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"The premier Rethink Pink! marketing-to-women conference in London last week was a smashing success!" Not only did the 226 delegates gush, but the success has triggered hard plans to bring the event to New York, Chicago, and S.F. next spring. Hooray!
(1) It's damn well about time something like this went down!
(2) WHY DID IT TAKE SO LONG TO TAKE OFF?
Tom Peters posted this on 22 Oct 04. Rethink Pink! 2004 programme below... |  |
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Cosmopolitan is a leader in the magazine industry with 52 editions around the world and the highest readership of any magazine in the UK. Its "Fun, Fearless, Female" message, upbeat style and focus on contemporary issues has turned Cosmopolitan into more than just a magazine - it represents a lifestyle that is followed avidly by its readers.
Sam Baker, Editor in Chief
Jan Adcock, Group Publishing Director
Cosmopolitan |
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Michele highlighted the failure of marketers to engage women and suggest that it is high time to replace rhetoric with joined up thinking. Michele peered into a Wonderland where marketing is turned on its head, where traditional concepts and beliefs are replaced with new perspectives and fresh ideas. Author of "The Natural Advantages of Women" Michele lead a fascinating journey through the new era of marketing to women. Michelle Showed scientifically, how women are "hard wired" for personal greatness and how to connect women with your brand.
Michelle Miller, Partner
Wizard of Ads, USA |
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Marketers and advertisers have to get smart about women. They need to understand them, change the way they talk to them and change the way they market to them. Rebekka and Sue revealed a "female futurescape" based on understanding and anticipating behaviour. How those insights influence everything from packaging to branding and advertising. Rebekka identified new female attitudes and trends in the global market place. Sue used creative examples to show how you can capitalise on these female trends and how to adapt it to your local market place.
Rebekka Bay, Head Trend Forecaster
Sue Daun, Creative Director
Enterprise IG |
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More women are rising to the top of corporations and their sign off power is increasing. This new breed of customer, the 'female prosumer' (professional consumer) makes business and personal buying decisions all day long. Aurora has completed many international assignments for multi-national corporate organisations who are keen to better understand what drives women's purchasing habits, decisions and preferences. Glenda shared her considerable knowledge and experience when it comes to professional women's interests, purchasing decisions, trends and opportunities.
Dr Glenda Stone, CEO
Aurora Women's Network |
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Women have, and have always had, a far greater influence over purchases than men. Women are not a market they are the market. When women are deliberately targeted, it often goes badly wrong with women considering many specifically targeted ads to be patronising, embarrassing and irrelevant. By disrupting traditional conventions, TBWA have been able to successfully reach this crucial audience. Jonathan talked about ways to capture the hearts and minds of women by targeting them attitudinally, rather than demographically. Jonathan talked about ways in which they've used this critical insight to best effect for two of their clients, French Connection and Whiskas.
Jonathan Mildenhall, Managing Director
TBWA London |
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This session challenged whether delegates were on the same wavelength as their female customers. Countless studies in fields as diverse as anthropology, biochemistry, brain structure, human development, organisational behaviour and socio-linguistics confirm numerous gender-related differences in perceptions, attitudes, beliefs, priorities and communication styles. Wendy addressed these differences and the implications of how to handle marketing, sales and customer service.
Wendy Gordon
Acacia Avenue |
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We are normally presented with an all or nothing view of women in society – one extreme is a vision of total androgyny; the other, a feeling that we are still light years away from a situation where men and women both share life's tasks freely and equally.
The truth – as ever - is much more subtle than this black and white picture. The future of women goes beyond the stereotypical portrayal of either sex and refers to the gradual infiltration of female values into our lives, in a resurgence and celebration of all that is feminine.
Nowadays, femininity is a more amorphous world where much is acceptable and everything seems possible. Emma discussed examples of communications by McCann Erickson which reflected this new era of the Sex and the City woman. They reflect a truer picture of women who have more confidence to celebrate in their femininity, now that the boundaries between genders have been eroded.
Emma Laney
McCann Erickson |
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A passionate perspective that blew aside all attempts at 'segmenting' women into the roles they play. Becky delivered a practical and comprehensive understanding on how we communicate with women and why many do so with little care or thought. Becky also shared the findings of Leo Burnett's latest research and how they are using the insights with clients.
Becky Barry, Planning Director
Leo Burnett |
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Determined to bust some of the many myths that abound about marketing to women, Jasmine demonstrated that thinking about women as people rather than stereotypes helps to create ideas that build a strong connection with them. Arguing that this is a product of traditional thinking, Jasmine shared insight, examples of good practice and showed the new corporate culture you need to develop, in order to look at marketing to women with fresh eyes.
Jasmine Montgomery, Client Services & Strategy Director
Future Brands |
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Forget gender-based segmentation, it is almost worse than useless. The key to marketing to women is life-stage and life-style. Fiona described some key life stages across a number of European markets and explored the similarities and differences between them and some of the historical and social reasons behind these. How does the British working woman compare to her counterpart in France and Germany? Why are empty nesters in Spain and Poland so alike?
Fiona Jack, Chairman
Green Light International |
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In this presentation, John Frood discussed the challenge of marketing to modern woman. Examples were used of two relationship marketing programmes for very new treatment innovations in the area of weight loss and contraception, John walked through the insights gained via research. He also shared the thinking that led to the development of propositions seated in the reality of how women want to live their lives and "not the miracle cure".
John Frood, Strategy Partner Europe
Zalpha |
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Harvey Nichols is a fashion retailer and a fashion brand -indeed a fashion icon. As such its target are primarily - though not exclusively - women. It needs to communicate to and involve this over-marketed audience in the over-crowded milieu of fashion magazines. In this presentation, delegates heard how HN breaks practically every rule in the fashion advertising book to create new and engaging ways of driving brand awareness and product sales.
Catherine Moustou, Board Account Planner
DDB London |
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Most presentations about "Marketing to Women" are based largely on assumption, speculation or personal experience. They usually contain a couple of examples of case studies in an attempt to give them some validity.
In this presentation Lindsey discussed much more than her own personal experiences. Lindsey drew upon the perceptions of over 400,000 men and women in some 30 countries, and covering more than 50 sectors.
Are men more brand loyal?
Are women more price driven?
Who is more easily satisfied?
Ultimately, are men and women really different?
Lindsey Clay, Managing Partner
JWT |
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