The only way to head into 2009 with a positive mindset is to embrace interconnected, relational thinking. As a marketer you simply won’t be able to reach consumers if you don’t step back from your fear and tradition-grasping ways. If you can bring your brain to admit it - circumstances … Read on >
Yes, we can. What was it about that phrase that so engaged and inspired voters this past fall? And, will that attitude be something they bring to their consuming habits in 2009?
Andrea Gardner interviewed me recently on this topic for public radio’s Marketplace Morning Report, and it got me … Read on >
If your work as a marketer is beginning to seriously conflict with your personal views about consuming wisely - you are not alone. Helping to sell more products - as you envision your friends and neighbors already on tight budgets - just feels wrong. But there are a few things … Read on >
Just what is the future of marketing to women? It isn’t just a slight building on the same for versions 2.5, 2.75 or 3.0. Instead, the study of how women buy needs to take a bit of a leap to truly evolve and serve today’s consumers with relevance. That jump … Read on >
Is yours an industry with years of tradition, unimpeded by progress? Well, in this economy, progress in what you know about and how you serve your customers simply must take priority.
Home builders, specifically, need to consider the cultural and generational differences of today’s American Dreamer with a new level of … Read on >
If your agency or marketing department still considers the women’s market an aside, definitely cut it from your budget. The sooner the better. On the other hand, if reaching the most influential, “chief household operating” consumer is your goal - such a cut would be marketing suicide. Do I have … Read on >
What an industry or brand thinks is “female-friendly” and what really is, may be two different things. When we read about a company that is what I’ll now call “ff,” it’s mainly that they proclaimed themselves so, or held all-women promotional events, or were the first to show women, front … Read on >
Do gift-giving occasions inspire “doghouse” dread for men because they feel so unlikely to make the right choice? And, will women only settle for diamond jewelry - even when the vacuum cleaner their mate has bought them has dual bags?
Bewareofthedoghouse, the much-shared video/mini-site promoting JC Penney diamond jewelry … Read on >
The American automobile industry situation is indeed tragic, and at this point there is not much more to say. Still, I had always held out hope for the original Saturn “way.” That GM brand’s initial concept and launch is a great example of serving car customers “in a woman’s … Read on >
In an economic downturn, there may be a tendency to give up on new ideas and thinking, and just hunker down, until the worst is over. But, what if this is really our chance to examine new possibilities? If freaking out doesn’t make your numbers improve (and … Read on >
I like the sound of the Simplifier, a psychographic recently defined by John A. Quelch and covered by Iconoculture. This person is:
“…a middle-aged affluent looking to downsize during the downturn because she wants to, not because she has to (Harvard Business Publishing 10.15.08).”
While the Simplifier may … Read on >
I am an orange fanatic. That’s why Joan Voight’s recent piece in Media magazine initially caught my eye. My front door is orange, my trusty 1971 Peugeot bike is a fiery orange …and the list goes on. … Read on >
In an interview entitled, “Is Marketing to Women Dead?” - Maria Reitan, host of Purse Strings Radio, and I talk about how gender awareness is evolving in marketing, including which brands already address those changes in how men/women buy with their ad campaigns. Marketing to women isn’t … Read on >
As I wrote in Part I, brands are starting to look beyond the obvious and the linear in trying to resonate with today’s consumer. Both the storytelling I discussed there, and the psychographic approach I’ll cover here, are powerful ways to reach the “feminine brain traits” in everyone.
Psychographic … Read on >
The same old ways of segmenting consumer markets have not worked for a while, but many a marketer has continued to default to the easy way out (and then wondered why the effort didn’t quite connect with consumers). But, maybe - just maybe - this economic downturn has forced … Read on >
In this economy, every industry is scrambling for new insights and ways to gain a competitive edge - and usually what they pay attention to is the reactionary approach - as in an immediate way to dig out of this scary situation (which is completely understandable). But, if the … Read on >
Very few people who cross my path on a daily basis seem their numerical age, and you’ve probably noticed the same in your life. Why that is should certainly be something marketers consider as they seek more relevancy in serving consumers.
After all, back when I was a kid the … Read on >
Whenever the buzz gets so loud you can’t hear yourself, that’s a good time to step back and take a look at what’s really going on. As the number of branded “social networking” sites seems to grow by the hour - consider Samsung’s just announced laundry-related “Moms Like … Read on >
Is this perpetual hunt for the ways in which people are so extremely different from one another - Republicans from Democrats, women from men, “macho” men from “feminine” men, “strong” women from “soft” women - really necessary? Of course there are differences among us all, and if we are … Read on >
I have no idea what science might be behind this site/blog gender analysis tool, but Learned On Women is apparently written by a man.
What a clever, clever guy…
Gender differences seem to be a topic of ever-growing interest these days. No longer encompassing just that one shelf back in the “feminist” corner of the local independent bookstore, the amount that is being written and studied on gender at this point in time would take at least … Read on >
Because I have so often written about/presented on the ideas in my book Don’t Think Pink, I’ve found that the easiest way to illustrate the book’s key concept, transparent marketing, for (often and mainly) male audiences tends to be … Read on >
This just in: Men as dads today are not too worried about emasculation as they shop, cook and do other typically “female/mom” tasks.
