Monday, March 16, 2009

Marketing to Soccer Moms

Here is the "Soccer Mom" marketing strategy in three easy steps.

Don't do it.

Not unless you want to alienate a significant portion of the population that makes 81% of the buying decisions on all products and services sold in North America.

Today on TSB, we focus on "The Soccer Mom Myth".

WARNING: Not your typical dry business book. Includes politically incorrect views, Unladylike language, and some tequila stories.

"Soccer Mom Myth" authors Michele Miller and Holly Buchanan have succeeded in pulling back the curtains for a realistic look at what women really want when it comes to the way they are sold. Michele is also the author of "The Natural Advantages of Women" (Wizard Academy Press), the audiobook that has been hailed for its scientific information on how the female brain is "hardwired" for personal greatness.

MRI's have proven women have four times as many neurons connecting the left and right side of the brain. As Michele recently explained at her Wonderbranding blog, while men concentrate on the spatial aspects of an object (right-brain dominant), women possess more ability to look at an object and link it to language (using both hemispheres of the brain at once).

It means she is linking the visual aspects of your retail store or office with actual words. In essence, she’s literally talking herself into – or out of – doing business with you. Have you checked your store or office on the “beauty meter” lately? What are her eyes – and her brain – telling her about you? Are you the Mona Lisa or Elvis-On-Velvet?

Michele and Holly have composed a marketing masterpiece of their own - and don't mind telling you more about "The Soccer Mom Myth".

- Approximately 80 cents of every consumer dollar is either directly spent or influenced by a woman.

- Women are responsible for more than 50% of all do-it-yourself purchases, 51% of consumer electronics, 89% of bank accounts, and 80% of health care.

- The rate of women-owned business startups is growing at three times the rate of other startups in the U.S.

Women are much more complex than the generic term "soccer mom," and by focusing on that stereotype in your marketing campaigns you could be losing a lot of business. Watching this video from Everclear also leads one to wonder if the band might have taken a chapter from Michele and Holly's book as they answer the timeless question; Where do all the porn stars go when the lights go down?

"There is a special place in hell for women who do not help other women"


Anonymous said...


Thank you so much for featuring the book and for your kind words!

Gair Maxwell said...

My pleasure Michele ... I have long been fascinated by what you covered in "Natural Advantages" and hope one day our paths will cross at Wizard Academy ...