number of different innate skills. And current trends suggest that many sectors of the twenty-first-century economic community are going to need the natural talents of women.” —Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World
    105. 107. Women’s Strengths Match New Economy Imperatives : Link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment beats top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender ; favor multi-dimensional feedback; value technical & interpersonal skills, individual & group contributions equally; readily accept ambiguity; honor intuition as well as pure “rationality”; inherently flexible; appreciate cultural diversity . —Judy B. Rosener, America’s Competitive Secret: Women Managers
    106. 108. “ Investors are looking more and more for a relationship with their financial advisers. They want someone they can trust, someone who listens . In my experience, in general, women may be better at these relationship-building skills than are men.” —Hardwick Simmons, CEO, Prudential Securities
    107. 109. Work’s Rewards F : Relationships, respect, self-realization. M : Title, salary, power. (“In all my research with men, I’ve never once heard a mention about the importance of relationships.”) Source: Susan Rice, former Director of Communications, BBDO Europe (from “A Dignified Woman”)
    108. 110. “ [Women] see power in terms of influence, not rank.” — Fortune
    109. 111. “ Thank you” 17 Men: 8 4 Women: 19
    110. 112. “ Guys want to put everybody in their hierarchical place. Like, should I have more respect for you, or are you somebody that’s south of me?” —Paul Biondi, Mercer Consultants [from It’s Not Business, It’s Personal , Ronna Lichtenberg]
    111. 113. New World, New “Girl Power”? “Not long ago I was talking with a group of girls at Greenfield High, in northern New Jersey, about Mary Pipher’s bestselling book, Reviving Ophelia . … The girls’ reaction to Ophelia was one of confusion. They disagreed with the book’s premise—that girls are robbed of vitality and self-esteem as they enter adolescence. According to Pipher, our sexist society causes girls ‘to stifle their creative spirit and natural impulses, which ultimately destroys their self-esteem.’ ‘Who are the girls in this book?’ asked Sarah, a Greenfield sophomore. ‘I mean, I feel sorry for them, but they’re pretty much losers. We’re not at all like them.’ From what I could see, she was right. The girls I met were vital. They appeared more confident than many of the boys. They had not ‘lost their voice.’ … They neither feared competition from boys nor the consequences of out-performing them.” — Dan Kindlon , Alpha Girls
    112. 114. Women’s Ne g otiatin g Stren g ths *Ability to put themselves in their counterparties’ shoes *Comprehensive, attentive and detailed communication style *Empathy that facilitates trust-building *Curious and attentive listening *Less competitive attitude *Strong sense of fairness and ability to persuade *Proactive risk manager *Collaborative decision-making Source: Horacio Falcao, Cover story/May 2006, World Business , “Say It Like a Woman: Why the 21 st -century negotiator will need the female touch”
    113. 115. Degree Gap* Wom:Men/Bachelor’s … 2000: 133; 2010: 142 Wom:Men/Master’s … 2000: 138; 2010: 151 * Whites, Blacks, Hispanics, Asians, Native Americans Source: The New Gender Gap/ BusWeek /05.26.2003
    114. 116. “ THE NEW GENDER GAP: From kinder-garten to grad school, boys are becoming the second sex” —Cover story, BusinessWeek
    115. 117. Girls education #1: Yields highest return on investment in developing world* *better nutrition for family. Better kids’ education. Better health. Higher family income. Lower birth rate. Etc. Source: Larry Summers, as reported in “The Payoff From Women’s Rights,” Isobel Coleman, Foreign Affairs/ May-June 2004
    116. 118. “ Are men obsolete?” —Headline, USN&WR
    117. 119. New (4 of 7) Value-added “Ladder”: Plays to Women’s Inherent Strengths! Lovemark/ F Dreams Come True/ F Spellbinding Experiences/ F Gamechanging Solutions/ F Services/ F Goods/ M Raw Materials/ M
    118. 120. “ TAKE THIS QUICK QUIZ : Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it easier to meet new people? Who asks more questions in a conversation? Who is a better listener? Who has more interest in communication skills? Who is more inclined to get involved? Who encourages harmony and agreement? Who has better intuition? Who works with a longer ‘to do’ list? Who enjoys a recap to the day’s events? Who is better at keeping in touch with others?” Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men , Nicki Joy & Susan Kane-Benson
    119. 121. “ Society is based on male standards with women seen as anomalies deviating from the male norm.” — Bi Puvaneu, Institute for Future Studies (Stockholm)
    120. 122. The Core Argument: Women [Ought to] Rule! 1. We are in a War for Talent. 2. The war will intensify. 3. There is a severe shortage of effective leaders at all levels. 4. Women are under-represented in our leadership ranks at or near the top. 5. Women and men are different; “new science” reinforces this view. 6. Women’s strengths match the New Economy’s leadership needs—to a striking degree. 7. Women are also the principal purchasers of goods and services—retail and commercial. 8. Ergo, women are a large part of “the answer” to the War for Talent/leadership shortage issue/opportunity.
