Often times, when news articles and blog posts talk about reaching female consumers, they center on statistics and superficial overviews rather than qualitative thinking. Fortunately, brand experience expert Katie Mares lays out a comprehensive case for action in Earning Her Business: The Importance of Tailoring Your Brand Experience to the Female Consumer.
Mares traces the rise of female spending power along with a deep look at the mindset, emotions, sales experience, and other factors that go into purchase decisions. She makes it very clear that appealing to female consumers requires more proactive thinking and strategy on the part of marketers, going far beyond a product’s look, feel, or brand promise. There’s also a deep discussion of women in the workplace and how corporate America can make the course corrections necessary to include women at every level.
Earning Her Business is a perfect combination of big-picture thinking about the female consumer combined with measured action steps companies and brands can take. It’s an engaging read that covers a lot of ground and gives plenty to think about. I’d recommend it for anyone looking to build a brand and a company that’s committed to building long-lasting relationships with female consumers.
Special thanks to Smith Publicity for providing me with a review copy.