Eveolution : the eight truths of marketing to women

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If men and women are different, why do we market to them the same way? Today, women make 80 percent of all purchasing decisions. The time has come, says Faith Popcorn, author of The Popcorn Report and Clicking , two bestselling books on consumer trends, for businesspeople everywhere to realize that you can't succeed in business without successfully marketing to women.

Whether you make cornflakes or concrete, pillows or pixels, women should be your chief target. Popcorn's prediction: within a decade, the companies that do the best job of marketing to women will dominate every significant product and service category. Popcorn calls this EVEolution--a trend that will redefine the way companies create profitable and lasting relationships with their key consumers: women. Using business case studies, cultural signals, statistical data, and in-depth interviews with CEOs, entrepreneurs, and consumers, Popcorn presents the eight essential truths about marketing to women.

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Popcorn's futurist pronouncements on consumer trends are always newsworthy; her previous books The Popcorn Report and Clicking have drawn audiences far beyond those for most business guides because of her knack for predicting social trends such as "cocooning." Spiced with canny, sound-bite delivery, proprietary terms like "BrainTrust" and marketing savvy, Popcorn's latest will surely capture the same buzz. Her BrainReserve, a consulting firm that works with major corporations, now urges clients to cater to female consumers, who have unprecedented earning power and often make household purchasing decisions. Arguing that women shop differently from menÄthat is, they respond to different stimuli and employ different standards in decision makingÄPopcorn anticipates the need for many small shifts in corporate advertising. Among other things, she advises marketers to imbue their brands with emotional content, to cater to women's multiple roles, to anticipate their needs and to enlist their opinions about product design. Popcorn and coauthor Marigold illustrate their ideas with examples of new marketing strategies for major clients like Nabisco Snack Well's and Kitchen Aid, as well as with examples from other entrepreneurial ventures. Readers may be bemused by the book's self-referential tone: the BrainReserve lingo and the firm's strategic dress code give the impression of a private women's club. Despite the autohrs' rambling presentation and imposing tone (they tend to weight their pronouncements with upper-case descriptions, i.e., Anticipate, Everything Matters), readers who want to be tuned in to trends will find this a valuable source. Agent, Amanda Urban, ICM. 4-city author tour; national TV satellite tour; national radio satellite tour. (June) (c) Copyright PWxyz, LLC. All rights reserved

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Trend-watcher Popcorn and her cohort Marigold have already successfully pinpointed new currents in The Popcorn Report (1991) and Clicking (1996). Now the pair sees a number of converging trends that lead to the inescapable "revelation" that women will constitute the most powerful marketing opportunity for business in the next decade. While others have already touted the women's market, none are more emphatic or make their case more memorably than Popcorn. Starting with the claim that women buy or influence the purchase of 80 percent of all consumer goods, Popcorn reveals the Eight Truths one must understand to market to women successfully. She finds evidence of these truths everywhere in the media, in the marketplace, and in popular culture: Oxygen.com, six-burner stainless-steel stoves, Happy Meals, manicures, St. John's wort, and organic butter, among others. Popcorn is especially adept at packaging and labeling her insights. Practically every other sentence contains one of her unforgettable coinages. Some are clever (mouse potatoes are those who spend time in front of their computers instead of their TVs), some are annoying (women are shop-ologically different than men). --David Rouse

Acknowledgments	p. ix
BrainReserve TrendBank	p. xix
BrainReserve Glossary	p. xxi
Introduction: EVEolution: What It Is, How It Works, Why Your Business Can't Survive Without It	p. 1
Chapter 1 Connecting Your Female Consumers to Each Other Connects Them to Your Brand	p. 17
Chapter 2 If You're Marketing to One of Her Lives You're Missing All the Others	p. 41
Chapter 3 If She Has to Ask, It's Too Late	p. 79
Chapter 4 Market to Her Peripheral Vision, and She Will See You in a Whole New Light	p. 105
Chapter 5 Walk, Run, Go to Her, Secure Her Loyalty Forever	p. 133
Chapter 6 This Generation of Women Consumers Will Lead You to the Next	p. 153
Chapter 7 Co-Parenting Is the Best Way to Raise a Brand	p. 175
Chapter 8 Everything Matters--You Can't Hide Behind Your Logo	p. 195
Chapter 9 The Truths Can Set You Free: Revlon Reborn	p. 219
Chapter 10 In Conclusion: Making the World Safe for EVEolution	p. 239
Appendix	p. 247
Index	p. 255

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