    121. 123. “ Company formed in KSA [Kingdom of Saudi Arabia] to boost women’s role in corporate world” —headline, Khaleej Times (UAE), 0526.07 (formed by Prince Khalid bin Alwaleed—50% women in leadership roles in his company)
    122. 124. “ Winning the Talent War for Women: Sometimes It Takes a Revolution” —Douglas McCracken, HBR, Article title
    123. 125. “ Deloitte was doing a great job of hiring high-performing women; in fact, women often earned higher performance ratings than men in their first years with the firm. Yet the percentage of women decreased with step up the career ladder. … Most women weren’t leaving to raise families; they had weighed their options in Deloitte’s male-dominated culture and found them wanting. Many, dissatisfied with a culture they perceived as endemic to professional service firms, switched professions.” —D ouglas McCracken, “Winning the Talent War for Women” [ HBR ]
    124. 126. “ The process of assigning plum accounts was largely unexamined. … Male partners made assumptions: ‘I wouldn’t put her on that kind of company because it’s a tough manufacturing environment.’ ‘That client is difficult to deal with.’ ‘Travel puts too much pressure on women.’ ” Source: Douglas McCracken, “Winning the Talent War for Women” [ HBR ]
    125. 127. !!!!!!!!!!!!!!! 14 to 168 * *Leadership Positions/D&T/1992-2002/WIAR
    126. 128. women. BOOMERS. GEEZERS.
    127. 129. !!!!!!!!!!!!!!!!! “ People turning 50 today have more than half of their adult life ahead of them.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America
    128. 130. 20 $14,000,000,000,000- $25,000,000,000,000
    129. 131. 7/13
    130. 132. women. BOOMERS. GEEZERS.
    131. 133. Subject: Marketers & Stupidity “ It’s 18-44, stupid!”
    132. 134. Subject: Marketers & Stupidity Or is it: “ 18-44 is stupid, stupid!”
    133. 135. Subject: Marketers & Stupidity Or is it: “ 18-44 is stupid, stupid!”
    134. 136. 2000-2010 Stats 18-44: -1% 55+: + 21 % (55-64: + 47 % )
    135. 137. !!!!!!!!!!!!!!!!! “ People turning 50 today have more than half of their adult life ahead of them.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America
    136. 138. BOOMERS. GEEZERS. MONEY. ALL. NOW.
    137. 139. We are the Aussies & Kiwis & Americans & Canadians . We are the Western Europeans & Japanese . We are the fastest growing , the biggest , the wealthiest , the boldest , the most (yes) ambitiou s, the most experimental & exploratory , the most different , the most indulgent , the most difficult & demanding , the most service & experience obsessed , the most vigorous , (the least vigorous,) the most health conscious , the most female , the most profoundly important commercial market in the history of the world—and we will be the Center of your universe for the next twenty-five years . We have arrived!
    138. 141. See me. Watch me. respect me. Suck up to me. Serve me. Love me. Love my longevity. Love my m-o-n-e-y.
    139. 142. Elizabeth Cady Stanton (more or less) (circa 0331.2007)
    140. 143. See “ her .” Watch her . respect her . Be obsequious to her . Serve her . Love her . Love her long longevity. Love her m-o-n-e-y. (which is damn near a-l-l the mon- $$$$$$ .)
