The Power of The Purse   Marti Barletta Author,  Marketing to Women   CEO, The TrendSight Group Chicago 847/446-5861 Seton...
The Power Story   <ul><li>Perception :   The “Poor” Story </li></ul><ul><li>Women earn less than men </li></ul><ul><li>Don...
Women Rule! <ul><li>Market Place </li></ul><ul><ul><li>Consumer  - 80% of buying decisions </li></ul></ul><ul><ul><li>Corp...
Primary Breadwinners <ul><li>Bring in  half - or more  - of household  income in  55%  of US HH   (WSJ, Nov  1997 )   </li...
<ul><li>Wives Earn More Than Husbands  </li></ul><ul><ul><li>31%  of all married women </li></ul></ul><ul><ul><li>60%  of ...
<ul><li>College degrees 57% </li></ul><ul><ul><li>Masters  degrees  58%   </li></ul></ul><ul><ul><li>U.S. Dept of Educatio...
<ul><li>Professionally speaking… </li></ul><ul><li>46%  of Medical degrees   </li></ul><ul><li>51%  of Business degrees  <...
<ul><li>Control  51.3%  of U.S. personal wealth   (Federal Reserve Board 2000) </li></ul><ul><li>47%  of individuals with ...
<ul><li>50% of stock market investors   </li></ul><ul><li>(Private Banker International 2003)   </li></ul><ul><li>Have a s...
Women Buy Almost Everything <ul><li>“ HH Chief Purchasing Officer”   – 80%   of HH buying  -  Even in historically male do...
Sources: “Ad Age’s Guide to Kids and Media,” Ad Age, 3/29/04, “The Missed Market,” American Demographics, 11/01, “Race, Et...
PrimeTime Women™  <ul><li>Age 50-70 </li></ul><ul><li>In the  prime  of their lives </li></ul><ul><li>Prime  target opport...
Adults 50+ Enormous Financial Power <ul><li>In 2000,  37%  of U.S. adult population </li></ul><ul><ul><li>Control  50%  of...
Adults 50+  Numbers Soaring <ul><li>2006-2016, pop. of Adults 18+ will grow by 23   million </li></ul><ul><li>22.1 million...
Aging Population: More Female Percent Female
Yesterday’s “Little Old Ladies” are Tomorrow’s Ms. Moneybags <ul><li>Inherit from parents </li></ul><ul><li>Inherit from h...
PrimeTime Women You’re psyched about the future. You’re full of new ideas. You’re looking to start a business. You’re   th...
<ul><li>47% of U.S. workforce </li></ul><ul><li>51 % - the  majority  - of professional and managerial positions  </li></u...
<ul><li>49%  of corporate decision makers </li></ul><ul><li>53%  of purchasing mgrs & buyers </li></ul><ul><li>58%  of who...
Women Business Owners <ul><li>Own  41%  of U.S. companies  (50%+ ownership) </li></ul><ul><li>(CWBR, 2006) </li></ul><ul><...
The Way I See It… <ul><li>Recession?  </li></ul><ul><li>The success & stability of the U.S. economy depends on  </li></ul>...
The Power of Women One and All <ul><li>As consumers  </li></ul><ul><ul><li>Your patriotic duty    Shop! </li></ul></ul><u...
Why “Market to Women?” (Are Women Really  That  Different?)
Yes, Actually.
Gender Culture <ul><li>Different … </li></ul><ul><li>Language and customs </li></ul><ul><li>Roles in society </li></ul><ul...
Marketing to Women  <ul><li>Huge Opportunity – Wide open </li></ul><ul><ul><li>Product/Service Offerings </li></ul></ul><u...
Marketing to Women   <ul><li>Product/Service Design </li></ul><ul><li>Time/Life Factors </li></ul><ul><li>“ On The Way” ma...
1. Product/Service Offerings <ul><li>Design with women in mind </li></ul><ul><li>Architects </li></ul><ul><li>Product desi...
Architects – Kitchen Work Center This?  Or This?
