Book Summary: EVEolution
For any business to survive today, it needs to understand
how to market to women. The fact is women make 80% of all
purchasing decisions. Women are brand loyalists. Your
product or service must address their complex, multiple
lives as home managers, home-workers, entrepreneurs,
caretakers of elderly parents, and professionals. Build a
lasting, meaningful relationship with your female customer.
EVEolutionize your business before it's too late!
Understand the eight truths about marketing to women:
1. Connecting your female consumers to each other connects
them to your brand.
Women need a "backyard fence" to talk to each other. If
your brand is marketed in such a way that it connects women
to each other as a community, a group, sisters, mothers and
daughters and friends, they will embrace your brand into
their everyday lives.
The web communities such as iVillage, women.com, and
oxygen.com are just a few of the examples of women being
linked together. Through EVEolution, and with the help of
Faith Popcorn's consultancy firm, BrainReserve, Snackwell's
launched a program of Mother-Daughter workshops across the
US. It bonded mothers and daughters, reinforced the idea of
eating healthy, while nurturing a positive self-image and
attitude about food to pre-teen girls.
2. If you're marketing to one of her lives, you're missing
all the others.
From home office services, to cameras keeping an eye on her
kids at daycare, if your brand markets to her merged
professional and personal lives, then you will win her
heart. Women need assistance in running all the facets of
their lives. Appeal to her need for convenience. Give her a
solution for her perennial problem of what to fix for dinner
tonight. Supply her with support for dog-walking, childcare,
telecommuting. Deliver her dry cleaning, diapers, and pizza,
run her errands, so she can find more time to just relax at
home with her kids. Acknowledge that she thinks about her
family while she is at work, and provide her with a service
that gives her peace of mind.
3. If she has to ask, it's too late.
Anticipate her needs. Women are the same whether it's
personal or work. If her husband doesn't anticipate what
she needs, she may be disappointed in him. If an employer
doesn't anticipate she needs a nursery near the office,
and fairer compensation, she may consider another
EVEolutionized company that offers more mother-friendly
How to become more Anticipatory than merely Reactive:
Women must be in on the planning every step of the way.
Talk to consumers in ways that inspire innovative
4. Market to her peripheral vision and she will see you
in a whole new light. Women are attentive to the small
details men miss. They will go out and shop for that suit
they saw on Diane Sawyer last night while watching the
news. Starbucks is one company that is EVEolved all
around. The female customer can enjoy her coffee in a
bright, clean place with a well-stocked restroom (a must
if you want to attract women) and she can purchase the
in-house music on CD or a cookie for her toddler in tow.
Work on the subtle details surrounding your brand, the
store music, the way your menu is designed, the uniforms
of your waitresses or sales representatives. She will more
likely notice these things than if you assault her with
aggressive advertising or bothersome phone calls. .
5. Walk, run, go to her, secure her loyalty forever.
The Avon lady was just the first step. She was born in an
age when women stayed at home because they were mainly
housewives. Today, women don't want to make that extra trip
to the grocery or salon because they are simply exhausted.
If you can provide her quality service at home, at the
times when she is at home, your brand will be indispensable.
Why not supply her groceries on a monthly basis? Go to her,
because frankly, she doesn't have the time to go looking
6. This generation of women consumers will lead you to the
next. Practice the brand-me-down approach. The detergent a
woman uses is most likely the brand her mother always used.
Household names are what they are because women run the
household. In Asian markets where family ties are strong,
the brand-me-down approach will definitely sell. Attaching
a brand to the name Mother will have a strong identification
with quality and trust. Hold mother's day events or family
day events and strengthen your commitment to her.
7. Co-parenting is the best way to raise a brand.
Ask her how she feels, what colors she prefers, how does she
think she can be served best? When was the last time you
asked her for feedback and actually responded by redesigning
8. Everything matters - you can't hide behind your logo.
Women look for integrity in a brand. From the way you treat
your employees, your CEO's personal life, to issues like
animal testing, environmentally sound practices, and raw
materials sourcing. You need to walk your talk and back up
your claim. Women don't simply look for value in a brand.
They look for Values.
By: Regine P. Azurin and Yvette Pantilla
"A Lot Of Great Books....Too Little Time To Read"
Free Book Summaries Of Latest Bestsellers and More!
BusinessSummaries is a BusinessSummaries.com service.