    141. 144. Boomers’-Geezers’-Women’s Trifecta+ *Buy/ all *Wealth/ all *time left/ lots *Eclipse of males/ retire - die
    142. 145. Average # of cars purchased per household, “lifetime”: 13 Average # of cars bought per household after the “head of household” reaches age 50: 7 Source: Marti Barletta, PrimeTime Women
    143. 146. Median Household Net Worth <35: $7K 35-44: $44K 45-54: $83K 55-64: $112K 65-69: $114K 70-74: $120K >74: $100K Source: U.S. Census
    144. 147. BoomerBucks! Boomer turns 50: every 7 seconds. 2009: majority of U.S. households headed by someone over 50. 2006-2016: U.S. population up 22.9 million; 22.1 million in over-50 group. 2006: 1 in 5 adults is F, over 50. Women between 50-70 who are single: 35%. Age 45-54: highest average income, $59, 021 (national average is $42,209). FASTEST GROWING INCOME CATEGORY: WOMEN, 55-64 (4X men in same category). Women, age 60-64: 50% still in workforce. Highest net worth: families, 55-64 ($182,000). People over 50: 70% to 79% of all financial assets; 80% of all savings accounts; 62% of all large Wall Street asset accounts; 66% of $$ invested in the stock market. Age 50+: 29% of population, 40% of total consumer spending, 50% of discretionary spending. Next 2 decades: BOOMERS WILL INHERIT $14 TRILLION-$25 TRILLION (“largest intergenerational transfer of wealth in history”). —Marti Barletta, PrimeTime Women
    145. 148. 55-64 vs 25-34 E.g.: New cars & trucks: 20% more spending. Meals at full-service restaurants: +29%. Airfare: +38%. Sports equipment: +58%. Motorized recreational vehicles: +103%. Wine: 113%. Maintenance, repairs and home insurance: +127%. Vacation homes: +258%. Housekeeping & yard services: +250% to +500%. Source: Marti Barletta, PrimeTime Women
    146. 149. 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 advertisin g tar g ets Ken Dychtwald, Age Power: How the 21 st Century Will Be Ruled by the New Old
    147. 150. 44-65 : “New Customer Majority” * *45% larger than 18-43; 60% larger by 2010 Source: Ageless Marketing , David Wolfe & Robert Snyder
    148. 151. “ The New Customer 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
    149. 152. !!!!!!!!!!!!!!!!! “ People turning 50 today have more than half of their adult life ahead of them.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America
    150. 153. “ Sixty Is the New Thirty” —Cover/ AARP
    151. 154. “ Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in. Which is p rett y weird when y ou consider a g e 50 is ri g ht about when p eo p le who have worked all their lives start to have some mone y to s p end .” —Marti Barletta, PrimeTime Women
    152. 155. “ One particularly puzzling category of youth-obsession is the highly coveted target of men 18-34, and it’s always referred to as ‘highly coveted category.’ Marketers have been distracted by men age 18-34 because they are getting harder to reach. So what? Who wants to reach them? Beyond fast food and beer, they don’t buy much of anything. … The theory is that if you ‘get them while they’re young, they’re yours for life.’ What nonsense !” — Marti Barletta, PrimeTime Women
    153. 156. “ Baby-boomer Women : The Sweetest of Sweet Spots for Marketers” —David Wolfe and Robert Snyder, Ageless Marketing
    154. 157. “ Tap into a midlife woman’s renewed sense of self, and your cash registers are likely to start ringing” —Headline/ Fast Company
    155. 158. “ WOMAN of the Year: She’s the most powerful consumer in America. And as she starts to turn sixty this month, the affluent baby boomer is doing what she’s always done— redefining herself.” —Joan Hamilton, Town & Country , JAN06
    156. 159. “ Marketers attempts at reaching those over 50 have been miserably unsuccessful. No market’s motivations and needs are so poorl y understood .” — Peter Francese, founding publisher, American Demographics
    157. 160. Possession Experiences /“Desires for things ”/Young adulthood/to 38 Catered Experiences / “Desires to be served by others”/Middle adulthood Bein g Experiences /“Desires for transcending experiences ”/Late adulthood Source: David Wolfe and Robert Ageless Marketing
    158. 161. 2006/Top 10% of U.S. Earners* Luxury goods for the home …. -5.7% Fashion & jewelry …………...… -8.7% Luxury cars …………………….. -0.9% Experiential luxury** …..… +10.7% * “The wealthy are increasingly spending more on doing things than owning things” /Unity Marketing **Travel, dining, entertainment, spa & beauty Source: European Business (04.2007)
    159. 162. Boomers: “We’re not going gently. We’re going the way our generation does everything else. Research it. Make sure you’re getting the best deal. Study the alternatives the way we studied alternative families and alternative diets and alternative religions. ‘Baby Boomers Want Less Pain And More Grace Before That Good night,’ reads one headline …” —James Atlas/ My Life in the Middle Ages
    160. 163. Boomer Days/Richard Branson: Virgin Night Clubs to … Virgin Health Clubs
    161. 164. Subject: Marketers & Stupidity Or is it: “ 18-44 is stupid, stupid!”
