Red Kite: Marketing http://www.redkitesite.com/blog Insights and info on gender marketing, marketing research, and new thoughts on sustainability marketing. Thu, 01 Sep 2011 19:03:30 +0000 en hourly 1 http://wordpress.org/?v=3.3.2 Three Lessons We Can Learn from Steve Jobs http://www.redkitesite.com/blog/2011/09/three-lessons-we-can-learn-from-steve-jobs/ http://www.redkitesite.com/blog/2011/09/three-lessons-we-can-learn-from-steve-jobs/#comments Thu, 01 Sep 2011 19:03:30 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=311 A recent article on MediaPost News cited a new survey of 265 marketing execs. One insight struck me: in spite of the economic doldrums (or maybe because of them), innovation is top of mind for top marketers. I get that. At this stage of the recession, the time for hunkering down is done. When your competitors are still sitting in fear, it’s a good time to stand up and get moving.

Take a lesson or three from Steve Jobs. If you look at the arc of his life and leadership, you see that, while it has had extraordinary highs and lows, it has been relentlessly steady-eddie on the concept of innovation. So here are the marketing lessons we can all learn from Mr. Jobs:

  1. You don’t have to be the inventor to be the innovator.

Apple’s early genius wasn’t necessarily in developing the foundational technologies. It was, and continues to be, its ability to envision the future, focus on getting there, and creating advertising and communications to inspire people. As Walter Mossberg, the personal technology columnist for the Wall Street Journal, tells it:  “He (Jobs) didn’t invent the basic technologies in that (the MAC), they were developed at Xerox. But Xerox had no ability to market them.”

  1. Marketing isn’t the last step, it’s the first. 

Who are your customers and what do they lack that you can fulfill? I think it’s fair to say that most businesses speak in answers and forget to speak in questions, and “who is the customer” has to be the first – and constant — question. When businesses start speaking in answers, they hunker down and, once there, you’re in survival mode.

  1. Recognize what consumers need — before they do.

Truly the hardest lesson to implement. But this is more about the culture of the organization than anything else. And it starts at the top. The executive team that dares to look beyond the horizon may see opportunity their competitors can’t, or won’t. So dare to stand up and look long. Commit the people and resources to stand up and look ahead. Encouragethem. Listen to their nutty ideas. And then figure out which one of those ideas you’re going to put your money on. No, don’t fire the bean counters; you need them to keep the balance between “drive” and “neutral.”

I am an unabashed acolyte of Steve Jobs. Sure, I’ve never been up-close-and-personal with the man and his legendary quirks. But as an advertising creative and marketing professional, I’ve been inspired by him and his company ever since I bought my first little MacIntosh with a screen the size of an iPad’s (of course, it was packing at least 10 lbs of brain in a plastic box the size of carry-on bag).

So as you’re doing your marketing plan for 2012 or your Q4 ad campaign, remember the value of thinking differently.

]]> http://www.redkitesite.com/blog/2011/09/three-lessons-we-can-learn-from-steve-jobs/feed/ 1 Moms in Business Conference Coming to a City near You http://www.redkitesite.com/blog/2011/07/moms-in-business-conference-coming-to-a-city-near-you/ http://www.redkitesite.com/blog/2011/07/moms-in-business-conference-coming-to-a-city-near-you/#comments Thu, 21 Jul 2011 20:28:31 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=307 Red Kite is pleased to be speaking at the Moms in Business Unite (MIBU) conference in San Diego on August 3 at the University of San Diego. We’ll be doing a workshop called Environistas: Selling Green to Women.

Women consumers purchase the vast majority of all products and services, and they’re more primed and ready to buy green than men. The workshop will focus on how women’s buying power can be tapped for new and emerging green products and what motivates their green-buying decisions.

The conference, which began in San Diego several years ago, is rolling out to five cities this year including Atlanta, Denver, Detroit and Boston. The vision of five women, theconference delivers the information and ideas to help women be more productive and successful in business. MIBU is also a source of ongoing tools, resources and guidance to support women throughout their entrepreneurial journeys.

Lorin Beller Blake, CEO of Big Fish Nation, will keynote the conference. She is an award-winning entrepreneur, speaker and business coach who, after building and selling a successful tech company, went on a mission to help other women become “big fishes.”

If you’re not already registered, you can sign up now. It’s a terrific conference in a spectacular San Diego location!

