A new book arrived this week that should cause some marketers to sit up and take notice.
Marketing to Women by Martha Barletta (Dearborn, 2003) says the power of women in making and influencing buying decisions is enormously underrated, and that marketers who don’t tailor their messages to women are really missing the boat.
There are a few numbers floating around that reflect the share of the spending budget women control -- 80, 82 or 83 percent. Whatever – it’s a big number. And it applies in some surprising “male” sectors – like cars and insurance.
Astounding? Not to some of us.
My friend (and sometimes MarketingProfs contributor) Andrea Learned of ReachWomen.com tapped into the “women thing” years ago. Women, she says, dominate buying in many markets -- from appliances to pet products.
Quoting a survey from the American Pet Products Manufacturers Association, she says 82% of dog owners are women. (My own two canine units just slipped me a note, “Milk bones: Buy early and often!”)
As Barletta’s book says: Women aren’t a niche. They’re the market.
As always, your feedback is both welcome and encouraged.
Until next week,
Ann Handley
ann@marketingprofs.com
MarketingProfs.com
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