Too Busy to Shop

Marketing to Multi-Minding Women

Kelley M. Skoloda

• Publisher: Praeger
• Year: 2009
• Print ISBN:
  9780313354878
• Edition: 1
• eBook ISBN:
  9780313354885
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

Research indicates that most women do it at least ten times every five minutes. What is it? Multi-minding—mentally juggling a complex mix of family, career, and self-care decisions at any given moment, with little time for commercial messages to seep into the mix. How do marketers reach women, who still make 85% of all consumer purchasing decisions? This book, based on research, interviews, and Kelley Skoloda's twenty years of leading-edge work in brand marketing with major clients, explains how to connect with multi-minding women, gain their trust, and tap into their purchasing power.

Multi-minding is a cultural phenomenon that is here to stay. A multi-minding woman, even if she appears to be relaxing in front of a late-night television show, reading a magazine in the pediatrician's office, or tackling a complicated analytic study at work, is at the same time thinking about and preparing for the other dimensions of her life. She's weighing the benefits of changing her 401k plan, plotting out her organic vegetable garden, ticking off birthday-party logistics, and longing for a neck massage. That's why one study shows women feel they are packing 38 hours of activity into a 24-hour period. But studies also show that most women feel marketers are ignoring their needs. That's a big mistake considering women spend $3.3 trillion annually on consumer products. Too Busy to Shop explains what marketers need to know about multi-minding—a word coined by Skoloda and Ketchum—and its implications for companies seeking to speak to women buyers. Besides theory and insight, readers get how-tos and action items designed to ensure women view their brands favorably and hear the marketing message. The book also contains insiders' views of some of the most successful marketing-to-women campaigns of recent times. In short, Too Busy to Shop helps marketers understand multi-minding in depth—an essential task if they want to reach today's overloaded female consumer.

Table of contents

• Contents
• Foreword
• Acknowledgments
• Introduction
• Chapter 1 Staggering Stats: Buying Power of the Female Consumer
• Chapter 2 The Apple of Many Eyes: Women Buyers Now Getting More Attention from Marketers
• Chapter 3 What’s Wrong? Why Current Marketing Efforts Are Not Working
• Chapter 4 Why Are We So Hard to Reach? The Challenge of Marketing to Women 25 to 54
• Chapter 5 Remaking the Clock: Women and the 38-Hour Day
• Chapter 6 Yes, I Multi-Mind: New Ways to Understand and Reach Multi-Minding Audiences
• Chapter 7 Before Women Shop, They CROP: The CRedible OPinions Shortcut
• Chapter 8 The Keys to Connecting with Multi-Minding Women
• Chapter 9 The Better Way: A New Approach to Reach Female Consumers
• Chapter 10 What Really Matters? Credibility
• Chapter 11 Time Is of the Essence: “Quick-Connect” Messages
• Chapter 12 The 360-Degree “E-surround” Method to Reach Women
• Chapter 13 She Is Looking for a Commitment: Consistent Confirmation
• Chapter 14 What Does the Future Hold? Multi-Minders Becoming Co-Brand Managers
• Notes
• Bibliography
• Index
• About the Author and Interviewees