I’m off to Sydney for a media tour and the launch of my new book, PurseStrings. New, proven ways of reaching the hearts and minds of female consumers, co-authored with Amanda Stevens, one of the premier experts in marketing to women.
The book is the result of a successful partnership between HY Connect and Amanda that dates back several months.
In April, Amanda joined HY Connect to lead our Marketing to Women division. While she was here, Amanda, Elissa Polston, HY Connect Director of Strategic Planning, and I gave the opening presentation at the National Marketing to Women Conference. We shared some of the proprietary research we conducted, as well as a few examples of which advertising strategies do and do not resonate with the female consumer. We were overwhelmed by the positive response from conference attendees, including comments from representatives of Meredith Publishing that told us we had “…the best content of the entire conference.”
Thinking that we may be on to something big, we launched a new, special segmentation study that uncovered even more key differences, not just between men and women, but among women as well. This study led to four key, distinct segments. Understanding the motivators and differences of each segment is crucial to creating successful messaging to each group. Armed with this new data and calling upon our collective past experiences, Amanda and I began writing Pursestrings. (It has been such a collaborative effort, and our writing voices merged so synchronically, that we identified who wrote each chapter.)
The early reviews of the book have been great. Holly Buchanan, co-author of, The Soccer Mom Myth, calls this “…one of the most honest and insightful looks at how advertising agencies work and why so many marketing to women efforts fail.”
So now, I’m off to Sydney. Our official book launch event is November 16 at the Pink Salt Restaurant.