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In an environment where customers across the board are rethinking relationships with brands, products and services, it has become even more important to deliver Wow! retail and customer experiences and develop community.
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Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Flooring The Consumer: Developing Community & Delivering Wow!
The Luxury Marketing Council Orlando
Christine B. Whittemore
April 2010
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
The Plan
• Who is the consumer?
• Why is it difficult to develop community and deliver Wow?
• How to deliver Wow?
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Who Do You Think Is The Core Consumer?
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
• 51% of the population
• Better educated than men
– Majority of college students since 1979
– Earn 50%+ of all bachelor degrees, 57% of
masters degrees, 42% of doctoral degrees
Some Facts About Women!
Source: IES National Center for Education Statistics
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
And…
• 60% of women work– 47% of the labor force*
• 42% of management, business and financial operations
• 56% of professional and related occupations
• 57% of service occupations
• 64% of sales and office occupations
– In 55% of US households, make half (or more!) of their family’s income!
– Control family finances in 75% of households
* Catalyst – US Women in Business Jan 2010
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Chief Purchasing Officers
• Own businesses!– 10.6 million women business owners
• Generate $2.5 trillion in sales • Employ 19.1 million workers
• Thoughtful about how they spend their money:– Quality matters
• Before price and service
Source: Center for Women’s Business Research 10/2/09 research
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
• 66% of all personal computer purchases• 67% of financial services• 70% of travel decisions• 80% of home-improvement• 83% of all consumer purchases• 88% of retail customers in the U.S.• 91% of home sales
– Single women: • 2nd largest group of homebuyers at 21%• 18% of all first time home buyers [vs. 9% men]
• 94% of home furnishings
Major Purchase Decision Makers:
Source: Tom Peters: Re-imagine! And BWN Wow! Quick Facts
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Why is it difficult to develop community and deliver Wow!?
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Tougher To Satisfy
• The Era of Frugality– Simplify her retail experience
• She doesn’t trust what marketers tell her– Don’t lie or waste her time
• Her definition of value: let’s make the world better. – Don’t make her regret her decision
Source: FCW: Have you adapted your retail experience? by Christine Whittemore
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Conflict in the Marketplace!
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
People vs. Organizations
• Real vs. inauthentic
• Human vs. faceless corporation
• Connections vs. hierarchy…
• Communities vs. brands
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women vs. Men
• Most marketplace environments: – Consumers are women– It’s a man’s world
• Men & women communicate differently – Women have higher expectations
Satisfy women’s higher expectations, satisfy men, too!
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
In the Beginning…..
• Early roles shaped our marketplace behavior:
– Hunters
– Gatherers
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Brains Optimized Differently
• Men:– For hunting & defending– Localized, specialized
• Efficient at focusing• Think linearly
• Women:– For gathering & nurturing– Distributed, connected
• Better at integrating• Think contextually & holistically
Source: Martha Barletta. Marketing To Women
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Attitudes, Priorities, Preferences
MenIndividual Perspective
Competition
Dominate
Play to win
Resist outside influence
Conceal weakness
Just the facts
What’s the bottom line?
Do stuff together
Maintain self control
It’s either right or wrong
Overlook detail
WomenGroup Perspective
Interaction
Nurture
Play to improve
Seek advice
Reveal weakness
How does it make me feel?
What’s the context?
Talk together
Experience & show emotion
It depends
Notice detail
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Take the Purchase Decision Process
• Step 1: Activation
• Step 2: Nomination
• Step 3: Investigation/Decision
• Step 4: Success
Source: Martha Barletta. Marketing To Women
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
1. Activation
It starts differently
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Getting Input From People
• Offline– Conversations with friends and family
• Online– Search engines– Social tools
• Forums• Networks• Blogs
• Context matters
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
2. Nomination
The outcome is different
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women are More Particular
• Men want something that “will do”– Pair down criteria – Buy first suitable option
• Women want the “perfect answer”– Start with generalized concept– Add criteria– Keep exploring until they find the perfect
one
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
3. Investigation/Decision
More information & more options
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Investigating Options…
• Women undertake comprehensive research – Spiral Path
• Research is due diligence
• It takes time– Women rarely purchase early in the
process
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women Take Their Time
• “Presales indicators” may improve before sales increase– Literature requests, web visits, store browsing
• Watchouts: – Don’t always be selling! – Offer value, help answer questions, listen, be
committed to customers and there for the long haul…
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women Go Online
• Women are majority of online audience & growing!– Communication
– Content
– Commerce
– Sense of Community
– Convenience [i.e., 24/7]
• Women are online– 84% of social media sites are frequented more by
women than men*
Source: * CRM Buyer
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Search & Social Media
• Can you be found from a search window?• Does your website tell your story?
– Do you offer valuable and unique content?
• What about social media?– Can your website content be shared?– Do you have Facebook Page?– What about a Blog?
• Are you personally engaged with these tools?
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
4. Success!
Influence goes beyond purchase
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women Consumers are Worth It!
• More profitable than men– Shorter repeat purchase cycle
• IF SATISFIED!– They give referrals
– The “Multiplier Effect”
• Resulting word of mouth– Most powerful & effective marketing
toolSource: Fred Reichheld. The Ultimate Question
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
And….
