"Don't Think Pink" will help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services and marketing strategies that truly resonate with female buyers. "Don't Think Pink" reveals: how generational history, culture, life stages, and daily realities influence a woman's buying mind; how the manner in which women buy is more critical than what's being sold; how listening to women earlier and more often leads to more powerful strategies; how to best use the Internet and other technology both in market research and during the buying process; and how to map the way to a bigger slice of the awesome purchasing power of women.
Don't Think Pink
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Book Description
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Editorial Reviews
From Publishers Weekly
With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience. However, Johnson and Learned, cofounders of the consulting firm ReachWomen, believe that too many companies either don't cater to women or repeatedly send misleading messages. Marketers need to understand the customers, get their feedback and focus on the context of the product. For example, some products should be given out in a doctor's office while other items should be sent to the consumer. It's also important to understand the difference between generations. A younger woman might focus more on finances while an older woman may feel as if she can pamper herself, after working and raising a family for many years. To support their thesis, the authors provide examples of positive innovations. For instance, hotels have attracted women business travelers by improving hallway lighting and installing security cameras; greeting card companies have used different images and ethnic language to attract minority purchasers. The authors present their information clearly and concisely and the advice on using the Internet both to sell products and conduct surveys is particularly helpful. This is a solid guide for marketers at any corporation who want to reach the women's market.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
Choice: "A resource and roadmap to seeing through the eyes of women in their buying process. This book is must reading!"
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Customer Reviews
Most Helpful Customer Reviews
12 of 13 people found the following review helpful
Format:Hardcover
Women are the most powerful consumer force in the U.S., but they do not approach buying decisions the way men do. That's intriguing, but it doesn't mean that exhaustive demographic and sales statistics make interesting reading. Authors and marketing consultants Lisa Johnson and Andrea Learned explain how to direct your marketing efforts to women. Each chapter deals with a different subset of women - old, young, black, white, Hispanic, married, single - but the groups are compared along similar lines and the information is sliced the same way in most chapters. The authors liven up their exposition with short illustrative case studies, but the cases often feature products for which marketers have made no concerted, specific effort to attract female buyers. For instance, the decision to sell single servings of food occurred because of other demographics (more people living alone) and was not intended just to attract women buyers. Still, the thesis here is important enough to carry the authors' occasional tendency to twist product features to fit the theme, as well as their branding jargon. Acknowledging the significance of marketing to women, we recommend this information-packed book.
12 of 15 people found the following review helpful
Format:Hardcover
After nearly 30 years in the marketing business, I am delighted to find two dynamic thinkers who have written compelling, concise and creative content on the needs of this country's most powerful and influencial market. Too long overlooked, women have different priorities, values, communication styles and preferences than men consumers. Learned and Johnson aptly address key differences, important nuances and critical factors that drive decision making, the customer experience and brand loyalty by giving actionable strategies for gaining women's trust and turning them into true brand advocates. Don't Think Pink is an easy read business book, dotted with personality and fun. If you want to train your brain to think differently about the women's market (not to mention grow your bottomline), but hate to be weighted down by the business-speak in a typicial business book, Don't Think Pink is for you.
14 of 18 people found the following review helpful
By A Customer
Format:Hardcover
I've read a lot of business-related books and rarely do I find one that I can't put down. As a woman consumer, I read Don't Think Pink and I found myself feeling understood. As a businesswoman I believe that organizations that truly embrace the marketing philosophy, strategy and tangible suggestions that the authors provide will find themselves able to break ahead of the pack to reach their women customers innovatively.
The personality and expertise of the authors come through in their writing, which makes this book not only incredibly relevant in today's marketplace, but also just a fun, conversational, easy read!
The personality and expertise of the authors come through in their writing, which makes this book not only incredibly relevant in today's marketplace, but also just a fun, conversational, easy read!
Most Recent Customer Reviews
5.0 out of 5 stars
Marketing teacher's favorite!
Teacher no longer at school - I do recall the teacher being excited about this book.
I do know that books came in great condition and in time frame promised.
I do know that books came in great condition and in time frame promised.
Published 5 months ago by A. J. Morrison
3.0 out of 5 stars
So obvious, even a GEICO caveman would know it....
This is another one of those books that tries to repackage common sense and sell it as some ground-breaking perspective. Read more
Published on July 9, 2009 by Rebecca Clement
5.0 out of 5 stars
Great book that helps one think...
It not only encourages thinking like a woman, but also thinking like your customer does when she... or he... makes the purchase decision.
Published on March 2, 2009 by Daryl D. Phillips
3.0 out of 5 stars
Bland book with some useful information
I started reading this book and was bored
out of my skull fro about 40 pages. I thought
it was shallow and no more informative than
a magazine article. Read more
out of my skull fro about 40 pages. I thought
it was shallow and no more informative than
a magazine article. Read more
Published on October 5, 2008 by Loren Woirhaye
5.0 out of 5 stars
Excellent Perspective for All Marketers
It is an honor to review this book from a male's perspective. In my opinion it's more important for men to read, hear and understand these distinctions. Read more
Published on December 28, 2006 by James D. Nichol
5.0 out of 5 stars
Solid Advice on All Types of Women Shoppers
This book provides a thorough analysis of women shoppers, including those of all ethnic, age, geographic, educational, and socio-economic groups and marital statuses. Read more
Published on March 5, 2006 by Dr. Phyllis Bell Miller
5.0 out of 5 stars
Delightful language
Don't Think Pink is indeed insightful as well as approachable in style. I myself gained a deeper appreciation for corporate lingo, a small selection of words which many people... Read more
Published on August 29, 2005 by Meighan Schopenhauer
5.0 out of 5 stars
Wow ! Bravo !
The last time I was this enthused after reading a marketing book was in '99 when Paco Underhill's book Why We Buy was published. Read more
Published on June 17, 2004 by "rus4u"
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