My latest eBrandMarketing post looks at some of John Zogby’s new consumer trends (as per his latest book, The Way We’ll Be) and relates those to the women’s market. Here’s a clip:
Interestingly, if marketing to women is your task, you have likely long been using this … Read on >
Elizabeth Woyke wrote a great article for Forbes about gender trends in mobile phone development and marketing. Limelife’s chief executive Kristin McDonnell is quoted - and her words of wisdom can be applied much beyond the technology realm:
“In the beginning of any media format, a … Read on >
These are interesting and lean times - and marketing is one of the first budgets to get hit for most businesses. In such an uncomfortable holding pattern, normally creative/idea rich marketing pros must face months with no more new ad campaigns, no more consultants, and no new research. … Read on >
Management consultant and Treasure Hunt co-author, Michael Silverstein (who I interviewed a few years ago for 9 Minds On Marketing), is studying up on women for his next book,The Female Economy (due out Sept. 09). It is interesting that respected, thought leading, and male, management consultants/experts (like … Read on >
It turns out that women are increasingly driving the wine industry (just ask Julie Brosterman at Women & Wine), and it is no surprise that the men behind beer are also interested in a little of that action - as it were. So then, the question is either … Read on >
1) GM has just announced that it will cut its usual huge North American International Auto Show soiree, in addition to dropping its usual Emmy and Oscar advertising campaigns. This quote from the Detroit News article was telling: Citing budget cuts, the automaker said it … Read on >
1) The U.S. Census Bureau projects a minority majority (as it were) by 2042. Much is said/written these days about gender stereotypes, but for marketers the cultural stereotypes may be an even greater challenge. Check out N.C. Aizenman’s article in the Washington Post for more information, and just … Read on >
Men have officially become the “next big thing” for marketers. So, should we just forget our women’s market knowledge and shift attention completely toward the male species? No. Instead, the research and experts cited in an AdWeek article by Andrew Adam Newman suggest that what … Read on >
1) There’s a new wine fan in town and he’s a man. An article by Bob Sylva in the Sacramento Bee points to the younger generation male’s interest in drinking wine (both for his own pleasure and to, apparently, score a few points with dates). Wine Marketing … Read on >
I read… a lot. And, David Giffels new book, All The Way Home, is the latest non-business non-fiction title to join my nightstand stack. His tale resonates both for its old-house renovation descriptions AND for its wonderful interweaving of life/relationship lessons.
The house trials and tribulations … Read on >
Many of us have been closely watching Walmart’s recent moves toward sustainability and more “green” practices, and it does seem like their aim is true (love that line, Mr. Costello). The latest in their efforts, as reported by the Associated Press, is that the retailer is now … Read on >
In my latest eBrandmarketing post, I write about how any one brand can become known for marketing to women well, by doing its homework and then sharing it.
Here’s a clip:
Share the wealth - we’ve all heard that phrase. But, for traditional industries slowly starting to understand and commit to … Read on >
“Gender stereotypes.” In and of itself, that topic can be a big downer, can’t it?
When simply saying those two words makes pretty much anyone, male or female, squirm (and think “uh, oh, here we go … Read on >
1) Al Ries published a great piece on megabranding (or not) in the latest Advertising Age. The question he explores - do consumers want as much choice as brands seem compelled to give them? One example he shares: Five years ago, a typical Coca-Cola bottler … Read on >
After interviewing Donald A. Norman, author of Emotional Design (and other great books on the topic) for my 9 Minds On Marketing eBook a few years back, I was sold on pursuing a more design-oriented way of thinking and writing. A recent BusinessWeek article by … Read on >
After my Huffpo piece, “This Blank Ad Space, Brought To You By…,” published a few weeks ago, I heard from Jason Pelletier. He had remembered, and had a copy of a “clean … Read on >
Can a brand possibly become well known (and respected) by taking the high road in a low key approach? There’s a great commentary by Aaron Baar in MediaPost about the Will Smith brand, and how he (and his management team - no doubt) do a phenomenal job at … Read on >
I am officially a sucker for the Olympic Games. Just thinking about them brings back a lot of memories of my brother, sisters, parents and I feeling so proud of the athletes for … Read on >
In the digital age, even a print ad intended very obviously and specifically for the men’s luxury market can get “out” to the rest of the world. More’s the pity for … Read on >
1) Shopping centers are clearly, and not surprisingly, feeling pains in today’s economy. Stories like this Wall Street Journal piece and this USA Today piece describe the trouble developers are facing in trying to lease space, and the lengths to which some malls are … Read on >
Here’s an excerpt from the lead article in my latest newsletter, about taking a more journalistic approach to studying and serving consumers:
A few weeks ago I heard Malcolm Gladwell speak to an audience of homebuilding industry CEOs about how people make decisions or judgments. That is also the … Read on >
With boarding passes becoming the latest billboard space, advertising just got more ubiquitous. Independently thinking marketers may want to consider the 180 degree option for “wow-ing” their customers: giving the captive ad audience a little white space, on them.
