The document discusses the significant economic power and influence of women as consumers and business owners in the United States. It notes that women control over half of personal wealth, make over 80% of purchasing decisions, and own 41% of businesses. The document advocates for marketing directly to women by designing products and services with their needs and preferences in mind, communicating in a way that appeals to women, and leveraging corporate social responsibility programs that women value.

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

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

15. Aging Population: More Female Percent Female

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

23. Why “Market to Women?” (Are Women Really That Different?)

24. Yes, Actually.

29. Architects – Kitchen Work Center This? Or This?

30. Architects – Shower Functionality This? Or This?

31. Architects – Hotels & Stadiums Always This!

32. Design for Women

33. Design for Women Brand Differentiation One-Touch Can Opener OXO Universal Design

34. Palm Peeler OXO Universal Design Design for Women Brand Differentiation

36. 2. Time/Life Factors Women are Not Busy . . . … ..women are Time- Starved Save Her Time

38. Customer Services … Shopping Assistant

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. The Ultimate Customer Service: House Calls Customer Services

47. People!

48. Windows – Price Focus

49. Windows – People Focus

52. “ Life insurance isn’t for the people who die. It’s for the people who live.” “ We” not “Me”

54. How Guys Connect “Can You Top This?”

55. “ That’s Me” Moments Wal-Mart

56. Word of Mouth Surprise and Delight “ Random Acts of Kindness”

58. Longer List “He Dropped the Ball”

64. Details = Differentiators Corporate Halo

65. Going Green Timberland Sustainability Report Card

67. Susan G. Komen Highly recognizable icon

68. Corporate Halo Kimpton/Dress for Success

73. How Men Buy

74. Decision Process “Black Slacks” Desired Outcome : “ The Perfect Answer”

75. How Women Shop

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