Press Coverage
The Economist March 12, 2009 (PDF)
Why women are your most valuable customers.
The Daily Herald December 31, 2008 (PDF)
The recession and 2009 trends.
BrandWeek November 21, 2008
Campbell's pitches V8 juice to seniors.
USA Today November, 14 2008
This Thanksgiving the focus isn't on the turkey, it's on the prices.
BNet November 1, 2008 (PDF)
Common mistakes when Marketing to Women
Best Life (Men's Health) April 2008
Skirting issues at the office. A good boss recognizes the differences in the sexes!
Today's Chicago Woman October 2008 (PDF)
Marti is featured in Networking News
ATA Magazine February 2008 (PDF)
Don't think of them as moms. Think of them as women with children.
More women than men have voted in every election since 1964! Click play to see what Marti has to say about the candidates and their communications.
An Rx For Women November 1 2007
CVS Caremark aims to be a one-stop shop for stressed customers. Marti Barletta, author of Marketing to Women, says women, especially those in the 50-plus category, respond well to caregiving themes.
Liz Smith says, "PrimeTime Women" addresses baby boomers and women 50 to 70. Even if you are a different age, as I am (much older) or if you are luckily much younger, I think everyone approaching what we laughingly used to call "middle age" will get a lot of use out of this work on various levels.
It portends to tell how to win the hearts, minds and business of boomer big spenders, and it is offered as a definite change in marketing strategies for business. But I found it more of an "upper" for other reasons. Read more...
Human Resources Managment November 2007 (PDF)
What's the best way to retain women? Don't treat them like men. Marti shares her top tips for recruiting and retaining women in the workplace.
Tom Peters Interview Marti
A Woman Sees the Home When Buying a House, August 12, 2007 (PDF)
Women often have the last word in buying, say experts analyzing how to sell to them. WHAT do women want? Plenty, when buying a home. And how they go about finding the perfect palace often is as different from men's approach as, well, Venus is from Mars. Women rely more heavily on their emotions and men deal with the facts, scientific research shows. And more often than not, experts say, women ultimately are the "deciders" in the choice of which
home to buy and where.
Talk of the Nation, November 2nd, 2006 (audio)
The Buying Power of the 80 Percent Minority
Women make the household purchases in 80 percent of homes. Now, more and more businesses realize that what women want are power tools, dishwashers, digital cameras, automobiles and houses.
What Do Women Want? Just Ask! (PDF)
October 29, 2006
For most of the 27 years it has been in business in Canada, Shane Homes has staked its claim as one of the country’s leading regional homebuilders the old-fashioned way: it devised and executed cookie-cutter designs for new houses just as fast as the orders came in. As the economy of its home base, Calgary, Alberta, soared on the back of oil and gas riches, it could have continued minting money by sticking with that tried-and-true approach. But two years ago, smack in the middle of a housing boom and heightened competition, Shane Homes dumped its old ways and adopted a new blueprint.
Meet The Big Spenders: Midlife Women
The Second Fifty Years, March, 2007
She is confident and enthusiastic, happy with her looks, content with her life, and has serious spending power. And she has too long been ignored. She is the PrimeTime woman, soon to be the darling of the marketing industry, wooed by companies who realize her potential, says Marti Barletta, president and CEO of the TrendSight Group in Chicago, and author of the newly published book, “PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders.”
Good Service Gone Bad (PDF)
Wall Street Journal, October 30, 2006
That grocery-store cashier who always smiles as she hands you your receipt -- is she flirting with you, or is it just part of her job? Do the salespeople at the mall clothing store all need to crowd the entrance to greet you, leaving other shoppers to search the racks alone?
Beyond the Glass Ceiling (PDF)
Brandweek.com, September 14, 2006
Last month, PepsiCo's Indra Nooyi became just the 11th woman to preside as chief executive over a Fortune 500 company. If the proverbial corporate glass ceiling does indeed exist, it appears to be lifting in the marketing department. For example, in 2005,
Mary Minnick and Mary Dillon joined a growing cadre of women in the role of chief marketing officer, taking over the top spot at Coca-Cola and McDonald's, respectively. Of the 146 companies listed in the 2005 Brandweek Directory, one-quarter—37—recorded a woman as CMO. In recent years, women have headed up marketing units at such firms as General Electric, Hewlett-Packard, Staples, Yahoo!, AT&T and Visa.
