【正文】 en.” —Kay Napier, SVP Marketing (Fara Warner, The Power of the Purse, “From Minority to Majority: McDonald’s Discovers the Woman Inside the Mom”) “McDonald?s shifted its strategy toward women from one of ?minority? consumers who served as a conduit to the important children?s market to one in which women are the pany?s majority consumers and the main driver behind menu and promotion innovation.” —Fara Warner, The Power of the Purse, “From Minority to Majority: McDonald’s Discovers the Woman Inside the Mom” “In Dove Ads, Normal Is the New Beautiful” —Headline, Advertising Age “Dove?s Campaign Ads Are Raging Success Because They Are Aspirational, But Doable”* —Dr Joyce Brothers, Advertising Age articleheadline *Unilever: “For too long beauty has been defined by narrow, unattainable stereotypes. It?s time to change all that … because real beauty es in many shapes, sizes, colors, and ages.” Dr Brothers: “everyday people” “The disconnect between the Barbieesque model and the average woman begins to fade.” “l(fā)ooks” vs “beauty” “Unilever brand Dove?s use of six generously proportioned ?real women? to promote its skinfirming preparations must qualify as one of the most talkedabout marketing decisions taken this summer. It was also one of the most successful: Since the campaign broke, sales of the firming lotion have gone up 700 percent in the UK, 300 percent in Germany and 220 percent in the Netherlands.” —Financial Times “Five Clich233。s of Women as Portrayed by Advertisers Perfect Mum Alpha Female Fashionista Beauty Bunny Great Granny” Source: The Independent / (on the “First London ?Think Pink? Conference”) Addenda: Vive La difference! “Resting” State: 30%, 90%: “A woman knows her children?s friends, hopes, dreams, romances, secret fears, what they are thinking, how they are feeling. Men are vaguely aware of some short people also living in the house.” Barbara amp。 Allan Pease, Why Men Don?t Listen amp。 Women Can?t Read Maps NOTE: This stuff is fun to read, but the point here is the impact of these realities on the likes of product development, marketing and distribution strategies. REMEMBER: To paraphrase my colleague, Marti Barletta, women are not a niche, they are the market. “As a hunter, a man needed vision that would allow him to zero in on targets in the distance … whereas a woman needed eyes to allow a wide arc of vision so that she could monitor any predators sneaking up on the nest. This is why modern men can find their way effortlessly to a distant pub, but can never find things in fridges, cupboards or drawers.” Barbara amp。 Allan Pease, Why Men Don?t Listen amp。 Women Can?t Read Maps “Female hearing advantage contributes significantly to what is called ?women?s intuition? and is one of the reasons why a woman can read between the lines of what people say. Men, however, shouldn?t despair. They are excellent at imitating animal sounds.” Barbara amp。 Allan Pease, Why Men Don?t Listen amp。 Women Can?t Read Maps “One good thing about being a man is that men don?t have to talk to each other.” —Peter Cocotas Senses Vision: Men, focused。 Women, peripheral. Hearing: Women?s disfort level I/2 men?s. Smell: Women Men. Touch: Most sensitive man Least sensitive women. Source: Martha Barletta, Marketing to Women How many men does it take to change a roll of toilet paper? It’s unknown. It’s never happened. Source: Allan Pease amp。 Barbara Pease, Why Men Can Only Do One Thing at a Time and Women Never Stop Talking “If we are single, they say we couldn?t catch a man. If we are married, they say we are neglecting him. If we are divorced, they say we couldn?t keep him. If we are widowed, they say we killed him.” —Kathleen Brown, former Treasurer of California, on the joys of female political candidacy Addenda ends EXCELLENCE. OPPORTUNITY. WOMEN. BUSINESS. OWNERS. NOTE: There are over 10 million womenowned businesses in the United States. “The growth and success of womenowned businesses is one of the most profound changes taking place in the business world today.” —Margaret Heffernan, How She Does It . firms owned or controlled by Women: million (48% of all firms) Growth rate of Womenowned firms vs all firms: 3X Rate of jobs created by Womenowned firms vs all firms: 2X Ratio of total payroll of Womenowned firms vs total for Fortune500 firms: Ratio of likelihood of Womenowned firms staying in business vs all firms: Growth rate of Womenowned panies with revenues of $1,000,000 and 100 employees vs all firms: 2X Source: Margaret Heffernan, How She Does It Womenowned Biz . employees F500 employees worldwide Source: Martha Barletta, Marketing to Women Not a Morality Play “It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do. We?re marketing to women entrepreneurs because it is a huge opportunity.” — Cherie Piebes 94% of loans to … women* *Microlending。 “Banker to the poor”。 Grameen Bank。 Muhammad Yunus。 2022 Nobel Peace Prize winner NOTE: Yunus is the father of microlending. He did not set out to provide loans to women. But it soon became clear that men would often spend their loan on frivolous activities. Women, with their abiding interest in family affairs, were immediately seen as more enterprising and far more reliable than men. PrimeTime Women: How to Win the Hearts, Minds and Business of Boomer Big Spenders —Marti Barletta How She Does It: How Women Entrepreneurs Are Changing the Rules of Business Success. —Margaret Hef