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Cool Friend: Barletta
Our old friend Marti Barletta is back for her third appearance among the Cool Friends. She barely needs introduction here, but let's see ...
... she's the author of Marketing to Women.
... she's the coauthor of Trends, one of the Essentials Series, with Tom.
... she's the founder and CEO of The TrendSight Group, "the premier provider of Marketing to Women insights and ideas."
... she's a cofounder of the Women Gurus Network.
... she's a recognized authority on targeting your business to those who spend almost all the money, that is, women, and her recent focus has been on an especially well-heeled group ... PrimeTime Women™. She's even trademarked the term.
Erik talks with her about her newest book of the same name, PrimeTime Women™: How to Win the Hearts, Minds, and Business of Boomer Big Spenders, and you can read her Cool Friends interview here. You might also like to visit her blog, TrendSightings. Welcome back, Marti!
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Comments
Brava!
What a great interview.
A trend I am seeing in my coaching practice is high power PrimeTime women with stay at home husbands. All the more reason to market to them!
Posted by Eli Davidson at September 14, 2007 12:03 PM
Does it ever seem like all this marketing rigamarole is just an extended circle jerk?
Don't we know what we want and hate marketing?
And doesn't this mean that in marketing we assume other people are dumber/less cool/less valuable then we are?
And doesn't this make us less valuable?
Worth less?
Worthless?
Posted by Eben Carlson at September 16, 2007 1:05 PM
ps: Isn't being cool being dead? What happens when we're all frigid? And all anyone else cares about--and all anyone will pay for--is warmth? Isn't cool business just more counter-culture boomer bs? Why would anyone who is really and truly cool want to be more so. Or even talk about it?
Posted by Eben Carlson at September 16, 2007 1:10 PM
Kudos to Marti, and to Robin Wolaner, for pointing out something that women in my age group have known all along: these are the best years of our lives. We have the time and the money, and enough life experience to know how we want to use them. We don't take it kindly when our desires and needs aren't addressed because a manufacturer or a marketer acts like we don't exist.
Couple of cases in point:
(1) I recently bought an mp3 player. I almost had to take a chainsaw* to the packaging to remove it. When I went online to register it, I discovered that the serial number was printed in such small letters that I had to enter it twice before I got it right. Assumption: no one over the age of 21 buys mp3 players.
(2) I have been buying bath products for years from a company that started out in a small town near where I lived, but then moved to the Big City and became a chain. I recently tried to buy one of my favorite items from them, only to discover that they'd abandoned that line in favor of expanding their makeup business -- which, of course, appeals to younger customers.
*And don't get me started on what happens when a middle-aged woman walks into Home Depot to look for a power tool ...
Posted by Paula at September 17, 2007 1:05 PM