PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders

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Can you identify the most lucrative target market for growth, profits, share increases, and sales for your company or brand? Are you on the path to assured success? Are you sure?

Let Marti Barletta put the secret of marketing success into your hands by identifying for you the population segment that will command the majority of financial assets, control the majority of ...
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Overview

Can you identify the most lucrative target market for growth, profits, share increases, and sales for your company or brand? Are you on the path to assured success? Are you sure?

Let Marti Barletta put the secret of marketing success into your hands by identifying for you the population segment that will command the majority of financial assets, control the majority of purchases, make--and break--the high-dollar trends of the future, lead the social and political agenda of the 21st century, and have the world in its hands: Women 50-75!

Surprised? I bet you are. But you shouldn't be. It's the trend that isn't trendy (yet), but it's been in the making ever since Baby Boomers got their first jobs back in the '70s.

Backed by in-depth demographic research, Marti Barletta demonstrates how you can market to most educated, wealthy, and active generation in history: PrimeTime Women™.
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Product Details

  • ISBN-13: 9781419593307
  • Publisher: Kaplan Publishing
  • Publication date: 1/2/2007
  • Edition number: 0
  • Pages: 320
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.64 (d)

Meet the Author

Marti Barletta, president of The TrendSight Group, is an internationally recognized authority on gender-savvy marketing strategies for wooing women consumers. A Wharton MBA, she honed her marketing and sales talents at top-flight agencies like McCann-Erickson, Foote, Cone and Belding, and Frankel. She has been featured on CBS Evening News and NBC Nightly News, and in Ad Age, Brandweek, BusinessWeek, The Wall Street Journal, and Fast Company. She is the author of Marketing to Women and co-author with Tom Peters of Trends.

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Table of Contents


Foreword     ix
Acknowledgments     xi
Introduction     xiii
Marketing to Women     xiii
Marketing to Women: The Next Generation     xvi
Introducing PrimetimeTime Women     xviii
Book Tour     xxii
Who Am I to Say So?     xxiv
Understanding PrimeTime Women     1
The Power of the PrimeTime Purse     3
Population: The Mature Market Moves into Midlife     6
It's the Money, Honey     10
PrimeTime Women: "Just the Facts, Ma'am"     17
Women: The Power of the PrimeTime Purse     20
Shattering Conventions     24
Introducing My Esteemed Contributors     24
What's on Her Mind: Freedom, Friendships, and Fulfillment     43
Midlife Madness     45
PrimeTime Women: A Different Path     51
PrimeTime Women: Weathering the Whirlwind     53
Happier Than When They Were Younger? The Gifts of Midlife     55
PrimeTime Zest     61
The Secret to PrimeTime: Girlfriends     65
PrimeTime Women: Leaving a Legacy     68
Portrait of PrimeTime Women     72
PrimeTime Mental and Physical Changes     74
ThePrimeTime Mind     74
The Good News     76
The Differences (and Similarities) between Men's and Women's Brains     80
What's With This Body?     87
The Body Infrastructure     92
Keeping Up Appearances     99
A Little Help Here and There     103
PrimeTime Life-Stage Changes     112
"Empty Nest" Becomes the "Next Quest"     114
PrimeTime Women-How Much Do They Care?     120
Grandparenting-Ain't Life Grand?!     127
Looking Ahead     132
Still Working     133
Redefining "Retirement"     136
The New Retirement     138
Why Not Retire?     145
Home Is Where the Heart-and the Money-Is     149
The Field Guide for Marketing to PrimeTime Women     161
The GenderTrends Marketing Model Applied to PrimeTime Women     163
The GenderTrends Marketing Model     163
Social Values     165
Life/Time Factors     173
Decision Styles     175
Communication Keys     178
The Differences between Men and Women     187
Tailoring Your Marketing to PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders      191
The GenderTrends Compass     192
Advertising Execution     193
Promotion     204
Cause Marketing     209
Positioning     212
Product Development     214
Package Design     218
Retail Environment     219
Selling Skills     224
Event Marketing     227
Public Relations/Product Publicity     231
Sponsorships and Alliances     233
E-marketing     236
In Depth and Integrated Case Studies-Best Practices in Marketing to PrimeTime Women     244
Curves Gets PrimeTime Women's Marketing in Shape     245
MassMutual Helps PrimeTime Women Secure Their Futures     254
Notes to the CEO     265
PrimeTime Women-The Executive Summary     266
The Best Resources in the Business     272
Endnotes     276
Index     286
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Sort by: Showing all of 3 Customer Reviews
  • Posted April 28, 2011

    more from this reviewer

    Memorable marketing strategies for reaching mature women

    Marti Barletta follows up her earlier book "Marketing to Women" with an in-depth analysis and prescriptive approach to selling to the largest, most powerful market segment in the US: 50- to 70-year-old "PrimeTime Women." Far from being an economically dormant audience of middle-aged or senior citizens, PrimeTime Women have come of age. They have money and the "moxie to spend it." Barletta analyzes how the life-stage changes women undergo in midlife affect the ways you should market to them. She offers a generous toolbox of strategies and techniques to help you reach this audience through its "social values, life/time factors, decision styles and communication keys." Her case studies illustrate how two companies integrate these sales principles with amazing results. Barletta often winks at her readers with wry parenthetical humor, and she sprinkles the conversation with lively consumer quotes. getAbstract highly recommends this worthy resource to marketers aiming for the hearts, minds and wallets of PrimeTime Women.

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  • Anonymous

    Posted March 10, 2007

    Fits Me to a T

    As a PrimeTime Woman, I have for years been mystified by advertisers who keep vying for the ¿youth vote.¿ No 24-year-old I know has the spending power I have, and their brand loyalty has about a five-minute lifespan. Finally somebody gets it. Marti Barletta tells companies in plain, bare English how we are different from other generations, what is important to us, and why they should care. I saw myself on every page. I only hope advertisers and marketers read this book to see why we're so potent, and then use her spot-on tips to put programs into place immediately.

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  • Anonymous

    Posted January 24, 2007

    Still trapped in stereotypes about women?

    Prime Time Women blows up the stereotypes we all use to identify women over 50. Meticulously documented, it tells businesses they're losing it when they think success means the youth market (i.e. cute but no money)and don't bother to learn to communicate to those of us holding the purse strings. I enjoyed the book chiefly for the case histories (for example, why the financial services appeal of an attractive group of women with the slogan 'Never kissed a frog -- never had to')had knockout success.

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