Interesting… We seem to be in the middle of a perfect cultural storm of influences affecting this new perspective. I like the way a new report from … Read on >
1) New research finds “that (Power Moms) women online ages 25-54 with at least one child are nearly twice as likely as the average Web user to provide frequent advice about Parenting/Family, Non-food Household Products and Beauty/Cosmetics.” Other topics these women cover include: Clothes/Fashion, Food & … Read on >
A recent article by Philly.com’s Elizabeth Wellington considered the ways that women’s empowerment in our society is now denoted by the suffix, “-ista.” You’ve surely heard of a “fashionista,” but what about “frugalista,” for example? What’s fun about this is that the suffix makes whatever the topic … Read on >
You’ve likely seen a new theme on this blog if you’ve been paying any attention. Because I am seeing so much of it, I’m focusing a lot more on the examples and research showing that men are starting to behave/buy/make decisions in what would previously have been called “a … Read on >
In my research and interactions with people (mainly male people) I meet at conferences, I have found it fascinating how my word choice either opens up or stymies a conversation on marketing to women. If I use that particular phrase (”marketing to women”), men often assume what I’m talking … Read on >
If the New York Times is reporting on men and Botox, that doesn’t necessarily make it mainstream… yet. Still, I would suggest that you file it away should you ever need proof that men are:
- starting to express more interest in buying products that were previously women-specific … Read on >
Where are Walmart’s sustainable business intentions, now that the retailer is pitching super-cheap toys for the holiday market? Doesn’t that just mean more plastic will hit the landfill more quickly? Hmmm…
Here’s the Wall Street Journal article by Miguel Bustillo about Walmart’s toy war instigation.
By now, most of you have heard or read the news that Best Buy has opened a new store in Aurora, Colorado, with a lot of changes that were inspired by women (both internally and externally). What I love about this story is that it shows how the … Read on >
I was sitting here at my computer this afternoon, iced green tea at the ready, when Stuart Elliott’s latest New York Times column on Salada’s “Unbottle Your Tea” campaign hit my in-box. Coincidence, or a nudge from … Read on >
There is a marketing undercurrent gaining momentum as I type. Men are getting comfortable with the opportunities to walk a less linear path toward their purchase decisions, and more men’s brands are leveraging two strategies that have been so successful with women - engagement and community.
As per a r… Read on >
The economy doesn’t look good these days, to state the obvious, but should marketers just throw in the towel? How can we continue to promote goods and services in a time when everyone (including you) is choosing to more wisely and carefully consume?
Target Corporation’s Senior Public Affairs … Read on >
I’m just back from a hopeful and exciting conference on homebuilding and how to create vibrant community, and am gathering my thoughts to share in a future post. In the meantime, I wanted to make sure you all saw this MediaPost commentary by Hugh Hough of … Read on >
No surprise here - you really can’t “think pink” (and you shouldn’t be anyway) when marketing to parents. Men are more involved in the caretaking/raising of kids than ever before, and what used to be a gender difference question is now really a generational difference question. Here’s a … Read on >
We feel like we’ve come so far as a culture, don’t we - and yet… the gender debate continues. While gender equality has been legislated into much of the public arena, the problems on the private side - how each individual experiences or deals with gender roles or stereotypes … Read on >
1) The Fortune 50 aren’t so good about their online environmental reporting, and it’s apparently a question of that thing that is so important for reaching women: transparency. A recent Greenbiz article cited research by Brigham Young University and KDPaine and Partners that points to an … Read on >
Sometimes the stars just align and consumer trends come together in a way that seems so natural. Consider, for instance, the women’s market and sustainable business practices. If you’ve been struggling to pursue each as a separate initiative, take heart. In many ways, you will come to powerfully reach today’s … Read on >
My eBrandMarketing post on the new book by Lisa Witter and Lisa Chen just went up. Whether you THINK “social change” concerns your brand or not, it does. Mark my words - and read The She … Read on >
Holly Brubach wrote a great piece for the most recent NYT Style Magazine on how “manhood in America has an image problem.” In it, she looks at three new books on various aspects of that topic - Guyland by Michael Kimmel, Brocabulary by Daniel Maurer and Hysterical Men by … Read on >
There is no way you haven’t come across bits and soundbytes of blog discussions/news reports on the McCain campaign’s choice of Sarah Palin for VP. If it’s just too much for you to read one more thing, I understand. But, if you might be interested in the perspective … Read on >
That men are starting to flock to grooming blogs/sites like groominghealth.com and menessentials.com (as per a recent Iconoculture newsletter) should not come as a big surprise. If you’d paid much attention at all, you’d have noticed the subtle shift in content of the established titles (my … Read on >
Thankfully, a fair number of industries have jumped on the marketing to women bandwagon by now (financial services and home improvement to name two) and are moving toward the 2.0 level of understanding. Still, plenty of others - many of which are just too embedded in their traditionally male-oriented … Read on >
Your assignment, should you choose to accept it:
1) Please read this book.
There will be more from me, once I’ve had the chance to read it myself, but in the meantime (and if you are game), I strongly suggest you take … Read on >
1) Trendsspotting.com (yes, two “s’s”) gives a good look, including a comprehensive list of resources, at whether or not podcasting is the tool it has been cracked up to be. On the gender side of things: Men continue to be more likely than women to download podcasts; … Read on >
I spy a clever ad campaign and a brand that is taking the lead in addressing an industry-wide problem. Sony Electronics is re-using images from the 1970s, of quaint products like turntables and Beta video … Read on >
Marketing can be an overwhelming topic. Do you focus on marketing to women? Do you focus on becoming more green and reflecting that side of your products/operations? Do you forget about the mature market and put all your budget into young men, age 18 - 34? … Read on >
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 >
