Too Busy to Shop: Marketing to "multi-minding" Women (Google eBook)

Front Cover
Greenwood Publishing Group, 2009 - Business & Economics - 173 pages
0 Reviews

Research indicates that most women do it at least ten times every five minutes. What is it? Multi-minding--mentally juggling a complex mix of family, career, and self-care decisions at any given moment, with little time for commercial messages to seep into the mix. How do marketers reach women, who still make 85% of all consumer purchasing decisions? This book, based on research, interviews, and Kelley Skoloda's twenty years of leading-edge work in brand marketing with major clients, explains how to connect with multi-minding women, gain their trust, and tap into their purchasing power.

Multi-minding is a cultural phenomenon that is here to stay. A multi-minding woman, even if she appears to be relaxing in front of a late-night television show, reading a magazine in the pediatrician's office, or tackling a complicated analytic study at work, is at the same time thinking about and preparing for the other dimensions of her life. She's weighing the benefits of changing her 401k plan, plotting out her organic vegetable garden, ticking off birthday-party logistics, and longing for a neck massage. That's why one study shows women feel they are packing 38 hours of activity into a 24-hour period. But studies also show that most women feel marketers are ignoring their needs. That's a big mistake considering women spend $3.3 trillion annually on consumer products." Too Busy to ShoP" explains what marketers need to know about multi-minding--a word coined by Skoloda and Ketchum--and its implications for companies seeking to speak to women buyers. Besides theory and insight, readers get how-tos and action items designed to ensure women view their brands favorably and hear the marketing message. The book also contains insiders' views of some of the most successful marketing-to-women campaigns of recent times. In short, "Too Busy to ShoP" helps marketers understand multi-minding in depth--an essential task if they want to reach today's overloaded female consumer.

  

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Buying Power of the Female Consumer
1
Women Buyers Now Getting More Attention from Marketers
11
Chapter 3 Whats Wrong? Why Current Marketing Efforts Are Not Working
23
Chapter 4 Why Are We So Hard to Reach? The Challenge of Marketing to Women 25 to 54
33
Women and the 38Hour Day
41
New Ways to Understand and Reach MultiMinding Audiences
49
The CRedible OPinions Shortcut
61
Chapter 8 The Keys to Connecting with MultiMinding Women
73
QuickConnect Messages
109
Chapter 12 The 360Degree Esurround Method to Reach Women
119
Consistent Confirmation
133
Chapter 14 What Does the Future Hold? MultiMinders Becoming CoBrand Managers
143
Notes
155
Bibliography
159
Index
161
About the Author and Interviewees
165

A New Approach to Reach Female Consumers
85
Chapter 10 What Really Matters? Credibility
99

Common terms and phrases

About the author (2009)

KELLEY MURRAY SKOLODA, partner/director of Ketchum's Global Brand Marketing Practice, is the recognized authority on marketing to women. In her career with Ketchum, she has counseled dozens of Fortune 500 companies and blue-chip brands. Skoloda's work has been featured in BusinessWeek online, BrandWeek magazine, CNNMoney.com, Fast Company, Today's Chicago Woman, The Washington Post, PRWeek magazine, and others.

Bibliographic information