Eveolution - Softcover

Faith, Popcorn

Softcover

ISBN 10: 0007107153 ISBN 13: 9780007107155

Publisher: HarperCollins Business, 2002

Synopsis

The first book which explains why all companies need to market to women AND teaches them how to do it.

Women are now the primary decision makers or significant influencers in more than 80% of consumer purchasers. And they’re not just buying makeup and washing powder and keeping the storecupboard stocked. Women are responsible for 65% of vehicle purchases, 50% of personal computer purchases and also buy a hefty percentage of all luxury items, travel and leisure products. They have emerged as the most influential consumer force in history. But while there are countless books about how women think differently, talk differently and feel differently, this is the first about how they buy or relate to brands differently.

Women want to form a bond with the companies and brands they do business with. And they are increasingly in a position to demand this relationship and to punish marketers who fail to deliver it by taking their business to those few enlightened marketers who ‘get it’ – the ones who are creating brands that women will want to join, not just to buy.

Faith Popcorn, leading consumer trend forecaster and consultant to the Fortune 500, calls this growing trend EVEolution and she predicts it will redefine the way companies and brands of all kinds and all categories create profitable and enduring consumer relationships. In this book she demonstrates the operating principles for good marketers, who, when it comes to their female consumers, have been behaving badly, guiding them through the eight truths that will give them the abiltiy to successfully market to women.

About this title

Review:

In Eve-olution, Faith Popcorn isn't shy about telling you who she is or what she can share with you: "I am a futurist. A trend-spotter. A cultural detective." Nor does she beat around the bush in relaying the importance of her theory: "Understanding Eve-olution and implementing it...means the difference between building healthy brands and profitable relationships with women...or building a flimsy, fluffy foundation with no future." Her vision is large and her passion is palpable, and what she offers in Eve-olution is an effective way to know and tap into the increasingly important and lucrative female market.

After establishing men and women are biologically and "shop-ologically" different, Popcorn delivers her central message--that there's a huge difference between a customer who buys your brand and one who joins it. The former is good for the moment, while the latter is good for life. Popcorn believes attracting and engaging the lifelong customer requires rethinking traditional marketing methods using her eight "truths" of marketing to women. These include making your brand a contributing and worthwhile member of the community you create; acknowledging that women lead multiple lives simultaneously--marketing to only one at a time is limiting for you and annoying for them; and remembering to be subtle--women think laterally and notice things peripherally. These and the five other "eve-olutionary" truths are followed by dozens of companies, most of which have got the point and are reaping the rewards of an effective brand.

Popcorn definitely has her finger on the pulse (or the popper), though this kind of slick analysis of our too-fast-paced modern age can sometimes get a little tiresome--like an extended session of navel gazing. But someone has to do it, and Popcorn's ability to spot the trends and spout the zeitgeist gives her a healthy leg up on the non-savvy marketers out there. If you're one of them--and don't have a clue about the complexities of women and how to market to them--read this book. Popcorn will get you into shape in no time. --S Ketchum

From the Back Cover:

Women and men are as different shop-ologically as they are biologically.

Women have emerged as the most influential consumer force in history – but if women are fundamentally different from men, why do we still market to them in the same way?

This is the first step-by-step book to explain why companies need to market to women and to teach them how to do it.

Leading consumer trends forecaster Faith Popcorn reveals how to understand, reach, motivate and sustain the loyalty of the female customer. While there are countless books about how women think differently, talk differently and feel differently, this is the only one about how they buy and relate to brands differently. It demonstrates a revolutionary framework for brand-building, a systematic redefinition with profound implications not just for marketing, but for the way your business is structured, financed, organised and managed on a minute-to-minute basis.

Using case studies and examples from Faith Popcorn's own consulting work, 'eve-olution' will change the brand-to-female relationship forever.

About this edition

• Publisher: HarperCollins Business
• Publication date: 2002
• ISBN 10: 0007107153
• ISBN 13: 9780007107155
• Binding: Paperback
• Number of pages: 304