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

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Presentation on theme: "Opportunity Knocks Don’t Think Pink What really makes women buy and how to increase your share of this crucial market."— Presentation transcript:

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? 1.Consumer packaged goods 2.OTC drugs 3.Riding lawn mowers 4.NFL merchandise 5.Consumer electronics 6.Home improvement 7.Computers 8.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 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 Woman’s 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 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 billion in 2006 (up 20% ) 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: You can reach Lisa Johnson at: at


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