Architects – Shower Functionality This?  Or This?
Architects – Hotels & Stadiums Always This!
Design for Women
Design for Women Brand Differentiation One-Touch Can Opener OXO Universal Design
Palm Peeler OXO Universal Design Design for Women Brand Differentiation
Design for Women Retail Environment <ul><li>Kids In Tow  </li></ul><ul><li>Supervised play area </li></ul><ul><li>Stroller...
2. Time/Life Factors Women are Not Busy . . .  … ..women are  Time- Starved Save Her Time
Want to win a woman’s heart?  Save her  time <ul><ul><li>Not just Customer Service  </li></ul></ul><ul><ul><li>   Custome...
Customer Services … Shopping Assistant
Talbots  Saves Time at the Holidays “ We’ll Do It All” Talbots Customer Service “ We’re here to make your holidays easier....
The Ultimate Customer Service: House Calls Customer Services
Customer Services Hardware Retailers <ul><li>“ Seasonal” services </li></ul><ul><li>Winter  – After every 3+ inch snowfall...
3. “On the Way” Men  “prioritize”   … Women  “ maximize ”   “ On  the Way ” vs. “In  the Way ” <ul><li>The drug store </li...
“ On the Way…”  Merchandising <ul><ul><ul><li>Photo retailers </li></ul></ul></ul><ul><ul><ul><li>Extra prints </li></ul><...
“ On the Way…” Professional Services <ul><li>Cross-sell/Up-sell </li></ul><ul><ul><li>“ We can set up both accounts at onc...
4. People Power <ul><li>People are the most important  and interesting  element of any situation. </li></ul><ul><ul><li>Ba...
Men – “Things & Theorems” <ul><li>People are important, maybe - but hardly ever all that interesting. </li></ul><ul><ul><l...
People!
Windows – Price Focus
Windows – People Focus
People Power Yellow Pages Ads <ul><li>Other home category:  electricians </li></ul><ul><li>People Power </li></ul><ul><li>...
5. Core Unit:  “We” not “Me” <ul><li>Individual </li></ul><ul><li>Group </li></ul>
“ Life insurance isn’t  for the people who die.  It’s for the people  who live.” “ We” not “Me”
Connecting with Each Other  <ul><li>Men:  Competition </li></ul><ul><ul><ul><li>“ One-Up” (brag) </li></ul></ul></ul><ul><...
How Guys Connect  “Can You Top This?”
“ That’s Me” Moments Wal-Mart
Word of Mouth Surprise and Delight “ Random Acts of Kindness”
6. Longer List <ul><li>Men  – Prioritize   </li></ul><ul><ul><li>“ The important things”  </li></ul></ul>A Longer List <ul...
Longer List “He Dropped the Ball”
<ul><li>When you meet the expectations of women, you generally exceed the expectations of men. </li></ul>“ Women’s Marketi...
<ul><li>Best Buy – “Jill” store, Eden Prairie </li></ul><ul><li>Re-designed store environment  </li></ul><ul><ul><li>Earth...
<ul><li>What do women want? </li></ul><ul><li>Want all the same things as men  </li></ul><ul><li>… and then some </li></ul...
Deciding Factor <ul><li>Westin Hotels   Heavenly Bed </li></ul>
Corporate Halo: Education <ul><li>Target  - “Take Charge of Education” program  </li></ul><ul><ul><li>Good fit with busine...
Details = Differentiators Corporate Halo
Going Green Timberland Sustainability Report Card
Susan G. Komen Reciprocal: Sponsors Promote SGK <ul><li>Sutter Home for Hope </li></ul><ul><li>$1 from each bottle of whit...
Susan G. Komen Highly recognizable icon
Corporate Halo Kimpton/Dress for Success
Deciding Factor <ul><li>Consumer Communications </li></ul><ul><li>Don’t waste space on headline commodity features </li></...
Thought Process More Connections <ul><li>Analyzers </li></ul><ul><li>Extract  – Essential elements only </li></ul><ul><ul>...
