Radiance lacks vital ingredient…Revlon
Price not a factor for boomer women

"The Vital Radiance line failed largely because of marketing missteps. For example, it didn't incorporate the well-known Revlon brand name, hired unrecognizable models as spokeswomen and cost more than consumers cared to spend."

Marketing missteps?  Absolutely.  Making Vital Radiance a part of Revlon's core brand should have been a requirement.  Having a celebrity spokesmodel probably would have helped, especially given the target market and society's shift toward this age demographic. 

But thinking that customers wouldn't spend more money for this product?  Bull***t.  This is exactly the age demographic that has the money to spend and few products that make a difference like Vital Radiance did.  What Revlon (and the media) has ignored is the company's decision to distribute the product in selective locations, rather than mass distribution through large chains and discount retailers.  Can't buy it if I can't find it, now can I?

It's my hope that with Revlon's new strategy comes the understanding of how marketing, advertising, and word-of-mouth are changing with the Internet and technological advances.  This blog seems to have been the only outlet for Vital Radiance customers to express their dismay – comments now run in the hundreds – and Revlon completely ignored the outcry.  All you have to do is type "Vital Radiance" into a Google searchbox, and my posts come up directly underneath the Revlon website.

Let this be a lesson to all retailers, some of whom are beginning to understand the importance of reading what bloggers and customers have to say about their company.  Business in America is no longer a top-down, hierarchical structure.  To keep the profits flowing, it's going to have to be an inside-out, customer-first way of thinking.

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04 Jan 08
The up and coming generation of young women doesn't seem to be sitting still for the current state of marketing to women.  Holly recently turned me on to 3iying, the all-female creative agency and think tank that's built around teenage employees; their series of flip this ad videos is getting lots of attention from the advertising industry.

Now, a 19 year-old Englishwoman by the name of Harriet Easton is taking on the world of alcoholic beverages.  Tired of the way English ale has been traditionally marketed, Harriet has created Harry's Ale, a brew formulated specifically for women.

"The way real ale is branded is an absolute turn-off for girls at the moment," Harriet says.  "Imagine any of my friends walking up to a barman and ordering a pint of 'Old Ruddy Fart'. I wanted to create a beer that epitomises today's new woman: sassy, beautiful and bright. And Harry's Ale is just that."

Anyone can come up with the idea of ale for women, but Harriet is passionate about it.  She raised the necessary funds from friends and family to produce the ale, and did in-depth research to come up with the perfect flavor. 

According to the article:

One, her taste-testing panel included women ages 18-60 – she didn't limit herself to age demographics.  Two, she branded the ale through flavor, not name.  Believe me, if you're an ale drinker, you feel much more with it if you step up to the bar and say, "Give me a Harry's Ale," than if you were to order something called Pink & Pretty Ale.

Keep your eye on these up-and-comers in the business world.  It's obvious they will be the catalyst for change in business and advertising, through a do-it-yourself attitude.  And keep your eye out for Harry's Ale hitting the U.S. in the not-so-distant future.  Something tells me Harriet is not one to limit herself to one side of the globe.

To see more from Michele Miller, visit her site (click here)

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From a historical perspective this certainly makes sense. Not long ago women in the executive suite had to reach outside of their organizations for support because, more often than not, there were no other women in management. That's no longer the case, but there is still room for improvement, especially at the C level.

WBENC is the nation's leading advocate of women's business enterprises as suppliers to corporate America. I am pleased to share the good news that TrendSight was recently certified by WBENC. This means that in addition to delivering cutting edge consulting and training to companies, we can also help them meet mandated diversity goals.

Are there implications for your business? You better believe it! 86% of women entrepreneurs choose the same products and services at home as in their businesses. And, women care not just about what they buy but who they buy from. According to the latest research from WBENC when women are aware that you support women-owned businesses:

·        79% would try your product or service

·        80% said would solidify their brand loyalty

·        51% said would give a company a second chance if a product or service missed the mark the first time

Pearls, Purses,
Pumps the Power
by Gerry Myers, President-Advisory link 

07 Dec 07
While working on my MBA, I learned that the essentials of the marketing mix focused on the 4 Ps-Product, Price, Place, and Promotion. The Marketing Mix has been instrumental in forming the core positioning for products in the marketplace for more than half a century.

Marketers, however, need to expand their vision to include the new 4 Ps-Pearls, Pumps, Purses, and Power. To capture the $0.85 that women spend out of every dollar spent, it is time to rethink not only what marketing departments are doing but also what business schools are teaching.

