| Interviews |
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The Power of Female Friendships |
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Author and Wall Street Journal columnist Jeff Zaslow will never underestimate the power of female friendships. “Women are very serious about their friendships…they are vested in them, they need them,” says Zaslow. “When women think about their friendships, they are actually pondering every single point of their lives. That’s powerful—I marvel at that.” How does a man gain such insight into the bonds of female friendships? He wrote a book about it. More... |
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The Marketing to Women Lessons of Dubai |
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Many of our most popular M2W® speakers, sponsors and attendees (think Marti Barletta, Mary Dean and Andrea Learned) have had the pleasure of providing the keynote address during the Gulf Marketing Review’s Annual Marketing to Women Conference which is held each year in Dubai, UAE. What makes marketing to women in Dubai so different than marketing to women in the U.S.? We recently chatted with two of those keynote speakers—Marti Barletta, Founder of The TrendSight Group and Mary Dean, Founder/President/CCO of KickSkirt—about the differences (and surprising similarities) of our cultures and conferences as well as where they feel the next big global marketing to women opportunity can be found. More... |
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Empowering Women |
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Leading the marketing to women charge for a brand known more for its masculinity than femininity is nothing new for Leslie Prevish. Several years ago, Prevish stood on the M2W® stage to accept the Full Circle Award on behalf of Harley-Davidson, a male-dominated brand that, through the leadership of Prevish, had begun to make some real strides with meeting the needs of their growing female consumer base. Now Prevish has taken her innovative marketing to women strategies to another male-dominated brand—Trek, a company that not only builds bikes, but wants to “help the world use the bicycle as a simple solution to complex problems.” More... |
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The Girls of Summer |
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In 1997, singer-songwriter Sarah McLachlan introduced us to Lilith Fair, a music festival that highlighted the talents of female artists. After a 10-year absence, Lilith Fair made its way back onto the summer music scene this year and in addition to introducing a new generation to its innovative mix of musicians, brands and atmosphere, the concert continues to tell us a lot about today’s female consumers and emphasizes those important lessons learned during M2W®. More... |
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Living Single: Why Women Spend More of their Lives Being Single |
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During last year’s M2W®-The Marketing To Women Conference, Bridget Brennan, CEO of Female Factor and author of Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers, made a startling statement: “Women all over the world are spending more of their lives being single.” We decided to catch up with Bridget and ask her a little more about the power of single women and why today’s brands need to pay special attention to this growing trend. More... |
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The 'Mad Women' |
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Many of us at M2W® are big fans of AMC’s Mad Men, a popular show that depicts life inside (and outside) of a New York-based ad agency in the 1960’s. While we love to watch the storylines unfold and witness what life must have been like for female executives in the 60’s ad world, we can’t help but wonder, has the industry really changed all that much from the scenes we see on TV?
We asked some of today’s top female ad executives to share their thoughts on how the industry has changed since the days of Mad Men and how those changes have helped brands better connect with consumers—not just female consumers, but all consumers. More... |
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M2W®-HC™: Becoming a Source of Solutions |
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“Women are making 90% of all healthcare decisions. She is potentially your very best customer,” said Nan McCann, President, PME® Enterprises LLC and Founder of M2W®-HC™…The Conference for Marketing Healthcare to Women. “We must have more than a brand that works, we must work. Communicate with her, work with her, become a source of solutions in her life.” And so the stage was set for the first M2W®-HC™ held November 5 & 6 at the beautiful National Museum of Women in the Arts in Washington, D.C. where top brand leaders and healthcare marketers gathered to better understand how female consumers make decisions about the health and wellness of their lives and the lives of their families. More... |
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Why Not All Women Are Created Equal |
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“For years, healthcare marketers targeted women as a single group,” said Nan McCann, President of PME Enterprises, LLC, producer of M2W®-HC™. “But as we all know, there are many different niches of female consumer, each with their own needs and expectations based on age, religion, ethnicity and many other lifestyle factors. Many of the presentations at this year’s conference will focus on these issues so healthcare marketers can forge stronger bonds with their female customers.” So, how should healthcare marketers proceed when trying to connect with today’s diverse group of female consumers? More... |
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The Female Side of Green |
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In addition to making nearly 85% of all consumer purchases (on everything from autos to healthcare), a recent study from Frank About Women found that 25% of all products in a woman’s shopping cart today are environmentally friendly. If a brand isn’t connecting with women through their green messaging, they are missing a very big opportunity. “Women are looking for brands to make it easier for them to help the environment,” says Wendy Cobrda president and founder of Earthsense. Earthsense recently partnered with Red Kite Business Advisors on the Eco-Insights survey, which will be the focus of their presentation during Good And Green®-The Green Marketing Conference later this year. The study found that 80% of adult women believe very strongly that individuals can affect the environment. However, nearly 60% believe that they are personally not doing enough to protect it.