“ The Perfect Answer” <ul><li>“ A Good Solution” </li></ul><ul><ul><li>Don’t “over-think”  </li></ul></ul><ul><ul><li>Punc...
Decision Process “Black Slacks” <ul><li>Desired Outcome:   </li></ul><ul><li>“ A Good Solution” </li></ul>
How Men Buy
Decision Process “Black Slacks” Desired Outcome : “ The Perfect Answer”
How Women Shop
Duty-Bound… <ul><li>She shops…  </li></ul><ul><li>No longer just a household  duty….    Patriotic duty! </li></ul><ul><li...
The Power of The Purse   Marti Barletta Author,  Marketing to Women   CEO, The TrendSight Group Chicago 847/446-5861 Seton...
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  • Power Of Purse

    1. 1. The Power of The Purse Marti Barletta Author, Marketing to Women CEO, The TrendSight Group Chicago 847/446-5861 Seton Hill University “ Building a World-Class Business” Conference April 1, 2008 © 2008 Marti Barletta & The TrendSight Group
    2. 2. The Power Story <ul><li>Perception : The “Poor” Story </li></ul><ul><li>Women earn less than men </li></ul><ul><li>Don’t make “big-ticket” decisions </li></ul><ul><li>Uncomfortable with financial matters </li></ul><ul><li>Reality : The “Power” Story </li></ul><ul><li>Women spend more than men - a lot more </li></ul><ul><li>Market power is growing exponentially </li></ul>
    3. 3. Women Rule! <ul><li>Market Place </li></ul><ul><ul><li>Consumer - 80% of buying decisions </li></ul></ul><ul><ul><li>Corporate - 58% of Purchasing agents </li></ul></ul><ul><ul><li>Small Business </li></ul></ul><ul><ul><ul><li>41% of Small Businesses (51% WBO) </li></ul></ul></ul><ul><ul><ul><li>70% of start-ups </li></ul></ul></ul><ul><li>Work Place </li></ul><ul><ul><li>Employees - 46% of U.S. work force </li></ul></ul><ul><ul><li>Managers - 51% of managers & professionals </li></ul></ul>
    4. 4. Primary Breadwinners <ul><li>Bring in half - or more - of household income in 55% of US HH (WSJ, Nov 1997 ) </li></ul><ul><li>1 out of 4 USHH is headed by single female (US Bureau of the Census) </li></ul>
    5. 5. <ul><li>Wives Earn More Than Husbands </li></ul><ul><ul><li>31% of all married women </li></ul></ul><ul><ul><li>60% of women with MBAs </li></ul></ul><ul><ul><li>70% of women earning more than $100,000 </li></ul></ul><ul><ul><li>(Business Week Online 2003; Washington Post 2000) </li></ul></ul>Women Earn More
    6. 6. <ul><li>College degrees 57% </li></ul><ul><ul><li>Masters degrees 58% </li></ul></ul><ul><ul><li>U.S. Dept of Education, 2002 </li></ul></ul><ul><li>College grads earn twice as much as high-school grads </li></ul><ul><li>Peter Francese, Amer. Demographics, 1/2/06 </li></ul>Higher Education  Higher Earnings
    7. 7. <ul><li>Professionally speaking… </li></ul><ul><li>46% of Medical degrees </li></ul><ul><li>51% of Business degrees </li></ul><ul><li>52% of Law School degrees </li></ul><ul><li>(Risk Management and Insurance Review 2005, </li></ul><ul><li>Newsweek 2003) </li></ul>Higher Paying Occupations
    8. 8. <ul><li>Control 51.3% of U.S. personal wealth (Federal Reserve Board 2000) </li></ul><ul><li>47% of individuals with assets >$500M (WSJ 1997) </li></ul>Command Significant Assets
    9. 9. <ul><li>50% of stock market investors </li></ul><ul><li>(Private Banker International 2003) </li></ul><ul><li>Have a special account my husband can’t touch </li></ul><ul><ul><li>Married 28% </li></ul></ul><ul><ul><li>Married - 6-figure net worth 37% </li></ul></ul><ul><ul><li>(MONEY/Oppenheimer Funds study 5/13/05) </li></ul></ul>Investing
    10. 10. Women Buy Almost Everything <ul><li>“ HH Chief Purchasing Officer” – 80% of HH buying - Even in historically male domains </li></ul><ul><ul><li>50% of stock market investments (Allianz 2006) </li></ul></ul><ul><ul><li>55% of Consumer Electronics (Consumer Electronics Assn 2004) </li></ul></ul><ul><ul><li>60% of Home Improvement buyers; 80% of HI decisions (Lowe’s 2003) </li></ul></ul><ul><ul><li>52%+ of new vehicle sales; </li></ul></ul><ul><ul><li>influence 85+% of all auto sales </li></ul></ul><ul><ul><ul><ul><ul><li>(Road and Travel 2004) </li></ul></ul></ul></ul></ul>
