Source: Re-imagine – Tom Peters

And The Ad Girls Get It!

1 2 3Over 50 years of tried and “true”ways of marketingto women

Many business processes and methods areproduct centric, measurement centric & best suited to manufacturing ….they’ve heavily influenced our approaches

The consumer is in control as never before …traditional, wellunderstood methodsare becoming less and less effective while new options appear with each technology advance

Mrs. Matthew Brown, spends an afternoon in her attractive kitchencleaning silverware. She spendsher free time caring for her 7 month old daughter and working nn her Victory Garden.

1950 The Birth Of The Suburban Housewife

1 History

1960’s Woman At Work

Disconnect

1970’s Disconnect

1980’s Disconnect

1990’s Disconnect

2000’s Win-Hers

2000’s Lose-Hers

Meanwhile….In Corporate America

2

MOBTheory

Z

TQMCRM

Six Sigma

Customer Centricity

The ResultTheory=Practice=Approach

TechnologyInternetglobalization

Power Of The MouseVoice of the CustomerConsumer

Generated Media

The DisconnectCompanies’ No Longer in Control of …

Their MessagesTheir CustomerTheir Sale ….

3

The Unofficial American Express Consumer Opinion Web Site - Links... The Unofficial American Express Consumer Opinion Message Boards. Links to otherweb sites Sites with opinions on American Express...... www.amexsux.com/links.html - 23k - Cached - Similar pages

Has Anyone called the best buy complaint line and if you have, have you gotten anything out of it like a gift card or something.cuz i was in best buy yesterday to exchange my ipod because my battery was all f'd up. and i missed the 30 exchange policy by 1 day i have the service plan. but its ridiculous that they couldnt just give me a new one instead of having to send it out to get a new battery. plus the fact that they gave me the run around instead of telling me this right away. they told me to go to the pda/wireless dept, then the geek squad, then customer service (where i stood in line for 45 minutes) then back to the geek squad.i was extremly pissed off

The True Voice of the Customer

Consumer Opinion Control

So…. What Has This To Do With Women ?

The Vanishing Mass Market

Source: Trendwatching.com

This New Youniverse Fits Her Like a Glove

ItsK

Its All About Her Relationships

Its About Leveraging Her Differences

Her Terms Of EngagementEarning her trust with female friendly products & services

3Things to Remember

2. To her,

everything in the relationship

counts. 3. She is what she is, at home, at work and in her office

1. She isn’t loyal to her friends because they have better price points.

9 Relationship Terms

Community

Considerate

Safe

Reliable

Fun

Respectful

HonestHonestLoyal

Thoughtful

Sales, Product FulfillmentM

essa

ging

Repeat

Sale

s Considerate,Fun, Safe

Pro

duct

Co-C

reatio

n

ReliableSpace, Sales training, Support training, Channel training

Honesty, RespectfulAds, DM, Internet/WebPR, Gorilla, Viral, WOM

LoyaltyFrequent user programsFriends of….programsValue Ad

Terms Definition & Prioritizationfor Each segment

Her Terms of

Engagement

What’s ImportantCommunity

Buildin

g,

Evangelism

Thoughtful, CommunityCare About What She Cares About

Getting To Her Terms

Community

Considerate

Fun

Safe

Loyal

Honest

Reliable

Respectful

Barbara K!Available at:Ace Hardware StoresAmazon.comAmazon.co.uk (United Kingdom)Ashford.comAvonBed Bath & BeyondChef's CatalogThe Container StoreDrivingComfort.comFred MeyerGracious HomeLongs Drugs (mainland stores only)Orchard Supply HardwareÔ Singular (France)Pioneer HardwareSelfridges & Co. (United Kingdom)Shabby (Scandinavia)StorehouseTarget.com

Thoughtful

Is It All Just Hype?

74% +, 4th qrt. 2004 – Women majority purchasers

Favorite Things Shopping List 2004 = 70% Spike in TV Sales

$1.3 Billion Store Overhaul

Community

Considerate

Fun

Safe

Loyal

Honest

Reliable

Respectful

Thoughtful

Friendship

Values

Market Value

==