To ensure that current marketing strategies are providing the best results possible, it is essential that they be continually evaluated and analyzed.

Consumers, especially women, aren't static, and marketing efforts shouldn't be, either. Even though large amounts of money are frequently spent on research, development, and advertising, companies often miss the boat. Their ship has come in, but they don't know it...

One of the worst marketing strategies that surfaced in the mid-50s-and, unfortunately, is still around-is Pink.

Pink is not a marketing tactic, it is a color. While everything from automobiles to typewriters to tools and guns have turned pink in pursuit of women, most have been extremely unsuccessful in their efforts. In fact, many have lost the very customers they were seeking.

Misguided strategies die hard. Even today, as sports teams realized they could greatly increase their merchandise sales by making team apparel in sizes that fit women—an excellent discovery and one that should be incredibly lucrative—many are making the apparel in pink rather than the team colors. That makes no sense to me.

Understanding and Marketing Utilizing the New 4 Ps

To be successful in the marketplace today, CMOs, other marketing and advertising executives, and companies must understand the importance of the New 4 Ps—Pearls, Pumps, Purses, and Power:

• Pearls signify the prosperity the female customer represents to businesses. Her increasing discretionary dollars can make or break even large corporations, and will in the years to come. The woman consumer is truly a precious gem and should be treated as one.
• The Purse holds trillions of dollars that women will spend in the next decade. In many sports, the prize is referred to as the Purse. Think of the woman consumer as a valuable prize you need and want to secure. Without winning her Purse, you will lose not only this race but also the prospect of success in the future.
• Pumps represent the force women propel in the marketplace. She isn't afraid to put on those pumps and walk out the door if she doesn't get respect, fair prices, and professional treatment. Women today wear these pumps when shopping, climbing the corporate ladder, running their own businesses, or managing their households.
• Her Power is endless. Women have the money and the power to purchase. She should be sought after by you not because she makes up 51 percent of the population but because she spends 85 percent of the money. She is the buying agent for herself, her family, her business, and often her corporate purchasing department. She is both the inheritor of great wealth and the maker of it.

Businesses must comprehend the strength and potential that women have and devote the resources necessary to create marketing programs that incorporate the concepts of the new 4 Ps. As corporations spend money on conducting focus groups, generating research studies, redesigning products, revamping stores, and rethinking strategies, they should question whether these activities are the best ROI on the dollars.

To get more of the Purse, they might want to consider spending money on a more timely and innovative approach—an external women's advisory board (WAB).

A WAB will...

• Provide honest answers, insightful recommendations, and innovative concepts that will have a positive impact on your bottom line
• Develop a relationship with the company, giving it credibility in many different market segments and locations
• Furnish referrals of potential clients and employees
• Supply continuous long-term feedback on products, Web sites, shopping experiences, product designs, advertising, and much more
• Serve as goodwill ambassadors for your business's services and products in the community

In learning what women really want, companies will also discover what they don't want, thus avoiding costly mistakes. Having a WAB shouldn't be something you think you cannot afford; it is something that in today's fast-changing market companies wishing to stay ahead of their competition must have.

• Holding Up Half of the Sky: The New Women Consumers of Asia is a gold mine of information and insights demonstrating the increasingly important role of women as a driving force of consumption and market development in Asian countries. This book estimates that female consumers will have $500 billion of spending power by 2014.
• Southeast Asia's economic success is due primarily to women, who hold two-thirds of the jobs in the export industry, the region's most dynamic sector. There were 337 million female employees in China by the end of 2004, accounting for 44.8 percent of the total workforce.
• In New Delhi, India, developers recognizing women's purchasing power and decision-making authority are creating malls that cater only to women. The North Square, with the tagline "Here, woman is a queen," carries all the popular brands. There is a children's play area with caretakers so women can browse and shop without the hassle of children.

Companies need to realize that they must include marketing strategies that incorporate the new 4 Ps, not just in the United States but worldwide.

In Conclusion

Price, product, place, and promotion are still important components of getting a product to market successfully. But even more critical is recognizing the needs of female customers, catering to them, talking to them, and listening carefully to what they are saying.

The new 4 Ps—Pearls, Pumps, Purses, and Power—should provide food for thought as you create strategies to address the largest single group of consumers anywhere: women. Invest in programs and products that appeal to women. They determine your future.

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Surprise & delight!
Marti Barletta, TrendSight Group

15 Nov 07

One of my associates, Jane, was recently visiting Sioux Falls, SD.  Imagine her dismay when she returned to her car and found a yellow summons with the dreaded words -- PARKING TICKET ENCLOSED.  Now imagine how Jane felt when she opened the envelope and discovered...