I wrote about this in my latest Huffpo piece. … Read on >
A few weeks ago I heard Malcolm Gladwell speak to an audience of homebuilding industry CEOs about how people make decisions or judgments. That is also the general topic of his most recent book, Blink, which explores two ways of decision-making: 1) the data-driven to the nth degree, … Read on >
Here’s a clip from Mary Pilon’s Wall Street Journal “Journal Women” blog post:
“A recent study from Sony Ericsson showed that women in the U.K. spend £391 a year (roughly $773) on electronics. In the U.S., women control more than $50 billion in gadget spending, according to the … Read on >
Coming up with a title for this post was hard. The word “feminist” throws all sorts of people of both genders out of whack, and why would I want to look at how this applies to marketing, anyway?
When I came across Dave Hill’s article in The Guardian, I … Read on >
I am just re-reading Chip Conley’s book, Peak, and read this line: “…is the inability to easily measure something a valid excuse for dismissing its value?” This ability to measure, or not, is often part of the marketing to women discussion. Consider … Read on >
In my latest eBrandMarketing.com post, I write not about any tactical aspects of marketing to women, but about the broader brain preparation - how to get your mind ready to learn how women in your market buy. Having an open mind is one of my suggestions and continually … Read on >
1) Recent Social Technologies/Spike TV research shows that "guys are still deciphering what it means to be a man in the post-feminist world," and, as Social Technologies Senior Analyst Chris Carbone further explains: "Life is complex, and even contradictory and—just like women—guys … Read on >
Especially in an industry is rooted in the construction and building industry (where bigger and more imposing have long been "better"), it can be hard to even wrap your mind around how the consumer actually experiences the space. Imposing structures do not inspire a lingering shopper - who knew?
So, … Read on >
It is with much sadness that I report on the passing of the earth-friendly outdoor/fitness wear retailer, Nau. Just a year ago I posted about their pledge to give back a whopping 5% of sales to charitable organizations (and to let the customers choose those!), their realization that … Read on >
For a few days last week I worked with Jim Oswald* (see more on him below) on a graphic illustration project about what vibrant community means. The idea was to gather the words and thoughts of passersby at the Pacific Coast … Read on >
Midst packing for a flight to San Francisco in a few hours, I caught the latest campaign profile from Stuart Elliott of the New York Times in my in-box. Would that I could write a longer post, but these are my bullet pointed thoughts on the new Timex … Read on >
1) In a New York Times article (6.22.08) on how celebrity sells, reporter Julie Creswell goes into some depth on how both brands and celebrities are getting a lot more creative (and involved) in their mutually beneficial marketing-related relationships. In the piece, Robert Cialdini, a professor of psychology and marketing … Read on >
No one is to blame here, but high level marketing types are apparently still spending more money on branding and promotions than they are on gathering consumer insights. This seems odd, since no amount of money you throw at those two things will actually be effective (for the long term, … Read on >
One of the six transparent marketing guidelines listed in my book, Don’t Think Pink, is to gather customer feedback. Lots of companies gather it, a few more actually use it, but very few go full circle and acknowledge that feedback had something to do with changes they made as … Read on >
Have you ever noticed how life lessons come when you least expect them, or when you head into something with a negative - “this will never work” - attitude? Yes, I’m talking to you.
