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Flooring The Consumer: Developing Community and Delivering Wow!

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Simple Marketing Now LLC
Simple Marketing Now LLC

In an environment where customers across the board are rethinking relationships with brands, products and services, it has become even more important to deliver Wow! retail and customer experiences and develop community.

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Flooring The Consumer : Developing Community & Delivering Wow ! The Luxury Marketing Council Orlando Christine B. Whittemore April 2010
The Plan ,[object Object],[object Object],[object Object]
Who Do You Think Is The Core Consumer ?
 
[object Object],[object Object],[object Object],[object Object],Some Facts About Women! Source: IES National Center for Education Statistics
And… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* Catalyst – US Women in Business Jan 2010
Chief Purchasing Officers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : Center for Women’s Business Research 10/2/09 research
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Major Purchase Decision Makers: Source : Tom Peters: Re-imagine! And BWN Wow! Quick Facts
Why is it difficult to develop community and deliver Wow ! ?
Tougher To Satisfy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : FCW: Have you adapted your retail experience? by Christine Whittemore
Conflict in the Marketplace!
People vs. Organizations ,[object Object],[object Object],[object Object],[object Object]
Women vs. Men ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In the Beginning….. ,[object Object],[object Object],[object Object]
Brains Optimized Differently ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : Martha Barletta. Marketing To Women
Attitudes, Priorities, Preferences Overlook detail Men It’s either right or wrong Maintain self control Do stuff together What’s the bottom line? Just the facts Conceal weakness Resist outside influence Play to win Dominate Competition Individual Perspective Notice detail Women It depends Experience & show emotion Talk together What’s the context? How does it make me feel? Reveal weakness Seek advice Play to improve Nurture Interaction Group Perspective
Take the Purchase Decision Process ,[object Object],[object Object],[object Object],[object Object],Source : Martha Barletta. Marketing To Women
1. Activation It starts differently
Getting Input From People ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. Nomination The outcome is different
Women are More Particular ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. Investigation/Decision More information & more options
Investigating Options… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Women Take Their Time ,[object Object],[object Object],[object Object],[object Object],[object Object]
Women Go Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : * CRM Buyer
Search & Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Success! Influence goes beyond purchase
Women Consumers are Worth It! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : Fred Reichheld. The Ultimate Question
And…. ,[object Object],[object Object],[object Object],[object Object]
Understand Communication Differences… Between Men & Women
Selling to Women ,[object Object],[object Object],[object Object],[object Object],[object Object]
Remember Men’s “Individual Perspective“ ,[object Object],[object Object],[object Object],[object Object],[object Object],Source : Deborah Tannen. You Just Don’t Understand
Reaching the End Goal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : Deborah Tannen. You Just Don’t Understand
Remember Women’s “Group Focus” ,[object Object],[object Object],[object Object],[object Object],[object Object],Source : Deborah Tannen. You Just Don’t Understand
It’s About the Big Picture! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : Deborah Tannen. You Just Don’t Understand
Capturing These Extremes… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : Deborah Tannen. You Just Don’t Understand
What This Means For Delivering Wow!…
Translate What She Wants ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Connect with Her ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Show Her You’re Listening ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“Listen” Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Listening Means ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Selling to Women ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Zappos: Strong Core Values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Zappos Online
10 Principles For Flooring Her ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Deliver Wow! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : Andrea Learned. Marketing to Women For the Common Man .
To Learn More… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Will You Assess This Presentation? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]

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Flooring The Consumer: Developing Community and Delivering Wow!

Editor's Notes

  1. As the population ages, it becomes increasingly female. Furthermore, as the population ages, men and women become more similar in their attitudes, priorities and preferences. 30% of women out-earn their husbands
  2. With age, some of these differences become less extreme. After 40, the mind becomes less linear, literal and categorical. That means it becomes more sensitive to context, more comfortable with a world consisting of shades of grey rather than absolutes; it becomes more intuitive [ and female ] in approaching information and ideas. The brain goes from a left brain [i.e., analytical, data based] to a right brain orientation [i.e., feelings, experiences]. This sharpens one’s sense of reality, increases emotional capacities and enhances sense of connectedness to others and life in general
  3. In fact, the whole notion of word of mouth referrals and loyalty is so powerful, that it is considered the most powerful indicator of profitability.
  4. By the way, you will notice that every page addressing women will have more text, more detail, more words.