The Soccer Mom Myth
The New Reality of Marketing to Women
By: Michele Miller & Holly Buchanan
Published: March 10, 2008
ISBN-10: 1932226567
ISBN-13: 978-1932226560
Hardcover: 232 pages
Publisher: Wizard Academy Press
How to market to women demands a personalized approach, that goes beyond popular stereotypes, write Michele Miller and Holly Buchanan, in their important new book The Soccer Mom Myth: The New Reality of Marketing to Women. Women aren't responding to traditional advertising and marketing campaigns and strategies of considering women a niche market. Instead, a personalized marketing approach that speaks to women as individuals is essential to success.
Michele Miller (photo left) and Holly Buchanan not only describe why it's important to market to women as individuals, but they also show the reader how to speak to women with an appropriate message. Citing statistics that demonstrate the dominance of women as buying decision makers both online and offline, the authors emphasize the critical importance of understanding women and their buying motives.
Women don't consider themselves part of a stereotypical group like the myth of soccer moms in the title. As a result, marketers are forced to consider women as individuals with different needs and desires. Failure to make that leap to speaking to women on a personal level will doom a company or e-commerce website to disaster. There is much more to this important book than simply a discussion of the importance of the growing force of women as purchase decision makers.
Holly Buchanan (photo left) and Michele Miller go beyond the why of marketing to women, and demonstrate how to conduct your marketing efforts to women more successfully. They describe how to personalize your message to empower the female consumer, that takes into account societal and gender differences, between men and women.
The authors take a holistic approach to marketing, that considers the individual's needs, within the larger context of marketing language, buyer psychology, and consumer personae. From practical tips on blogging and designing a female friendly website to conducting more insightful market research, the book is a handbook for successful marketing to women.
For me, the power of the book is its practical application of theory and research tot the real world of marketing to women. Instead of only concerning themselves with why the female market is dominant and growing, the authors expect the reader to understand that fact from the beginning of the book. After the importance of the female consumer is established, the writers get down to the business of showing the reader how to market to women in an effective and personal way.
I highly recommend The Soccer Mom Myth: The New Reality of Marketing to Women by Michele Miller and Holly Buchanan, for any business people who are serious about creating a marketing message, that speaks directly to the individual female consumer. Instead, the book is a powerful step by step textbook for marketing to women the right way.
Read The Soccer Mom Myth: The New Reality of Marketing to Women by Michele Miller and Holly Buchanan and you will never listen to marketing myths about women again.
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