Don’t Think Pink

Don't Think Pink: What Really Makes Women Buy - And How to Increase Your Share of This Critical Market

About the Author

Lisa Johnson is an award-winning marketer who has carved a niche for herself in the sporting goods, financial services, and women's health fields. She is recognized for her innovative approach to understanding consumer behavior and translating that knowledge into successful marketing strategies. Andrea Learned is a seasoned writer specializing in the women's market. Together, they co-founded ReachWomen, a consultancy dedicated to advising clients on how to connect with women consumers effectively.

Main Idea

In "Don't Think Pink: What Really Makes Women Buy - And How to Increase Your Share of This Critical Market," Johnson and Learned dismantle the outdated notion that all women can be targeted with pastel-colored, stereotypically feminine products. They argue that to truly connect with women, marketers must understand the diverse factors that influence their buying decisions, such as generational experiences, lifestyle choices, and demographic characteristics. The book emphasizes the importance of transparent and visible marketing campaigns and highlights how companies can engage women as partners in product development and marketing.

Table of Contents

1. Beyond 'Thinking Pink'
2. Now You See 'Her'
3. Now You Don't (See 'Her')
4. Inside a Woman's Mind
5. Shaping the Generations
6. Looking Beyond Generations
7. Cultural Influencers
8. Learning Curves and Life Stages
9. The Internet-Savvy Woman
10. Online Research
11. Enlisting Women as Your Marketing Partners

Beyond 'Thinking Pink'

Women's roles in society and their economic influence have dramatically shifted over the past few decades. Despite this, many marketers cling to outdated stereotypes, resulting in products that do not resonate with modern women. Johnson and Learned argue that understanding women's earning and spending power is crucial. Women earn approximately one trillion dollars annually and control 51% of private wealth in the United States. They are responsible for the majority of household purchases and significant corporate spending. Companies must establish who their actual customers are and integrate this knowledge across their organization.

"Do not assume women are a nonproductive market because you are not marketing to them successfully." – Johnson and Learned

To effectively connect with women, companies must:

• Understand the biological, neurological, and behavioral differences between men and women.
• Avoid making assumptions based on outdated stereotypes and instead focus on current data and research.
• Develop marketing strategies that are either visible (directly targeting women) or transparent (appealing to women without explicitly labeling the product "for women").

Now You See 'Her'

Visible marketing campaigns directly call out "for women" or "for men" and can be very effective for certain products. For example, Gillette's Venus razor and Wachovia's online retirement calculator for women are successful visible campaigns. However, it is essential to ensure that such campaigns do not reinforce outdated stereotypes. Instead, they should connect to women's specific realities, such as body shape and health.

Hybrid campaigns combine visible and transparent approaches, maintaining an overall transparent marketing effort while including elements specifically focused on women. Examples of hybrid campaigns include Home Depot's "Do It Herself" workshops and Procter & Gamble's Rejuvenating Effects toothpaste, marketed as "the first toothpaste targeted specifically to women."

"Beware if a visible approach, either on its own or as part of a hybrid approach, reinforces outdated stereotypes of women and their preferences for the sake of a marketing pitch, or you will turn off both men and women alike." – Johnson and Learned

successful visible marketing campaigns include:

• Gillette's Venus Razor: Specifically designed for women with a focus on comfort and usability.
• Wachovia's Retirement Calculator: Tailored to women's unique financial planning needs, factoring in longer life expectancy and career breaks.
• Procter & Gamble's Rejuvenating Effects Toothpaste: Marketed as a beauty product for women, highlighting its unique benefits.

Now You Don't (See 'Her')

Transparent marketing requires a deep understanding of your market and involves making changes inspired by women but appreciated by everyone. This approach builds brand loyalty and increases sales by providing intuitive solutions and taking the hassle out of buying. Transparent campaigns focus on narrowing the target market, understanding customer communities, and building customer feedback into the process from the beginning.

• Narrow your focus: Women are diverse, and targeting specific segments across ages, life stages, or cultures can avoid diluting the message.
• Understand the customer community: Intimately knowing customers' routines, thoughts, stresses, hopes, desires, and beliefs is crucial.
• Build customer feedback into your process: Engage women early in the product development process to ensure their needs and preferences are met.

"There is no need to be insincere, sappy or sexist in an effort to research or use your newly found information. Women will respond to an appropriate message." – Johnson and Learned

Successful examples of transparent marketing include: