The B - I - G Opportunity: Women & Boomers Tom Peters/02.11.2004

1. TheB-I-G Opportunity: Women & BoomersTom Peters/02.11.2004

2. I. NEW MARKETS.

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

4. 1. Trends Worth Trillion$$$ I:Women Roar.

5. ?????????Home Furnishings … 94%Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment)Houses … 91%D.I.Y. (major “home projects”) … 80%Consumer Electronics … 51%Cars … 68% (90%)Allconsumerpurchases … 83%Bank Account … 89%Household investment decisions … 67%Small business loans … 70%Health Care … 80%

6. ????80%

7. Riding Lawnmowers

8. 2/3rds working women/50+% working wives > 50%80% checks61% bills53% stock (mutual fund boom)43% > $500K95% financial decisions/ 29% single handed

9. 1970-1998Men’s median income: +0.6%Women’s median income: + 63%Source: Martha Barletta, Marketing to Women

10. $5+T > Japan10M/28M/$3.6T> Germany

11. Business Purchasing PowerPurchasing mgrs. & agents: 51%HR: >>50%Admin officers: >50%Source: Martha Barletta, Marketing to Women

12. Women-owned Bus.U.S. employees > F500 employees worldwideSource: Martha Barletta, Marketing to Women

13. New golfers … 37%Basketball … 13.5M1 in 27 (’70) … 1 in 3 (’96)

14. 1874?

15. 1874 … Jock Strap1977 … Jogbra1977 ... 25K1996 … 42M

16. Yeow!1970 … 1%2002 … 50%

17. 91% women: ADVERTISERS DON’T UNDERSTAND US. (58% “ANNOYED.”)Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)

18. Carol Gilligan/ In a Different VoiceMen: Get away from authority, familyWomen:ConnectMen: Self-orientedWomen:Other-orientedMen: RightsWomen:Responsibilities

19. Men: Individual perspective. “Core unit is ‘me.’ ”Pride in self-reliance.Women: Group perspective. “Core unit is ‘we.’ ” Pride in team accomplishment.Source: Martha Barletta, Marketing to Women

20. FemaleThink/ Popcorn“Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.”“He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.”

21. “Men seem like loose cannons. Men always move faster through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. For a man, ignoring the price tag is almost a sign of virility.”Paco Underhill, Why We Buy*(*Buy this book!)

22. “Shopping: A Guy’s Nightmare or a Girl’s Dream Come True?”“Buy it and be gone”vs.“Hang out and enjoy the experience”Source: The Charleston [WV] Gazette/06.22.2002

23. How Many Gigs You Got, Man?“Hard to believe … Different criteria” “Every research study we’ve done indicates that women really care about the relationship with their vendor.”Robin Sternbergh/ IBM

24. Women's View of Male SalespeopleTechnically knowledgeable; assertive; get to the point; pushy; condescending; insensitive to women’s needs.Source: Judith Tingley, How to Sell to the Opposite Sex (Martha Barletta, Marketing to Women)

25. Women as Healthcare Decision Makers— read vociferously— want choices— value convenience— look for small signs of sensitivity (gowns that close)Source: Cheryl Stone, Rynne Marketing Group

26. Women and Healthcare— Women are more dissatisfied— Women are frustrated by the way they are treated and spoken to by physicians— Women seek more information— Women are more pressed for time— Women make most healthcare decisions and purchasesSource: Patricia Braus, Marketing Health Care to Women

27. Women and Financial AdvisorsWomen want ...— a plan— to be listened to— to read about it and think about itWomen do not want ...— a high-pressure sales pitchSource: Kathleen Boyd, SVP, Wheat First Butcher Singer (now part of Wachovia Securities)

28. Read This:Barbara & Allan Pease’s Why Men Don’t Listen & Women Can’t Read Maps

29. “It is obvious to a woman when another woman is upset, while a man generally has to physically witness tears or a temper tantrum or be slapped in the face before he even has a clue that anything is going on. Like most female mammals, women are equipped with far more finely tuned sensory skills than men.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

30. “Resting” State: 30%, 90%: “A woman knows her children’s friends, hopes, dreams, romances, secret fears, what they are thinking, how they are feeling. Men are vaguely aware of some short people also living in the house.”Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

31. “As a hunter, a man needed vision that would allow him to zero in on targets in the distance … whereas a woman needed eyes to allow a wide arc of vision so that she could monitor any predators sneaking up on the nest. This is why modern men can find their way effortlessly to a distant pub, but can never find things in fridges, cupboards or drawers.”Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

32. “Female hearing advantage contributes significantly to what is called ‘women’s intuition’ and is one of the reasons why a woman can read between the lines of what people say. Men, however, shouldn’t despair. They are excellent at imitating animal sounds.”Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

33. SensesVision: Men, focused; Women, peripheral.Hearing: Women’s discomfort level I/2 men’s.Smell: Women >> Men.Touch: Most sensitive man < Least sensitive women.Source: Martha Barletta, Marketing to Women

34. Sensitivity to differences: Twice as many card stacks.More “contextual,” “holistic.”“People powered”: Age 3 days, baby girls 2X eye contact. Source: Martha Barletta, Marketing to Women

35. “When a woman is upset, she talks emotionally to her friends; but an upset man rebuilds a motor or fixes a leaking tap.”Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

36. Stress* **Men: Fight or fleeWomen: Seek the company of friends*Source: UCLA, “Female Response to Stress: Tend and Befriend, Not Fight or Flight”/Psychological Review**90% of stress research: men

37. “Women speak and hear a language of connection and intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information, establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”Judy Rosener, America’s Competitive Secret

38. “The Hollywood scripts that men write tend to be direct and linear, while women’s compositions have many conflicts, many climaxes, and many endings.”Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World

39. “I only really understand myself, what I’m really thinking and feeling, when I’ve talked it over with my circle of female friends. When days go by without that connection, I feel like a radio playing in an empty room.”Anna Quindlen

40. “Women are more comfortable talking or thinking about people and relationships, while men prefer to contemplate things.”—research reported in the New York Times (08.10.2003)

41. Editorial/Men: Tables, rankings.*Editorial/Women: Narratives that cohere.**Redwood (UK)

42. “Where the Girls Are: They’re Online, Solving Puzzles and Making Up Characters in Narrative-driven Games” —Headline/WSJ/10.28

43. Initiate PurchaseMen: Study “facts & features.”Women: Ask lots of people for input.Source: Martha Barletta, Marketing to Women

44. Read This Book …EVEolution: The Eight Truths of Marketing to WomenFaith Popcorn & Lys Marigold

45. EVEolution: Truth No. 1Connecting Your Female Consumers to Each Other Connects Them to Your Brand

46. “The ‘Connection Proclivity’ in women starts early. When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”EVEolution

47. What If …“What if ExxonMobil or Shell dipped into their credit card database to help commuting women interview and make a choice of car pool partners?”“What if American Express made a concerted effort to connect up female empty-nesters through on-line and off-line programs, geared to help women re-enter the workforce with today’s skills?”EVEolution

48. The New New Jiffy Lube“In the male mold, Jiffy Lube wasgoing all out to deliver quick, efficient service. But, in the female mold, women were being turned off by the ‘let’s get it fixed fast, no conversation required’ experience.”New JL: “Control over her environment. Comfortin the service setting. Trust that her car is being serviced properly. Respectfor her intelligence and ability.”EVEolution

49. “Women don’t buy brands. They join them.”EVEolution

50. Purchasing PatternsWomen: Harder to convince; more loyal once convinced.Men: Snap decision; fickle.Source: Martha Barletta, Marketing to Women