    11. 11. Sources: “Ad Age’s Guide to Kids and Media,” Ad Age, 3/29/04, “The Missed Market,” American Demographics, 11/01, “Race, Ethnicity and the Way We Shop,” American Demographics, 2/03 from the Selig Center for Economic Growth at the University of Georgia * Calculated based on Consumer Expenditure Survey data and US Census numbers. Source:www.census.gov American Factfinder QT P1, www.bls.gov/cex/home.htm ** Calculated based on. $7.68 trillion annual US consumer buying power X 80% of all consumer purchases. Sources: Selig Center for Economic Growth at the University of Georgia, “The Female Voice,” Time, 4/15/04 The Biggest Spenders – By Far
    12. 12. PrimeTime Women™ <ul><li>Age 50-70 </li></ul><ul><li>In the prime of their lives </li></ul><ul><li>Prime target opportunity </li></ul>
    13. 13. Adults 50+ Enormous Financial Power <ul><li>In 2000, 37% of U.S. adult population </li></ul><ul><ul><li>Control 50% of discretionary spending (Ken Dychtwald, Age Power) </li></ul></ul><ul><ul><li>Own 79% of U.S. financial assets (AARP) </li></ul></ul><ul><li>By 2026, 50+ will be 49% of U.S. pop (U.S. Census Bureau projection) </li></ul>
    14. 14. Adults 50+ Numbers Soaring <ul><li>2006-2016, pop. of Adults 18+ will grow by 23 million </li></ul><ul><li>22.1 million ( 96%) will be 50+ </li></ul><ul><li>Only 4% (856K) will be 18-49 </li></ul>Source: Boomer Project Newsletter, March 2006
    15. 15. Aging Population: More Female Percent Female
    16. 16. Yesterday’s “Little Old Ladies” are Tomorrow’s Ms. Moneybags <ul><li>Inherit from parents </li></ul><ul><li>Inherit from husbands </li></ul><ul><ul><li>Average age of widowhood in U.S = 67 </li></ul></ul><ul><ul><li>Outlive husbands by 15-18 years </li></ul></ul>
    17. 17. PrimeTime Women You’re psyched about the future. You’re full of new ideas. You’re looking to start a business. You’re the one on the right. Healthiest, wealthiest, most educated, most active generation of women in history
    18. 18. <ul><li>47% of U.S. workforce </li></ul><ul><li>51 % - the majority - of professional and managerial positions </li></ul><ul><ul><li>“ Professional” includes majority of accountants, economists, pharmacists, realtors </li></ul></ul><ul><li>(US Bureau of the Census) </li></ul>Women Executives
    19. 19. <ul><li>49% of corporate decision makers </li></ul><ul><li>53% of purchasing mgrs & buyers </li></ul><ul><li>58% of wholesale & retail buyers </li></ul><ul><li>Majority of Human Resources, Administration Department heads </li></ul><ul><ul><li>Source employee financial plans, health plans </li></ul></ul><ul><ul><li>Buy office equipment, services, supplies </li></ul></ul><ul><ul><li>(Center for Women’s Business Research, 1999) </li></ul></ul>B2B = Buying for Business
    20. 20. Women Business Owners <ul><li>Own 41% of U.S. companies (50%+ ownership) </li></ul><ul><li>(CWBR, 2006) </li></ul><ul><li>Account for 2 out of 3 new start-ups for past decade. </li></ul><ul><li>(Center for Women’s Business Research 2004) </li></ul><ul><li>1 in 7 U.S. employees works for a Woman Business Owner </li></ul>
    21. 21. The Way I See It… <ul><li>Recession? </li></ul><ul><li>The success & stability of the U.S. economy depends on </li></ul><ul><li> Women’s willingness to spend </li></ul>
    22. 22. The Power of Women One and All <ul><li>As consumers </li></ul><ul><ul><li>Your patriotic duty  Shop! </li></ul></ul><ul><li>As businesswomen </li></ul><ul><ul><li>Your opportunity  Market to women </li></ul></ul>
    23. 23. Why “Market to Women?” (Are Women Really That Different?)
