Friends and Fellow Marketers - Greetings:

Since this is an electronic newsletter I’m going to go out on a limb and make a rash assumption that you are reading it on-line and that there is a printer close by. And, if that printer is an ink jet there is a good chance a stack of used cartridges is lurking nearby.

Why? Because a quick (albeit not statistically significant) survey of friends and family quickly revealed that I am not the only one with a such a collection. We know they can, and should, be recycled, that’s why we haven’t tossed them. Yet, there they sit, another dusty, good intention on the To Do list.

Perhaps, you forgot to bring them last time you shopped for office supplies or you worried that they would leak in your purse or pocket. Either way, the excuses, and the cartridges continued to multiply.

But no more! Yesterday when I opened an HP cartridge, a postage paid recycling envelope tumbled out! No muss, no fuss! No more tower of cartridges gathering dust in the corner.

Marketing to Women you ask? Well, since women are the primary purchasers of office products in their roles as business owners, purchasing managers and Chief Purchasing Officer for the home I say yes. And, since they are more likely than men to change brands based on environmental concerns and to be wooed by convenience and time saved, I say yes again.

Will men use the envelopes? I’m sure they will and that’s what makes this a great example of transparent Marketing to Women, something that men will appreciate as well. Furthermore, the envelope spurred me to sit down and write to you. So let’s not forget Word of Mouth and referrals — those all important marketing multipliers that extend and reinforce brand awareness and customer bonds. Women love to share a good tip and HP has given them a reason to do so.

While we are thinking of ink, be sure to check out the links to your right. Marketing to Women momentum continues to grow with articles in both the The New York Times and Wall Street Journal just last week.

Warm Regards,

TSG IN THE NEWS

New York Times
Wall Street Journal
NPR: Talk of the Nation

TRENDSIGHTINGS

Insights and Opinions on Marketing to Women

FUN FACT: Are women getting a bad rap for being indecisive? A study by researchers at Northwestern University found that men change their minds 2-3 times more than women. And, while women take longer to make a decision, once they do, though, they are far more likely to stick to it. (absolutetrivia.com/resourcesforwomen.com)