So what can your brand do to give women more opportunity to help the planet? More... |
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Life in 'Cougar Town' |
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From the pages of real life (think Demi Moore and Ashton Kutcher) to the pages of top-selling fiction (Samantha Jones in Sex and the City), it really wasn’t surprising to see a recent Newsweek article proclaim 2009 as “the year of the cougar.” Defined by the website www.wowOwow.com as “a woman, typically 35 or older, who is in a relationship with a man who is younger than she by eight to ten years or more,” the ‘cougar’ has became a regular part of this year’s mainstream media (ABC’s ‘Cougar Town’) and brand marketing (Carnival Cruise Line’s upcoming International Cougar Cruise). Before you make a marketing-to-women move on today’s cougars, here are some things to keep in mind: More... |
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M2W®-HC™: Crossing the Social Media Line |
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According to a 2007 survey by Burst Media, women go online for health information more than men and more than 90% of women between the ages of 25 and 34 search for health information online. The online landscape has changed for healthcare marketers. Instead of taking their messages to sites that deal with a specific subject (i.e. breast cancer or diabetes), they are forced to look for those sites and social media networks where their message can become an actual part of the conversations happening between patients and consumers—a task that seems to leave some marketers frozen in social media fear. More... |
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Office Fashion: Why Office Supplies are the New Fashionistas |
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There are always numerous articles and features on how to be more fashionable in the workplace. They usually focus on clothing and accessories for your body—not your cubicle. But, lately I have noticed a more fashionable feel to the traditional file folders and paper clips.
Who would have ever thought office supplies would become the category to watch for innovative marketing to women strategies? Patti Minglin recently spoke with Bill Bonner, senior director, external relations for OfficeMax about the brand’s decision to shed a new more fashionable light on its products and get involved with some very non-office-like initiatives. More... |
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Where Women And Healthcare Collide |
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As marketing-to-women thought leaders, we already understand the purchasing power of female consumers. Yet, there appears to be one category where women are still considered a niche market: healthcare. Here are some quick facts:
--Women make 90% of all consumer healthcare decisions
--Women account for 93% of all OTC pharma purchases
--Women account for 85% of all healthcare purchases
--66% of women feel misunderstood by healthcare marketers
Sound familiar? There was a time not so long ago when the entire marketing-to-women concept showed the same kind of numbers. We have watched as brands and categories have not only acknowledged women as consumers, but have embraced them as the key to their current and future business success. Healthcare appears to be moving in this same direction. More... |
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Join Me in 'The Broadroom' |
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Launched last week, “The Broadroom” is a web series created by Candace Bushnell in partnership with More magazine and Co.Op TV. The series features an ensemble cast of women including Jennie Garth, Jennifer Esposito, Talia Balsam, Mary McCann and Lauren Devereux and takes a humorous look at women in the workplace, addressing everything from motherhood, relationships and male bosses. “The webisode medium is the perfect way for us to experiment with a creative idea without having to produce a full-blown series for television,” says Nancy Weber, chief marketing officer for Meredith. “Candace Bushnell is the expert at creating scripted-entertainment and is just the perfect person to show the entertaining side of reality.” More... |
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Women Who Travel |
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September 21st marks the fourth annual Woman Road Warrior Day—an event started by Kathy Ameche, author of The Woman Road Warrior: A Woman’s Guide to Business Travel and Traveler in Chief of WomanRoadWarrior.com. “Nearly 50% of today’s business travelers are female and they wage the fight with incredible style,” says Ameche. “They cover millions of miles each year, and influence strongly the travel decisions of their employees, associates and relatives. It is an economically powerful group.” Ameche is definitely on to something. According to Marybeth Bond of The Gutsy Traveler, U.S. women took nearly 32 million trips last year and will spend an estimated $125 billion on travel next year. More... |
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Blog with Integrity |
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As marketing to women thought leaders, we understand and appreciate the influence of bloggers—both paid and unpaid. Recently this influence has caught the attention of the government agencies and the media--leaving many to believe if bloggers are compensated to promote or review a product they are not exempt from the laws governing truthful advertising. It’s a conversation that has sometimes painted a very unflattering picture of bloggers and has encouraged some to take matters into their own hands.
