Woman-Centric Matters

Visit our home on the web: www.womancentricmatters.com Taking a woman-centric approach means designing everything from her perspective: * The actual product or service * Her experiences using it * Marketing * Etc. At its core is understanding female customers. In addition, woman-centric approaches are rooted in a keen appreciation for how women differ from men in their purchase decision process, as well as insights into why they buy.

Monday, August 27, 2007

Black is Beautiful

Percentage of black women who are concerned about the way they're portrayed in popular media: 77

Percentage of black women who say they're portrayed worse than any other racial group in media: 71

Percentage of black women who believe black teens are portrayed worse than other racial groups in media: 69

How much an average black woman spends on beauty products compared with the average woman overall: 3 times

Sources: Procter and Gamble Co. and Essence poll

These impressive numbers are, in part, why Procter and Gamble has started their new marketing initiative “My Black is Beautiful”. The marketing push is aimed at black women of various skin tones and origins. The brainchild of Najoh Tita Reid, multicultural marketing director for Procter and Gamble, the program was seeded in her heart when she was a little girl and a white playmate told her that she and her black doll were ugly.

Multicultural sensitivity is nothing new to Procter and Gamble. They were the first and biggest sponsor to pull the plug on Don Imus in April after his infamous on-air slurs.

To read more about “My Black is Beautiful” and Ms. Reid’s involvement in the program, visit http://adage.com/article?article_id=120091

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Tuesday, August 21, 2007

Mom's Online

DoubleClick Performics (www.performics.com), the performance marketing division of DoubleClick Inc., today unveiled data resulting from a search usage study targeting the “moms” segment and completed in cooperation with Microsoft and ROI Research, “Searcher Moms – A Search Behavior and Usage Study.” The data illustrate heavy search engine usage in support of online purchases, offline purchases, coordinating travel and many other planning activities among moms.

Of the nearly 1,000 moms surveyed, 89 percent use the Internet at least twice/day, and 90 percent have been using it for more than seven years. A whopping 86 percent of respondents said search engines are the most efficient way to find information.
Other interesting findings of the study include:

* 70 percent use search engines to gather information before making any online purchase
* 57 percent use search engines to gather information before making any offline purchase
* 64 percent use search engines to find out where to purchase products offline

With regard to purchases made in the eight product categories included in the study:
-- 92 percent said search engines were helpful in providing valuable information prior to purchasing
-- 79 percent said search engines were helpful in providing valuable information prior to purchasing offline specifically

Regarding consumer packaged goods, respondents reported using search engines:

-- To compare prices (72 percent)
-- To find retail locations (71 percent)
-- To gather product information (71 percent)

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Friday, August 17, 2007

Plans?

What are you doing this weekend? I'm going to go visit my 78 year old mother and tell her I love her. Remember - today is the best day ever to tell the women in your life that you care about them!

Be safe and have a wonderful weekend! ...Melissa @ Woman-Centric Matters

Tuesday, August 14, 2007

Taking the Step in the Right Direction – More Women Competing in Triathlons

http://www.kansascity.com/238/story/223571.html

Women of all ages are getting serious about their health and taking a step in the right direction. 35% of all triathlon participants are women, up 10% in the last decade with the fastest growing segment being 35-45 year olds. What drives these women to participate in these lengthy, endurance sport events?

Participation by women in Ironman has doubled in the U.S. in the past five years,” says Blair LaHaye, a spokeswoman for Ironman and Iron Girl. “So many women want to try something new but aren’t seasoned to compete in a full Ironman. Iron Girl is a competitive platform for beginning athletes” with shorter courses or just two, instead of three, disciplines.

In addition to being female-friendly, these events are distinguished by their wide range of participants: The winner of the Danskin triathlon in Austin was 14, while the oldest competitor was 79.

Would you participate in a triathlon or endurance event? Let us know your thoughts on this and other female sporting events.

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Thursday, August 02, 2007

Check it Out!

Design Basics and our Woman-Centric home plans are in the news again! This time we've caught the attention of the latest edition of trendwatching.com. To read the whole article, go to www.trendwatching.com/trends/femalefever.htm

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