 

]]> http://www.redkitesite.com/blog/2011/07/moms-in-business-conference-coming-to-a-city-near-you/feed/ 0 Gender Swapping: When the Rules Don’t Apply http://www.redkitesite.com/blog/2011/07/gender-swapping-when-the-rules-don%e2%80%99t-apply/ http://www.redkitesite.com/blog/2011/07/gender-swapping-when-the-rules-don%e2%80%99t-apply/#comments Tue, 19 Jul 2011 15:04:07 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=304 For two decades, marketing to women experts have preached about why and how to focus on women consumers – whether to sell computers, cars or chocolate. The message has sunk in with some brands, not so much with others. One thing is for sure:  Nothing is for sure.

Case in point:

I recently spoke at the LOHAS Forum annual conference on a panel called “The Rise of the SHEconomy”. It was an enlightened crowd that was easily tracking with the panelists and actively engaged in asking questions. One gentleman from the flooring industry asked what we thought of his recent consumer research which debunked common knowledge that women are the home front fashionistas and their husbands/significant others are home décor dolts. His question essentially was “How am I supposed to market to women when my market seems to be men?” Before I could answer, a woman jumped in to describe her husband during their home remodel. He had to be involved in every minute aesthetic decision, she bemoaned. She also admitted that he has far better taste and she loves everything he did! Hmmm…what’s up with that?

Another case in point:

In the June issue of MarieClaire magazine, an article titled The Rise of Groomzillas describes a new trend re-shaping the stereotype of young husbands-to-be. “Meet Groomzilla,” the article opens. “He’s seizing wedding planning, obsessing about details that were once strictly bridal turf. What turns otherwise sane men into fire-breathing divas in tuxes? It’s due in part to age, says Katherine Jellison, Ph.D., of Ohio University and author of It’s Our Day. Data released by the Pew Research Center found that men are marrying at an older age than ever before. ‘Because they’re waiting so long to settle down, these grooms have developed tastes, so they’re more opinionated and stubborn than younger men,’ says Jellison.”

So what’s going on here? What’s the answer?

I think the big answer is this — pay attention to the trends not the “rules.” If your data is showing something counter-intuitive – great! Go with it. You may be onto something new that will give you a unique competitive advantage. Clearly there are some smart wedding planners who are making a run to the bank after helping their new crop of grooms get to the alter.

That’s why, at Red Kite, we shifted our approach to gender marketing. In other words, rather than applying some set of “rules”, we allow the insights about a client’s customers and potential new customers to drive the strategies. The differences between men and women consumers are significant, noteworthy and potentially very lucrative for the brands willing to see them. You just have to be open to seeing the what, why and how of those differences and acting on them ahead of the competition.

Want to learn more? Tune into the podcast  recorded live at the LOHAS Forum with Red Kite principal Margaret McAllister and interviewer Carolyn Parrs.

]]> http://www.redkitesite.com/blog/2011/07/gender-swapping-when-the-rules-don%e2%80%99t-apply/feed/ 0 “Womancession”? Three Tips for Marketers http://www.redkitesite.com/blog/2011/07/%e2%80%9cwomancession%e2%80%9d-three-tips-for-marketers/ http://www.redkitesite.com/blog/2011/07/%e2%80%9cwomancession%e2%80%9d-three-tips-for-marketers/#comments Wed, 06 Jul 2011 17:42:55 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=302 Gender-wise, our current economic dilemma has affected men and women differently. When the recession hit, men in traditionally male jobs like construction were hit hardest. Households had to tighten their belts and consumer spending slowed significantly. During that same time, women briefly (very briefly) exceeded men in the workforce. Since then for various reasons including the influx of government monies to kick start the economy, men’s jobs have rebounded a bit. But traditional women’s jobs have slipped into the negative column (i.e., 140,000 traditional women’s jobs lost).

Now, with state and local governments slashing jobs and bargaining rights, or just shutting the doors as Minnesota did the day before the Fourth of July weekend, we may be in for another bumpy ride — a “womancession” in the foreseeable future.

Why? Because public sector work is largely done by women – from clerks to teachers to public defenders. Women hold more than half the state jobs and nearly 2/3 of local government jobs. So we are not out of the economic woods yet and the BIG question for marketers is this:

What happens when America’s most prolific consumer loses her job, further jeopardizing the household budget? If there’s any good news here it’s this – she still has to shop and buy for herself and her family.

Tip #1:  Back to Basics

If you sell the essentials of life, you’re in luck. Show her the value with real rewards and deep discounts. Use this moment in time to forge ahead with in-store mobile technology to make her mundane trips to your market or home improvement chain more fun than the other stores. Invest now to gain the edge. Win her undying loyalty in the process.