Boomer Women Steal Spotlight During Fashion Week (PDF)
MediaPost Publications, Sep 14, 2006
It's Fashion Week, when retail conversation normally runs to leggy 19-yearolds sailing down the runway. This year, however, everyone from Women's Wear Daily to Vogue is talking about older women, like 48-year-old Sharon Stone, who just bumped the 20-year-old Olsen twins as the spokesmodel for designer Badgley Mischka, or 47-year-old Madonna's ads for hip retailer H&M. That makes it a great week for Forth & Towne, the Gap chain aimed at 35-plus women, to introduce its new ad campaign, "The Chic Revolution Begins." The print ads, done
by New York-based agency AR, support the 14 Forth & Towne stores opening this fall in Atlanta, Houston, Seattle, and throughout California. (The chain already has locations in Illinois and New York.)
Women Serious About Sports, Players (PDF)
Chicago Sun Times, September 12, 2006
They sat front and center on aluminum bleachers in the middle of August, wiping away sweat as they leaned forward to get a closer look at the football players they'd driven two hours to see.
Money Advice for Boomer Women: Get an Adviser (PDF)
The Wall Street Journal, September 7, 2006
Many Could Reap Benefits From Professional Help With Financial Issues. Carole Cross, an Internet blogger from Colorado who runs her own coaching business and has a zest for life, is a typical baby boomer in many ways except perhaps one: She has a financial adviser.
Many boomer women have successful careers, have accumulated wealth, and are likely to inherit money as they age, making them attractive clients for firms. At the same time, because of their changing role in society, the economy and in the home, they are facing an increasing amount of personal responsibility for managing their own finances.
Practice Management: Working With Boomer Women As Clients (PDF)
EasyBourse, Tuesday September 5th, 2006
Carole Cross, an internet blogger from Colorado who runs her own coaching business and has a zest for life, is a typical baby boomer in many ways except perhaps one: She has a financial advisor.
'Shattered' Seeks to Break Through (PDF)
B-to-B, Jul 10, 2006
Magazine makes debut as marketers increasingly target their messages to female executives.
Julie Ros, publisher and editor in chief of the recently launched Shattered, was doing some research when she came upon a piece of information that convinced her that her idea for a new magazine had potential in the marketplace.
Despite Gains, Working Women Worry About Losing It All
USA Today
This thought occasionally creeps into my head: "Even though I have a career, I will end up a bag lady." I'm not alone in that thought. Despite economic gain and the number of women in the work force nearly doubling in the second half the last century, women feel financially insecure, with nearly half worrying about becoming a bag lady, according to a new study, "Women, Money and Power," conducted by Allianz.
Minding Retail (PDF)
May 10th, 2006
GlobalShop Seminars Encourage Retailers to Innovate
"Women are the CPOs—the Chief Purchasing Agents—of any household," said Martha Barletta, in her GlobalShop presentation, "A World of Difference: Understanding Women." Barletta pointed out that women earn and spend more. "They bring in 55 percent of most household incomes, and females in 27 percent of families earn more than men," she said.
Attention Apparel Retailers: Boomers Have Their Own Fashion Sense (PDF)
April 21st, 2006
The age 40+ femme fatale TV characters on “Desperate Housewives” wouldn’t wear polyester pantsuits and muumuus, and you won’t see baby boomer women wearing such outdated styles for women of a certain age. Today’s boomer women are hip, sexy, and savvy, and they want to dress that way.
Marketing Gurus Try to Read Women's Minds (PDF)
Chicago Tribune, April 19, 2006
After an exhausting day of travel and business, Joyce Gioia kicks off her high heels as soon as she gets to her hotel room. If the padding beneath the carpet is too thin, her already aching feet shoot a warning to her brain to be prepared for other disappointments: stray hairs in the bathtub, no skirt hangers in the closet.
