Turning the male-centered marketing model on its head
Hi. I once read that a simple “Hi” is the most common pick-up line women use in bars. Now, it’s been a while since I stumbled across that tidbit, but I think I remember that men used something like, “So, do you come here often?”
I hope that you will come here often, and that we’ll develop a long, fruitful and fun relationship.
But first, this is the “Hi” part. Welcome to our inaugural posting on Womentum, a blog about marketing to women and the momentum behind it. We’re here to share what we know, and to help you start discussions in your hallways, in your cubes, and in your boardrooms about how to reach the consumers that control more money than the entire national economy of Japan. Yep, women.
Here are some quick facts:
• Women are 51% of the population and make 85% of household purchase decisions
• Women direct more than $14 trillion in private and corporate purchases
• Women write 80% of all checks and open 89% of all new bank accounts
• Women purchase 57% of all consumer electronics (I recently bought an iPod and a Mac Mini!)
• Women buy 67% of all computers
• Women influence $81 billion of car purchases, yet there are very few female designers at major automakers
• Women control 94% of home furnishings expenses
• Women influence the purchase of 91% of all homes
• Women make 80% of all healthcare decisions
• Women determine 70% of all travel decisions
Any surprises in there?
The numbers say that nearly half of all companies have no plan to market to women. What is your company doing to reach this powerful and influential group?