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At The Junction.
African young girls are always on the go at the earlier age of about 9 years. Loving blindly without taking into account the consequences: The argument over abortion is rarely waged with much reference to reason. Our courage and determination usually make ...
Christmas Gift Ideas ~ from the heart
1.)Invite those who's families are away, for a get-together on Christmas evening; to eat goodies, sing carols, and just visit (giving some a sense of family and something to look forward to). 2.)Run errands for shut-ins. 3.)Volunteer to serve food at a ...
Do your Hands Make You Look Older?
When you hear about wrinkles and skin aging, your first thoughts are about face and neck. But the earliest signs of aging will show on your hands. Don't let your hands talk bad about you! When you hear about wrinkles and skin aging, your first thoughts ...
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This article is based on the following book: EVEolution
"Understanding Women Eight Essential Truths that Work in Your Business and Your Life"
by Faith Popcorn and Lys Marigold, 2001 Hyperion, New York ISBN 0-7868-6523-7 Paperback ISBN 0-7868-8441-X 272 pages
For any business to survive today, it needs to understand how to market to women. The fact is women make 80% of all purchasing decisions. Women are brand loyalists. Your product or service must address their complex, multiple lives as home managers, home-workers, entrepreneurs, caretakers of elderly parents, and professionals. Build a lasting, meaningful relationship with your female customer. EVEolutionize your business before its too late!
Understand the eight truths about marketing to women:
1. Connecting your female consumers to each other connects them to your brand.
Women need a backyard fence to talk to each other. If your brand is marketed in such a way that it connects women to each other as a community, a group, sisters, mothers and daughters and friends, they will embrace your brand into their everyday lives.
The web communities such as iVillage, women.com, and oxygen.com are just a few of the examples of women being linked together. Through EVEolution, and with the help of Faith Popcorns consultancy firm, BrainReserve, Snackwells launched a program of Mother-Daughter workshops across the US. It bonded mothers and daughters, reinforced the idea of eating healthy, while nurturing a positive self-image and attitude about food to pre-teen girls.
2. If youre marketing to one of her lives, youre missing all the others.
From home office services, to cameras keeping an eye on her kids at daycare, if your brand markets to her merged professional and personal lives, then you will win her heart. Women need assistance in running all the facets of their lives. Appeal to her need for convenience. Give her a solution for her perennial problem of what to fix for dinner tonight. Supply her with support for dog-walking, childcare, telecommuting. Deliver her dry cleaning, diapers, and pizza, run her errands, so she can find more time to just relax at home with her kids. Acknowledge that she thinks about her family while she is at work, and provide her with a service that gives her peace of mind.
3. If she has to ask, its too late. Anticipate her needs. Women are the same whether its personal or work. If her husband doesnt anticipate what she needs, she may be disappointed in him. If an employer doesnt anticipate she needs a nursery near the office, and fairer compensation, she may consider another EVEolutionized company that offers more mother-friendly perks.
How to become more Anticipatory than merely Reactive: Women must be in on the planning every step of the way. Talk to consumers in ways that inspire innovative thinking.
4. Market to her peripheral vision and she will see you in a whole new light.
Women are
attentive to the small details men miss. They will go out and shop for that suit they saw on Diane Sawyer last night while watching the news. Starbucks is one company that is EVEolved all around. The female customer can enjoy her coffee in a bright, clean place with a well-stocked restroom (a must if you want to attract women) and she can purchase the in-house music on CD or a cookie for her toddler in tow. Work on the subtle details surrounding your brand, the store music, the way your menu is designed, the uniforms of your waitresses or sales representatives. She will more likely notice these things than if you assault her with aggressive advertising or bothersome phone calls. .
5. Walk, run, go to her, secure her loyalty forever. The Avon lady was just the first step. She was born in an age when women stayed at home because they were mainly housewives. Today, women dont want to make that extra trip to the grocery or salon because they are simply exhausted. If you can provide her quality service at home, at the times when she is at home, your brand will be indispensable. Why not supply her groceries on a monthly basis? Go to her, because frankly, she doesnt have the time to go looking for you.
6. This generation of women consumers will lead you to the next. Practice the brand-me-down approach. The detergent a woman uses is most likely the brand her mother always used. Household names are what they are because women run the household. In Asian markets where family ties are strong, the brand-me-down approach will definitely sell. Attaching a brand to the name Mother will have a strong
identification with quality and trust. Hold mothers day events or family day events and strengthen your commitment to her.
7. Co-parenting is the best way to raise a brand. Ask her how she feels, what colors she prefers, how does she think she can be served best? When was the last time you asked her for feedback and actually responded by redesigning your product?
8. Everything matters you cant hide behind your logo. Women look for integrity in a brand. From the way you treat your employees, your CEOs personal life, to issues like animal testing, environmentally sound practices, and raw materials sourcing. You need to walk your talk and back up your claim. Women dont simply look for value in a brand. They look for Values.
By: Regine P. Azurin and Yvette Pantilla http://www.bizsum.com/freearticle2.htm "A Lot Of Great Books....Too Little Time To Read" Free Book Summaries Of Latest Bestsellers for Busy Executives and Entrepreneurs Mailto: freearticle@bizsum.com
BusinessSummaries is a BusinessSummaries.com service. (c) Copyright 2001-2002, BusinessSummaries.com - Wisdom In A Nutshell
Regine Azurin is the President of BusinessSumamries.com, a web site site that provides free book summaries from the the latest business bestsellers.
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Jamaica Plain Gazette |
'Eldercare block' celebrates unityJamaica Plain GazetteBy Peter Shanley (Courtesy Photo) Joining in the Eldercare Block visit were (from left, front row): Goddard House's Jim Stamatopoulos and Carmen Wornum; Mount Pleasant's Gwen James; Boston Commissioner on Elderly Affairs Emily Shea; (back row) Goddard ... |
kjrh.com |
Elder care business owner arrested for theftkjrh.comA 73-year old Owasso woman who ran an in-home elder care business is accused of using her ex-con son to steal thousands of dollars from an elderly client. The investigation began last fall when a clerk at a drive-through bank in Owasso became concerned ...and more » |
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