Marketing to Women, Then and Now
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The history of marketing to women is full of disconnects. Learn how gender marketing has gotten smarter and wiser, but still falls into the same traps of the past
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Marketing to Women, Then and Now
- 2. S ou rce : R e -im agine – Tom P e te rs
- 3. And The Ad Girls Get It!
- 4. 1 2 3 Many business Over 50 The consumer is in years of processes and control as never tried and methods are before … “true” product centric, traditional, well ways of measurement understood marketing centric & best methods to women suited to are becoming less manufacturing and less effective ….they’ve heavily while new options influenced our appear with each approaches technology advance
- 5. Mrs. Matthew Brown, spends an afternoon in her attractive kitchen cleaning silverware. She spends her free time caring for her 7 month old daughter and working nn her Victory Garden.
- 6. 1 H is tory 1950 The Birth Of The Suburban Housewife
- 7. 1960’s Woman At Work
- 8. Disconnect
- 9. 1970’s Disconnect
- 10. 1980’s Disconnect
- 11. 1990’s Disconnect
- 12. 2000’s Win-Hers
- 13. 2000’s Lose-Hers
- 14. 2 M e anwh ile … . In C orp orate Am e rica
- 15. MOB Z Customer Centricity Theory TQ M CRM
- 16. Th e R e s u lt The ory= P ractice = Ap p roach
- 17. Te ch nology Inte rne t glob alization Power O f The M ouse Voice ofu m e r s tom e r C ons th e C u G e ne rate d M e d ia
- 18. 3 Th e D is conne ct C om p anie s’ N o Longe r in C ontrol of … The ir Me ssage s The ir C ustom e r The ir S al … . e
- 19. Th e U nofficial Am e rican E xp re s s C ons u O p inion We b S ite - Links ... Th e U nofficial Am e rican E xp re s s C ons u m e r O p inion M e s s age Board s . Links to oth e r we b s ite s S ite s with op inions on Am e rican E xp re s s ...... www.am e xs u x.com / links .h tm l - 23k - C ach e d - S im ilar p age s Has Anyone called the best buy complaint line and if you have, have you gotten anything out of it like a gift card or something. cuz i was in best buy yesterday to exchange my ipod because my battery was all f'd up. and i missed the 30 exchange policy by 1 day i have the service plan. but its ridiculous that they couldnt just give me a new one instead of having to send it out to get a new battery. plus the fact that they gave me the run around instead of telling me this right away. they told me to go to the pda/wireless dept, then the geek squad, then customer service (where i stood in line for 45 minutes) then back to the geek squad. i was extremly pissed off Th e Tru e Voice of th e C u s tom e r
- 20. C ons u m e r O p inion C ontrol
- 21. S o… . Wh at H as Th is To D o With Wom e n ?
- 23. S ou rce : Tre nd watch ing.com Th e Vanis h ing M as s M arke t
- 24. This New Youniverse Fits Her Like a Glove
- 25. Its K Its All Ab ou t H e r R e lations h ip s
- 26. Its Ab ou t Le ve raging H e r D iffe re nce s
- 27. H e r Te rm s O f E ngage m e nt E arning he r trust with fe m al frie nd l p rod ucts & se rvice s e y
- 28. 3 1. She isn’t loyal to her friends because they have better price points. 2. To her, everything in the relationship counts. 3. She is what she is, at home, Things to at work and in her Remember office
- 29. C om m u nity C ons id e rate Fun S afe Loyal H one sstt H one R e liab le R e s p e ctfu l Th ou gh tfu l 9 R e lations h ip Te rm s
- 30. Terms Definition Thoughtful, Community & Prioritization Care About What for Each segment She Cares About y Wha nit t’s Imp mu , g orta om uildin lism C B nt e a ng Ev Considerate, Co-C Prod Loyalty s Fun, Safe Sale Frequent user H e r Te rm s of uct re a t programs eat E ngage m e nt ion Friends Rep of….programs Value Ad Sales , Prod uct Fulfill ment g ing Reliable sa Space, Sales training, Support M es Honesty, Respectful training, Channel training Ads, DM, Internet/Web PR, Gorilla, Viral, WOM G e tting To H e r Te rm s
- 31. Community
- 32. Considerate
- 33. Fun
- 34. Safe
- 35. Loyal
- 36. Honest
- 37. Reliable
- 38. Respectful
- 39. Barb ara K ! Availab le at: Ace H ard ware S tore s Am azon.com Am azon.co.u k (U nite d K ingd om ) As h ford .com Avon Be d Bath & Be yond C h e f's C atalog Th e C ontaine r S tore D rivingC om fort.com F re d M e ye r G raciou s H om e Longs D ru gs (m ainland s tore s only) O rch ard S u p p ly H ard ware Ô S ingu lar (F rance ) P ione e r H ard ware S e lfrid ge s & C o. (U nite d K ingd om ) S h ab b y (S cand inavia) S tore h ou s e Targe t.com Thoughtful
- 40. Is It All Ju s t H yp e ?
- 41. 74% +, 4th qrt. 2004 – Women majority purchasers
- 42. F avorite Th ings S h op p ing Lis t 2004 = 70% S p ike in TV S ale s
- 43. $1.3 Billion Store Overhaul
- 44. C om m u nity H one s t C ons id e rate R e liab le F u n R e s p e ctfu l S afe Th ou gh tfu l Loyal
- 45. F rie nd s h ip Valu e s =V = M arke t alu e
Editor's Notes
- Her world –Vietnam War is Waging, she began to protest, women’s lib begins Her Job – beginning to handle home finances, began to influence buying decisions, beginning to go to work – secretary,nurse, teachers
- Portrayal – domestic roles, total disconnect with evolving role
- Who shot JR? Summer Olympics in Moscow Post It Notes introduced John Lennon shot and killed RU 486 abprtopm [o;; os re;eased om Framce
- Cameras, cars, computers, electronics, games, gifts, home and garden, office supply, personal finance, restaurants, travel, hotel, wellness, beauty
- To th em, their family, their friends, their community and their world
- Brain – perception – men focus, we have better peripheral, we see wholeistacally, they see narrow and focused We see subtle differences…highest sensory awareness…right/left brain activity more active in our decision making style…..