Tip #2:  Value, Value, Value

It’s a brand’s way of saying “we get it.” And the brands that say “we know you’re struggling, let us help” wins you points. Macy’s gets it. No, they’re not the hyper-trendy clothes she absolutely needed three years ago, but it’s quality merchandise and the sales prices are crazy low. She can buy quality and quantity for what she used to blow on a single pair of impossible-to-wear stilettos. Visit a Macy’s and take note.

Tip #3:  Little Indulgences

In general, women can see the lemonade in the lemons. While she may still lust after her favorite French perfume, she’ll find a substitute she can afford. The French perfume will have to wait, maybe even forever. With many women struggling with reduced incomes, “anything new will do.” Knowing this little secret about women’s psyche in troubled times can provide insight into how to re-position, re-package, re-display your products or services that fit into the little indulgence category.

 

]]> http://www.redkitesite.com/blog/2011/07/%e2%80%9cwomancession%e2%80%9d-three-tips-for-marketers/feed/ 0 What You Need to Know about the Sheconomy http://www.redkitesite.com/blog/2011/06/what-you-need-to-know-about-the-sheconomy/ http://www.redkitesite.com/blog/2011/06/what-you-need-to-know-about-the-sheconomy/#comments Mon, 20 Jun 2011 10:17:47 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=301 With overall consumer spending down and male-dominated industries hard hit by the recession, are women becoming the primary breadwinners in America? And how would that shift affect the consumer goods marketplace? That’s just one of the questions that a panel of women entrepreneurs and trendspotters tackled at this year’s annual LOHAS Forum.  And Red Kite was pleased to be part of the discussion.

LOHAS (Lifestyles of Health and Sustainability) describes an estimated $290 billion U.S. marketplace for goods and services focused on health, the environment,social justice, personal development and sustainable living. Approximately one in five U.S. consumers makes up the LOHAS market segment. And women make-up a significant portion of this consumer group.

The annual LOHAS conference along with its website, magazine and e-newsletter connect businesses and marketers concerned about people and the planet, and provide uncommon opportunities to share innovative ideas and inspire one another and others to pursue their passion to create a better world.

Is that you?

If you didn’t make the conference, you can still get taste for this topic on our radio interview on Women’s Radio. And for lots more information, check out the LOHAS Forum Blog.

]]> http://www.redkitesite.com/blog/2011/06/what-you-need-to-know-about-the-sheconomy/feed/ 0 You’re Going to Vegas, Baby! http://www.redkitesite.com/blog/2011/06/you%e2%80%99re-going-to-vegas-baby/ http://www.redkitesite.com/blog/2011/06/you%e2%80%99re-going-to-vegas-baby/#comments Sun, 19 Jun 2011 17:09:00 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=300 OK, I stole that line from the only reality show I can handle So You Think You Can Dance, but it does apply, really. We are off to the annual conference staged by the Women’s Business Enterprise National Council (WBENC). Last year, the conference attracted record-breaking numbers. This year more than 2,800 attendees and 330 exhibitors are expected at the Mandalay Bay Resort & Convention Center.

The conference brings together women business owners, and representatives from Fortune 1000 corporations and government agencies. Called The Opportunity Connection, it’s the chance for women entrepreneurs to connect with major corporations for the opportunity to compete for their business.

The two-day event includes keynote speaker Soledad O’Brien of CNN as well as a full agenda of seminars, one-on-one Matchmaker Meetings, networking, great food and good times.

Registration is open to certified WBEs as well as women entrepreneurs interested in learning more about certification.  Check out the event page on the WBENC website for all the details.

 

Date:  June 21 – 23, 2011

Place: Las Vegas Mandalay Bay Resort

Organizer:  WBENC

Featured Sponsors:  Accenture, Dell and UPS

 

]]> http://www.redkitesite.com/blog/2011/06/you%e2%80%99re-going-to-vegas-baby/feed/ 0 Marketing Tip of the Day: Women Still Buying http://www.redkitesite.com/blog/2011/06/marketing-tip-of-the-day-women-still-buying/ http://www.redkitesite.com/blog/2011/06/marketing-tip-of-the-day-women-still-buying/#comments Sat, 18 Jun 2011 23:28:47 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=298 Even in the current uncharted economic territory, women are still your best consumer. Even as the economists bemoan the consumer spending stats, women are still doing the majority of that spending. So how much of the household budget do women control?

For decades, the number commonly used has been 80%, as in:  women buy or influence the purchase of 80% of all purchases. But a recent Wall Street Journal article threw that stat into question. Seems no one could point to one research study to verify it.