A recent initiative known as “Blog with Integrity” was launched to give credibility back to bloggers. One of its founders, Liz Gumbinner of CoolMomPicks.com and Mom-101, recently spoke with M2W® editor Patti Minglin about the “Blog with Integrity” pledge and what it means for brands and their blogger relationships. More... |
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Inspiring Marketing To Women Greatness |
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Last Wednesday, I was honored to attend the 2009 WNBA Inspiring Women Luncheon. It was an amazing afternoon of inspiration, one of those rare events where you really don’t want it to end. People lingered long after the presentations were completed and books were signed—they were engaged, they felt welcome, they wanted to hear more. The WNBA had done more than just inspired me, they left me feeling as if I was truly connected to their brand in a very personal way—one of the basic foundations to marketing-to-women success. Why did it work so well? More... |
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Is 'Fixing the Economy' Really Women's Work? |
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A recent article in The Washington Post (“Fixing the Economy? It’s Women’s Work”, July 12, 2009 ) really made us stop and think. According to new research, a “healthy dose of estrogen may be the key not only to our fiscal recovery, but also to economic strength worldwide.” There appears to be a significant shift of power from men to women underway and that, say the experts, is good for the economy. Marti Barletta, Dale Bornstein, Andrea Learned, Kaira Rouda, Sandy Sabean and Kelley Skoloda give us their thoughts. More... |
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Why All Women Have a "Need For Speed" |
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Racing legend Lyn St. James is on to her next venture—the “Need For Speed” Experience. This “for women only” event, to be held September 24th-27th, is designed to show women how learning to control a car can help them control other areas of their life as well. I recently spoke with Lyn about this new program, the marketing to women challenges she has faced and who are the women we should be watching in auto racing. More... |
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The Female Side of Jack Daniel's |
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From their ad campaigns to sponsorships, the Jack Daniel’s brand has become synonymous with all things cool and exciting—especially as they relate to men. But Jack Daniel’s realizes the importance of the female consumer and while she has always been an important part of the marketing conversation, she will soon find her own connection to the Jack Daniel’s brand and legacy. Jennifer Powell, brand manager for Jack Daniel Distillery, recently spoke with M2W E-ssentials about the plans the company has to better connect with women while never alienating their male consumers. More... |
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Wedded (Budget-Conscious) Bliss |
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We are knee-deep into the summer wedding season and although a recent David’s Bridal survey found that 75% of brides-to-be admit they are planning on making adjustments to their wedding budget as a result of the economic climate, that doesn’t signify the end of the wedding industry—after all, it is estimated that 2.2 million women will get married in 2009 (Reuters). “Brides always strive to create the perfect wedding day without spending a fortune; it is simply more pronounced due to the state of the economy," said Robert Huth, President and CEO of David's Bridal.
So how has the state of the economy affected the way women plan and shop for their big day? More... |
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Bounty Celebrates the Father/Daughter Relationship |
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It’s an undeniable bond, but one that is rarely talked about by brands—until now. Studies show that fathers and father figures play a unique role in helping young girls develop into strong, successful women which is why today’s marketing-to-women professionals need to pay special attention to the father/daughter relationship.
