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Earning Her Business: The Importance of Tailoring Your Brand Experience to the Female Consumer
The Buying Power of Women
Although the female movement is interwoven into our social world and people preach ''girl power,'' brand experience expert Katie Mares has seen that this mindset hasn't penetrated business branding or the experience businesses provide to women. Most businesses have a ''transaction'' process to deliver the service they provide, but very few businesses focus on elevating ''interaction'' so that a brand experience includes a personal connection with the consumer and addresses their genuine interests and needs. This branding disconnect is a problem not only for female consumers but also for businesses that lose potential sales and women's loyalty. Earning Her Business is about showing businesses how to transform the transactional service a woman currently receives into the alluring, interactional experience she craves.
Written for brand and marketing strategists, customer service teams, company leaders, corporate communications teams, and anyone who wants to better understand the female consumer, this book provides businesses with the insights, tools, and guidance they need to adjust their approach to interacting with customers and ignite a spark in their teams and companies.
Earning Her Business sends the clear message that true power comes when businesses focus on providing a brand and consumer experience women the world's most influential consumers can't live without. When businesses start doing that and doing it well they can cultivate trust, build loyalty, earn referrals, and make top-line sales, and their female customers won't want to go anywhere else. Katie Mares' book is for anyone in business who wants to completely upend their industry.
Although the female movement is interwoven into our social world and people preach ''girl power,'' brand experience expert Katie Mares has seen that this mindset hasn't penetrated business branding or the experience businesses provide to women. Most businesses have a ''transaction'' process to deliver the service they provide, but very few businesses focus on elevating ''interaction'' so that a brand experience includes a personal connection with the consumer and addresses their genuine interests and needs. This branding disconnect is a problem not only for female consumers but also for businesses that lose potential sales and women's loyalty. Earning Her Business is about showing businesses how to transform the transactional service a woman currently receives into the alluring, interactional experience she craves.
Written for brand and marketing strategists, customer service teams, company leaders, corporate communications teams, and anyone who wants to better understand the female consumer, this book provides businesses with the insights, tools, and guidance they need to adjust their approach to interacting with customers and ignite a spark in their teams and companies.
Earning Her Business sends the clear message that true power comes when businesses focus on providing a brand and consumer experience women the world's most influential consumers can't live without. When businesses start doing that and doing it well they can cultivate trust, build loyalty, earn referrals, and make top-line sales, and their female customers won't want to go anywhere else. Katie Mares' book is for anyone in business who wants to completely upend their industry.
Hardcover
Published September 1, 2020
8 people want to read
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Displaying 1 - 2 of 2 reviews
June 15, 2020
The importance of creating the brand experience with the female consumer in mind is solid. It’s a really important subject and this book gives a broader overview as to why male-dominated executive teams should reexamine their marketing and sales approaches. They need to create a brand experience that appeals to the identified target market. In most instances it’s not them. Its a woman. I loved that the author described us as ‘The Chief Purchasing Officers” of households. And she quotes many numbers to support this descriptor, eg ‘... a 94% influence over 0f all home furnishing purchases...”
It is a quick read and I am sure will be thought provoking for many, who perhaps have not taken as many steps on this journey.
However, from a personal perspective I found, as I worked through the book, the content to be quite familiar. As a Brand Strategist and Entrepreneur, I have spent a great deal of time exploring these concepts, and in great detail. For example, Faith Popcorn (Eveolution), Tom Peters (Re-imagine) and then the Gallup Inc (and their extensive work on the importance of employee engagement to the delivery of the brand story and customer service). So this broader, less-detailed approach didn’t add much for me.
With thanks to #NetGalley, Greenleaf Book Group Press and the author for my free advanced reader copy to review in exchange for an honest opinion.
It is a quick read and I am sure will be thought provoking for many, who perhaps have not taken as many steps on this journey.
However, from a personal perspective I found, as I worked through the book, the content to be quite familiar. As a Brand Strategist and Entrepreneur, I have spent a great deal of time exploring these concepts, and in great detail. For example, Faith Popcorn (Eveolution), Tom Peters (Re-imagine) and then the Gallup Inc (and their extensive work on the importance of employee engagement to the delivery of the brand story and customer service). So this broader, less-detailed approach didn’t add much for me.
With thanks to #NetGalley, Greenleaf Book Group Press and the author for my free advanced reader copy to review in exchange for an honest opinion.
March 14, 2021
I received a free digital ARC from Netgalley in exchange for an honest review.
Earning her Business is peppered with anecdotes about a mom's experience with salesmen who rather close their sales with stronger male figures. In her book, the author recounts the horrific sexist stories she has been forced to deal with in her daily life. Heavy emphasis was also placed on the huge percentage of women contributions to the growing consumer market.
A forewarning: this book screams, "FEMALE POWER!!!!! APPEAL TO THE FEMALE CONSUMER IF YOU WANT RECURRING SALES" Which I concur, but I believe everyone, both male and female, should apply in the consumer market as well. I began to sense the imbalance halfway through the book.
I eventually got through it because this book was well-requested, and I had a lot of fun reading about the importance of female consumers.
This book educates us about the different aspects of female and male appeal, how the average woman feel and what makes her a returning customer. These are all valuable points. If you are starting out and NEED your brand to appeal to the female-dominated market, YOU NEED THIS.
Due to the slightly aggressive feminist content, I would certainly recommend this book to female entrepreneurs, saleswomen or marketers who are tapping into the female consumer market. This might also appeal to the non-egoistical, possibly non-alpha male who would listen and respect a woman's wants and needs.
Earning her Business is peppered with anecdotes about a mom's experience with salesmen who rather close their sales with stronger male figures. In her book, the author recounts the horrific sexist stories she has been forced to deal with in her daily life. Heavy emphasis was also placed on the huge percentage of women contributions to the growing consumer market.
A forewarning: this book screams, "FEMALE POWER!!!!! APPEAL TO THE FEMALE CONSUMER IF YOU WANT RECURRING SALES" Which I concur, but I believe everyone, both male and female, should apply in the consumer market as well. I began to sense the imbalance halfway through the book.
I eventually got through it because this book was well-requested, and I had a lot of fun reading about the importance of female consumers.
This book educates us about the different aspects of female and male appeal, how the average woman feel and what makes her a returning customer. These are all valuable points. If you are starting out and NEED your brand to appeal to the female-dominated market, YOU NEED THIS.
Due to the slightly aggressive feminist content, I would certainly recommend this book to female entrepreneurs, saleswomen or marketers who are tapping into the female consumer market. This might also appeal to the non-egoistical, possibly non-alpha male who would listen and respect a woman's wants and needs.
Displaying 1 - 2 of 2 reviews