Why Aren't More Marketers Trying To Reach Business Women? (PDF)
Marketers have been successfully reaching women for decades to sell
consumer products and services ranging from health and beauty to home
improvement. When it comes to the b-to-b world, it's been a different story. But that may be changing as more companies step up their efforts to tap into the huge spending power of women business owners and executives.
Mar 13, 2006
XM Signs Talk Jock Oprah to $55M Deal (PDF)
USA Today, February 10th, 2006
After squaring off in the macho programming arenas of sports and shock jocks, satellite radio rivals XM (XMSR) and Sirius (SIRI) are fighting for the female listener. Oprah WInfrey's new XM channel, "Oprah & Friends," will air programming on fitness, health and selfimprovement topics. On Thursday, XM threw the biggest punch yet with a threeyear, $55 million cash deal to get the queen of feelgood talk: Oprah Winfrey. A 24-hour Oprah & Friends channel, with Oprah and personalities from her talk show and O magazine, will make its debut in September.
Uncorked
Chicago Tribune, January 18, 2006
What do women want? The wine industry is fighting for their attention, but will it work?
Say "bonjour" to Lulu B. With a glass of wine raised in salute, she is the classic stereotype of la fille Francaise, with her low-cut shirt, tight, knee-skimming skirt and beret topping her kicky brunette 'do. Where her feet went is anybody's guess, but she perches confidently on her cafe chair nonetheless.
Prime Target
Furniture Style, January 2006
The primary focus of any marketing strategist should be women age 50 to 75, according to Marti Barletta, President of the Chicago-based TrendSight Group and author of “Marketing to Women: How to Understand, Reach and Increase Your Share of the World’s Largest Market Segment.”
She Knows What Women Want
The Republican, October 2005
HOLYOKE - Mice and humans share 95 percent of the same DNA. So while they're largely the same, that last 5 percent accounts for some pretty big differences - fur, tails, short legs, for instance. The same thing could be said of women and men, according to marketing consultant Martha Barletta, who presented her insights on "gender-savvy marketing" to about 160 people at the Log Cabin Banquet and Meeting House yesterday morning.
Generation Gap
Chicago Sun Times, August 2005
Just as you're dealing with those first gray hairs and inspecting those lines developing at the corners of your eyes, you discover the clothing you're wearing isn't flattering your figure.
Marketing to Affluent Women
Gallup Management Journal, October 2005
They are smart, educated and have considerable discretionary income. How should you target this powerful group?
All Consuming
Chicago Tribune, June 2005
From cars to banking to electronics, the push to cash in on female spending power has never been greater--and marketers are using the Internet, store design and more to make their pitches resonate.
Women: The Spender Gender
Women’s spending power in the past few decades has skyrocketed.
They’re working more, earning more and controlling an ever-increasing
proportion of purchasing decisions. But only recently have marketers
started to wake up and smell the skinny latte, writes Tami Dower.
Will Women Think Pink?
Marketing, May 2005
Despite its seemingly unique target market, Pink is actually wandering down a path already trodden by Working Woman and Ms. magazines.
I Am Woman, Hear Me Shop
Business Week, February 14, 2005
Rising female consumer power is changing the way companies design, make, and market
products -- and it's about more than adding pastels.
Fashion Boom
St. Louis Post-Dispatch, April 25, 2005
Smaller retail chains, including Chico's and J. Jill, are using specialty stores and catalogs to capture the $30 billion baby-boomer women's apparel market -- sending department stores and big apparel makers rushing to catch up.
Automakers Put More Women at the Wheel
Washington Post, May 3, 2005
In her second year as a manufacturing engineer at General Motors Corp. in the early 1980s, Mary Sipes had to get a toolmaker to change some of his equipment. He replied that he was not going to take orders "from some little girl."
Hear Much About the Women's Senior Tour? Probably Not - and Here's Why
Lost Legends, Wall Street Journal April 18, 2005
In her 46 years of playing golf, Jane Blalock has faced some tough challenges. But now, at age 59, the winner of 29 U.S. titles, television commentator and activist for women in sports, faces her biggest obstacle yet: continuing to compete.
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