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A Lesson in Buyology

A Lesson in Buyology. Katie Hart. The old way…. The current way…. The differences…. The differences…. The differences…. Girls. Boys. Differences in action…. Impact on Marketing. Impact on Marketing. HOW MEN CHOOSE SHAMPOO. It says ‘Shampoo’. The differences…. The differences….

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A Lesson in Buyology

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  1. A Lesson in Buyology Katie Hart

  2. The old way…

  3. The current way…

  4. The differences…

  5. The differences…

  6. The differences… Girls Boys

  7. Differences in action…

  8. Impact on Marketing

  9. Impact on Marketing HOW MEN CHOOSE SHAMPOO It says ‘Shampoo’

  10. The differences…

  11. The differences…

  12. The differences…

  13. The differences…

  14. The differences…

  15. The differences…

  16. The difference!

  17. Why? • “Understanding the fundamental preferences...using the insights of researchers, seems mostly neglected.“ Lecturer in international retail management, Brighton Business School • Companies that do, will enjoy... ...Breakaway growth ...Unprecedented customer loyalty ...Category dominance Principal consultant, Boston Consulting Group

  18. So what…? • “B2B companies must address female decision makers to stay competitive” • “…we are convinced that ignoring the role of women as decision-makers in the business world would be a mistake.”

  19. Achievement impulse Utopian impulse The differences

  20. The world of Achievement Focus on headlines, not detail Creating hierarchies Status symbols Playing the game Focus on hard measures One-upmanship

  21. The Utopian world Improving relationships Work for the greater good Assuming responsibility for everything Improving physical surroundings Searching for new answers Anticipating pitfalls and avoiding risks Self-enhancement

  22. Are you failing women? 91 % do not feel advertisers understand them • Undermining them or using scare tactics? • Using stereotypes wrongly? • Using women to put men down? • Art-directing as if selling a Barbie doll? Talking to them using masculine rules?

  23. Who gets it?...Dove

  24. Who else?

  25. Final thoughts…

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