Book Summary: EVEolution


For any business to survive today, it needs to understand how to market to women. The fact is women make 80% of all purchasing decisions. Women are brand loyalists. Your product or service must address their complex, multiple lives as home managers, home-workers, entrepreneurs, caretakers of elderly parents, and professionals. Build a lasting, meaningful relationship with your female customer. EVEolutionize your business before it's too late!

Understand the eight truths about marketing to women:

1. Connecting your female consumers to each other connects them to your brand. Women need a "backyard fence" to talk to each other. If your brand is marketed in such a way that it connects women to each other as a community, a group, sisters, mothers and daughters and friends, they will embrace your brand into their everyday lives.

The web communities such as iVillage, women.com, and oxygen.com are just a few of the examples of women being linked together. Through EVEolution, and with the help of Faith Popcorn's consultancy firm, BrainReserve, Snackwell's launched a program of Mother-Daughter workshops across the US. It bonded mothers and daughters, reinforced the idea of eating healthy, while nurturing a positive self-image and attitude about food to pre-teen girls.

2. If you're marketing to one of her lives, you're missing all the others. From home office services, to cameras keeping an eye on her kids at daycare, if your brand markets to her merged professional and personal lives, then you will win her heart. Women need assistance in running all the facets of their lives. Appeal to her need for convenience. Give her a solution for her perennial problem of what to fix for dinner tonight. Supply her with support for dog-walking, childcare, telecommuting. Deliver her dry cleaning, diapers, and pizza, run her errands, so she can find more time to just relax at home with her kids. Acknowledge that she thinks about her family while she is at work, and provide her with a service that gives her peace of mind.

3. If she has to ask, it's too late. Anticipate her needs. Women are the same whether it's personal or work. If her husband doesn't anticipate what she needs, she may be disappointed in him. If an employer doesn't anticipate she needs a nursery near the office, and fairer compensation, she may consider another EVEolutionized company that offers more mother-friendly perks.

How to become more Anticipatory than merely Reactive: Women must be in on the planning every step of the way. Talk to consumers in ways that inspire innovative thinking.

4. Market to her peripheral vision and she will see you in a whole new light. Women are attentive to the small details men miss. They will go out and shop for that suit they saw on Diane Sawyer last night while watching the news. Starbucks is one company that is EVEolved all around. The female customer can enjoy her coffee in a bright, clean place with a well-stocked restroom (a must if you want to attract women) and she can purchase the in-house music on CD or a cookie for her toddler in tow. Work on the subtle details surrounding your brand, the store music, the way your menu is designed, the uniforms of your waitresses or sales representatives. She will more likely notice these things than if you assault her with aggressive advertising or bothersome phone calls. .

5. Walk, run, go to her, secure her loyalty forever. The Avon lady was just the first step. She was born in an age when women stayed at home because they were mainly housewives. Today, women don't want to make that extra trip to the grocery or salon because they are simply exhausted. If you can provide her quality service at home, at the times when she is at home, your brand will be indispensable. Why not supply her groceries on a monthly basis? Go to her, because frankly, she doesn't have the time to go looking for you.

6. This generation of women consumers will lead you to the next. Practice the brand-me-down approach. The detergent a woman uses is most likely the brand her mother always used. Household names are what they are because women run the household. In Asian markets where family ties are strong, the brand-me-down approach will definitely sell. Attaching a brand to the name Mother will have a strong identification with quality and trust. Hold mother's day events or family day events and strengthen your commitment to her.

7. Co-parenting is the best way to raise a brand. Ask her how she feels, what colors she prefers, how does she think she can be served best? When was the last time you asked her for feedback and actually responded by redesigning your product?

8. Everything matters - you can't hide behind your logo. Women look for integrity in a brand. From the way you treat your employees, your CEO's personal life, to issues like animal testing, environmentally sound practices, and raw materials sourcing. You need to walk your talk and back up your claim. Women don't simply look for value in a brand. They look for Values.

By: Regine P. Azurin and Yvette Pantilla http://www.bizsum.com "A Lot Of Great Books....Too Little Time To Read" Free Book Summaries Of Latest Bestsellers and More!

mailto:freenewsletter@bizsum.com BusinessSummaries is a BusinessSummaries.com service.

(c) Copyright 2001-2005, BusinessSummaries.com">BusinessSummaries.com

Regine Azurin is the President of a company that provides business book summaries of the latest bestsellers for busy executives and entrepreneurs.


MORE RESOURCES:
Veteran journalist Cokie Roberts, who joined an upstart NPR in 1978 and left an indelible imprint on the growing network with her coverage of Washington politics before later going to ABC News, has died. She was 75.

Roberts died Tuesday because of complications from breast cancer, according to a family statement. A bestselling author and Emmy Award winner, Roberts was one of NPR's most recognizable voices and is considered one of a handful of pioneering female journalists — along with Nina Totenberg, Linda Wertheimer and Susan Stamberg — who helped shape the public broadcaster's sound and culture at a time when few women held prominent roles in journalism.

Indie press Galley Beggar has warned of the impact a no-deal Brexit could have on publishing after learning of "crazy" government requirements on distribution and warned it could put smaller publishers out of business.

The Norwich-based independent, which recently scored a Booker Prize nomination with Lucy Ellmann's Ducks, Newburyport, fears smaller publishers could be put out of business over legal uncertainty around Brexit.

Galley Beggar founder Sam Jordison outlined concerns around UK government and Publishers' Association guidance, and in particular government guidance suggesting that publishers will need to state country of origin or International Organization of Standardization (ISO) codes for their inventory. The government published its Yellowhammer contingency plan which details "worst case" scenarios for a no-deal Brexit last week. The document warned of channel crossing delays and disrupted trade across the Irish border...

