Opportunity Knocks

1
Opportunity Knocks

• Dont Think Pink
• What really makes women buy
• and how to increase your share of this crucial
  market

2
Womens Earning Power

• Women earn 1 Trillion per year
• 55 of the income in most US households
• Over the past 20 years, US womens income has
  climbed 63, mens has
• 1/3 working wives out-earn their husbands
• 1987 18
• 2003 32

3
Accelerating Trend

• Business ownership and executive positions
• Advancing by degrees (2030)
• Baby Boomer wealth (2020)

4
Womens 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

5
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.

6
Powerful Customers

• Word of mouth
• Loyal longer
• Buying for loved ones
• Your marketing partners

7
Pop Quiz!

• What percentage do women buy?
• Consumer packaged goods
• OTC drugs
• Riding lawn mowers
• NFL merchandise
• Consumer electronics
• Home improvement
• Computers
• Vacations and Travel

8
What Percentage Do Women Buy?

• 83 Consumer packaged goods
• OTC drugs
• Riding lawn mowers
• NFL merchandise
• Consumer electronics
• Home improvement
• Computers
• Vacations and Travel

9
What Percentage Do Women Buy?

• 83 Consumer packaged goods
• 75 OTC drugs
• Riding lawn mowers
• NFL merchandise
• Consumer electronics
• Home improvement
• Computers
• Vacations and Travel

10
What Percentage Do Women Buy?

• 83 Consumer packaged goods
• 75 OTC drugs
• 81 Riding lawn mowers
• NFL merchandise
• Consumer electronics
• Home improvement
• Computers
• Vacations and Travel

11
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

12
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

13
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

14
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
• 66 Computers
• Vacations and Travel

15
Buying Power!

• 83 Consumer packaged goods
• 75 OTC drugs (Fast Company)
• 81 Riding lawn mowers (ewowfacts and Tom
  Peters)
• 46 NFL merchandise (Womens Sports Foundation)
• 55 Consumer electronics (Consumer Electronics
  Assn)
• 60 Home improvement (Lowes)
• 66 Computers (Intelliquest)
• 92 Vacations and Travel

16
The Big Question

• With two trillion dollars on the sidewalk, why
• have companies been so slow to pick it up?

17
A Dismal Pastel History
18
Brand Positioning Options

• Visible
• Transparent
• Hybrid

19
Case Study Home Improvement

• What does brand positioning for women look like
  in the home improvement industry?

20
Pink Lillian Vernon Toolkit
21
VISIBLE Barbara K
22
TRANSPARENT Lowes
23
HYBRID Do-it-Herself Workshops
24
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

25
Important Question

• Are men and women really that different?

26
Important Differences

• The differences concentrated at the heart of
  marketing
• and sales decisions
• Perception
• Preferences
• Aptitudes
• Behaviors
• Communication patterns

27
Inside a Womans Mind
28
Men Shopping- Left Brain Activity
29
Women Shopping- Right Brain
30
Sales Experience Factors In
31
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

32
Her double day

• Story Going to bed
• 75 of women ages 2554 work
• Household CEO- 25 vs. 13
• Eldercare

33
Segmenting Your Female Market

• Traditional Demographics
• Gender
• Age
• Income
• Race
• Geography
• Culture/Nationality

34
New Ways to Segment

• Roles
• Life Transitions
• Attitude

35
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.

36
Role- Mom

• Johnson Johnson
• (Voice over for commercial)
• You always went for tall dark and
• handsome types. So whod have
• ever thought that the love of your life
• would be short and bald?
• Having a baby changes everything.

37
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

38
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

39
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)

40
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

41
What All Women Want

• Make my life easier
• Make my time more meaningful
• We dont sell boats

42
Reach Lisa Johnson

• Thank you for participating today!
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• You can reach Lisa Johnson at
• at info_at_reachwomen.com