Power Of Purse

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

The Power Story ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Women Rule! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Primary Breadwinners ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Women Earn More

[object Object],[object Object],[object Object],[object Object],[object Object],Higher Education  Higher Earnings

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Higher Paying Occupations

[object Object],[object Object],Command Significant Assets

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Investing

Women Buy Almost Everything ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

PrimeTime Women™ ,[object Object],[object Object],[object Object]

Adults 50+ Enormous Financial Power ,[object Object],[object Object],[object Object],[object Object]

Adults 50+ Numbers Soaring ,[object Object],[object Object],[object Object],Source: Boomer Project Newsletter, March 2006

Aging Population: More Female Percent Female

Yesterday’s “Little Old Ladies” are Tomorrow’s Ms. Moneybags ,[object Object],[object Object],[object Object],[object Object]

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

[object Object],[object Object],[object Object],[object Object],Women Executives

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],B2B = Buying for Business

Women Business Owners ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Way I See It… ,[object Object],[object Object],[object Object]

The Power of Women One and All ,[object Object],[object Object],[object Object],[object Object]

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

Gender Culture ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing to Women ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing to Women ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Product/Service Offerings ,[object Object],[object Object],[object Object]

Architects – Kitchen Work Center This? Or This?

Architects – Shower Functionality This? Or This?

Architects – Hotels & Stadiums Always This!

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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 ,[object Object],[object Object]

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. 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.”

The Ultimate Customer Service: House Calls Customer Services

Customer Services Hardware Retailers ,[object Object],[object Object],[object Object]

3. “On the Way” Men “prioritize” … Women “ maximize ” “ On the Way ” vs. “In the Way ” ,[object Object],[object Object],[object Object]

“ On the Way…” Merchandising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ On the Way…” Professional Services ,[object Object],[object Object],[object Object]

4. People Power ,[object Object],[object Object],[object Object],[object Object]

Men – “Things & Theorems” ,[object Object],[object Object],[object Object],[object Object],[object Object]

People Power Yellow Pages Ads ,[object Object],[object Object],[object Object],[object Object]

5. Core Unit: “We” not “Me” ,[object Object],[object Object]

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

Connecting with Each Other ,[object Object],[object Object],[object Object],[object Object]

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 ,[object Object],[object Object],A Longer List ,[object Object],[object Object],[object Object]

Longer List “He Dropped the Ball”

[object Object],“ Women’s Marketing” Expands the Appeal for Men

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Women’s Marketing” Expands the Appeal for Men

[object Object],[object Object],[object Object],[object Object],Decision Criteria The Deciding Factor

Deciding Factor ,[object Object]

Corporate Halo: Education ,[object Object],[object Object],[object Object]

Details = Differentiators Corporate Halo

Going Green Timberland Sustainability Report Card

Susan G. Komen Reciprocal: Sponsors Promote SGK ,[object Object],[object Object],[object Object],[object Object],[object Object]

Susan G. Komen Highly recognizable icon

Corporate Halo Kimpton/Dress for Success

Deciding Factor ,[object Object],[object Object],[object Object],[object Object]

Thought Process More Connections ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ The Bigger Picture”

“ The Perfect Answer” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Decision Process “Black Slacks” ,[object Object],[object Object]

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

Duty-Bound… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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