So, why are brands seemingly ignoring this important relationship? The executives at Bounty® are not—and have put their efforts into not only recognizing the father/daughter bond, but celebrating it. More... |
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Frito-Lay Discovers What It's Really Like 'In A Woman's World' |
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It’s a world where women can connect with one another—sharing and supporting their feelings about diets, beauty, exercise and body confidence. It’s a world where women can feel good about what they are eating, not guilty. It’s a world that stems from—of all places—the snack aisle of your local grocery store.
Frito-Lay, a division of PepsiCo, has taken their marketing-to-women initiatives to an entirely new level by looking at women as individuals—not just a gender. “We recognized the opportunity to speak to women as themselves, not just gatekeepers to the home,” said Becky Frankiewicz, vice president, marketing women’s portfolio for Frito-Lay North America. “Our intent is to have a conversation with her--not just talk to her.” More... |
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What a Ride: An Interview with Specialized Bicycle |
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About three years ago, Specialized Bicycle, creators of performance oriented bicycle components, had a major marketing-to-women revelation. “While we were creating a woman’s version of our male product lines, we weren’t really thinking of the female rider as needing a product line all her own,” says Eron Chorney, women’s product and marketing manager for Specialized. “We started asking ourselves, what is the right product for women riders—not just how do we make our current products work for women.” More... |
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Engauge's Dr. Melissa Read Takes the Cake at M2W |
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The results are in—Dr. Melissa Read, Ph.D., vice president of research and innovation for Engauge Digital has been named the 2009 M2W® Take the Cake Award winner. Selected by conference attendees, the award was created to honor the presenter deemed to be the favorite among M2W®-The Marketing To Women Conference participants. Dr. Read received a beautiful handmade Hartland cake plate from the talented glass blowers at Simon Pearce glassware in Vermont.
Patti Minglin recently spoke with Dr. Read about her journey into the world of marketing, what Henry Ford knew about the psychology of consumers and what she would do with just a little extra time in her day. More... |
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Sweet Success: An Interview with Ghirardelli |
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During the 2009 M2W®-The Marketing To Women Conference, Ghirardelli was honored with the M2W® Full Circle Award which celebrates a brand that has successfully incorporated what they learned at M2W® into a creative campaign with excellent results. We recently spoke with Mona Maher, director of marketing-confections for Ghirardelli, on how their M2W® experience allowed them to create an even sweeter connection with female consumers. More... |
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Wine, Honey and Rock n’ Roll:
An Interview with Popular M2W® Speaker Kelley Styring |
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Whether she’s taking us through the anatomy of a woman’s purse or the inside of cars, Kelley Styring is always one of our most popular M2W® speakers. As principal of InsightFarm, Kelley is a phenomenal marketer and always has such great insight into the psyche of female consumers and how brands can do a better job of meeting their needs.
Yet, there are many sides to Kelley—she’s a producer of wine and honey, works with bands and is a self-described “Rock n’ Roll Mom” who is loving every minute of the interesting life she has created for herself and her family. She recently spoke with Patti Minglin, editor of M2W E-ssentials, about the many facets of her life and what each road has taught her about marketing—and a little bit about herself as well! More... |
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Happy Mother's Day, PANKs! |
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While we are celebrating Moms this Sunday, we wanted to also celebrate the PANKs—Professional Aunts No Kids. A term dubbed by Melanie Notkin, founder of SavvyAuntie.com, PANKs represent an entire group of women who don’t have children but have children in their lives whom they adore—and the discretionary income and time to spend with these children. Melanie recently spoke with M2W E-ssentials editor Patti Minglin about the SavvyAuntie site, the power of PANKs and what kind of marketing messages she would like to see. More... |
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Who Are The Game Changers In Marketing-To-Women? |
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We asked our community of marketing-to-women experts and brand leaders to suggest some of the “game changers” of marketing-to-women. Here are a few of the top people and brands that have led the way--and continue to lead the way--in how we communicate and connect with today’s women. More... |
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Why Wii is Winning with Women |
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And what your brand should be doing too! |
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No longer a category that appeals exclusively to teenage boys, video games have broadened their appeal to reach a wider demographic of followers—especially women. According to the International Game Developers Association, women represent 40% of all gamers and have become a vital component to ensuring the industry’s continued success. And no video system seems to be winning with women more than Nintendo’s Wii. A recent Nielsen study found that in addition to appealing to boys age 6-11, Wii is seeing most of its usage from women age 25-34 and is used by more women age 35+ than either Xbox 360 or PlayStation 3.