    24. 24. Yes, Actually.
    25. 25. Gender Culture <ul><li>Different … </li></ul><ul><li>Language and customs </li></ul><ul><li>Roles in society </li></ul><ul><li>Assumptions about what’s “normal” </li></ul><ul><li>Ways of making a decision </li></ul>
    26. 26. Marketing to Women <ul><li>Huge Opportunity – Wide open </li></ul><ul><ul><li>Product/Service Offerings </li></ul></ul><ul><ul><ul><li>Only 7.9% of all new products specifically tailored to women (2005) </li></ul></ul></ul><ul><li>Datamonitor’s Productscan Online; </li></ul><ul><li>http://www.directorscentre.co.uk/article-targeting-women.php </li></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><ul><li>Fully 91% of women say “advertisers don’t understand them” </li></ul></ul></ul><ul><ul><li>  Women’s Insight research study, Dec. 2006 </li></ul></ul><ul><ul><li>http://www.businessleader.com/Index.aspx?page=ui.article&PID=5 , </li></ul></ul>
    27. 27. Marketing to Women <ul><li>Product/Service Design </li></ul><ul><li>Time/Life Factors </li></ul><ul><li>“ On The Way” marketing </li></ul><ul><li>People Power </li></ul><ul><li>We, not Me </li></ul><ul><li>Longer List </li></ul>
    28. 28. 1. Product/Service Offerings <ul><li>Design with women in mind </li></ul><ul><li>Architects </li></ul><ul><li>Product designers </li></ul>
    29. 29. Architects – Kitchen Work Center This? Or This?
    30. 30. Architects – Shower Functionality This? Or This?
    31. 31. Architects – Hotels & Stadiums Always This!
    32. 32. Design for Women
    33. 33. Design for Women Brand Differentiation One-Touch Can Opener OXO Universal Design
    34. 34. Palm Peeler OXO Universal Design Design for Women Brand Differentiation
    35. 35. Design for Women Retail Environment <ul><li>Kids In Tow </li></ul><ul><li>Supervised play area </li></ul><ul><li>Strollers </li></ul><ul><li>Special parking </li></ul><ul><li>Food and Drinks </li></ul><ul><li>Bathrooms! </li></ul>
    36. 36. 2. Time/Life Factors Women are Not Busy . . . … ..women are Time- Starved Save Her Time
    37. 37. Want to win a woman’s heart? Save her time <ul><ul><li>Not just Customer Service </li></ul></ul><ul><ul><li> Customer Services </li></ul></ul>
    38. 38. Customer Services … Shopping Assistant
    39. 39. Talbots Saves Time at the Holidays “ We’ll Do It All” Talbots Customer Service “ We’re here to make your holidays easier. Come in, relax, and leave the work to us. No matter how long your holiday list, we’ll find it, we’ll wrap it, we’ll do it all.”
