Marketing to Women: Top Ten 2013 Lipstick Economy Posts

December 27, 2013 § Leave a comment

A little retrospective on what you thought was most interesting in The Lipstick Economy this year. These are the top posts on marketing to women from this year.  A confusing year for women – Sheryl Sandberg told us to “lean in”,  Miley showed us how to twerk and Yahoo’s Marissa Mayer extended paid leave for parents and banned telecommuting.  

iStock_000012573383XSmallMarketing Travel to Women: Eight New Trends You Need to Know.  According to the Travel Industry Association, there is an estimated 32 million single American women who have traveled at least once in the past year, and some three in ten travel five or more times a year.  The average adventure traveler is not a male but a 47-year-old female and they have different expectations from travel than men.

Marketing to Women: Growth of Women in Marketing.  Almost a third of all Americans are employed in marketing-related positions.  That’s a staggering number if you think about it.  And it is a path for women to grow up the corporate ladder.   A recent study by a recruiting firm found that more top executives have come out of marketing than of any other area.

Marketing to Women: Why Marketers Don’t Understand Women.  For the first time in history, women now outnumber men in the workforce. Women are more educated, accounting for approximately 58% of students in two- and four-year colleges.   We account for 85% of all consumer purchases.   Purchases include homes, healthcare, cars, travel and computers.  And 96% list “being independent” as their single most important life goal.  But research says 91% of women don’t think marketers understand them.

M_BeyonceSuperBowl_101612Marketing to Women: Women Watching Super Bowl Too!  More women are watching the Super Bowl than the Academy Awards! In 2012, 54 percent of the roughly 111 million viewers who tuned in to watch the Superbowl on Fox were men, compared to 46 percent women.

Marketing to Women: Your Elevator Speech in 15 Seconds.  Sometimes the most important things are not addressed in business.  This handy guide to creating your elevator speech in 15 seconds is vital.  At New Year’s when you are at that party and someone asked you what you do, what will you say?

Marketing to Women: Six Things to Know About #Hashtags.  Hashtags are everywhere.  Some 24% of tweets contain hashtags. And 71% of people on social media use hashtags.  Even Facebook instituted the lowly pound mark that has become a strong marketing tool.  Do you know when to hashtag and not to hashtag?

Marketing to Women: One-third of All Women Are Single “Indies”.  It’s a new day for women and there is even a new term for the group that are over 27, not married, not living with a partner, and without children.  They are called the Indies.  This group has been growing and currently include some 31 million women, about a third of all adult women.  They now surpass the number of married moms!

Marketing to Women: Emotional Connection Important for Healthcare.  A recent study shows that 85% of consumers say it is important or very important to them to do business with a company for which they have strong emotions, per survey results from rbb Public Relations.  And the industry for which it is most important is healthcare.

Marketing to Women: Power to the PANKs.  PANKs, Professional Aunts No Kids.  They are actively involved in the lives of children around them.  In fact, one in five women is a PANK, or approximately 23 million Americans.  PANKs are roughly half of all the women who are not a mother or grandmother.  This group is actually growing as women are choosing to stay single or marry later.  PANKs spend $9 billion on toys and gifts for children annually.

Marketing to Women: Top 10 Culinary Trends for Restaurants.  The top 2013 trends included healthy kid’s food, iced tea, gluten-free, Greek yogurt and more.

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Are CEOs Anti-Social? 68% Not On Social Network

August 10, 2013 § Leave a comment

marissa-mayer-lead1I am pretty fascinated about this little factoid:  68% of Fortune 500 CEOs have no presence on any of the major social networks.  The homework on this little fact was done by DOMO and CEO.com. Why aren’t CEOs more involved with social media?  I think there are several reasons:

1.  Only 4.2% of Fortune 500 CEOs are women.  Women tend to be more comfortable with the use of social media.  Of that 4.2% female CEOs, the ones using social media stand out.  Meg Whitman of HP and Marissa Mayer of Yahoo! are prime examples.  A recent ranking of the top CEOs on social media finds only four women out of 30 execs, but they are impressive – Marissa Mayer of Yahoo, Angela Ahrendts of Burberry, Sheryl Sandberg of Facebook and Harriet Green of Thomas Cook.

2.  Resistance to change could be a reason.  The age of CEOs and their comfort with social media may affect their participation, and their own self-imposed importance might hinder their launch into social media.  But here are two examples of brave CEO types that are over 50.  Warren Buffett joined Twitter in May of this year and currently has 545,554 followers.  Of course Warren has only tweeted twice but the second one was about his new essay on the importance of women to America’s prosperity.

Way to go Warren! The other new social media leader is THE POPE.  @Pontifex has 2,827,155 followers.  I loved his post today:

We are all jars of clay, fragile and poor, yet we carry within us an immense treasure.

3.  CEOs may underestimate the power of their voice online.  Fortune 500 CEOs gain followers almost 20 times faster than average users.  Some CEOs have almost rockstar influence when they choose to participate.  Those not participating are missing out on the opportunity to model engagement, transparency and passion for their employees and their customers. screen-shot-2013-08-07-at-11-19-08-am Even those who have a presence on social media may not really be using it.  Only 3.8% of Fortune 500 CEOs are actively using Twitter.  But it seems that LinkedIn holds some fascination for CEOs; I call it the Facebook for business.  There are currently 140 (27.9%) Fortune 500 CEOs on LinkedIn, compared to 129 (25.9%) last year.  One of the features of LinkedIn that might be a draw for CEOs is the “Influencer” program that allows CEOs to be seen as an expert. I am sure we will continue to see CEO participation in social media grow as digital natives move into the ranks, but those currently not using it might want to rethink their position.

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