From Publishers Weekly
With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience. However, Johnson and Learned, cofounders of the consulting firm ReachWomen, believe that too many companies either don't cater to women or repeatedly send misleading messages. Marketers need to understand the customers, get their feedback and focus on the context of the product. For example, some products should be given out in a doctor's office while other items should be sent to the consumer. It's also important to understand the difference between generations. A younger woman might focus more on finances while an older woman may feel as if she can pamper herself, after working and raising a family for many years. To support their thesis, the authors provide examples of positive innovations. For instance, hotels have attracted women business travelers by improving hallway lighting and installing security cameras; greeting card companies have used different images and ethnic language to attract minority purchasers. The authors present their information clearly and concisely and the advice on using the Internet both to sell products and conduct surveys is particularly helpful. This is a solid guide for marketers at any corporation who want to reach the women's market. Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Alf Nucifora, syndicated columnist
"..an intelligent roadmap to what really makes women buy."

Donna Paz, Paz & Associates, The Reader's Edge
"Every once in awhile, I discover a business book that is filled with "Aha!" moments and new learning."

Choice
"..a resource and roadmap to seeing through the eyes of women in their buying process..This book is must reading!

Book Description
Purchases by women now total trillions of dollars annually, accounting for 85% of all consumer expenditures. So, reaching women should be considered the number one priority for most businesses. Don't Think Pink will help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers. Based on painstaking research into women's experiences and perceptions, Don't Think Pink reveals: * How generational history, culture, life stages, and daily realities influence a woman's buying mind * How the manner in which women buy is more critical than what's being sold * How listening to women earlier and more often leads to more powerful strategies * How to use the Internet and other technology -- both in market research and during the buying process -- to gain a greater understanding of female consumers * How to gain a bigger share of the awesome purchasing power of women There's no question that women buy. Don't Think Pinkexplains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market.

About the Author
Lisa Johnson (Eugene, OR) and Andrea Learned (Burlington, VT) are cofounders of ReachWomen, a firm specializing in and advising clients on the behavior of women as consumers.

FROM THE PUBLISHER

Women make or influence more than 80 percent of all consumer purchases in the United States, accounting for trillions of dollars annually. Is your business doing absolutely everything it can to tap into this immense market? Don't Think Pink will help you see your brand through a woman's eyes, giving you the practical tools you need to develop products, services, and marketing strategies that truly resonate with female buyers. Based on painstaking research into women's experiences and perceptions, Don't Think Pink unlocks the secret to gaining a bigger share of women's enormous buying power by revealing: Why and how you should replace your current "visible" marketing, which merely tells women your product is "for them," with cutting-edge "transparent marketing," which focuses on what's actually important to the buyer, How women behave online, and how to take advantage of online resources to stay in touch with the women's market, The different ways to segment the women's market, and how generational history, culture, life stages, degree of confidence with technology, and other factors influence a woman's buying mind, That how women buy can be even more critical than the product or service being sold.

The authors share their groundbreaking studies that reveal how to identify the common traits of your target buyer and use them as a foundation for tapping into women's buying preferences and processes. (In fact, you can even adapt this methodology to reach any group you wish to target, regardless of gender, culture, or socioeconomic status.) There's no question that women buy. Don't Think Pink explains what drives their buying decisions, and how your business can capitalize on this enormous (and evergreen) market.

SYNOPSIS

An Oregon marketer and a Vermont writer on the women's market dispel stereotypes about women's buying habits, in examining how to develop reality-based strategies for reaching this key market. Rather than resorting to pink packaging that women in focus groups nixed, marketers are advised on how to tailor "brand experiences" to meet the needs of women in specific demographic niches. Several recommended readings and Web resources are listed. Annotation ©2004 Book News, Inc., Portland, OR

FROM THE CRITICS

Donna Paz Kaufman - Paz & Associates (The Reader's Edge) June

I think the book may be even more important than Paco Underhill's observations on retail...

- CHOICE November 2004

Their book is a resource and roadmap to seeing through the eyes of women in their buying process. Clear and to the point. This book is must reading !

