Opportunity Knocks

Don’t Think Pink

What really makes women buy

and how to increase your share of this crucial market

Women’s Earning Power

Women earn 1 Trillion per year

• 55% of the income in most US households

• Over the past 20 years, US women’s income has climbed 63%, men’s has…

• 1/3 working wives out-earn their husbands 1987 = 18%

2003 = 32%

Accelerating Trend

• Business ownership and executive positions

• Advancing by degrees (2030)

• Baby Boomer wealth (2020)

Women’s Spending Power

Women spend more than 2 Trillion+ per year

• Household purchasing agent

• She spends both paychecks

• 27% of US households headed by single woman

Women and Business Purchasing

• 49% of corporate decision makers

• 53% purchasing manages and buyers

• 58% wholesale and retail buyers

• Majority of department heads for administration and human resources.

Powerful Customers

• Word of mouth

• Loyal longer

• Buying for loved ones

• Your marketing partners

Pop Quiz!

What percentage do women buy?

1. Consumer packaged goods2. OTC drugs 3. Riding lawn mowers 4. NFL merchandise5. Consumer electronics6. Home improvement 7. Computers 8. Vacations and Travel

What Percentage Do Women Buy?

83% Consumer packaged goods

OTC drugs

Riding lawn mowers

NFL merchandise

Consumer electronics

Home improvement

Computers

Vacations and Travel

What Percentage Do Women Buy?

83% Consumer packaged goods75% OTC drugs

Riding lawn mowers NFL merchandise

Consumer electronicsHome improvement

Computers Vacations and Travel

What Percentage Do Women Buy?

83% Consumer packaged goods75% OTC drugs 81% Riding lawn mowers

NFL merchandise Consumer electronics

Home improvement Computers Vacations and Travel

What Percentage Do Women Buy?

83% Consumer packaged goods

75% OTC drugs

81% Riding lawn mowers

46% NFL merchandise

Consumer electronics

Home improvement

Computers

Vacations and Travel

What Percentage Do Women Buy?

83% Consumer packaged goods

75% OTC drugs

81% Riding lawn mowers

46% NFL merchandise

55% Consumer electronics

Home improvement

Computers

Vacations and Travel

What Percentage Do Women Buy?

83% Consumer packaged goods

75% OTC drugs

81% Riding lawn mowers

46% NFL merchandise

55% Consumer electronics

60% Home improvement

Computers

Vacations and Travel

What Percentage Do Women Buy?

83% Consumer packaged goods75% OTC drugs 81% Riding lawn mowers 46% NFL merchandise55% Consumer electronics60% Home improvement 66% Computers

Vacations and Travel

Buying Power!

83% Consumer packaged goods

75% OTC drugs (Fast Company)

81% Riding lawn mowers (ewowfacts and Tom Peters)

46% NFL merchandise (Women’s Sports Foundation)

55% Consumer electronics (Consumer Electronics Assn)

60% Home improvement (Lowe’s)

66% Computers (Intelliquest)

92% Vacations and Travel

The Big Question

With two trillion dollars on the “sidewalk,” why

have companies been so slow to pick it up?

A Dismal Pastel History

Brand Positioning Options

• Visible

• Transparent

• Hybrid

Case Study: Home Improvement

What does brand positioning for women look like in the home

improvement industry?

Pink: Lillian Vernon Toolkit

VISIBLE: Barbara K

TRANSPARENT: Lowe’s

HYBRID: Do-it-Herself Workshops

Positioning Guidelines

• Pink: Pink is a color not a marketing strategy

• Visible:

1) Tailored for body

2) Learning environments

• Transparent: Use her “longer list” as your guide

• Hybrid: Apply visible marketing strategically

Important Question

Are men and women really that different?

Important Differences

The differences concentrated at the heart of marketing

and sales decisions:

• Perception

• Preferences

• Aptitudes

• Behaviors

• Communication patterns

Inside a Woman’s Mind

Men Shopping- Left Brain Activity

Women Shopping- Right Brain

Sales Experience Factors In

How She Makes Decisions

MEN

Analyze (take apart)

Narrow scope

Rank top criteria

Floodlight

Prioritize

WOMEN

Synthesize (put together)

Expand scope

Longer list

Laser beam

Maximize

Her double day

• Story: Going to bed

• 75% of women ages 25—54 work

• Household CEO- 25 vs. 13

• Eldercare

Segmenting Your Female Market

Traditional Demographics

• Gender

• Age

• Income

• Race

• Geography

• Culture/Nationality

New Ways to Segment

• Roles

• Life Transitions

• Attitude

Role- Business Women

• Combine personal and biz buying. 95% home buying.

• Offer service and training with a personal touch.

• Save time with in-depth online solutions.

• Acknowledge in fun and humorous ways their multiple roles.

Role- Mom

Johnson & Johnson

(Voice over for commercial)

You always went for tall dark and

handsome types. So who’d have

ever thought that the love of your life

would be short and bald?

Having a baby changes everything.

Role- Single Women

• 70 % US women single at some point in their life.

• Solo US female income 199.3 billion in 2006

(up 20% --2001)

• Intentional motherhood, family redefined (friends and pets)

• Empowered, not waiting-registry

Life Transitions

• Graduating from College

• First Job

• First Home

• Married or Partnership

• Birth or Adoption

• Starting a business

• Retirement

• Death of parent or spouse

• Sandwich generation

• Empty nest

Transition Tactics

• Women typically navigate change

• Help her get up to speed (classes, clinics, checklists)

• Personal Touch (Like a good neighbor…)

• Package solutions (Painting Kit)

• Address multiple needs (www.theknot.com)

Attitude

25% US Women are Adventure Seekers

• Highly engaged with and connected to other people

• Personal growth top priority (internal/external)

• Taking classes for personal or career development

What All Women Want

• Make my life easier

• Make my time more meaningful

• We don’t sell boats…

Reach Lisa Johnson

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