    40. 40. The Ultimate Customer Service: House Calls Customer Services
    41. 41. Customer Services Hardware Retailers <ul><li>“ Seasonal” services </li></ul><ul><li>Winter – After every 3+ inch snowfall, deliver 3 cannisters of SafeStep </li></ul><ul><li>Spring – Once a month, drop off new potted plant or flowers for porch </li></ul>
    42. 42. 3. “On the Way” Men “prioritize” … Women “ maximize ” “ On the Way ” vs. “In the Way ” <ul><li>The drug store </li></ul><ul><li>The Post Office </li></ul><ul><li>Stirring the soup </li></ul>
    43. 43. “ On the Way…” Merchandising <ul><ul><ul><li>Photo retailers </li></ul></ul></ul><ul><ul><ul><li>Extra prints </li></ul></ul></ul><ul><ul><ul><li>Frames </li></ul></ul></ul><ul><ul><ul><li>Memory books </li></ul></ul></ul><ul><ul><ul><li>Batteries </li></ul></ul></ul><ul><ul><ul><li>Camera Cases </li></ul></ul></ul><ul><li>“ Would you like fries with that?” </li></ul>
    44. 44. “ On the Way…” Professional Services <ul><li>Cross-sell/Up-sell </li></ul><ul><ul><li>“ We can set up both accounts at once…” </li></ul></ul><ul><ul><li>“ While we’re here, why don’t we also take care of that other matter” </li></ul></ul>
    45. 45. 4. People Power <ul><li>People are the most important and interesting element of any situation. </li></ul><ul><ul><li>Babies </li></ul></ul><ul><ul><li>Stereoscopes </li></ul></ul><ul><ul><li>Magazine covers </li></ul></ul>
    46. 46. Men – “Things & Theorems” <ul><li>People are important, maybe - but hardly ever all that interesting. </li></ul><ul><ul><li>Mark & Nancy </li></ul></ul><ul><li>Also interested in “things and theorems” </li></ul><ul><ul><li>Cars, computers, etc. </li></ul></ul><ul><ul><li>Principles and concepts </li></ul></ul>
    47. 47. People!
    48. 48. Windows – Price Focus
    49. 49. Windows – People Focus
    50. 50. People Power Yellow Pages Ads <ul><li>Other home category: electricians </li></ul><ul><li>People Power </li></ul><ul><li>Prospect focus </li></ul><ul><li>Trust, Courtesy, Professionalism </li></ul>
    51. 51. 5. Core Unit: “We” not “Me” <ul><li>Individual </li></ul><ul><li>Group </li></ul>
    52. 52. “ Life insurance isn’t for the people who die. It’s for the people who live.” “ We” not “Me”
    53. 53. Connecting with Each Other <ul><li>Men: Competition </li></ul><ul><ul><ul><li>“ One-Up” (brag) </li></ul></ul></ul><ul><li>Women: Commonality </li></ul><ul><ul><ul><li>“ That’s me!” moments </li></ul></ul></ul>
    54. 54. How Guys Connect “Can You Top This?”