...that the officer had left her the equivalent of a Get of Jail Free Card.  It read, "The City of Sious Falls welcomes you to our community.  We trust that your stay will be most pleasant.  Since you are a visitor to our city we will overlook the violation for one hour."  Talk about turning a frown upside down. 

Women pride themselves on being thoughtful and adding a smile to someone else's day.  Believe me; they always appreciate it when someone else does the same for them.  We call it Surprise and Delight here at TrendSight and it is a great way to generate Word of Mouth. 

I hope that there is a visit to Sioux Falls in my future!

See more from Marti at www.trendsight.com
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14 Nov 07
We've been down this road before - in May to be exact - when Alpha Mom was the new buzzword and marketers were scrambling to reach them. According to an Ad Age article (reg. required) posted on Monday, brands with Super Mom messages are turning off real moms, who are kicking perfection to the curb in favour of average.

While it is not inconceivable to us that the Super Mom ideal is a turn-off for many, the real turn off is creating a neat little bucket with a catchy slogan (Alpha Mom, Slacker Mom, Yoga Mammas, Hot Moms - the list is endless) and shoving all mothers into it.

Since the first Clinton campaign coined, and actively solicited, Soccer Moms, marketers have been coming up with snappy terms to niche mothers, yet never in history has "mother" encompassed a more diverse group. Women are having babies in their early twenties and early fifties, and every age in between.

Some are divorced, some are married, some have never been married, some work, some are self-employed, some have nannies, some make their own organic baby food from scratch for the entire neighborhood - just to name a few of the possibilities.

Our guess is that real moms aren't just offended by Super Mom messaging, but any blanket messaging that tries to force them into a mold that doesn't fit.

Our message - figure out and reach out to your own customer segments of mothers and learn what they need from you. It won't net you a catchy name, but it will help you create a genuine connection.

See more from Tami anderson at andhowmarketing.com
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7 Nov 07
It doesn't take a neurologist to tell us that men and women are just as different above the neck as below.  Or maybe it does.  Study of the real-life implications of gender-specific brain differences, and their impact on the commerce, has just begun.  New medical research based on Positron Emission Tomography (PET scans) has confirmed that brains in human beings have "sexually dimorphic" regions, or areas that are distinctly different between the genders.
These include:

Ø      Olfactory system (sense of smell)

Ø      Amygdala (center for memory, fear)

Ø      Hypothalamus (control center for body systems)

Ø      Limbic systems (emotions and learning)

Ø      Visual Cortex (vision)

Ø      Vomeronasal organ (pheromone detector)

Ø      Corpus callosum (transmitter of brain signals;  connects the left and right sides of the brain)

As Dr. Louann Brizendine discusses in her book, The Female Brain, talking activates the pleasure centers in women's brains.  Women receive a major hormone rush from verbally connecting with others, in the form of dopamine and oxytocin, two pleasure-enhancing chemicals that just might explain the high pitched, "verbal joy" that takes place whenever more than two females gather.

 Specifically, women enjoy talking about emotions and people.  The juicier the conversation, the better.  Men, by contrast, prefer to talk about what's happening in business, sports, the stock market, politics or around town.  It's an understatement to say that they strongly prefer to leave their emotions out of the conversation, particularly when talking to other men.

Just one of the business implications of this brain difference is that women are more likely than men to seek human interaction in almost any type of transaction. 

Women will call a friend, or a customer service number, to talk to a live person when something is broken, rather than comb through a product manual.  They are apt to make a beeline for an employee's help, rather than roam up and down a retail aisle searching for something on their own.  Women's brain structures impact the way they interact with companies across every consumer touch point, from advertising, to product design, retail environments and customer service.
 

The study of gender brain differences isn't just for scientists; all of us marketers who follow the scientific breakthroughs have an opportunity to gain a competitive advantage if we apply them to our businesses.  Even those of us who were English majors back in college!

*Bridget Brennan from the The Female Factor will be a keynote speaker at the Rethink Pink 2008 marketing to women conference on Thursday 20 March 2008 at the Hospital Club, Covent Garden, London

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Is Your Packaging
In The Pink?
by JoAnn Hines Packaging Diva

09 Oct 07

But let's look at this a little more closely. It is important to recognize the fact that not all women are swayed by supporting a cause in their purchasing decision. It's more complicated than just slapping a new (pink) label on the package or putting products in pink boxes. You have to connect with her in a meaningful way too. If she is not convinced about the validity of the product, then putting it in a pink package will not sway her either.

