Summary: Don't Think Pink E-Book

BusinessNews Publishing

• Herausgeber: Business Book Summaries
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 36

Veröffentlichungsjahr: 2013

Beschreibung

The must-read summary of Lisa Johnson and Andrea Learned's book: "Don't Think Pink: What Really Makes Women Buy and How to Increase Your Share of This Market".

This complete summary of the ideas from Lisa Johnson and Andrea Learned's book "Don't Think Pink" shows that very few corporations purposefully attempt to target women to purchase their products, despite the fact that women make or influence 80% of all purchase decisions. Furthermore, those who do target women end up using stereotypical and superficial methods, like offering their product in pink. In their book, the authors reveal the real reasons why women decide to make purchases and the marketing techniques that will really get their attention. By reading this summary, you will understand how to adapt your marketing techniques to target female consumers and avoid clichés.

Added-value of this summary:
• Save time
• Understand key concepts
• Expand your marketing skills

To learn more, read "Don't Think Pink" and discover the secrets to marketing to female consumers.

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Book Presentation : Don’t Think Pink by Lisa Johnson and Andrea Learned

Summary of Don’t Think Pink (Lisa Johnson and Andrea Learned)

Book Presentation : Don’t Think Pink by Lisa Johnson and Andrea Learned

Book Abstract

MAIN IDEA

Despite the fact that women make or influence more than 80-percent of all consumer purchase decisions, very few corporations purposefully attempt to tap into this vast market. To make matters worse, those that do attempt to target the buying power of women often end up doing something ineffective, stereotyped or superficial – like offering their product in pink or pastel colors to make it more appealing to women.

The real key to targeting the $2 trillion dollars a year in women’s consumer spending is to do three things very well:

The Keys of Marketing to Women Consumers:

Understand the buying behavior and preferences of womenUse insightful segmentation of the women’s marketplaceEnlist women as your marketing partners

On the strength of these three keys, you can then begin to move your marketing away from pink thinking towards the more productive right-hand side of the women’s marketing spectrum.

“Reaching women consumers is not a trend. It’s the lucrative future, for anyone who grabs it. Slightly tweaked male-oriented products or marketing efforts will no longer do. Once you’ve examined your brand by peering through a women’s lens, the need for different ways to reach them as consumers will become clear – and as you re-examine and re-connect with the women who are your current customers, the changes you will need to make should emerge fairly quickly. Re-entering into conversations with your best and most influential customers is the best way to create products and services that resonate, and the best way to expand on their trust in your brand. Learning to see from a women’s perspective is the key.”

– Lisa Johnson and Andrea Learned

About the Author

LISA JOHNSON and ANDREA LEARNED are co-founders of ReachWomen, a firm which specializes in advising clients on the behavior of women as consumers. Lisa Johnson (a graduate of the University of Oregon) has a background in marketing and developing seminars. She has worked in the sporting goods, financial services and health industries. Andrea Learned has a publishing background, and has written a number of articles which have been published in the business press. She has worked for fifteen years in marketing and public relations.

The Web site for this book is available at: www.reachwomen.com.

Important Note About This Ebook

This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

Summary of Don’t Think Pink (Lisa Johnson and Andrea Learned)

The Ultimate Goal: The right-hand side of the marketing spectrum

Quite simply the biggest slice of today’s consumer market is the female purchaser. This is a $2 trillion a year market segment in the United States alone. In earlier generations, some companies tried to reach the women consumer using pink thinking or campaigns which were obviously designed “for women”. A much more subtle and effective approach is to do marketing which resonates with women but doesn’t single them out as obvious targets of the marketing. This type of marketing is transparent. But the most effective type of marketing of all will be hybrid marketing campaigns – creating a special women’s initiative for a product or service within your existing brands. This type of marketing is the way of the future.

How big is the women’s market? Consider a few facts:

Women now earn about $1 trillion a year in wages and income – an increase of 63-percent over the past decade. This has been fueled by: A shrinking wage gap between men and women.More women earning advanced degrees.Skilled women out earning their less-competent husbands.More women starting or buying businesses.Women living longer and having a higher net worth.Women are responsible for the bulk of consumer purchases – about 80-percent of all consumer buying according to research. In fact, studies suggest women write 80-percent of all personal checks. In all, women account for more than $2 trillion in annual spending.Around 51-percent of all corporate purchasing agents are now women