{"id":532,"date":"2004-08-05T14:18:13","date_gmt":"2004-08-05T21:18:13","guid":{"rendered":"http:\/\/www.artsjournal.com\/artfulmanager\/wp\/2004\/08\/more_than_half_the_pie\/"},"modified":"2004-08-05T14:18:13","modified_gmt":"2004-08-05T21:18:13","slug":"more_than_half_the_pie","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/artfulmanager\/main\/more_than_half_the_pie.php","title":{"rendered":"More than half the pie"},"content":{"rendered":"<p>By 2010, according to the <a href=\"http:\/\/www.census.gov\/ipc\/www\/usinterimproj\/\">U.S. Census folks<\/a>, about 50.8% of the U.S. population will be female. The majority of those women will be between 20 and 44 (33%) and 45 to 64 (26%). Yet most smart marketers are realizing that 50 percent can be much more than half.<\/p>\n<p>\nThere are indications everywhere that women constitute the primary force in consumer and even business decision-making. According to trend consultant Faith Popcorn (honest, I didn&#8217;t make it up):<\/p>\n<blockquote><p><i><\/p>\n<ul>\n<li>women influence the purchase of over 80% of consumer goods;\n<li>they influence 80% of health-care decisions;\n<li>they buy 50% of all automobiles sold, and play a role in influencing the purchase of 30% more;\n<li>40% of households with assets of more that $600,000 are headed by women;\n<li>they start new businesses at twice the rate of men&#8230;.\n<\/ul>\n<p><\/i><\/p><\/blockquote>\n<p>In her book from 2000, <i><a href=\"http:\/\/www.amazon.com\/exec\/obidos\/ASIN\/0786865237\/bolzcenter-20\/\">EVEolution : The Eight Truths of Marketing to Women<\/a><\/i>, Popcorn suggests that women make purchase decisions in specific ways, and in different ways than men. While she tends to paint with a broad brush to make her point, the &#8216;eight truths&#8217; are worth at least a moment of thought for arts marketers:<\/p>\n<blockquote><p><i><\/p>\n<ol>\n<li>Connecting your female consumers to one another connects them to your<br \/>\nbrand.<\/p>\n<li>If you&#8217;re marketing to one of her lives you&#8217;re missing all the others (says Popcorn: &#8216;&#8230;women lead multi-lives, and a marketer, concentrating on only one of them, will miss out on all the others. The answer is to help women integrate their lives more seamlessly&#8217;).\n<li>If she has to ask, its too late (Popcorn believes that to win the loyalty of women, a company must anticipate needs rather than just respond to them).\n<li>Market to her peripheral vision and she will see you in a whole new light (Popcorn says &#8212; in her broad brush way &#8212; that women are much more likely to notice the subtle surrounding features that comprise a message and may place less emphasis on the main message).\n<li>Walk, run, go to her, secure her loyalty forever (it&#8217;s <u>your<\/u> job to make buying or accessing the product as easy as possible).\n<li>This generation of women consumers will lead you to the next (Popcorn uses the term &#8216;brand-me-down&#8217; to describe how brand loyalties can pass from mothers to daughters. As a sidebar: Arts marketers can obviously emphasize the power of creative experience to bond mothers and daughters).\n<li>Co-parenting is the best way to raise a brand (the strongest brands are co-constructed by consumer and company in an active dialogue).\n<li>Everything matters &#8212; you can&#8217;t hide behind your logo (This feels like a corollary to number 4, suggesting that you have to walk the walk instead of just talk the talk &#8212; in hiring practices, customer service, governance, environmental impact, etc. Popcorn connects the idea of consistent and mutally reinforcing elements of statement and action, which she suggests is the &#8216;fifth P&#8217; of marketing: Policy).\n<\/ol>\n<p><\/i><\/p><\/blockquote>\n<p>A bit broad, a bit fluffy, a bit hazy around the details and nuance that actually define the marketplace. But still a bit useful as you construct your next season or promotional campaign.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By 2010, according to the U.S. Census folks, about 50.8% of the U.S. population will be female. The majority of those women will be between 20 and 44 (33%) and 45 to 64 (26%). Yet most smart marketers are realizing that 50 percent can be much more than half. There are indications everywhere that women [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[4],"tags":[],"class_list":{"0":"post-532","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-main","7":"entry"},"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts\/532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/comments?post=532"}],"version-history":[{"count":0,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts\/532\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/media?parent=532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/categories?post=532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/tags?post=532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}