Transcript Women Roar! - Tom Peters

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
it is also
increasingly
the same.”
be better,
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: email to TP from
Shelley Rae Norbeck
“I make 1/3rd 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 =
F=
??
16;
(94% = 272)
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. 1.
8. 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/04.2002
2000-2010 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 microsegmentation, 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, 11.20.00
Opportunity!
U.S.
M.Mgt.
41%
T.Mgt.
4%
Peak Partic. Age 45
% Coll. Stud.
52%
G.B. E.U. Ja.
29% 18% 6%
3%
2%
<1%
22
27
19
50% 48% 26%
Source: Judy Rosener, America’s Competitive Secret
! Contrasts
Was
Transaction
“Buying” brands
Is
Relationship
“Joining” brands
! Contrasts
Was
Transaction
“Buying” brands
Equality for women: a moral issue
Condescending to women
Is
Relationship
“Joining” brands
Equality for women: an opportunity
Catering to women
! Contrasts
Was
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
Is
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
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”
Is
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