I am not sure how much each CPG company is donating to the cause but this presents a great opportunity for "cause marketing" through product packaging. You can capitalize through product packaging on other causes too. In fact, you can create ongoing cause marketing campaigns throughout the year with a little creative license.

I just received a release from Miller High Life for their Blaze Orange beer can supporting the cause for "hunting." Just kidding, but seriously everything is fair game (tee hee, no pun intended) 

A word of caution - be sure and consider this. There are two sides to this issue;

1. Companies that really believe in supporting the cause for which they are endorsing who develop pink products in the case of supporting breast cancer, AND
2. Companies who use a cause as a marketing gimmick to sell more product. In this case, many people question the amount of money that is actually donated. Is it insignificant compared to the profits made during a special cause marketing campaign? I think the issue revolves around the words "a portion of the profits" and that varies from company to company.
   

But whatever your opinion - whether you are induced to make a purchase or to support a cause - packaging for cause marketing is here to stay. The question is can you make it profitable for your company to support this endeavor.

Will your customer, the ultimate decision maker, look at your company in a favorable light or be turned off because they think you are out there to make a quick buck just because it's a popular initiative at the moment? So think pink or not, be sure and understand how and why pink product packaging might impact the bottom line.

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Discount Service
at a Luxury Price
Lets stop the trend…by Bridget Brennan, Female factor corp

09 Oct 07

Like many women, I pay extortionate amounts of money to look naturally blonde.  I go to a terrifyingly trendy salon, complete with requisite 'goth' stylists, thumping techno music and publicity pieces from Vogue framed on the wall.

And I pay more for one color job than my father paid for all the haircuts he ever received in a year.  And I do this every six weeks.

Let me just state that I'm not proud of this.  Especially since the service at my salon, which is reputed to be the best in the city, is indifferent at best.  After a particularly bad experience there recently, I had a revelation.  Customer service is the absolute, last differentiator in an increasingly "mass class," commoditized, "de-luxed" world.  Right here and now, I predict customer service is going to be the next big thing in marketing, especially at the high end of the market.  In fact, I would argue that customer service IS marketing, and that the only place it isn't considered marketing is in the halls of major corporations.

When you live in a world where you can get Karl Lagerfeld at H&M and Kate Moss at Top Shop, retailers are under pressure to provide a stellar service experience if they expect to charge a premium.

At my up-market hair salon, for example, the colorists only color your hair, they don't dry it when they're finished, because they're above that sort of work.  That means if I want to see how the finished color actually looks – which is only possible when viewed on dry hair – I have to stand in a dark corner and borrow the communal hair dryer to make my own determination, unless I want to pay another hefty price tag to have a junior stylist do this for me.

As I stood at the salon drying my own hair recently -- just like at home, except 100 times more expensive - I realized that this little practice utterly destroyed the illusion of luxury at this salon.  I suddenly didn't care that my colorist was supposed to be the best in the entire country, or that he was writing the definitive book on modern bleaching techniques.  I didn't feel taken care of, and thus I haven't gone back since.

23 Sep 07
What's with all this "pink marketing" to women wine consumers? Pink labels, low-calorie 'lite' wines, and books that compare wines to wardrobe choices. On the Women Wine Critics Board web blog, researcher Christian Miller answers some marketing questions with statistical data.

Are there really "chick wines?" Do women really prefer white wines and lighter styled reds? Do "critter" labels appeal more to women than men? Who are the wine collectors in the family? Who are the point chasers? Do women avoid high alcohol wines more than men?

Miller is the proprietor of Full Glass Research and director of research for Wine Opinions. "We do market research for a variety of wineries, and grower/winery organizations. During the course of this research, we often look for patterns or trends by gender," explains Miller.

Core wine drinkers – those who drink wine once a week or more often - are 46% male, 54% female. This group consumes over 80% of the wine in the U.S. However, the gender ratio more than reverses in California, where, according to Miller, the majority of core wine drinkers are men.

Miller's research indicates little basis for a popular belief that women prefer white wines and cute labels. "Females were more likely to choose Pinot Noir, but the other varietals showed no gender differences," he reports.

"Females were slightly more enthusiastic about Zinfandel, but otherwise there were no significant gender differences."
"We measured trial and opinions on 15 different brands with fanciful or "critter" labels, where a sense of humor was part of the packaging," continues Miller. "Among these, females did tend to favor Rex Goliath and Fat Bastard, but for the remaining 13 brands there were no significant differences in ratings between males and females, including wines like Little Penguin, Three Thieves, Screw Kappa Napa and Toasted Head."