Too Busy to Shop: Marketing to Multi-Minding Womenby Kelley M. Skoloda
Research indicates that most women do it at least ten times every five minutes. What is it? Multi-mindingmentally juggling a complex mix of family, career, and self-care decisions at any given moment, with little time for commercial messages to seep into the mix. How do marketers reach women, who still make 85% of all consumer purchasing decisions? This book,
Research indicates that most women do it at least ten times every five minutes. What is it? Multi-mindingmentally juggling a complex mix of family, career, and self-care decisions at any given moment, with little time for commercial messages to seep into the mix. How do marketers reach women, who still make 85% of all consumer purchasing decisions? This book, based on research, interviews, and Kelley Skoloda's twenty years of leading-edge work in brand marketing with major clients, explains how to connect with multi-minding women, gain their trust, and tap into their purchasing power.
Multi-minding is a cultural phenomenon that is here to stay. A multi-minding woman, even if she appears to be relaxing in front of a late-night television show, reading a magazine in the pediatrician's office, or tackling a complicated analytic study at work, is at the same time thinking about and preparing for the other dimensions of her life. She's weighing the benefits of changing her 401k plan, plotting out her organic vegetable garden, ticking off birthday-party logistics, and longing for a neck massage. That's why one study shows women feel they are packing 38 hours of activity into a 24-hour period. But studies also show that most women feel marketers are ignoring their needs. That's a big mistake considering women spend $3.3 trillion annually on consumer products. Too Busy to Shop explains what marketers need to know about multi-mindinga word coined by Skoloda and Ketchumand its implications for companies seeking to speak to women buyers. Besides theory and insight, readers get how-tos and action items designed to ensure women view their brands favorably and hear the marketing message. The book also contains insiders' views of some of the most successful marketing-to-women campaigns of recent times. In short, Too Busy to Shop helps marketers understand multi-minding in depthan essential task if they want to reach today's overloaded female consumer.
If you still consider women a marketing "niche segment," this book by brand expert Skoloda is a must-read. The author reveals that women not only "control $3.3 trillion in consumer spending," but also make more than 80% of household purchase decisions and increasingly control this country's wealth. She asserts that women are far beyond multitasking-they actually "multi-mind": simultaneously juggle home, family, work, social and financial obligations. In order to reach them, advertisers need to change their tactics, as her research illustrates that these busy women are immune to conventional marketing methods (they routinely Tivo through commercials and are inconvenienced rather than drawn in by new product displays). She presents studies that show women increasingly get shopping advice from friends and family, make purchasing decisions before entering stores and are drawn by "cause connectivity," a company's involvement in issues that are meaningful to them. While occasionally repetitive and geared more toward professional marketers than general readers, this book offers a treasure trove of timely insights on how to better understand and engage women consumers. (Mar.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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What People are Saying About This
"Multi-Minding marketers take note: Kelley Skoloda has created a must-read book packed with powerful trend spotting and unique insights on the rapidly expanding and constantly morphing Marketing to Women space."
Meet the Author
Kelley Murray Skoloda, partner/director of Ketchum's Global Brand Marketing Practice, is the recognized authority on marketing to women. In her career with Ketchum, she has counseled dozens of Fortune 500 companies and blue-chip brands. Skoloda's work has been featured in BusinessWeek online, BrandWeek magazine, CNNMoney.com, Fast Company, Today's Chicago Woman, The Washington Post, PRWeek magazine, and others.
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