    162. 165. “ Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in. Which is p rett y weird when y ou consider a g e 50 is ri g ht about when p eo p le who have worked all their lives start to have some mone y to s p end .” —Marti Barletta, PrimeTime Women
    163. 166. “ While Fox’s overall ratings are down about 6% from last year, the network has moved from fourth place into first among viewers from ages 18 to 49, which all the networks other than CBS define as the onl y competition that counts .” * — NYT/11.01.2004* * Translation … dumb./ ignorant./ stupid./ all three.
    164. 167. Brand Loyalty: Stable or Unstable/Fickle? Serial Monogamy: A Personal Odyssey Tom Peters/0411.07
    165. 168. Beer: National Boh to Bud to Anchor Steam to Zilch Car: Chevrolet (1942-1962) to misc to Subaru Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan Biz: Big (U.S. Navy, McKinsey) to Small (de facto self-employed) Sports clothes: Misc-cheap to Northface Spouse: “Sexy broad” (wife #1) to Best friend/Brainy (+sexy) School: Cornell to Stanford to RISD (Go Nads!) Pens: Cross to Bic Food: Safeway to Whole Foods Music: Beatles to Queen Home Furnishings: With it to Comfortable Home: SF Bay Area to West Tinmouth VT Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing Favorite MLB, NFL: Orioles- Baltimore Colts to A’s-Raiders (Warriors!) Favorite magazine: Life to Wired Favorite media: Print-Radio to Web-Radio Favorite airline: TWA to American to Lufthansa Home: East to West Vacations: USA to New Zealand Price: Cheap to Varied (Wal*Mart to Milan) Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels Restaurants: McDonald’s to Hole in the wall Stores: Misc/Big to Little shops Loyalty: Serial monogamy (just as loyal now as then; “love ’em, then leave ’em”)
    166. 169. “ Older people have an image problem. As a culture, we’re conditioned toward youth. … When we think of youth, we think ‘energetic and colorful;’ when we think of middle age or ‘mature,’ we think ‘tired and washed out.’ and when we think of ‘old’ or ‘senior,’ we think either ‘exhausted and gray’ or, more likely, we just don’t think. … The financial numbers are absolutely inarguable — the Mature Market has the money . Yet advertisers remain astonishingly indifferent to them. …” —Marti Barletta, PrimeTime Women
    167. 170. “ 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
    168. 171. “ 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)
    169. 172. not. Yet. Done.
    170. 173. “‘ 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
    171. 174. Just Scream “No”: Launch an “Initiative.”
    172. 175. Women’s Trifecta+ *Buy/ all *Wealth/ all *Lead/ better +Eclipse of males/ whoops (Retire-old/Poorly educated-young)
    173. 176. Boomers’-Geezers’-Women’s Trifecta+ *Buy/ all *Wealth/ all *time left/ lots *Eclipse of males/ retire - die
    174. 177. No : “Target Marketing” Yes : “Target Innovation ” & “Target Delivery Systems ”
    175. 178. E-nor-mous Stra-te-gic opp-or-tun-ity. Now.
    176. 179. EX CELLE ALW AYS .
    177. 180. EX CELLEN ALW AYS . End. PART FOUR .

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