It’s the same with marketing to women. The best examples of effectively reaching women are … Read on >
1) There is officially evidence that Americans are choosing to eat more healthily, and that they are compromising on other purchases to make it so even in these economically challenging times. Here’s the MediaPost article by Karlene Lukovitz, which cites NPD Group research and their “National Eating … Read on >
1) Bella DePaulo, author of Singled Out: How Singles Are Stereotyped, Stigmatized, and Ignored, and Still Live Happily Ever After wrote a great piece for HuffingtonPost that busts the marketing myths of single boomers. My favorite one: Peddling Insecurities. As Depaulo puts it: Insecurities … Read on >
What works for a certain segment of women once, and for a particular product or service, will not necessarily work for that same segment again. Dove nailed it with their various “real women” ads, because they did the research and figured out how to apply their findings to a very … Read on >
In general, women may not be the earliest adopters of new gadgets or technology, this is true. However, as a New York Times article by Laura M. Holson … Read on >
One way to really miss the point with the women’s market is to do a one-time study of their buying patterns/purchase influencers and call it good. Where women are going or no longer going along their daily buying path is much different now than it was a few years or … Read on >
I’ve been talking with a lot of men lately about if and how gender roles or stereotyping issues come up for them (or against them) in life and in business. Mainly our conversations have been about how, while they don’t know about other people, they feel like they’ve built a … Read on >
You can see it… the hesitation in their eyes. Many a marketer from a traditionally male-oriented brand responds to the idea of "marketing to women" like this: "But, if we "’feminize’ the product, won’t the men hate it?"
Argh, to that misconception. The truth is that men will hate it only … Read on >
Two stories crossed my path this morning that should provide more ammo for any brand still not convinced that they need to go green (I know you are out there…). The nuggets of insight therein: Environmental awareness has gone mainstream - way beyond treehuggers, and, your approach to "promoting" green-ness … Read on >
In my latest eBrandMarketing post, I write about how to make women seem less foreign as consumers. Yes - they are worth “studying,” but mainly it’s time to interact with them.
Here’s a clip:
In the marketing realm, there is much evidence of the same sort of fear of the … Read on >
Timothy Alex Akimoff of the Missoulian puts it so well, I’ll just let him do the honors:
It might have been interesting to be a fly on the wall the day the brewing industry decided to start marketing beer to women rather than just using them to … Read on >
If money can no longer be thrown about and perceived as a status measurement tool, where do people turn to gauge their place in society in times of economic challenge? It’s a tough call, because this sort of situation cuts to the quick, psychologically. Very few people would actually admit … Read on >
I find myself more often these days strongly encouraging clients and audiences - esp. those looking to connect with a relatively educated women’s market - to explore their … Read on >
Thanks to the Springwise newsletter, I just read about Carrotmob - a very clever, crowd-driven approach to changing the behavior of store owners and brands toward more environmental … Read on >
1) Aliza Sherman-Risdahl, one of the pioneers of women in technology and author of several books (including her latest, The Everything Blogging Book), just launched the Small Biz Tech Girl podcast. Her years in the business, experience with her own entrepreneurship and ability to make technology … Read on >
Embrace your feminine side, and you’ll go far in reaching women! This shouldn’t be news, but the reminder is always worthwhile. My latest eBrandMarketing.com post does just that. Here’s a sneak peek:
Business is often approached in a linear, set, “we’ve always done it this … Read on >
Instead of writing a book review of Michele Miller and Holly Buchanan’s new book, The Soccer Mom Myth, I decided to interview Michele - who has become a close personal friend over the past few … Read on >
I’m just back from presenting to a roomful of retail and mixed-use developers at an Urban Land Institute conference where I emphasized “eco-responsibility” as one significant way for them to become more relevant to women. Difficult as that may sound given it is an industry with a naturally large … Read on >
Fifty retail, commercial and property developers from across the country heard my take on the big-picture women’s market trends, including the perhaps most industry-challenging: environmental sustainability.
One of my favorite transparent marketing examples from Don’t Think Pink, which I use pretty often in my presentations (especially when my audience is fairly male-dominated) is that of ESPN: The Magazine. That brand (in … Read on >
1) Guy Kawasaki’s Alltop single-page aggregation site has just launched a women’s category in addition to its science, green, Macintosh, fashion and other topics - and Learned On Women is there. Alltop is like … Read on >
Harley-Davidson is celebrating International Female Ride Day (May 2) by throwing Garage Parties - women only events where bike mechanics, ergonomics and riding tips will be covered. There is nary a mention of goody bags that include nail polish or hair care products (imagine that). Harley continues to … Read on >
I came across this post, Word Revocation: “Men” and “Women” on Squashed - and thought it might be a great inspiration/exercise for men and women on marketing teams. Here’s a clip:
The gendered terms don’t fit perfectly or even very well. The words aren’t the cause of … Read on >
You can’t just say “it is so” and have consumers believe it. Today’s shoppers are looking under the hood and behind the scenes to see if your brand’s environmental claims, for one, are true.