• Success leads to a community of fans– Online– Offline
• Worth nurturing over time
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Understand Communication Differences…
Between Men & Women
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Selling to Women
• It’s about:– Communications & listening– Being focused on the consumer– Adapting your environment to meet your
customers’ needs
• Done successfully, it not only appeals to women, but also to men
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Remember Men’s “Individual Perspective“
• The world is a hierarchy
• Hear & speak language of status & independence
• Goal: – Get information, establish status, show
independence
• Linear approach
Source: Deborah Tannen. You Just Don’t Understand
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Reaching the End Goal
• Competitive communicators
• Solve problems, win conversation, get it over with, move on– Dominate conversation with women!
• Tell facts, give advice, interrupt more frequently– Nouns, verbs
• Concise, precise, to the pointSource: Deborah Tannen. You Just Don’t Understand
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Remember Women’s “Group Focus”
• The world is a network of connections
• Speak & hear language of connection & intimacy
• Goal: – Connect, create relationships, encourage
interaction, exchange feelings
• Spiral Path
Source: Deborah Tannen. You Just Don’t Understand
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
It’s About the Big Picture!
• Facilitative communicators– Understand & be understood– Be thorough and be sure salesperson is thorough
• Want / need time to get to know you & have you get to know her
• Use qualifiers, disclaimers, apologies, explanations– Adjectives, adverbs
• Start at beginning to discuss a topic: more detail
Source: Deborah Tannen. You Just Don’t Understand
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Capturing These Extremes…
• Women: people, feelings, relationships – to increase sense of connectedness with others– Value:
• Perceived honesty & integrity of salesperson • Can you be trusted & counted on in the future
• Men: business, dollars, sports -- to accomplish, solve, finish task– Value:
• Salesperson’s financial understanding, knowledge of construction pro/cons, negotiating skills
Source: Deborah Tannen. You Just Don’t Understand
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
What This Means For Delivering Wow!…
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Translate What She Wants
• Women rely on representatives to:– Listen, interpret needs & understand end use– Recommend solutions – Advise on best choice to enhance the quality of
her life
• Build a relationship & earn her trust– Take her, her research, her sources seriously
• Listen to her life story to personalize your pitch
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Connect with Her
• Do you understand & respect women’s information gathering?– Acknowledge her, respect her– It will take longer! Don’t rush her or waste her
time! Expect questions!
• Avoid interruptions– Ask more about what she said
– Paraphrase and Restate
• Follow-up with her
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Show Her You’re Listening
• Body language & tone of voice signal respect– Appear attentive and convey genuine interest
• Women make eye contact and expect it in return
• Vary facial expression, nod head, acknowledge
– Head nods
– “I’ll think about it”
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
“Listen” Online
• Go to a search engine
• Find search terms of interest – Start with broad terms– Refine them as you obtain more information
• Google blog search
• Google alerts
• Reviews
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Listening Means
• Reading and absorbing how people interact– Blogposts– Comments– Tweets– Reviews
• Hearing what others say about you, brand, company, products, relevant terms…
• Being willing to interact & engage
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Selling to Women
• Be helpful, open to general conversation, take her seriously – Introduce yourself, shake hands, – Encourage her to browse and be available
• Be in high listening mode– Active listening with no interruptions– Ask for clarification at appropriate time
• Be a partner, team player, collaborator, advocate. NOT an adversary– Respect, trust, ask questions, listen
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Zappos: Strong Core Values
• “Powered by Service”– Deliver WOW Through Service– Embrace and Drive Change– Create Fun and A Little Weirdness– Be Adventurous, Creative, and Open-Minded– Pursue Growth and Learning– Build Open and Honest Relationships With
Communication– Build a Positive Team and Family Spirit– Do More With Less– Be Passionate and Determined– Be Humble
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Zappos Online
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
10 Principles For Flooring Her
ListenBe authentic and transparentBe responsiveOffer relevant value & quality No hard sellBe consistent online & offlineBe human, conversationalBe welcoming of different perspectivesOffer lots of information to address big pictures
contextsBe dependable
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Deliver Wow!
• Learn how to communicate with her– Your physical environment, representatives, online presence
• Improve the experience for her [and for him]– Make her feel appreciated, welcome & make transactions easy
• Train to allow for longer purchasing process– Happily offer additional information – No hard sell!
• And community will develop!– It’s a relationship, not a one-time transaction
Source: Andrea Learned. Marketing to Women For the Common Man.
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
To Learn More…
Christine B. Whittemore, Chief Simplifier
Simple Marketing Now LLC– [email protected]– Tel: 973-283-2424
• Flooring The Consumer weblog– http://flooringtheconsumer.blogspot.com
• Simple Marketing Blog http://SimpleMarketingBlog.com
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Will You Assess This Presentation?
• Was this valuable?– What did you like most?
• Would you recommend it to a friend?– What would you say?
• What is most important idea you learned?– What will you put into action immediately?
• What do you want to know more about?– Your email address for more information.
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Thank You!
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