Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women

While women make up 52.1 percent of the U.S. population, they control two-thirds of the nation's disposable income. In Pocketbook Power noted marketing expert and bestselling author Bernice Kanner describes how female spending power has radically transformed the face of advertising and marketing over the past several decades. Combining compelling demographic and statistical information with eye-opening and entertaining "tales from the trenches," she explores how the ad world has responded to a female-dominated marketplace. Industry sector by industry sector, Kanner describes successful approaches that have been used to reach women consumers of apparel, financial services, health care, technology, and more. An entertaining and informative look at how today's women-dominated marketplace is shaking up the status quo on Madison Avenue Anatomizes some of the most successful (and unsuccessful) women-oriented campaigns of all times Terms of Use......Page 5 Want to learn more?......Page 6 Contents......Page 9 Part 1 Understanding the Incredible Purchasing Power of Women......Page 13 1 What the Snake Knew: Women Are the Ones to Reach......Page 15 Worker Bees......Page 18 2 Women Have Changed the Landscape......Page 25 3 What Do Women Want? C.H.A.R.G.E.......Page 33 What the Wife of Bath Knew: Control......Page 34 Harmony and Love/Relationships......Page 36 Amusement and Fun......Page 38 Respect......Page 39 Greatness, Meaning, and Spirituality......Page 40 Good Enough......Page 41 4 Finance: Show Them the Money......Page 43 5 Wheels: In the Driver’s Seat......Page 51 Tires......Page 59 "Girlz" Under the Hood......Page 60 Motorcycle Mamas......Page 62 6 Health Care: Our Bodies, Ourselves......Page 63 7 Travel: Comfort, Cleanliness, and a Good Hair Dryer......Page 73 Different Strokes for Different Genders......Page 77 8 Hope in a Jar: The Beauty Biz......Page 79 9 Dressed to Thrill......Page 87 10 Someone’s in the Kitchen with Dinah......Page 95 11 Technology: Chips Aren’t Just for Baking......Page 105 Reach Out and Touch Someone......Page 111 12 Homes and Homebase......Page 117 13 You Throw Like a Girl......Page 125 Liquor: Drink Up......Page 131 Weaponry for Weapons......Page 135 Condoms......Page 137 Smoke and Mirrors......Page 138 The Men’s Room......Page 139 Part 2 How to Unclasp the Purse......Page 141 1. Solve Her Problem......Page 143 2. Speak Her Language......Page 145 3. Make Her the Pilot......Page 146 4. Respect Her, but For Heaven’s Sake, Don’t Pander......Page 147 5. Make It Real......Page 148 6. Get to Her Buddies......Page 150 7. Aim for Her Gut......Page 151 8. Make It Last......Page 152 9. The Pause That Refreshes......Page 153 10. Lay Out a Safety Mat......Page 154 11. Make It Easy......Page 156 12. Make It a Deal......Page 157 13. Cause and Effects......Page 158 14. Segment—Or Not......Page 159 15. Tread Softly and Forget About the Big Stick......Page 161 16 Humor: Tickle Me Elmo......Page 163 17 Sex or Sensibility?......Page 167 18 Star Power or Girl Next Door?......Page 171 19 Cobrand or No Brand......Page 177 20 The Devil You Know......Page 181 "Spokescritters": Character Study......Page 182 21 Noah’s Ark......Page 187 22 A Word About Subliminal Advertising......Page 191 23 In the Store......Page 193 24 A Dozen Tricks Marketers Play......Page 197 One......Page 201 Two......Page 202 Four......Page 203 Five......Page 204 Seven......Page 205 Eight......Page 206 Nine......Page 207 Ten......Page 208 Eleven......Page 209 Twelve......Page 210 1. Little Men......Page 211 5. Three Lives in One......Page 212 8. The Last Taboo Takes It on the Chin......Page 213 11. Show Me the Money......Page 214 15. An Educated Consumer Is the Best Customer......Page 215 Index......Page 217 About the Author......Page 225 It wasn't that long ago that legendary adman David Ogilvy chided his peers for talking down to women. "The consumer is not a moron; she's your wife." He berated those who ignored women or discounted them, misreading men's higher paychecks as spending power.; And was David Ogilvy right. A half century later, women are responsible for not just buying, but also deciding what (or who politically) to buy, when and "where" to buy it (online, boutiques, department stores, mall) and how much to pay. Statistics compiled by the sales promotion agency Frankel & Co. and others show women now control more than 80 per cent of all purchases. They buy: 53 per cent of all stocks; 51 per cent of all sports equipment; 63 per cent of all personal computers; 47 per cent of all hardware and home improvement materials; 85 per cent of all toilet tissue; 90 per cent of all greeting cards. And experts predict that by 2020, women will control most of the money in