- Their relationship with products and services has changed, they have more say over money matters, more direct pruchase power
- 25,000 employees – building brand ambassadors from the inside out 3 billion in annual sales Quality Responsibility Mutuality Efficiency Freedom Office murlas that feature employee dogs Dog friendly offices for the 600 pesonl LA office of Pedigree Offering pet insurance for its employees Dogma handbook
- Undercover TV news magazine shows revealing the soils and stains on hotel bedspreads, even in the fanciest Marriott, Hilton, Crowne Plaze ditched their colorful yet hard to clean bedspreads and replacing them with easier, regular cleaning, duvets… Marriott spending $190 million on its new bedding Hilton encasing duvets with new white sheet covers for washing
- FROM complaint hotlines to diversity programs, Merrill Lynch & Co. has done plenty to battle the woman problem that dogs Wall Street. But for all its efforts, the world's biggest securities firm has seen negligible results in its hiring of women as stockbrokers. And now Merrill is watching the issue come alive again in a battle that's shedding light on glitches in the system. It's happening in testimony at the arbitration hearing of discrimination charges filed by Nancy Thomas, a former broker at Merrill for close to 18 years. Thomas and seven other class representatives negotiated the resolution of Cremin vs. Merrill Lynch, a class-action discrimination lawsuit that was settled in 1998 without providing any money to be shared by the 912 female brokers who filed claims. Averting a potentially embarrassing sex-discrimination trial at the last minute, Morgan Stanley agreed to pay $54 million to settle claims from dozens of women who accused the firm of systematically denying them promotions and pay increases, and promised to institute several steps to ensure equal opportunity in the future. The big securities firm denied wrongdoing in its settlement with the federal Equal Employment Opportunity Commission, which was wrapped up minutes before opening arguments were set to begin in the discrimination trial in a federal courthouse in downtown Manhattan. Besides the financial settlement -- which includes a $12 million payment to the woman whose complaints initiated the case -- Morgan Stanley agreed as part of a three-year consent decree to hire an outsider to monitor its hiring, pay and promotion practices for gender bias, field employee complaints and enhance its anti-discrimination training. Schwab has recently received the following Diversity Awards: Anointed one of the Top 25 Companies for Executive Women by Working Woman Recipient of the 2000 Catalyst Award for exemplary initiatives to advance women through the corporate ranks Schwab's co-CEOs received the 1999 Women in Technology International (WITI) Award for their efforts to promote workforce diversity initiatives that create a work environment in which all employees are able to reach their full potential Chosen as one of the "Top 25 Companies to Work For" by The Advocate, a magazine written for the gay and lesbian community. In an earlier issue, Schwab was dubbed "an industry pioneer in offering domestic-partner benefits and an early ENDA (Employee Non-Discrimination Act) supporter" Named one of the best companies for female employees in the November 1999 issue of Shape, a magazine dedicated to "mind and body fitness for women." Listed on WE magazine's list of Top 10 Companies to work for in the U.S. for people with disabilities (March/April '00 edition). WE magazine is the "the lifestyle magazine for people with disabilities, their families and friends." For more content on People With Disabilities, visit The Disability Network.
- Barbara K is a former New York City general contractor. Using her apartment as her first office, Barbara's vision and determination helped her land her first corporate client, IBM. She was also their first-ever female contractor. Soon after she attracted clients such as Carnegie Hall, iVillage, and Polo Ralph Lauren. Her work in construction led Barbara to the realization that tools made for men were intimidating for women to use. This was the motivation for starting barbara k! . She designed and launched her initial product line of high quality tools, toolkits and accessories in May, 2003. Since that time, barbara k! has grown and expanded to other categories including automotive, craft, college market and apparel. Concurrently, Barbara's message of empowerment for women who seek to lead an independent lifestyle has been communicated through her advertising and television appearances on shows such as Good Morning America, The TODAY Show, ESPN, Fox 5, CNN, Inside Edition and many more. Watch Barbara K in her own segment, Nailing It With Barbara K! , on the new show Savvy airing on WE, Women's Entertainment.
- Home Depot is TLC's New Home Despot (Monday, August 11 08:26 AM)Home Depot and Discovery Networks have inked a pact to make the home good superchain the new category exclusive sponsor of the TLC hit series "Trading Spaces." This new deal expands on the preexisting contract between Home Depot and TLC which covered the series "While You Were Out." Under the terms of the new agreement, Home Depot will provide the budget, products and materials for projects on both TLC shows and will receiving marketing and cross-promotional opportunities across the Discovery Networks family, which includes Discovery Channel, Discovery Home & Leisure Channel and BBC America. "This extension allows us to hammer home Home Depot's know-how like never before on cable television," says John Costello, executive vice president, merchandising and marketing for Home Depot. "A program like 'Trading Spaces' shows consumers just how easy it is to improve and personalize their home. It gives Home Depot new ways to showcase the latest trends and innovative products in a hot program format that reaches a very engaged audience." Home Depot will receive logo inclusion in print advertisements for for "Trading Spaces" and "While You Were Out" and the rights to certain TLC programming content in their own advertisements.