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.
Polish author Olga Tokarczuk won the £50,000 (about $67,170) Man Booker International Prize, which celebrates the finest works of translated fiction from around the world, for her novel of linked fragments, Flights, translated by Jennifer Croft. The cash award is divided equally between author and translator, who also both receive £1,000 for being shortlisted.
Philip Roth, whose novel American Pastoral won a Pulitzer in 1998 but who was best-known for the controversial and explicit 1969 Portnoy's Complaint, has died at age 85.
Writing in The Washington Post, author and professor Sandra Beasley asks, "Do we continue to teach the work of people we now suspect of behaving unethically or abusively? ... As a reader, I'm devastated. As a teacher, I've got decisions to make..."
The romance-focused magazine Romantic Times, along with the RT Book Reviews, RT VIP Salon and RT Booklovers Convention brands, is shutting down after 37 years. The closure is effective immediately, and though the RT website will remain up for another year or so, there will be no new content in the future.
Philip Pullman has been named author of the year at the British Book Awards for his "outstanding" success.
The children's author was recognized after returning to the world of his Dark Materials with La Belle Sauvage last year. Awards organizers described Pullman as a "true one-off".
Gail Honeyman won book of the year for her best-selling debut Eleanor Oliphant is Completely Fine.
Judges said it was "brilliantly written" and "the complete package".
Tom Wolfe, author of notable works such as The Right Stuff and The Bonfire of the Vanities, has died aged 88. In addition to his books, he was a pioneer of New Journalism, which developed in the 1960s and 1970s and involved writing from a subjective perspective as opposed to more traditional objective journalism. He was also known for coining phrases such as "radical chic" and "the me decade".
Last week, Barnes & Noble, the largest book retailer in the US, saw its stock price plunge nearly 8% just days after the New York Times published an editorial calling for the chain to be saved. "It's depressing to imagine that more than 600 Barnes & Noble stores might simply disappear," wrote columnist David Leonhardt. "But the death of Barnes & Noble is now plausible."
Author Jojo Moyes has pledged to save the British adult literacy program Quick Reads from closure by funding it for the next three years. She says she was "completely dumbfounded" on learning of the scheme's closure and is believed to have donated around £360,000 (well over US$500,000) to help it continue.
"Having written a Quick Reads myself [Paris for One, in 2015] and spoken to readers who had benefited from the scheme, I knew how important it was," she told The Bookseller. "It is relatively low cost and loved by authors, publishers and readers. At a time when libraries are ever more endangered, it seemed a completely regressive move to lose Quick Reads."
The Pulitzer Prize board has opened an independent review of sexual misconduct allegations against the award-winning novelist Junot Díaz, who is stepping down as chairman, the board said on Thursday.
"Mr. Díaz said he welcomed the review and would cooperate fully with it," the Pulitzer board said in a statement.
Mr. Díaz, who joined the board in 2010, was elevated to chairman last month, according to the organization. It said that Mr. Díaz asked to relinquish his role and that he would remain a part of the body.
Viet Thanh Nguyen argues that books by immigrants, foreigners and minorities don't diminish the 'classic' curriculum. They enhance it....
...We must read Shakespeare and authors who are women, Arab, Muslim, queer. Most of the world is neither white nor European, and the United States may be a majority-minority country by mid-century. White people will gain more by embracing this reality rather than fighting it. As for literature, the mind-set that turns the canon into a bunker in order to defend one dialect of English is the same mind-set that closes borders, enacts tariffs and declares trade wars to protect its precious commodities and its besieged whiteness. But literature, like the economy, withers when it closes itself off from the world. The world is coming anyway. It demands that we know ourselves and the Other...