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 perks.

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 thinking.

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 for you.

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 your product?

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 http://www.bizsum.com "A Lot Of Great Books....Too Little Time To Read" Free Book Summaries Of Latest Bestsellers and More!

mailto:freenewsletter@bizsum.com 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.


MORE RESOURCES:
Clive King, who has died aged 94, was the author of several children's books and is best known for Stig of the Dump, the original and imaginative fantasy story of the friendship between Barney, a boy of the modern era, with Stig, a boy from long, long ago who lives in a nearby chalk pit in a home created from things he can creatively and skilfully repurpose from waste, including a chimney from tin cans and windows from glass bottles....

Films based on books might have the intolerable disadvantage of people smugly claiming "the book is so much better", but they also result in a huge boost at the box office.

According to new research from the Publishers Association, films based on books take 44% more at the box office in the UK and 53% more worldwide than original screenplays.

..."In short, published material is the basis of 52% of top UK films in the last 10 years, and accounts for an even higher share of revenue from these leading performers, at 61% of UK box office gross and 65% of worldwide gross," the report reads.

The New York Times has a rare interview with Anne Tyler to coincide with the publication of her latest novel, Clock Dance. Tyler rarely does interviews because she dislikes the way they make her feel the next morning. "I'll go upstairs to my writing room to do my regular stint of work and I'll probably hear myself blathering on about writing and I won't do a very good job that day. I always say that the way you write a novel is for the first 83 drafts you pretend that nobody is ever, ever going to read it."

The good news for fans is that Tyler has no plans to retire: "What happens is six months go by after I finish a book," she said "and I start to go out of my mind. I have no hobbies, I don't garden, I hate travel. The impetus is not inspiration, just a feeling that I better do this. There's something addictive about leading another life at the same time you're living your own." She paused and added: "If you think about it, it's a very strange way to make a living."

The New York Times reports on the changing face of the romance novel genre:

...The landscape is slowly starting to change, as more diverse writers break into the genre, and publishers take chances on love stories that reflect a broader range of experiences and don't always fit the stereotypical girl-meets-boy mold. Forever Yours, an imprint at Grand Central, publishes Karelia Stetz-Waters, who writes romances about lesbian couples. Uzma Jalaluddin's debut novel, Ayesha at Last, takes place in a close-knit immigrant Muslim community in Canada, and features an outspoken Muslim heroine who falls for a more conservative Muslim man, a Darcy to her Lizzie Bennett...

...."Readers want books that reflect the world they live in, and they won't settle for a book about a small town where every single person is white," said Leah Koch, co-owner of the romance bookstore the Ripped Bodice in Culver City, Calif. Last year, six of her store's top 10 best-selling novels were written by authors of color, Ms. Koch said.

Michael Ondaatje's The English Patient (Bloomsbury), the story of an injured, anonymous English WWII pilot and his Italian nurse, has been named the winner of the Golden Man Booker Prize, awarded to the best work of fiction previously awarded the Man Booker Prize over the last 50 years.

In a brief statement released late Tuesday afternoon, Barnes & Noble said CEO Demos Parneros (who had been named CEO in April 2017) had been terminated for "violations of the Company's policies." While not saying what policies Parneros violated, B&N said his termination "is not due to any disagreement with the Company regarding its financial reporting, policies, or practices or any potential fraud relating thereto." In addition to being fired immediately, Parneros will not receive any severance, B&N said. B&N said Parneros's removal was undertaken by its board of directors, who were advised by the law firm Paul, Weiss, Rifkind, Wharton & Garrison LLP.

In his first interview since being accused of inappropriate behavior with women, celebrated novelist Junot Díaz adamantly denied the allegations, including a claim he once "forcibly kissed" writer Zinzi Clemmons.

Díaz, who was awarded the 2008 Pulitzer Prize for his novel The Brief Wondrous Life of Oscar Wao, said he was "distressed," "confused," and "panicked" by the accusations, but insisted he had not bullied the women or been sexually inappropriate.

Harlan Ellison, a major figure in the New Wave of science fiction writers in the 1960s who became a legend in science fiction and fantasy circles for his award-winning stories and notoriously outspoken and combative persona, died this week 84. During his life, he wrote more than 1,700 stories, film and TV scripts. The Guardian recommends five of his best...

Donald Hall, a prolific and award-winning poet and man of letters who was widely admired for his sharp humor and painful candor about nature, mortality, baseball and the distant past, has died. He was 89.

Atlas Obscura explains the history behind the, arguably nonsensical, grammar rule about not ending a sentence with a preposition which, "all goes back to 17th-century England and a fusspot named John Dryden":

There are thousands of individual rules for proper grammatical use of any given language; mostly, these are created, and then taught, in order to maximize understanding and minimize confusion. But the English language prohibition against "preposition stranding"--ending a sentence with a preposition like with, at, or of--is not like this. It is a fantastically stupid rule that when followed often has the effect of mangling a sentence. And yet for hundreds of years, schoolchildren have been taught to create disastrously awkward sentences like "With whom did you go?"

...Born in 1631, John Dryden was the most important figure throughout the entire Restoration period of the late 17th century... Dryden twice stated an opposition to preposition stranding. In an afterword for one of his own plays, he criticized Ben Jonson for doing this, saying: "The preposition in the end of the sentence; a common fault with him, and which I have but lately observed in my own writing." Later, in a letter to a young writer who had asked for advice, he wrote: "In the correctness of the English I remember I hinted somewhat of concludding [sic] your sentences with prepositions or conjunctions sometimes, which is not elegant, as in your first sentence."

Dryden does not state why he finds this to be "not elegant." And yet somehow this completely unexplained, tiny criticism, buried in his mountain of works, lodged itself in the grammarian mind, and continued to be taught for hundreds of years later. This casual little comment would arguably be Dryden's most enduring creation.


thatware.org ©