October 6, 2008

Book Review: 6th Truth of Marketing to Women

EVEolution: Eight Truths of Marketing to Women

Book by Faith Popcorn

My sister in law spent hours on ebay last Christmas searching for classic Fisher-Price toys from her 1970s childhood to give to her kids.

She remembers them so fondly that she wants her kids to have that same experience.

And that’s what the 6^th Truth of Marketing is all about. “This generation of women consumers will lead you to the next.”

Think of all the brands that were a part of your childhood. “So many of them were overlaid with warm fuzziness reminding us of our Home Sweet Home and our do-right Mom” (whether she really did it right or not).

Look at Disney. They’ve got this Truth nailed. Mothers buy their favorite Disney movies (notice how all the classics are “re-released” each year in “brand new editions”) for their children to experience. I love that smart-as-a-whip, infinitely creative Mary Poppins and I’m definitely getting a copy for my daughter.

Or take a look at AT&T and their unlimited local wireless plans between family members. Who do you think the young adult purchasing his/her first phone plan is going to buy from? ‘Mom and Dad are pretty smart and they chose AT&T. I think I’ll go with that.’

So how can you integrate this concept in your wellness business?

Could you offer some sort of Kids Club Version of your services? Maybe Mommy and Me cooking classes? How about a “My First Cookbook” product that your nutrition counseling client can take home and practice what you taught her with her kids?