Normally I post a link to articles that touch me or incite something that I wanted to talk about and share with our readers. For today I am going to post an article that I though was important as more businesses focus on how to market to women. Most of us are familiar with TED Talks. I have posted many of them on this blog over the last few yrs.  Engage Boomers: Media Posts rss feed from today – had a beautiful article written by Stephen Riley who attended the most recent TED Talks. What got me was the line “What Boomer Women Look Like” and the subsequent overview of some of the world’s most powerful women and how they reflect accomplishment – not reflected as a targeted age group – but rather as women making a grand difference around the globe – and as Riley writes “creating goals with a purpose.”

As more businesses strategically plan and leverage social media tools, as a way to market their products and services – women play a huge role - not only as decision makers and consumers, but also in helping you create and SHARE your goals and purpose. This new dynamic is about finding ways to create an experience – that incites the recipient of that experience – to take the action you intended them to make.

Best Nicole

What TED Can Teach Us About Marketing To Women

I recently attended the annual TED Conference, which gathers attendees each year to hear cutting-edge scientists, inspiring artists, and global reformers give their own versions of the famous 18-minute “TED Talks.” You have probably seen (or been sent) some TED Talks yourself; all the talks I saw will soon be available to see and share.

As I made my way home after four days of these mind-blowing presentations, I started focusing on some underlying themes. One of those themes was the portrait TED painted (through its speakers) of Baby Boomer women and the true meaning of “aspiration.”

I also found myself wondering how these themes will be discussed at this year’s M2W Conference on April 13-14 in Chicago. M2W may not have as many inventors at TED, but it features a lot of speakers and attendees who think about marketing to women of all ages.

What Great Boomer Women Look Like

Most of the women speakers at TED were themselves Baby Boomers, and they reflected a wide array of female accomplishment:

• Indra Nooyi, the 55-year old chairman and CEO of Pepsico, explained Pepsi’s new mission statement: “Performance with Purpose.” On the “purpose” side of that equation, she told the story of the “Pepsi Refresh Project,”, where millions of citizens have nominated and voted for non-profit groups to receive grants from funds that Pepsi would have otherwise spent on commercials.

• Edith Widder, 60, a biologist, conservationist, and deep-sea explorer, told us about her decades-long fascination with bio-illuminescence, the property that lets an infinite variety of deep-sea creatures produce light. Widder’s lifelong passion has changed the way we see and protect 99% of living space on earth that takes place below the ocean’s surface.

• Julie Taymor, 58 and the creator of “The Lion King,” identified her own creative impulse with an experience at the edge of an active New Zealand volcano, then compared that experience to the inferno she finds herself in now as the producer of Broadway’s disaster-prone “Spider-Man: Turn Off the Dark.”

• Amina Az-Zubair, a Nigerian reformer, told her own story growing up in a more prosperous Nigeria and now delivering meaningful results as she oversees a $1 billion investment in education to improve the lives of 70 million Nigerians who live in poverty.

As these speakers rolled across my memory, I thought of the portrait they painted of what it means to be a Boomer woman in the U.S. and the world. I saw passions and qualities that we hear about from women but rarely see reflected in any advertisement. Those qualities include:

• An entrepreneurial spirit that is about doing well by doing good

• A reforming instinct

• A creative passion that never gives up

• Knowledge and wisdom that come from years of careful observation

Marketers always talk about what it presenting “aspirational” models for consumers. In the case of Boomer women, that usually means presenting them models who have no wrinkles or grey hair. Yet, the TED Talks I heard reminded me that aspiration can take many forms, and marketers who want to reach women over 50 should also recognize and celebrate the values these remarkable women exhibited: accomplishment borne from a lifelong passion, the wisdom gained from experience and a desire to make the world a better place.

If you remind Boomer women that you recognize these (among other) aspirations in them, you will make it a lot easier for them to help you achieve Pepsi’s goal of performance with purpose.

One of the great reasons for women focussed marketing in 2010—a target market who weilds 80% of both the decision making as well as buying power—is that women are online and using social networks. The nature of engagement is a good fit to how women connect naturally offline and have been engaging for centuries. Check out these stats on the female economy (stats from 2009 book, Why She Buys, by Bridget Brennan).

• Apparel – 65% of purchases are made by women
• Automotive - 52% of all new vehicle purchases, including trucks, made by women (80% of purchases influenced by women)
• Consumer Electronics -45% percent of purchases made by women (61% of purchases influenced by women)
• Health Care- 80% if family health care decisons are made by women
• Travel - 70% of the decisions are made by women
• Insurance, Investments,and Retirement Accounts - 90% of women participate in the decisions that affect their houshold’s retirement & investment accounts
• Homes – 20% of purchases are made by single women; 91% of all purchases are influenced by women
• Wine – 55% of all purchases are made by women
• Gaming – 40% of players are women

Some convincing reasons to start reaching out to women today, if you haven’t already. Being aware and dedicated to finding ways to target and engage women via social media is sure to be a winning return on your investment for years to come!

Best Nicole

Go New Orleans Saints!

Watch this video for what three visionary CEOs have to say about Social Networking:

• John Chambers, Chairman and CEO, Cisco: “Social Networking is transforming companies. Is is the future of Business Productivity, Health Care, Education and Entertainment.”
• Indra Nooyi, CEO, Pepsico: “Global company with global brands and reputation can use it as a force for good.”
• Jeffrey Joerres, President and CEO, Manpower: “When it comes to Social Networking, it is a major trend towards what will be a very standard everyday stuff.”

This very clearly highlights the fact that Social Media and Social Networking are not a fad, but for real, are here to stay and will become mainstream in near future. Social Business is not just another way of doing business, it is THE way business will be conducted.

I strongly recommend that all senior executives (and especially the CMOs) start taking Social Media initiatives seriously, and lead from the front when it comes to use of Social Media, as survival and growth of their business rests on how effectively they leverage emerging tech tools.

Social Networking has far reaching implications for the marketing department and I recommend that CMOs setup a Social Media Task force that will advise them on how to quickly adapt and integrate their marketing operations into emerging Social Networking tools and applications. Sooner marketing department(s) adopt and start using Social Networking for engaging their customers better for their brand(s), else performance of their business will suffer.