Leading Ladies
Women rule the marketplace, says one author. So why aren't ad-makers catching on?
American women are the world's largest economy, yet few businesses market effectively to them, says Chicago marketing consultant Martha Barletta. In Marketing to Women (Dearborn), Barletta details how women control 83 percent of all consumer purchases (as well as many business budgets), including 94 percent of furniture purchases and two-thirds of health-care spending.
Barletta also shows how businesses muff their marketing to this audience by relying on tools developed for male shoppers. In one example, Barletta recounts how a carmaker's ad plugged a vehicle with: "Victorious. That's how you feel behind the wheel." Her point is that while men tend to endorse ambition, women see such statements as self-aggrandizing; they'd prefer to be told how owning the car would help them feel connected to friends and family.
Continue reading this article - and everything on Entrepreneur!
Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5.
Entrepreneur Editors' Picks
-
These Co-Founders Are Using 'Quiet Confidence' to Flip the Script on Cutthroat Startup Culture and Make Their Mark on a $46 Billion Industry
-
My 7-Year-Old Daughter Started Selling Eggs. Here's What She Taught Me About Running a Startup.
-
Why You Need to Become an Inclusive Leader (and How to Do It)
-
Career Transitions You Can Make in Your 40s and 50s
-
Billionaire Naveen Jain Is an Expert at Disrupting Fields He Has No Experience In. His Secret Sauce for Building Multi-Million Dollar Companies? 'You Have to Come as Naive.'
-
4 Principles to Develop Next-Level Leadership at Your Company
-
This Filipino American Founder Is Disrupting the Beverage Aisle by Introducing New Flavors to the Crowded Bubbly Water Market