It certainly seems as if Wii has hit the sweet spot with female consumers and understanding why the game system is winning with women can help brands across all categories score big with this lucrative market. More... |
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The Generation That Does: Women 50+ |
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An interview with VibrantNation's Carol Orsborn and Stephen Reily |
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As one of the leading global authorities on marketing to women of the boomer generation, Carol Orsborn has provided both internal and external communications counsel, program and product development and strategic research to over 100 marketing companies and clients in a broad range of industries—including AT&T, Prudential and Hallmark. She is an author, a sought-after speaker and media expert and recently became a senior strategist and blogger for VibrantNation, an online community for women 50+ founded by Stephen Reily. Reily is a marketing professional who built a brand licensing agency with clients like Kraft Foods, S.C. Johnson and Anheuser Busch, Stephen was also aware that brands were increasingly interested in reaching this large and growing demographic online. Together with a strong team of women colleagues, he created VibrantNation.com as the first community published wisdom database that celebrate and connects the 50+ community.
Carol and Stephen recently spoke with Patti Minglin about marketing to women 50+ and why this generation is one of the most demanding—and lucrative—consumer groups. More... |
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Can Twitter Help You Win With Women? |
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By Patti Minglin |
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Twitter is easy to use and even those new to the online community can quickly catch-up with its lingo and rules (or lack thereof). Still, brands are learning how to use this new medium as a way to reach out to women, engage in their conversations and ultimately earn (and keep) their business. “When you ask a room full of brand executives how many are using Twitter only about 5 people will raise their hands,” says Barbara Jones of the One2One Network. “This is happening right under their noses—it is a community of influential, proactive consumers.” While Twitter will never replace all of your current marketing-to-women tools, it can certainly help solidify your brands positioning with female consumers. Here a few ways Twitter can help: More... |
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Paula Hanson |
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WNBA |
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“Our research shows that women who play basketball are almost 600% more likely than non-players to watch WNBA games. Therefore, it is in the league’s best interest to encourage the continual growth of women’s basketball on all levels.”
Patti Minglin, editor of M2W® E-ssentials, asked Paula Hanson, vice president team business development for the WNBA, to tell us about the marketing strategy behind one of the leading women’s sports organizations and how supporting and encouraging young girls to play ball actually helps build future fans. More... |
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Stylish Sustainability: An Interview With Vamp Bags |
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Deanna Capaldi and Tara Deeb think style and sustainability make a great combination—that is one of the main reasons they created Vamp Bags, a company that strives to create stylish bags and accessories for women using eco-friendly materials. Sold in stores and boutiques throughout the U.S., Vamp Bags continues to grow its female following and have been seen on the arms of celebrities at such high-profile events as the Golden Globes and the Emmy’s. Capaldi and Deeb recently spoke with Patti Minglin, M2W® E-ssentials editor, about their growing business and why women do not have to sacrifice being fashionable in order to be eco-responsible. More... |
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Lisa Carlson |
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Jiffy Lube |
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“…I can tell you that anything we do will focus on communicating what’s important to women – speed, convenience, quality workmanship, and professional, friendly and knowledgeable employees.”
M2W® E-ssentials asked Lisa Carlson, global director of marketing for Shell Lubricants to tell us about the brand’s marketing-to-women strategy and how their partnership with the American Heart Association has created a cause-related program that has successfully brought customers and employees together for a common cause. More... |
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Marcee Nelson |
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President of GSW Worldwide's Pink Tank |
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After years of advertising industry experience where she immersed herself in the world of consumers, Marcee Nelson found herself charting a new territory. About three years ago, Nelson joined GSW Worldwide, one of the largest healthcare advertising agencies in the world, and immediately noticed an opportunity for growth. “The healthcare industry wasn’t connecting with women, yet women were the primary consumers,” says Nelson. “Leveraging everything we knew about healthcare—the ‘know-how’—with our marketing to women expertise—the ‘know-her’—just seemed like an ideal opportunity for our agency.” That opportunity turned into Pink Tank, a division of GSW Worldwide that specializes in helping brands connect with the female influencers in healthcare.
