That women influence 80 percent of consumer purchases is not news to marketers. However, the authors of this book ask two compelling questions: What portion of the women's market is your market, and how can you meet your women customers on their own terms and forge lasting relationships with them?
In Don't Think Pink, Lisa Johnson and Andrea Learned, co-founders of ReachWomen, a firm specializing in the behavior of women consumers, share their approach and methodology for developing a successful strategy and increasing a company's share in this critical market segment.
The basic principle underlying the strategy is the "transparent approach" as opposed to "thinking pink." Think pinkers endeavor to appeal to the superficial sensibilities of women—the more pastels, hearts, and butterflies, the better. The transparent approach, however, calls for an in-depth understanding of a woman's life, mind, and needs.
The first three chapters formulate and explain the book's concepts and approaches. The next five chapters are devoted to the investigation of the generation, culture, and life stages of women consumers. Chapters 9 and 10 address online behaviors of women and how to use e-marketing to see them clearly. The last chapter suggests ways to enlist women as partners in marketing research.
The book is rich in practical suggestions and interesting stories, with an easy-to-read style.