<< 1 >>
Rating: 
Summary: Eliminate Stalled Marketing Thinking -- Become Irresistible
Review:
7 Stars *******
I am a big Faith Popcorn fan. That led me to go into reading this book with high expectations. What a great deal it was to have those expectations well exceeded!
Tom Peters first raised the theme of this book in his book, The Circle of Innovation. The vast bulk of most consumer purchases are either made or strongly influenced by women. Stop marketing generally, and be sure you marketing is gender friendly in the broadest sense. But Tom, as a man, could only take that point so far.
Faith Popcorn has really explained it very well. She has identified 8 key principles:
(1) Women link (the marketer's job is to make that easier for women -- witness the success of women-only Web sites)
(2) Serve all of a woman's needs, not just the ones she has part of the day (if she needs convenient ordering, be sure to offer everything she wants to buy conveniently -- take-out foods for all meals)
(3) Women want their needs anticipated (if she has to tell you what she wants, it's all over -- lots of work, stress, home responsibilities and money mean that home spas are doing well)
(4) Use the indirect approach (women prefer to notice things on their own and apply them, rather than getting a direct, hard sell -- women notice institutional appliances in great restaurants and put them into their own kitchens)
(5) Go to her and make it easy (witness the success of at-home direct selling)
(6) Sell one generation of women, and you get the next as well (see how children now dress like adults at a very young age, because Mom and daughter want to look like each other)
(7) Take on a role as a trustworthy adult to help women, and they will link with your brand (GE Financial Assurance provides a mentor role for women entrepreneurs)
(8) All the details matter (organic foods are taking off because they are healthier, even though very expensive).
As interesting as these points are, Faith Popcorn also deserves praise for the superb way she explains her ideas. In the beginning of the book, she has one example of each concept. Then there is a chapter on each principle. The chapter has many examples, and finalizes with one thorough one drawn from her consulting experience. Then, to be sure you've got the point, she takes well-known brands in each chapter and points out what they are NOT doing that they should be.
The crowning glory is a chapter on all of the things that Ron Perelman and Revlon are doing wrong, and compares it with how the brand was run originally. Faith couldn't find much of anything she likes about the Revlon approach. As a matter of fact, the company has done poorly.
But, at a broader level, this book is also about marketing in the 21st century. Although the focus of the book is women, those who market to men will often benefit from following the same advice. Saturn, a role model she describes, is not just appealing to women. Men like to be treated like people, too, when they buy a car. As a loyal Saturn owner, I know the approach worked well with me.
I can hardly wait for her next book! Have a great time as marketers begin to apply these principles, providing a better consumer experience for customers and more business success for their companies.
One trend she did not explicitly address are the many consumer goods companies that are converting to having mostly women in product design and marketing. That should help, too.
Rating: 
Summary: Well, duh.
Review: This book is - how can one put it politely? - garbage, yes, that's the word. The book has two big messages: that men and women shop differently, and that consumers can buy a particular brand of an item without buying the 'message' that goes with said brand. Well, duh. Hard to believe people get paid for this - and, in the case of Ms Popcorn (real name: Plotkin), paid very well. So don't buy it, it will only encourage her to write something else.In fact, if you still have any faith in Popcorn, I advise that you cure yourself with a quick look at a book by William Sherden called 'The Fortune Sellers'. Pages 221-224 deal with Popcorn/Plotkin. While you're there, check out what he has to say in other 'futurologists' (read: charlatans) like Toffler and Naisbitt.
Rating:
Summary: Another Title to Add to Your Success Library
Review: This is a book that gives some of us dim-witted males an idea as to how females think. Most of the book had me nodding my head and silently saying to myself, "Aha! So that's why my wife does this or that!" The only quibble that I had was on the chapter regarding Revlon. While reading it, I was thinking that perhaps Revlon knows exactly what they are doing. In other words, if Revlon is intent upon capturing the teen female audience, they would market that audience by showing youthful fashion models wearing the product rather than practical soccer moms or average middle-aged women. On the whole, however, I found this a very enjoyable read and look forward to other books by Ms. Popcorn.
Rating:
Summary: Another Title to Add to Your Success Library
Review: This is a book that gives some of us dim-witted males an idea as to how females think. Most of the book had me nodding my head and silently saying to myself, "Aha! So that's why my wife does this or that!" The only quibble that I had was on the chapter regarding Revlon. While reading it, I was thinking that perhaps Revlon knows exactly what they are doing. In other words, if Revlon is intent upon capturing the teen female audience, they would market that audience by showing youthful fashion models wearing the product rather than practical soccer moms or average middle-aged women. On the whole, however, I found this a very enjoyable read and look forward to other books by Ms. Popcorn.
<< 1 >>
|