Respected thought leaders and trend spotters like Marti Barletta and Faith Popcorn, don’t cite a definitive report in their work either. My guess is that it emerged as an aggregated number. For example, you can look at industry stats for various consumer products — from durable goods to computers and cars — and get a purchase breakdown by gender. In general, industry stats show that women account for well more than half of those non-gender specific purchases. Then if you look at goods and services like food and healthcare, you see that women are the primary shoppers and buyers for their families. Finally when you overlay gender-specific products like fashion, fragrances, and make-up, you can see how a lot of smart people arrive at a rule-of-thumb stat like 80%.

So when a research colleague – a professional stickler for details – questioned it, I started digging. And not just on the Internet (which, by the way, turned up zip). Finally, after working through several national women’s organizations and research groups, I found a solid stat. In 2008, the Boston Consulting Group (BCG) conducted a global survey among women, which served as the basis for Women Want More by Michael J. Silverstein and Kate Sayre, both of BCG. The survey found that American women control 73% of household spending. I know we’ve seen consumer spending down since 2008 but still we’re talking about $4 trillion of nearly $6 trillion in consumer spending.

So what does this all mean? In my mind, it means two things:

·       If you want to sell stuff, you need to look to women to increase market share

·       We need better gender research. There’s literally tons of demographic data and insights studies on most ethnic and generational groups. How about doing a better job of studying the half of the U.S. population that’s doing the bulk of the shopping and buying? It’s so obvious, it’s mind-boggling!!

 

 

]]> http://www.redkitesite.com/blog/2011/06/marketing-tip-of-the-day-women-still-buying/feed/ 0 One of Oprah’s Ultimate Favorite Things™ for 2010 http://www.redkitesite.com/blog/2010/11/one-of-oprah%e2%80%99s-ultimate-favorite-things%e2%84%a2-for-2010/ http://www.redkitesite.com/blog/2010/11/one-of-oprah%e2%80%99s-ultimate-favorite-things%e2%84%a2-for-2010/#comments Mon, 29 Nov 2010 21:46:43 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=295 Among the usual lotions and potions in Oprah’s annual holiday favorites list is one that truly represents the Season of Giving. Appropriate, too, is the fact that Oprah included it this year as part of her farewell season of the Oprah show.

It’s Kiva — the online micro-lending organization. With so many people re-prioritizing their lives, careers, businesses and beliefs, this organization offers a way to give something significant for the holidays and all year long. So rather than those annual business tchotchkes or another batch of mittens, mufflers and ties, you can send Holiday Kiva cards and make very affordable donations on behalf of your clients or family members.

The Best Cyber Monday Gift – Buy Now!

Between now and Wednesday 12/1 only, new Kiva lenders can go to Groupon.com/kiva and buy $25 of Kiva credit for only $15. And to sweeten the deal, Groupon and friends of Kiva have agreed to match your $15 with an additional $10 more, giving you the chance to nearly double the impact you’ll make with your first loan.

But wait, Red Kite would like to do one better, for the first 10 new members that join the Red Kite Kiva Team, Red Kite will donate an ADDITIONAL $25 on your behalf!  So, you pay $15 and you’ll get a total of $50 toward helping an entrepreneur somewhere across the globe.

The Simplest Way to Give

Why is Red Kite so hot on Kiva? Because we’ve been making micro-loans on behalf of our clients all year long. And because Kiva has a great track record. In just a few years, they’ve made over $175 million in small business loans to more than 450,000 people on five continents. Since most applicants are women, more than 82% of the loans are made to women entrepreneurs. And we’re not talking American-sized loans. These are loans of a few hundred to a few thousand dollars that several micro-lenders fund. Most amazing of all, the loan repayment rate is 99%!

Join Red Kite’s Kiva Team. Your loan goes straight to Kiva and onto the borrower. You’ll get regular updates on your borrower’s progress. You’ll see how quickly the loan is repaid and how quickly you can get that money back in circulation to another borrower.

And please spread the word and help us change the world — one loan at a time!

UPDATED  12/7/10

Thanks to everyone that joined the Red Kite Kiva team last week!  Groupon sold out all 9995 gift certificates in just a few days.  At $25 each that’s nearly $250,000 in loans waiting to be rewarded.  And when those loans get reinvested again and again, the possibilities for entrepreneurs around the world are that much more obtainable.  We hope that all of our readers were at least given the chance to check out what Kiva is all about and hope that you’ll consider lending to an entrepreneur soon — ‘Tis the season!

