By Mary Lou Quinlan
An enlightening blueprint of the secrets and techniques of attaining girl shoppers from the expert
Just Ask a Woman is a strong booklet approximately tips on how to faucet into girl shoppers' wishes. Mary Quinlan, the founding father of the most effective consultancy devoted to advertising to girls, has individually interviewed 3,000 ladies during her study for simply Ask a girl. ladies are the decision-makers in an predicted eighty-five percentage of loved ones procuring judgements, and but some distance too usually, items advertised in particular to them fail to connect to their wishes. the following, Quinlan explores issues equivalent to how ladies pass judgement on manufacturers and advertisements, how they make judgements, the results of tension on their shopper habit, and their expanding calls for for provider and verbal exchange. Quinlan rejects the conventional concentration crew process in desire of hugely energized and intimate speak classes the place girls exhibit their deeper emotions approximately services and products. in exactly Ask a girl dealers, model managers, and advertisers will discover a revelatory source full of principles and motion steps for construction your model with women-from a girl who has walked in a marketer's shoes.
Mary Lou Quinlan (New York, new york) is the founder and CEO of simply Ask a girl, a advertising consultancy devoted to development enterprise with ladies. simply Ask a girl is a department of bcom3, a $15 billion worldwide communications enterprise whose consumers comprise Citigroup/Women & Co., Lifetime, Saks, Hearst Magazines, Toys "R" Us, and Time Inc. often called a brand-turnaround professional, she has helped to remake manufacturers like Avon and Continental airways. Quinlan has been quoted in The manhattan Times, The Wall highway Journal, Fortune, Fast Company and Advertising Age and seemed on ABC, CNN, CNBC, Lifetime reside, Fox and nationally syndicated information exhibits. Her articles were released in Marie Claire, Good Housekeeping, Redbook, and More, between others.
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Extra resources for Just Ask a Woman: Cracking the Code of What Women Want and How They Buy
So often, the ideal customer is described as young, attractive, ambitious, bright, and conﬁdent. Rarely does a strategy deﬁne a brand’s customers as unattractive, uneducated, or satisﬁed with the status quo. Here is a simple test: Walk down a busy street. How many supermodels and Rhodes scholars walk by? Are there enough on which to build a big business? Love the customer you have, or she will fall in love with someone else. 9. ” Marketers who disregard women’s needs for simplifying, saving time, and maintaining control are making a big mistake.
In my experience, poor groups are forgotten as soon as the client and agency cars leave the parking lot. However, a written report on an unsuccessful group can live on in ﬁles as truth. What if those are the groups on which you are relying to make important decisions? Women are constantly evolving and reevaluating what your company’s products mean to them in the context of their lives. Old learning is almost as bad as no learning. For future reference, you might ask attendees to include a 22 Just Ask a Woman note on the qualitative reports that indicates their satisfaction with the ﬁndings and their assessment of the quality of the work.
No way—there was none of that indulgent stuff in our house. See how my own experience closed me down to the stress of moms today and to a great marketing opportunity? It can happen to all of us. Remember that stress is not a contest and that your personal experiences are not always aligned with those of your female customer. ADVICE ON SUPPORTING WOMEN “We recognize that women are largely the decision makers when it comes to the health of the family, and that they are the caregivers, so we have always valued women.