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In the past, the big-ticket items like


cars, insurance policies, and major appli- ances were historically bought by - and therefore marketed to - men. Things have changed! Nowadays, women need their own cars, their own computers, their own cell phones, and their own invest- ment accounts - among many other new big-ticket items - and so manufacturers are facing a whole new market. So it’s clear that women are gaining


ground in controlling consumer purchas- es, and savvy marketers are taking note. For instance, have you seen any Home Depot commercials lately? Ten years ago, it was all lumber, power tools and men moving large things. Today’s cur- rent campaign features a married couple looking for light bulbs who ultimately wind up getting advice from a Home De- pot salesman on how to redecorate their patio. A little less testosterone, for sure. Something else struck me, and al-


though it’s minor, it’s very telling. About 15 years ago, most cars came with a courtesy mirror only on the passenger side, never on the driver’s side. The as- sumption was that the men drove, while the women sat in the passenger seat, freshening up their makeup. Today, most cars come with courtesy mirrors on both sides, standard. Since I can’t recall the last time I didn’t do my makeup in the car, that little mirror on the visor beats the heck out of juggling a compact mir- ror and mascara tube in one hand, and the mascara wand in the other. Clearly carmakers finally caught on that women drive as many car purchases as men, if not more. At the end of the day, whether you


market cars, power tools or anything in between, if you ignore women as you craft your message and go to market, you’re likely losing sales and steam. Some women are steering the boat inde- pendently, some are decision makers in navigating it, and regardless we need to be aware of their influence. For 20 years Marsha Friedman has been a leading authority on public rela-


WWW.PROFESSIONALWOMANMAG.COM


tions as CEO of EMSI, a national public relations firm. Her firm represents corpo- rations and experts in a wide array of fields such as business, health, food, life- style, politics, finance, law, sports and entertainment. Some of the more promi- nent names on her client roster are Team- ster’s President Jimmy Hoffa Jr., Ser- geant’s Pet Care Products, Former National Security Advisor Robert Mc- Farlane and the famous Motown Group, the Temptations.


She consults individuals and busi-


nesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity. Go to www.emsincorporated.com to


signup for Marsha Friedman’s free weekly PR Tips today! More resources for authors can also be found at www. publicitythatworks.com. Or email her at info@marshafriedman.com.


Source: http://EzineArticles.com


Would you rather have $46,000 or a whooooole lotta Kung Pao chicken?


Cook your own dinner instead of ordering in. $9 saved a day x 5 days a week x 10 years x 6% interest = $46,694. That could be money in your pocket. Small changes today. Big bucks tomorrow. Go to feedthepig.org for free savings tips.


CELEBRATING 10 YEARS OF DIVERSITY


PROFESSIONAL WOMAN’S MULTICULTURAL MAGAZINE 77


RETAIL


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