(c) Copyright 2001-2005, BusinessSummaries.com">BusinessSummaries.com
Regine Azurin is the President of a company that provides business book summaries of the latest bestsellers for busy executives and entrepreneurs.
Call Number is a library-inspired monthly book subscription box that celebrates Black literature and authors. Started by Jamillah Gabriel to mesh her two great lovesBlack literature and librariesCall Number is built out of the desire to share the books she loves. Fiction and nonfiction monthly subscriptions are available starting at $20. An excellent choice both for individual readers and smaller libraries looking to build up their collection of Black literature.
The Hogwarts universe is set to expand by an additional two new Harry Potter books, published by Bloomsbury in the UK (and presumably Scholastic in the USA) in conjunction with a British Library event, in celebration of the 20th anniversary of the series.
The library exhibition titled, "A History of Magic," featuring the two books will be open from October 2017 to February 2018.
The books, both by the British Library, include unseen sketches and manuscript pages from author J.K. Rowling, magical illustrations from Jim Kay and artifacts from the archives at the library.
J.K. Rowling, in a statement on the Pottermore website, called A History of Magic an "adult edition" and Harry Potter A Journey Through A History of Magic "a family edition for younger readers."
As a part of the celebration of its centennial this year, the Women's National Book Association has awarded the WNBA Second Century Prize to the Little Free Library. The award, which carries a $5,000 grant, honors "an organization that supports the power of reading, past, present, and into the future,"
The Little Free Library, a nonprofit organization that promotes reading for all ages, but especially children, by building free book exchanges.
Founded in 2009 in Hudson, Wis., by Todd Bol to honor his mother, a schoolteacher, the Little Free Library promotes the building of free book exchanges. There are now more than 50,000 registered Little Free Libraries worldwide, in all 50 states and 70 countries.
The budget battle is kicking up again in Washington, but this time with a note of optimism for libraries and library supporters. Last week, a House Appropriations subcommittee voted to recommend level funding for libraries in FY2018, which would mean roughly $231 million for the Institute of Museum and Library Services (IMLS), $183 million for the Library Services and Technology Act, and $27 million for the Innovative Approaches to Literacy (IAL) program.
The vote comes after President Trump in May doubled down on his call to eliminate IMLS and virtually all federal funding for libraries, as well as a host of other vital agencies.
By his own admission, the novelist Junot Díaz is an agonizingly slow writer and a chronic procrastinator. Over the past two-plus decades, he has published just three books: two short-story collections and his 2007 novel, The Brief Wondrous Life of Oscar Wao, which won the Pulitzer Prize.
But even by Mr. Díaz's glacial standards, his latest book, Islandborn (March 2018, Dial Books), will be long overdue about 20 years past deadline. And it's a mere 48 pages long.
According to the New York Times, Islandborn "engages with many of the same themes that Mr. Díaz has wrestled with in his fiction: immigration and identity, the weight of collective memory, and feelings of displacement and belonging." ...
This year's International Thriller Writers' annual awards have been presented to:
Hardcover: Before the Fall
, Noah Hawley
First Novel: The Drifter
, Nicholas Petrie
Paperback Original: The Body Reader
, Anne Frasier
eBook Original: Romeo's Way
, James Scott Bell
Liu Xiaobo, the renegade Chinese intellectual who kept vigil at Tiananmen Square in 1989 to protect protesters from encroaching soldiers, promoted a pro-democracy charter that brought him a lengthy prison sentence and was awarded the Nobel Peace Prize while locked away, died under guard in a hospital on Thursday. He was 61.
(Liu Xiaobo is pronounced approximately Lee-O shau-BO. Liu is his family name, Xiaobo his given name. The first syllable of Xiaobo rhymes with now.)
For the 50th anniversary of the Beatles' Yellow Submarine, the Apple Corporation is authorizing a comic book adaptation of the classic film with Titan Comics. The book is slated for release in 2018.
In a move that had been expected, Bertelsmann has increased its stake in Penguin Random House. After the deal is completed in September, Bertelsmann will have a 75% share of PRH with Pearson controlling the remaining 25%.
Spencer Johnson, a onetime physician and children's book author, whose best-selling books on business management, including "The One-Minute Manager" and "Who Moved My Cheese?," sold millions of copies and inspired a cult-like following, died July 3 at a hospital in Encinitas, Calif. He was 78.