Opportunity Knocks

1. Opportunity Knocks Don’t Think Pink What really makes women buy and how to increase your share of this crucial market

2. Women’s Earning Power Women earn 1 Trillion per year • 55% of the income in most US households • Over the past 20 years, US women’s income has climbed 63%, men’s 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. Women’s 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 (Women’s Sports Foundation) 55% Consumer electronics (Consumer Electronics Assn) 60% Home improvement (Lowe’s) 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: Lowe’s

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. Are men and women really that different? Important Question

26. Important Differences The differences concentrated at the heart of marketing and sales decisions: • Perception • Preferences • Aptitudes • Behaviors • Communication patterns

27. Inside a Woman’s Mind

28. Men Shopping- Left Brain Activity

29. Women Shopping- Right Brain

30. Sales Experience Factors In

31. MEN Analyze (take apart) Narrow scope Rank top criteria Floodlight Prioritize WOMEN Synthesize (put together) Expand scope Longer list Laser beam Maximize How She Makes Decisions

32. Her double day • Story: Going to bed • 75% of women ages 25—54 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 who’d 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 don’t sell boats…

42. Reach Lisa Johnson Thank you for participating today! Check out ReachWomen's free newsletter and article archives at: www.reachwomen.com You can reach Lisa Johnson at: at info@reachwomen.com