“You must be the change you want to see in the world.” This is one of my favorite quotes from Mahatma Gandi. For most of us, it is easier said than done, unless you are one of the people participating in a … Read article
The MasterCard company website says their target audience is consumers. Every one. But we know that women make 85% of all consumer purchases. They are the shoppers swiping their MasterCard in stores and online. Which is why the “Priceless” MasterCard … Read article
“Human Banking” is a trend in marketing for financial services. It is not, as I first surmised, the harvesting and storage of human organs. I guess I’ve watched a few too many dystopic sci-fi films. What the term Human Banking … Read article
If you’re interested in marketing to women, you may be surprised to learn of all the different ways moms use social media. If your Facebook news feed is cluttered with kids’ artwork, graduation photos and proud report-card posts, the idea … Read article
When did Kmart decide to shift its target demo from women—73 percent of whom control household spending (Boston Consulting Group)—to unemployed, middle school-aged boys? Market estimates about U.S. women’s purchasing prowess varies, ranging anywhere from $5 trillion to $15 trillion … Read article
Its 48.7 million users – predominantly women with children – get this in spades. They spend hours pinning recipes and clever ways to entertain, filling their virtual closets and bookshelves, and building craft boards. The beautiful images they repin speak … Read article
Most everyone who’s met me (and plenty who know me only through my blogs or other media) have learned some basic things about me: I’m a breast cancer survivor. I developed breast cancer at age 36 because I have the … Read article
Remember that day a couple weeks ago when it snowed in Detroit even though it was almost May? The day after that, everyone in our office was told to wake up at 2 a.m. and head to the airport. You’d … Read article
“Demographic.” “Target audience.” These are very useful terms of our trade. We all know that Anthropologie caters to bohemians, Lane Bryant celebrates the plus-sized, and Forever 21 is all about the young and trendy. Targeting helps companies find their niche … Read article
A great marketing to women campaign that is #awesome, #inspiring, and #brilliant is the #mygirls campaign for Adidas. This global campaign aimed at girls 14-23, with a concentration on 17 year olds, uses social media as the anchor to engage … Read article
When the Kindle first debuted, it did so with a memorable campaign that featured a woman and used stop motion to tell a story. The idea was to breakthrough in a creative way, as the product at the time was … Read article
A few weeks ago I reviewed Sharecare, a healthcare social media platform that I felt really didn’t deliver any true benefit to its users, let alone serve as a good example of a successful healthcare social media example. But while … Read article