]]> http://www.redkitesite.com/blog/2010/11/one-of-oprah%e2%80%99s-ultimate-favorite-things%e2%84%a2-for-2010/feed/ 2 Three Tips on Mobilizing Your Marketing http://www.redkitesite.com/blog/2010/11/three-tips-on-mobilizing-your-marketing/ http://www.redkitesite.com/blog/2010/11/three-tips-on-mobilizing-your-marketing/#comments Fri, 05 Nov 2010 16:09:58 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=294 Did you know that by 2012 more than half of all cell phones will be smart phones? Take a deep breath, take a step back and ask yourself:  so? Important question for most businesses who feel barraged by all the new, ever-changing media and technology. Fact of the matter as a modern marketer — you don’t get to step off the merry-go-round. You need to evaluate the new and incorporate what’s meaningful. Deep breath. Exhale. Read on…

Here’s one way to think of it: your marketing program is an engine. Each new media is a cylinder. A well-run engine has to fire on all cylinders. Mobile is the newest cylinder.

Here’s another way to think of it:  as a business person, you’ve probably spent beaucoup bucks building, maintaining and upgrading your eCommerce website, retail store, showroom, restaurant or other commercial enterprise. So how do you catch up with — and keep up with — this increasingly untethered, consumer-on-the-go?

We think you’ve got to get on the mobile technology rocket – and soon! Because mobile technology puts your brand and your products right where you want them – in the palm of your customer’s hand.

How are consumers using their smart phones?

Right now, among the 500+ million Facebook users alone, more than 1/3 use their iPhones, Blackberries and Androids to friend, like, and post – no computer needed, thanks!

If consumers are using smart phones in their idle hours, imagine how they’re incorporating them into the rest of their lives. These pocket-sized life tools are becoming everyday essentials for finding your way and finding out where to buy what, and who’s got it on sale. In fact, nearly 9 million U.S. users receive discount coupons via text message or email. Last year, a total of $4.2 billion was spent on mobile coupons and that is projected to grow to $22.6 billion in 2014. Lots of potential there.

Tip #1:  Mobilize Your Website

So if you want to jump on the mobile bandwagon, the first thing you need to do is make sure your site loads quickly and is easy to browse on a 2” x 3” screen. Sites that have lots of content and images won’t work. But that does not mean you have to sacrifice your site’s design appeal and rich content. You just need a lightweight, get-to-the-point mobile version so that, when someone browses via their phone, they’re re-directed to your mobile site where your content is a quick-read and your special offers or coupons, contact page and shopping cart are at-hand.

Tip #2:  Mobilize Your Retail Campaign

As we said in one of our last posts, technologies have converged making it possible for your brand to express itself on the big screen and the tiniest screen. Big screen =  big branding idea. Tiny screen =  deliver the goods. Use mobile to announce your special offer and use SMS texting to deliver it. With an average opt-in rate of 90%, the mobile campaign is born!

Tip #3:  Mobilize for the Holidays

Now’s the time. Dabble. Test it. Why? Let’s imagine a holiday shopping scenario: you own a sporting goods store. In walks the typical golfer who’s sick and tired of ties that look like putters. Instead he’d like to offer a less-than-subtle hint to his significant other, sister, brother and kids about what he really, really wants. So what does he do? He finds the club of his dreams, pulls out his smart phone, selects the barcode reader app, passes the phone lovingly over the club and sends the data off to his well-meaning but clueless family. If your store’s website is mobile-ready, this guy’s family can not only ooh and aah, but check the cost and make the purchase.

Now wouldn’t that make a very merry mobile holiday for you!!

]]> http://www.redkitesite.com/blog/2010/11/three-tips-on-mobilizing-your-marketing/feed/ 5 Local Vision, Global Mission: Women’s Business Conference http://www.redkitesite.com/blog/2010/11/local-vision-global-mission-women%e2%80%99s-business-conference/ http://www.redkitesite.com/blog/2010/11/local-vision-global-mission-women%e2%80%99s-business-conference/#comments Wed, 03 Nov 2010 21:26:28 +0000 RedKiteAdvisors http://www.redkitesite.com/blog/?p=293 If it’s November, it must be Las Vegas and the 7th annual regional conference for women business owners (WBEs). Red Kite will be there. Will you?

This year’s event is designed to create local and global opportunities for women entrepreneurs. Like the national conference, this one offers WBEs the opportunity to meet major corporations such as Disney, US Bancorp and Chevron and key regional businesses including Hollister Construction, Quigley-Simpson and Metropolitan Water District of Southern California.

The two-day event includes a full agenda of educational seminars, one-on-one Matchmaker Meetings, networking, great food and good times. The expo also offers WBEs the chance to show off their products and services.

Registration is open to certified WBEs as well as women entrepreneurs interested in learning more about certification.  Check out the event page on the WBEC-West site for details.

Date:  November 11 – 12

Place: Las Vegas Hilton

Organizer:  WBEC-West

Key Sponsors:  Chevron, Harrah’s, LTevention

Hope to see you there!

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