Women Roar! Microsoft® Live Meeting Web Seminar with Tom Peters and Martha Barletta, author of Marketing to Women: How to Understand, Reach, and Increase Your Share of the World’s Largest Market Segment

“While everything may be better, it is also increasingly the same.” Paul Goldberger on retail, “The Sameness of Things,” The New York Times

“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.” Kjell Nordström and Jonas Ridderstråle, Funky Business

18 December 1996

“Honey, are you sure you have the kind of money it takes to be looking at a car like this?”

Not a Morality Play “It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do. We’re marketing to women entrepreneurs because it is a huge opportunity.” — Cherie Piebes

27 March 2000: to TP from Shelley Rae Norbeck “I make 1/3 rd more money than my husband does. I have as much financial ‘pull’ in the relationship as he does. I’d say this is also true of most of my women friends. Someone should wake up, smell the coffee and kiss our asses long enough to sell us something! We have money to spend and nobody wants it!”

Psssst! Wanna see my “porn” collection?

Ad from Furniture /Today (04.01): “MEET WITH THE EXPERTS!: How Retailing’s Most Successful Stay that Way” Presenting Experts: M = 16 ; F = ?? (94% = 272)

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1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. 5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF. 7. Women’s Market = Opportunity No Men are (STILL) in charge. 9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. 10. Women’s Market = Opportunity No. 1.

“Customer is King”: 4,440 “Customer is Queen”: 29 Source: Steve Farber/Google search/

Stats 18-44: -1% 55+: +21% (55-64: +47%)

44-65: “New Consumer Majority” * *45% larger than 18-43; 60% larger by 2010 Source: Ageless Marketing, David Wolfe & Robert Snyder

“The New Consumer Majority is the only adult market with realistic prospects for significant sales growth in dozens of product lines for thousands of companies.” —David Wolfe & Robert Snyder, Ageless Marketing

“Baby-boomer Women: The Sweetest of Sweet Spots for Marketers” —David Wolfe and Robert Snyder, Ageless Marketing

“Marketers attempts at reaching those over 50 have been miserably unsuccessful. No market’s motivations and needs are so poorly understood.” — Peter Francese, founding publisher, American Demographics

ALL YOU NEED TO KNOW ABOUT MARKETING …

“Just say no” … to micro- segmentation, teen “brand loyalty” “Just say yes ” to …

Women Professional women Women biz owners Boomers/Geezers Boomer women (!!!!!!) Wellness Hispanics Greenies

“AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure” Title, Special Report, BusinessWeek,

Opportunity! U.S. G.B. E.U. Ja. M.Mgt. 41% 29% 18% 6% T.Mgt. 4% 3% 2% <1% Peak Partic. Age % Coll. Stud. 52% 50% 48% 26% Source: Judy Rosener, America’s Competitive Secret

! Contrasts Was Is Transaction “Buying” brands Relationship “Joining” brands

! Contrasts Was Is Transaction “Buying” brands Equality for women: a moral issue Condescending to women Relationship “Joining” brands Equality for women: an opportunity Catering to women

! Contrasts Was Is Transaction “Buying” brands Equality for women: a moral issue Condescending to women Women, big-time (and men ignore that fact) Women spend men’s money Relationship “Joining” brands Equality for women: an opportunity Catering to women Women buy, big-time (and men embrace that fact) Women spend their own money

! Contrasts Was Is Transaction “Buying” brands Equality for women: a moral issue Condescending to women Women, big-time (and men ignore that fact) Women spend men’s money Women are a “specialty market” Women’s-market “initiatives” Men design, unthinkingly, for men Women hit a “glass ceiling” Relationship “Joining” brands Equality for women: an opportunity Catering to women Women buy, big-time (and men embrace that fact) Women spend their own money Women are the market Women’s-market strategy Men and women design—with women in mind Women have corner offices