    55. 55. “ That’s Me” Moments Wal-Mart
    56. 56. Word of Mouth Surprise and Delight “ Random Acts of Kindness”
    57. 57. 6. Longer List <ul><li>Men – Prioritize </li></ul><ul><ul><li>“ The important things” </li></ul></ul>A Longer List <ul><li>Women – Maximize </li></ul><ul><ul><li>The important things and the extras </li></ul></ul><ul><ul><li>Will go the extra mile to get it “just right” </li></ul></ul>
    58. 58. Longer List “He Dropped the Ball”
    59. 59. <ul><li>When you meet the expectations of women, you generally exceed the expectations of men. </li></ul>“ Women’s Marketing” Expands the Appeal for Men
    60. 60. <ul><li>Best Buy – “Jill” store, Eden Prairie </li></ul><ul><li>Re-designed store environment </li></ul><ul><ul><li>Earth-toned carpeting, toned-down music </li></ul></ul><ul><ul><li>Hired more female employees </li></ul></ul><ul><ul><li>Trained all employees how to talk w women  Open-ended questions, aimed at creating conversations </li></ul></ul><ul><li>“ Month after month, ranks top in nation, based on sales & profits” </li></ul><ul><li>Expanding concept to all 821 stores nationwide </li></ul>“ Women’s Marketing” Expands the Appeal for Men
    61. 61. <ul><li>What do women want? </li></ul><ul><li>Want all the same things as men </li></ul><ul><li>… and then some </li></ul><ul><ul><li>Nokia “Ocean Blue” </li></ul></ul>Decision Criteria The Deciding Factor
    62. 62. Deciding Factor <ul><li>Westin Hotels Heavenly Bed </li></ul>
    63. 63. Corporate Halo: Education <ul><li>Target - “Take Charge of Education” program </li></ul><ul><ul><li>Good fit with business </li></ul></ul><ul><ul><li>Leveraged consistently, tastefully, ubiquitously </li></ul></ul>
    64. 64. Details = Differentiators Corporate Halo
    65. 65. Going Green Timberland Sustainability Report Card
    66. 66. Susan G. Komen Reciprocal: Sponsors Promote SGK <ul><li>Sutter Home for Hope </li></ul><ul><li>$1 from each bottle of white zinfandel </li></ul><ul><li>Ads ran in women’s media in October </li></ul><ul><li>Made a huge difference at shelf </li></ul><ul><li>Plan to run again this year </li></ul>
    67. 67. Susan G. Komen Highly recognizable icon
    68. 68. Corporate Halo Kimpton/Dress for Success
    69. 69. Deciding Factor <ul><li>Consumer Communications </li></ul><ul><li>Don’t waste space on headline commodity features </li></ul><ul><li>Don’t clutter the scene with myriad generic details </li></ul><ul><li>Highlight small advantages vs. your competition </li></ul>
    70. 70. Thought Process More Connections <ul><li>Analyzers </li></ul><ul><li>Extract – Essential elements only </li></ul><ul><ul><li>Isolate the issues </li></ul></ul><ul><ul><li>Identify what’s most important </li></ul></ul><ul><li>Synthesizers </li></ul><ul><li>Include – Thorough, comprehensive </li></ul><ul><ul><li>Notice more detail </li></ul></ul><ul><ul><li>Integrate in context </li></ul></ul>“ The Bigger Picture”
    71. 71. “ The Perfect Answer” <ul><li>“ A Good Solution” </li></ul><ul><ul><li>Don’t “over-think” </li></ul></ul><ul><ul><li>Punch list of key criteria </li></ul></ul><ul><ul><li>Solve the problem </li></ul></ul><ul><li>“ The Perfect Answer” </li></ul><ul><ul><li>Explore all options </li></ul></ul><ul><ul><li>Weigh all trade-offs </li></ul></ul><ul><ul><li>Ferret out best possible solution </li></ul></ul>
    72. 72. Decision Process “Black Slacks” <ul><li>Desired Outcome: </li></ul><ul><li>“ A Good Solution” </li></ul>
    73. 73. How Men Buy
    74. 74. Decision Process “Black Slacks” Desired Outcome : “ The Perfect Answer”
    75. 75. How Women Shop
    76. 76. Duty-Bound… <ul><li>She shops… </li></ul><ul><li>No longer just a household duty….  Patriotic duty! </li></ul><ul><li>You market to women… </li></ul><ul><li>Grow your business by serving her better – Win-win! </li></ul><ul><li>The Power of Women … </li></ul><ul><li> … One and All! </li></ul>
    77. 77. The Power of The Purse Marti Barletta Author, Marketing to Women CEO, The TrendSight Group Chicago 847/446-5861 Seton Hill University “ Building a World-Class Business” Conference April 1, 2008 © 2008 Marti Barletta & The TrendSight Group

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