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Cultivating Power: Marketing to Women as a Collective Economic MiracleGro
3/24/2008
by Karissa Kilgore, contributing writer
A woman in business has power within her and around her at all times. Finding power within herself, individually, she is a strong force�one woman with brilliance and resilience. Her power, though, when unified with that of her peers, becomes an undeniably reinforced collective, capable of success in any design.
One woman's power might be enough to drive her to reach her own dreams or to counsel her friends, but it's impossible for one woman to change the world. Impossible for a man, even; without good company and support, any single voice can be silenced. But, in their natural networks, women do have the advantage in this situation�any one woman can amass the power of her fellow females and engage them in her passion, whatever it may be.
Marketing expert Marti Barletta says that women today are a force unto themselves on both the buying and selling sides of business. Founder and CEO of The TrendSight Group, Barletta works firsthand with the power embodied in women and will share her insight on Tuesday, April 1, 2008 at E-Magnify's 11th annual "Building a World-Class Business" conference at the Hilton in downtown Pittsburgh.
Barletta's expertise stems from her own foray into the age-old dispute over the differences between men and women. "Women have different priorities and decision styles than men," she says. Different approaches in communication provoke different reactions from women and, therefore, Barletta says that basics in marketing "never did apply to women very well."
The TrendSight Group is a consulting think-tank especially equipped to help companies market to women. Clients come to consultants at TrendSight for marketing solutions that connect with women as consumers, corporate executives, and business owners. Ideas are generated with Barletta's unique GenderTrendsä Model, which provides structure for integrating gender differences into a variety of marketing and communications materials. "When you meet the expectations of women, you generally exceed the expectations of men," Barletta says. This philosophy serves as an anchor to Barletta and TrendSight's mission. The power women hold in business is different from men's power. Realizing, understanding, accepting, and capitalizing on women's power as an exclusive force within business will only become more important as what Barletta calls "PrimeTime Women" assert a stronger role in the marketplace through their buying power.
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