America.; Demographically, women represent 52.1 per cent of the population, making them the biggest consumer segment in the country. But their purchasing influence is far greater than their numerical superiority suggests. Women buy or influence two out of every three of the USD3 trillion spent in the U.S. each year -- on everything from car tires to cognac. Consequently, women are now wooed and pursued by the very marketers who once ignored them, a transformation the fairer sex has accomplished without activism The advertising powers that be have come to recognize the power that is through the most obvious and compelling evidence: the power of the pocketbook.; Now, noted marketing expert Bernice Kanner takes an eye-opening and entertaining look at the way female spending power has forever changed the advertising/marketing landscape. Kanner, who penned the award-winning weekly column for New York Magazine, "On Madison Avenue," for 13 years and who is widely heralded as being on the pulse of the American consumer, reveals how the ad world is responding to the female-dominated marketplace and offers, via dozens of examples of campaigns that have worked and bombed, a road map to how to sell to women - today and tomorrow. Marrying compelling demographic and statistical information with tales of canny approaches to product development, positioning, marketing prowess, Pocketbook Power is organized around different market segments, including health, apparel, finance and technology.; Within each industry, Kanner highlights a myriad of approaches for successfully reaching the lucrative female buyer - and the tactics to avoid. Overall, Pocketbook Power promises to be a compelling must-read for advertising and marketing professionals who are determined to reach the hearts, minds - and ultimately, the wallets - of today's most coveted consumer Marketing Expert Bernice Kanner Takes A Look At The Way Female Spending Power Has Forever Changed The Advertising/marketing Landscape. Pocketbook Power Reveals How Industry Professionals Are Responding To The Female-dominated Marketplace, Marrying Compelling Demographic And Statistical Information With Tales Of Canny Approaches To Product Development And Positioning, And Of Marketing Prowess. Complete With Expert Advice On Branding, Subliminal Advertising, And Looking Toward Future Trends, Pocketbook Power Is A Must-read For Advertising And Marketing Professionals Who Are Determined To Reach The Hearts, Minds - And Ultimately, The Wallets - Of Today's Most Coveted Consumers.--jacket. I: Understanding The Incredible Purchasing Power Of Women -- What The Snake Knew: Women Are The Ones To Reach -- Women Have Changed The Landscape -- What Do Women Want? C.h.a.r.g.e. -- Finance: Show Them The Money -- Wheels: In The Driver's Seat -- Health Care: Our Bodies, Ourselves -- Travel: Comfort, Cleanliness, And A Good Hair Dryer -- Hope In A Jar: The Beauty Biz -- Dressed To Thrill -- Someone's In The Kitchen With Dinah -- Technology: Chips Aren't Just For Baking -- Homes And Homebase -- You Throw Like A Girl -- When Sales Dip, Men's Products Discover Women -- Ii: How To Unclasp The Purse -- Techniques For Selling To Women -- Humor: Tickle Me Elmo -- Sex Or Sensibility? -- Star Power Or Girl Next Door? -- Cobrand Or No Brand -- The Devil You Know -- Noah's Ark -- A Word About Subliminal Advertising -- In The Store -- A Dozen Tricks Marketers Play -- Don't Even Think It: A Dozen Ploys Bound To Backfire -- Gazing Into The Crystal Ball. Bernice Kanner. Includes Index. While women make up 52.1 percent of the U.S. population, they control two-thirds of the nations disposable income. In Pocketbook Power noted marketing expert and bestselling author Bernice Kanner describes how female spending power has radically transformed the face of advertising and marketing over the past several decades. Combining compelling demographic and statistical information with eye-opening and entertaining "tales from the trenches," she explores how the ad world has responded to a female-dominated marketplace. Industry sector by industry sector, Kanner describes successful approaches that have been used to reach women consumers of apparel, financial services, health care, technology, and more.An entertaining and informative look at how today's women-dominated marketplace is shaking up the status quo on Madison Avenue Anatomizes some of the most successful (and unsuccessful) women-oriented campaigns of all times ' Takes a look at how female dominated marketplace is shaking up the status quo on Madison Avenue. This work reveals how female spending power has radically transformed the face of advertising and marketing over the past several decades, combining demographic and statistical information with eye-opening tales from the trenches.