It’s an awful lot like the process of committing to marketing to women - you can … Read on >
At a time when nothing seems to be heading in a positive direction (the economy and the political campaigns for two), interest in, and passion behind, making change has to start with some nugget of hope. In my latest Huffington Post piece, I consider a way to inspire … Read on >
1) Since 2002, of the 8,724 students taking women’s studies courses at the University of Michigan (go blue), 1,124 were male. What’s going on? Here’s a quote from a male women’s studies student in an LSA Magazine article (click on the “What’s Different” article to … Read on >
There’s been a recent flurry of “women’s site” activity:
- I’ve just read news of Dove.com’s new more social media-style web site. - Mom-blog, Dooce.com also recently got big coverage for its advertising sales numbers, even given the take-no-prisoners writing style of its founder, Heather B. Armstrong. - Yahoo just … Read on >
A friend of mine in the photo retailing business forwarded this new Ritz Camera ad, and it seemed like something worth mentioning here. Why? Because the brand is obviously trying, but even with all those good intentions, really misses the mark.
Thinking about and protecting the environment is increasingly important to consumers (as per this recent MediaPost research brief on Nielsen Online findings). To those of us studying female consumers, in particular, this should be no big surprise.
My latest post for eBrandMarketing presents a good example of one brand … Read on >
1) I will be there on May 9th, as part of a Glam Media workshop on marketing to women online (I am a contributing editor to their eBrandMarketing blog) - and will … Read on >
1) There is a good post and interesting discussion of whether or not social media is “feminine” (i.e. because women like to connect and thus… you know, the usual stereotype) on SocialMediaExplorer. I put myself right out there as a freak of nature - in that I blog … Read on >
Nicholas Kristof’s piece in the Sunday New York Times (April 6th) made a great point - mainly in terms of the current political races, but also, I think, in how sexism comes up or doesn’t in the business realm. It isn’t a men versus women question, because anyone … Read on >
Even when it comes to the stereotype of silly, emotional, dying-to-connect-with-women-everywhere women (can you tell I’m being facetious?), there has got to be a saturation point for shopping, diet, sex tips, parenting and “lifestyle” content. Pretty please?
With the number of women-focused magazines, television shows, radio shows, blogs and … Read on >
American philosopher Ralph Waldo Emerson wrote this oft-repeated observation, and I’ve used it as a tagline of sorts, since founding Learned On Women in 2004. As socio-anthropologist and author Helen Fisher observed in her book, The First Sex: he “correctly discerned another feminine faculty related … Read on >
1) Though I report on both the ups and downs of the brand, I am, at the core, a Lululemon lover. That’s why it was interesting to read that the yoga apparel retailer’s new CEO is a woman with a Starbucks background. Margaret Brennan’s CNBC interview with … Read on >
1) Diane Mermigas wrote a very inspired and thorough MediaPost blog post on “women’s sites” and how women are actually not being served by them. The launch of Yahoo’s latest addition to the ranks, “Shine,” was what got her going. Her observations are spot on, and … Read on >
According to an article by Michael Schwirtz in the New York Times (3.30.08), Russia is seeing a surge of marketing to women with a variety of products, often using the color pink or stereotypical messaging to get attention. Schwirtz reports specifically on a Russian vodka brand - Damskaya … Read on >
My latest post for eBrandMarketing.com considers the consumer advisory board (or customer advisory board, aka CAB) concept. Taking a cue from Chrysler (and the other huge brands like P & G that have formed them on a large scale), smaller brands/even independent retailers might gain much from developing their … Read on >
1) Gaming doesn’t attract the young female audience you might assume it would. Recent research shows: "Consumer product advertisements on Gaming sites tend to perform much
better among women ages 45+ compared with younger females. And
this is not a small audience, says the report. 8.3 million women ages
45+ say … Read on >
Quick - what’s the first name that pops into your head when I say "hugely successful investor." Yeah, that’s the name I came up with too: Warren Buffett. Well, it turns out, his style of researching and being patient with where he puts his money is more typically feminine than … Read on >
I spent a few days in Bermuda with a small group of independent jewelers looking to learn more about reaching women, without alienating men, and how to allow for the generational differences they had begun to notice - in terms of store layout, music, marketing tone etc. Outside of … Read on >
1) As reported by Karl Greenberg in MediaPost, Kimberly-Clark has announced that its Kleenex brand will continue it’s "Let It Out" campaign with its Beijing Olympics sponsorship. The launch piece for that partnership is a documentary-style video, described this way in the article: "The film extends … Read on >
Because I still see examples of it, I feel the need to occasionally return to the dangers of making assumptions about your female customers. These assumptions are reflected in the brands that seem to be trying desperately to reach more women by adding nail polish, diet tips, sex advice or … Read on >
