The Soccer Mom Myth [Hardcover]

Michele Miller (Author), Holly Buchanan (Author)

Book Description

Publication Date: March 10, 2008

The room was a marketer s dream, filled with educated, savvy women with money and the urge to spend it. Holly asked a pointed question: "How many of you in the room consider yourself a Soccer Mom?" The silence reached a crescendo and nary a hand rose.

Every time Holly asks that question, usually only one or two women raise their hands. The numbers never change. Normally, only one to two percent of the crowd identifies themselves as a Soccer Mom. If you listen to marketers and politicians, there are millions upon millions of Soccer Moms out there, yet we've found only about seven.

What's going on here? Why aren't more women identifying themselves as Soccer Moms? Come on, there's nothing wrong with being a Soccer Mom, right? Right?

If women don't consider themselves Soccer Moms, what does that say about the effectiveness (or ineffectiveness) of billions of dollars of advertising aimed at this group?

It's time for a wake-up call about who today's female consumer really is, how she really thinks, and why she really buys both online and offline. Prepare to kick the Soccer Mom myth to the sidelines, and learn how to market to women in a way that translates into more customers, AND bigger profit.

Editorial Reviews

About the Author

Michele Miller is a partner in the Wizard of Ads marketing firm, with a client roster that includes businesses of all sizes across North America. She is the author of The Natural Advantages of Women (Wizard Academy Press), the audio book hailed for its concepts, principles, and scientific information explaining how the female brain is hardwired for personal greatness. Michele writes a monthly marketing column for Inc.com; her blog on marketing to women, WonderBranding, was named one of the Ten Best Blogs for 2005 by MarketingSherpa.com , and is included on the prestigious Best of the Web list compiled by Forbes.com.

A faculty member of the Wizard Academy (Austin, TX), Michele teaches her popular WonderBranding course and maintains a busy schedule as an international speaker on the topics of advertising and marketing to women.

Holly Buchanan is a Senior Persuasion Architect at Future Now Inc. The team at Future Now Inc. focuses on helping you understand your customers and why they do what they do. With almost 20 years of marketing experience (she started when she was 12), Holly has worked with hundreds of clients all over the world, in all advertising mediums, including her current focus- marketing to women online. Her recent clients include global brands like GE Healthcare, Leo Schachter Diamonds, and Volvo International.

Holly is a popular speaker and writer. She is the author of the blog Grokdotcom.com/women.

Product Details

• Hardcover: 232 pages
• Publisher: Wizard Academy Press (March 10, 2008)
• Language: English
• ISBN-10: 1932226567
• ISBN-13: 978-1932226560
• Product Dimensions: 6.5 x 9 inches
• Shipping Weight: 13.6 ounces
• Average Customer Review: 4.1 out of 5 stars  See all reviews (16 customer reviews)
• Amazon Best Sellers Rank: #677,025 in Books (See Top 100 in Books)

Most Helpful Customer Reviews

5 of 6 people found the following review helpful

3.0 out of 5 stars not worth the hype April 20, 2008

By Red Alreddy

Format:Hardcover

despite the cover design, i bought this book. if you know little, this book may help provide some insight, otherwise there's nothing groundbreaking here. it's a pretty boring read, but at least there are no bad or wrong conclusions drawn.

5 of 7 people found the following review helpful

3.0 out of 5 stars If the Soccer Mom is a Myth, then why repeat the theme throughtout the book? September 16, 2008

By Camille Benoit

Format:Hardcover|Amazon Verified Purchase

This book makes a number of relevant points. However, I kept asking myself why on earth do they have this red high-heel and soccer ball of *every* *single* chapter, if they are basing their central thesis on the fact that women cannot be easily be labeled and categorized using words like "soccer moms"; the usage of this repeating photography just didn't make sense to me at all. I would go so far as to say it distracted me as I was reading this book!

5 of 7 people found the following review helpful

1.0 out of 5 stars I'm returning this, I suggest you don't waste your time September 13, 2008

By Small Business Owner Ryan

Format:Hardcover

This book is all theory and very little, if any, applicable advice.

It bounces around and doesn't have a consistent or focused message. Half the time this book was promoting 'Waiting for Your Cat To Bark' and citing examples from that book. Well I didn't buy THAT book I bought THIS book.

I've bought plenty of books from Amazon before and this one I'm actually going to return because of how awful it is.

I ordered the package deal of this book and the "Marketing to Women" book by Marti Barletta and although she seems to have an axe to grind with guys in her book, IT IS 10 TIMES BETTER than the Soccer Mom Misprint.

Save yourself the money and time, DON'T buy this book or buy it but don't cry to me when you don't find anything useful with it.