Reach the Big Spenders: How to Market to Women from 50 to 75

Presenter: Marti Barletta
Broadcast on Thursday, December 01, 2005
Duration: 90 minutes
Cost: $129.00 (FREE for Pro members)

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What is the most important demographic trend of the decade? Are you sure? Plan to be surprised when you learn why yesterday’s “little old lady” is today’s Ms. Moneybags.

By 2010, 43% of the US adult population will be 50 or older and 80% of the country's assets will be concentrated in their hands. Women 50-75 are in their prime and represent the “golden bull’s eye” of target marketing. This population segment is poised to command the majority of financial assets, control the majority of consumer purchases and make or break future trends.

Learn why fifty isn't what it used to be (it's much better!), and what you need to know to connect with the richest generation of women in history. Banking, brokerage, insurance, health and wellness, real estate, travel and self-improvement industries take note!

You Will Learn

• Why Women 50-75 are PrimeTime Women™- They have the time and money to spend for themselves and others.
• Why women 50-75 are not a niche – They represent the consumer growth engine for almost every big-ticket market for the next two decades.
• Why Household Income Doesn’t Matter – It’s assets you should be measuring.
• Misplaced Efforts- Why companies need to quit squabbling over the saturated markets of male-decision makers and the scrawny wallets of youthful start-up households and start paying attention to the true powerhouse spenders.
• What’s Driving this Mega Trend- How the convergence between two powerful demographic groups concentrates the economic power in the hands of women 50-75.
• GenderCulture 101- The obvious and subtle differences between men and women and their critical implications.
• The Largest Intergenerational Transfer of Wealth- Why PrimeTime Women’s wallets will be overflowing; they are positioned to be the guardians of inheritance from multiple generations.
• GenderTrends™ Model- Through the application of diagnostic models (Star, Circle, Compass and Spiral Path), Marti will provide specific tactical strategies for reaching PrimeTime Women.
• Key Communication Principles—How to ensure your marketing materials (from product design and packaging, to advertising and electronic marketing) are catching and keeping PrimeTime Women’s attention.
• Who Is Getting it Right- How companies like Mass Mutual, Chico’s and Best Buy are tapping into the healthiest, wealthiest, most active and independent generation of older women in history and how you can follow suit.

About this Seminar

Who Should Attend: Marketing professionals at all levels in organizations in financial services, health care, travel, retail, consumer packaged goods or any other industries that target boomer women.

About The Presenter

Marti Barletta is president of The TrendSight Group, a Chicago-based consulting and training firm that helps companies boost sales and share by tapping into the buying power of women. A top-rated professional speaker, she presents keynotes and workshops full of eye-opening insights, entertaining observations and practical “how to” pointers at conferences and corporate meetings internationally. She has been featured on NBC Nightly News, CBS Evening News, CNBC and in The Wall Street Journal, Fast Company, Business Week, Entrepreneur, Ad Age, Brandweek, and many other publications worldwide. Her first book, Marketing to Women: How to Understand, Reach and Increase Your Share of the World's Largest Market Segment (foreword by Tom Peters) has been featured as the Marketing book recommendation by Harvard Business School’s Working Knowledge newsletter, the Knowledge@Wharton newsletter and Wall Street Executive Library.com, and recognized as one of the Best Business Books of 2003 by the Library Journal. The book is in its seventh printing, and is in 13 languages. Her second book, Trends, co-authored with Tom Peters, was released in July 2005.

What Participants Said

Of the participants who evaluated this seminar, 89% would recommend it to a colleague. Some of their comments:

"Marti gives great insight into the women consumer, especially the PrimeTime Woman (50-70). She supports the research with real-life examples of what works and what does not work."

"The beginning is just a lot of statistics but there is some good information in the last 30 minutes."

"Solid information, well organized, lots of great examples to illustrate the points. This is something all of our client service people and our creative department needs to know about."

"Marti's scope of knowledge on this subject is amazing. Prior to the seminar, I had a sense of the importance of this demographic, now there are no doubts! Further, the information/stats presented is very useful."

"The information in the seminar was well researched and presented in a lively and interesting format. Marti Barletta is an excellent presenter, who's presentation content rung true about the misperceptions of this target audience."

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