Publishers Weekly

With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience. However, Johnson and Learned, cofounders of the consulting firm ReachWomen, believe that too many companies either don't cater to women or repeatedly send misleading messages. Marketers need to understand the customers, get their feedback and focus on the context of the product. For example, some products should be given out in a doctor's office while other items should be sent to the consumer. It's also important to understand the difference between generations. A younger woman might focus more on finances while an older woman may feel as if she can pamper herself, after working and raising a family for many years. To support their thesis, the authors provide examples of positive innovations. For instance, hotels have attracted women business travelers by improving hallway lighting and installing security cameras; greeting card companies have used different images and ethnic language to attract minority purchasers. The authors present their information clearly and concisely and the advice on using the Internet both to sell products and conduct surveys is particularly helpful. This is a solid guide for marketers at any corporation who want to reach the women's market. (June) Copyright 2004 Reed Business Information.

Library Journal

Given the large and growing consumer purchasing power of women in America, market research into their specific buying habits is a business priority. Johnson and Learned, cofounders of a market research firm specializing in reaching out to women, examine the cultural, behavioral, and social influences on women's buying decisions and present marketing strategies tailored to female consumers. They cover generational and demographic patterns in depth: the chapter titled "Shaping the Generations" explores the commonalities and important differences from mature women to "gen Yers," while another chapter explores the same issues in emerging majorities. They also explain how to use transparent marketing strategies, the Internet, and online campaigns to gain understanding of and reach the target market. Using real companies and industries, such as Lowe's and Home Depot in the home improvement industry, the authors demonstrate both their marketing philosophy and how readers can apply it. The book's how-to format is accessible, and the expository writing style is clear and on target. Notes for each chapter and a short recommended reading list add value for students and researchers. Academic and public libraries will want to add to their business collections.-Susan C. Awe, Univ. of New Mexico Lib., Albuquerque Copyright 2004 Reed Business Information.

Soundview Executive Book Summaries

Women are making more money and more purchases than ever before and, as a result, they are an economic force that marketers need to harness. However, you can no longer "think pink" by assuming that all women are the same and all they want are pastel colored products with hearts and flowers on them. Generational experiences, lifestyle choices, transitional events, and demographic characteristics combine to define the filters through which women make buying choices. With so much money ready to be spent, marketers can't afford to get it wrong. By examining the different ways women think and how companies can engage women with visible and transparent marketing campaigns, the co-founders of the advisory firm ReachWomen, Lisa Johnson and Andrea Learned, show marketers how to stop thinking pink and start working in partnership with women to determine what they want.

Women's roles in society and their effects on the economy have shifted greatly in the last few decades, but marketers' perceptions have not necessarily caught up. Skimping on research and working from outmoded data and stereotypes lead to pink products (pastels, flowers or "lighter" versions of the original) that don't connect with today's savvy and empowered women.

To connect with women today, consider the following: Earning Power. Women now earn one trillion dollars a year due to a shrinking wage gap, earn more advanced degrees, earn a larger percentage of household income, are growing as business owners, and surprisingly, control 51 percent of the private wealth in the United States. Spending Power. Even greater is women's spending power, estimated at about $2 trillion a year. Women are responsible for the bulk of household purchases, and between purchasing managers and small business owners, they also control a great deal of corporate spending. Run the Numbers. Companies who have assumed that their primary market is men may be surprised to find that women are now the majority of their customers. Establish the facts about who actually buys your products. Mainstream and Integrate. Don't let knowledge about women's preferences and buying behaviors languish in the marketing department. Make sure the whole company is aware of this large and varied market. Reframe Approach. Consider whether your market desires a visible campaign that is directed unquestionably toward women, a more sophisticated transparent campaign that tailors the message for women without specifically labeling the product "for women," or a hybrid campaign that combines the two. Go Inside Her Mind. Understand the biological, neurological and behavioral variations between male and female brains. Women take in and retain more information when walking into a room, they are more verbal, and they seek more human connections. Segment and Focus. Today's women have been shaped by a diverse set of experiences. Don't be lulled into looking at the average income and spending of the whole group, or you will miss lucrative growth segments. Listen in New Ways. Make women your marketing partners and you will discover what they want. They are good at articulating how a product or service might work better for them. Measure ROI. If focusing on women represents a new commitment for your company, measure return on investment (ROI) to support the business case for increased budgets, staffing power, and programming tailored to women. Carpe Diem. Companies are only beginning to understand the importance of moving away from pink thinking. Gain a competitive advantage and spur growth by leading the charge and starting now.
Copyright © 2004 Soundview Executive Book Summaries

WHAT PEOPLE ARE SAYING

Alf Nucifora