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The new year begins, and we all make our lists detailing how 2005 will be better for us. We turn to our trusted advisors for suggestions, and we peak over the fence at what our competitors are doing. I thought today I'd chip in as one of your trusted advisors with a few suggestions, six simple steps you can take to make 2005 more successful. They're easy and inexpensive, and if I had to identify what's necessary to implement them, I'd say they require an adjustment in your sense of awareness in the marketplace. You know how after driving your new car for just a few days you become aware of the spaces it will fit in - - - that unconscious sense of awareness that has extended from your mind's eye to the four corners of the car? That's what you need to do in the marketplace today... extend out to its true four corners.

In no necessary order of importance, here are my suggestions for the new year:

1. Recognize Your Opportunity. I bet your business records are stored in the Mr/Mrs manner, husband listed first. But who really opened that new business account? Who really made that purchase? Women make 85% of all household purchases, and 27% of all households are single women. Doesn't that suggest your records keeping needs adjustment?
   
2. Research Your Consumer. Did you know that more than 50% of all new and used car purchases are made by women? I'll bet, though, that when a couple walks into a dealership, the sales person assumes the man is the buyer. I'd suggest the more appropriate greeting for that couple would be: “Hello. Which of you is the buyer today?” It acknowledges the possibility, rather than makes a possibly incorrect assumption, and it applies equally to all businesses.
   
3. Refine Your Message. Women buy for different reasons than men. It's the “warmer” instead of “winner” notion. Seek platforms that emphasize bringing people together, creating a sense of belonging and closeness, rather than those that promote status or going solo.
   
4. Refocus Your Media Mix. Stop straddling the fence. Make a decision to focus your money on where it will serve you best. Buy media vehicles distributed primarily to women, and beat your competition to them. More than 50% of computers and electronics are purchased by women; yet, how many of you target your media mix to vehicles in these industries?
   
5. Recount Your Good Deeds. Wear that corporate halo, and wear it proudly. Let your consumer know about your good corporate citizenship, the good works done by your foundation, your donations to those in need, your support of the arts, or environmental causes.
   
6. Reward Referrals. Women's word of mouth is a business multiplier, and they are far more likely to pass on good words than men. It's important to reward referrals. Track where they came from, and then make sure you say thank you. Be that good neighbor. I know one fellow who rewards referrals with a jar of home-made jams. It's a small gesture, that saying “Thanks” thing, but it does go a long way.

Six small things, but the shift in your sense of awareness is huge. Do you want to relegate your company to a series of mediocre successes, or do you want to pursue big changes to big things? Transform your tasks into a WOW! Project, as my friend Tom Peters would say. These six suggestions will head you down that path.

Our eyes are on the women's market.
Are yours?

Great job, Best Buy! Truly one of my favorite retailers!Best Buy has recognized the opportunity of marketing to women and has developed a consumer centricity program aimed at learning about, and consequently delivering more to, their most profitable consumer segments, and “women” are one of their key targets. It's developed stores, promotions, marketing signage, customer service and special product offerings just for “Jill”, their suburban Mom target.

For busy multi-tasking moms, the "Just for Kids” section offers educational and fun products where kids can explore and enjoy themselves, while moms can roam the store and finish off their "to do" lists. Best Buy has moved beyond customer service to customer services with it's new “Personal Assistant” center which offers personal help for Jill's shopping needs, as well as its “Geek Squad” which offers 24/7 computer support for carry-in, on-site or emergency services for setups, installs, upgrades, and more. It's advertising is female-friendly and features people, not just products.

When it comes to store design, Best Buy paid attention to details because to women, details make the difference. Just walk into a Jill store, and see the differences... the aisles are wider, the sections of the store are color coded to help Jill find her way easier, there is bright big signage pointing to each section, and it was so easy to find the restrooms – really! I could see the sign for the restrooms right when I walked in,and once there, I was pleasantly surprised to find it clean, with a baby changing station, and with flowers in vases on the counter tops. Nice touch.

Did you see Best Buy's new holiday campaign? It launched a viral marketing campaign on the Internet featuring the fictitious character Kevin Kringle, Santa's geeky younger brother who needs Best Buy's help to buy suitable holiday gifts. It was warm, funny, and people-powered, just what women respond to. Smart.

The results of their customer centricity initiative have been so promising that Best Buy intends to introduce it to more stores in 2005. My only question is... given that women account for the majority (51%) of spending in the consumer electronics industry, why is only 1 out of 5 of Best Buy's focus segments female? Hmmmmm.

Ketchum, a leading global public relations firm, introduced a communication offering for marketers eager to tap a target audience that's harder than ever to reach: women ages 25-54. Ketchum introduced the program in Chicago at a reception in December featuring Marti Barletta. Ketchum, will host a panel on "What Women Want: Connecting with the New Technology Consumer" in parallel with the Consumer Electronics Show in Las Vegas on January 8, 2005.

• A study by researchers at Northwestern University found that men change their minds 2-3 times more than women and that women take longer to make a decision, but once they do they are more likely to stick with it.

• No beer goggles for women? Drinking may not make women find men more attractive, according to a study from researchers at the University of Vienna. The study confirmed that the more men drink the more likely they are to find a woman attractive, but found the reverse is true for women. Did you have an interesting New Year's Eve toast or experience to confirm this finding?

• Who spends more time on their cell phones, men or women? Surprisingly men spend almost 50% more time/minutes on their cell phones per month vs. women.