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Karen Jacobs |
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Director of Marketing, Dearfoams(R) |
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As one of the top slipper brands, Dearfoams® has helped the bedroom slipper become an innovative and chic part of the footwear industry. While it would be easy for them to sit comfortably at the top of the slipper category, Dearfoams® is using their brand influence to change the lives of women—one pair of slippers at a time. Karen Jacobs, director of marketing for Dearfoams®, recently spoke with Patti Minglin, M2W® E-ssentials editor, about the brand’s partnership with the Making Memories Breast Cancer Foundation™ and how other brands can use such partnerships to make a difference in the world.
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Kelley Skoloda |
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Partner/Director, global brand marketing practice, Ketchum |
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Kelley Skoloda, partner/director, global brand marketing practice for Ketchum Public Relations, is one busy woman. Her life, just like those of other working women who are also moms, is packed with activities and tasks—leaving little time for commercial messages. Kelley, who is one of the most popular M2W®-The Marketing To Women Conference speakers each year, has become a leader in helping brands understand the multi-minding woman and will soon be sharing that knowledge in her new book, Too Busy to Shop: Marketing to Multi-Minding Women.
In a quest to gather insights and information for her book, Kelley created a blog—“Too Busy To Shop.” This blog has given women the opportunity to share their thoughts and experiences and help marketers manage their brands and businesses so they can work with the busy lives of women—not against them. More... |
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Amanda Stevens |
| Managing director, Splash Consulting Group |
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“Marketers who understand that balance for women often comes from very different ends of the spectrum run less risk of stereotyping or pigeonholing a woman and the roles she plays in life – the number one mistake made in advertising to women.”--Amanda Stevens
Recognized as Australia’s leading authority on selling and marketing to women, Amanda Stevens, managing director of Splash Consulting Group, is an expert at helping companies “turn every woman into a walking advocate” for their brand. She is the author of two books, SheMarketing: The Science of Marketing to Women and SheSelling: The Psychology of Selling to Women and will soon find herself sharing a stage with Donald Trump when he visits Australia. More... |
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Suzanne Horton |
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| CEO, Be Jane, Inc. |
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“Our philosophy is that when women feel empowered to change their homes, they become inspired to improve their lives. And from that place of empowerment, it’s a very small leap to changing the world at large.”
As CEO of Be Jane Inc., Suzanne Horton wants to transform the home improvement industry by creating an online community that not only empowers women to succeed in the DIY world, but empowers them to achieve their overall life goals as well. Suzanne recently talked with Patti Minglin, M2W® E-ssentials editor about how a continued increase in female consumers is changing the home improvement industry and how helping women improve their home environments is often the first step towards helping them improve the world. More... |
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Lyn St. James |
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| Author and Indianapolis 500 Driver |
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“My initiatives are concentrated on women in motorsports…. I guess you could call it a 'niche within the niche' market of both the sports market and the women's market, which means we have crossover impact into two markets. That means tremendous growth opportunities!”
Patti Minglin, editor of M2W® E-ssentials, asked Lyn St. James, author and Indianapolis 500 Driver, to give us insight into why women are drawn to sports and how brands can find great success when they create a message that appeals to both female and male fans. More... |
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Dennis Syracuse |
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| Sony Retail Stores |
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“The strategy is constantly evolving, from the way we market the stores to the way we position special offers, so we can ensure we're reaching the female consumer at a customer service level that meets her needs.”
Patti Minglin, editor of M2W® E-ssentials, asked Dennis Syracuse, senior vice president for Sony Retail Stores, to share with us how his brand successfully met the needs of its female consumers by learning how to connect with them emotionally. More... |
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