Missing Sales Potential from America’s Most Powerful Buying Block—Women

I came across a write up in AdAge last week entitled The Many Ways Male Product Designers Frustrate Women.

The article and short video point out that because most product designers are still catering to a male target, they are missing out on potential sales from America’s most powerful buying block—women.

Marti Barletta, author, marketing consultant and CEO of Chicago’s TrendSight Group, was a keynote speaker at the Industrial Designers Society of America’s annual conference. Speaking to a largely male audience, she stressed the importance of pinpointing the needs and day-to-day challenges of female buyers and customizing product designs to offer solutions. Otherwise, she says, these products are far from ever meeting their full market potential.

Watch a few things she had to say. It may have you not only rethinking how you sell, but realizing it begins with what you sell.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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