Word Of Mouth Marketing To Women

Personas & Second City

I read an article in AdAge on 4/9 by Lisa Sanders discussing Persona building, their origin in the web design arena and Cooper's "The Inmates are Running the Asylum". Like many articles over the last two years which discuss the use of personas, Best Buy is mentioned along with its customer centricity push, AKA Jill, Barry and a host of other personas that guide their buyer segmentation and customer centricity efforts. So, with all this effort to build personas, why is it when I get with a group of fellow business women and our discussion turns to our technical needs the comments about Best Buy turn ugly?

Suave's Say Yes to Beauty - Missing the Diversity Vote?

Suave a sister product to Dove's products is hitting the airwaves with its Say Yes to Beautiful which speaks to the frazzled mom who sometimes just let's herself go' . The mission for the campaign is to asks moms to put taking care of themselves back on their very long, to do list. The creative is wonderful and one that I and many of my friends who are moms, can relate to (check it out at this address ), but as I watched the commercial my marketing radar clicked "on". Something is missing...diversity.

Lawn Mowers + Female Home Buyers - A Missed Opportunity

Cub Cadet, a brand and division of MTD, proudly announced the launch of its Cub Cadet's rider mowers. The effort, targeting "time starved Gen-Xers" is the company's goal. Its media buy is focused on ESPN, ESPN2 and exposure during the NBA games and Nascar. One of their spots uses the star power of Cleveland Cavaliers LeBron James. So what did they miss - the majority single home buyer for 7 years running - Women!

Bloomingdales Yummy Mommies - The Right Formula?

The Gap's, Forth & Towne has come and gone. Ditto, for Gymboree Corp's Janeville. Why did these stores fail? Does Bloomingdales , Quotation boutique hold the key to success in the 35-45 year old market? Depending on who you read, Forth & Towne and Janeville's efforts failed due to declining demographics, too wide a demographic segment, and in the case of the Gap, systemic problems in the parent that distracted them from supporting the launch of a new product. Lets take a quick look at what Bloomingdales is saying will keep Quotation from suffering the same fate as those that went before.