... "We're terrified, we are genuinely terrified. There's all kinds of other reasons to object to Brexit but from a practical point of view it's going to completely screw us. The main concern is that this is potentially going to put people out of business. Not even potentially, it is going to put people out of business. Our margins are small so rising costs are already a nightmare – that's only going to get worse. Paper, transport are going to go up – even with a deal that stuff is problematic." ...

Elena Ferrante, the Italian author whose Neapolitan novels became a global phenomenon, is to publish a new book in Italy on 7 November – her first novel in four years.

Bestselling author Jojo Moyes has called on the government and the publishing industry to do more about the UK's "shameful" adult literacy record. In 2018, Moyes, writer of global hits including Me Before You and The Girl You Left Behind, donated three years of funding to charity the Reading Agency for its Quick Reads scheme, saving it from closure when its previous sponsorship ran out.

While she was "proud to be able to help out as a private individual", she is furious at what she calls governmental and industry failure to understand the importance of Quick Reads.

Dorothea Benton Frank, author of 20 novels set in the Charleston area and a beloved figure who for years split her time between Sullivan's Island and the New York City area, died Monday evening after a brief illness. She was 67.

Amazon has broken the worldwide embargo on Margaret Atwood's The Testaments (Nan A. Talese), which isn't supposed to go on sale until next Tuesday, September 10, inadvertently shipping about 800 copies to customers. This has infuriated indies, led to early reviews of the book around the world--revealing basic elements, and caused exclusive excerpts to be published earlier than planned. Altogether, the embargo violation stained the release of one of the biggest books of the fall season, Atwood's long-awaited sequel to The Handmaid's Tale.

In response to the situation, publisher Penguin Random House issued this statement: "A very small number of copies of Margaret Atwood's The Testaments were distributed early due to a retailer error which has now been rectified.... Not naming Amazon and attributing the problem to "a retailer error" irritated many indie booksellers for a number of reasons: some pointed out that if their stores had sold copies of the book early, it would be considered an embargo violation and likely lead to punishments, such as not receiving embargoed books ahead of publication date in the future. Many speculated PRH will not do anything of the sort with Amazon.

In a series of tweets, Raven Book Store, Lawrence, Kan., succinctly outlined the problem:

"It should come as no surprise that a certain huge online retailer is selling this book very close to our cost; if we sold it at their price we'd make $1.73 per copy. We've discussed before how this is unfair, and how we deal with it.

But now, not only is the huge online retailer selling it for a price we can't compete with, but they shipped out copies a week early. This increases the likelihood that someone who got it early uploads a bootleg copy online, cutting into sales for everyone.

It also gave de facto permission to places like the New York Times and NPR to publish spoiler-heavy reviews, which deflates the mysterious buzz about what's in the book. It's likely that less mystery means less vital first-week sales for everyone. I hope we're wrong."


Chanel Miller was known by the pseudonym Emily Doe at the trial of Stanford student Brock Turner, who was sentenced to six months in county jail for the assault. The sentence caused widespread anger given that Turner could have been jailed for up to 14 years for the crime. Many believed Turner had been given a lenient sentence because he was a white athlete from a prominent university, Stanford. Turner repeatedly claimed alcohol was to blame and that the encounter was consensual, while his father called the attack "20 minutes of action".

Miller is now releasing a memoir, Know My Name, which her publisher says will "change the way we think about sexual assault forever". Miller's 7,000-word statement at the trial garnered millions of views around the world when it was published online in 2016. She will also appear on CBS's 60 Minutes later this month and extracts from the interview, including Miller reading the statement, have been released this week.

Hundreds of readers in the US have received early copies of Margaret Atwood's heavily embargoed follow-up to The Handmaid's Tale, The Testaments, after copies were shipped out early by Amazon.

Security around the novel had been as tight as anything mounted for JK Rowling or Dan Brown's blockbuster releases – the judges for the Booker prize, who shortlisted The Testaments for the award on Wednesday, were warned they would be held liable if their watermarked copies leaked. But since Tuesday, readers have been posting images on Twitter of their freshly delivered copies, a week before the novel's official release on 10 September.

And The Guardian have just published an (officially approved) excerpt--see link below:

The shortlist for The Booker Prize, the U.K.'s top prize for fiction, has been announced. The list includes two former winners, Margaret Atwood and Salman Rushdie--even though Atwood's book doesn't publish until next week:

Margaret Atwood (Canada), The Testaments (Vintage, Chatto & Windus)

Lucy Ellmann (U.S./U.K.), Ducks, Newburyport (Galley Beggar Press)

Bernardine Evaristo (U.K.), Girl, Woman, Other (Hamish Hamilton)

Chigozie Obioma (Nigeria) An Orchestra of Minorities (Little Brown)

Salman Rushdie (U.K./India) Quichotte (Jonathan Cape)

Elif Shafak (U.K./Turkey) 10 Minutes 38 Seconds in This Strange World (Viking)

Reese Witherspoon has named Lara Prescott's debut novel The Secrets We Kept as her September book club choice. This thrilling historical fiction, which publishes on September 3, is inspired by the true story of the CIA plot to infiltrate the hearts and minds of Soviet Russia with the greatest love story of the twentieth century: Doctor Zhivago. The Secrets We Kept is also a great hit with the 20 BookBrowse members who reviewed it for our First Impressions program--rating it a stellar 4.7 stars!

thatware.org ©