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The Rise Of Storydoing: Inside The Staggering Success Of Toms Shoes

The Rise Of Storydoing: Inside The Staggering Success Of Toms Shoes | Market 2 Women | Scoop.it
Stories live in the hearts of humans and should be at the core of every business. Here's how to take a page out of Toms founder Blake Mycoskie's...

Via Karen Dietz
judycurtis's insight:

Karen Dietz' insight on the article and the new "storydoing" buzzword: If you're building a new company, you have the chance to integrate "storydoing" from the very beginning -- (likely this will evolve and morph as the company matures). With an established company, match the corporate culture with the marketing/branding and make a stand.

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Karen Dietz's comment, August 8, 2013 2:49 PM
Thanks Judy! Have a great week :)
Daren Hartle's curator insight, August 22, 2013 10:42 PM

Fits jeans and short pants

Amanda Wall's curator insight, October 8, 2014 9:52 PM

This article is the Toms story. It follows Toms shoes from day one, through their campaigns, and what has made them into the successful company they are today.

 

I think that the information provided in the article is important in the aspect of brand image and credibility. Customers like to know where their products came from, how they started and where they are headed. Storytelling is important to the Public Relations and Advertising industry as it allows customers to connect, communicate with their beloved brands and feel as though they are apart of something bigger than themselves. 

Market 2 Women
Women make or influence 85% of all purchasing decisions, and purchase over 50% of all products, including autos, computers, travel, games.
Curated by judycurtis
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Top 30 stats you need to know when marketing to women

Top 30 stats you need to know when marketing to women | Market 2 Women | Scoop.it

Women are earning, spending, and influencing spending at a greater rate than ever before. In fact, women account for $7 trillion in consumer and business spending in the United States, and over the next decade, they will control two thirds of consumer wealth.

 

Women make or influence 85% of all purchasing decisions, and purchase over 50% of traditional "male" products, including automobiles, home improvement products and consumer electronics.

 

BUT 91% of women say that advertisers don’t understand them.

 

Recognizing the power and influence of women needs to be a top priority for marketers if they are going to tap into the market’s full potential.

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How Women Really Feel About Influencer Marketing - eMarketer

How Women Really Feel About Influencer Marketing - eMarketer | Market 2 Women | Scoop.it
Over-posting is annoying, and they can spot a fake
judycurtis's insight:
Here are numbers that show how professional media publishers still have a fighting chance with women. When it comes to "influencer marketing," women place value and trust respected opinions. Women act on influencer recommendations, but authenticity, fewer ads -- less is more-- and a rash of hashtags whether pointing to FB, Insta, or Snap may turn the reader "off" entirely.
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The Woman Who Has Transformed English National Ballet

The Woman Who Has Transformed English National Ballet | Market 2 Women | Scoop.it
Tamara Rojo is a rare thing, the female director of a ballet company. But she is also English National Ballet’s star, lobbyist and spokeswoman.
judycurtis's insight:
Strategy and execution. Focus and dedication. Renewal. This dancer leads the company, maintaining her technical form and artistry, and striving to surprise audiences and raise their expectation to be delighted. #uk #dance #art
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Convincing the VC Bro-nopoly to Fund Female-First Companies

Convincing the VC Bro-nopoly to Fund Female-First Companies | Market 2 Women | Scoop.it
Shifts in how tech is financed—and how people talk about it—mean that we're about to see a much-needed boom in products aimed at the needs of women.
judycurtis's insight:
Clive Thompson in Wired brings up the unmentionable -- women's products may not need men (remember...like a fish needs a bicycle) to get a leg up.  Shifts in how tech is financed and, more crucially, how people talk about it, mean that we’re about to see a much-needed boom in products aimed at the needs of women. Thanks, Kickstarter and co for a new road to financing.  And the boys can avert their eyes... 
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Helping dealerships become more successful with women managers and buyers

Helping dealerships become more successful with women managers and buyers | Market 2 Women | Scoop.it

By Alysha Webb, Editor and Publisher 

Customer loyalty is something every dealership desires, and what the most successful dealerships inspire. General Motors has found that women customers are more loyal than their male counterparts.

judycurtis's insight:
Women now make up 5.5 percent of GM’s dealership managers, up from 2.5 percent in 2001. Investing in women as employees “will pay huge dividends,” says Celeste Briggs, of GM's Women's Retail Network.  For example, besides making female customer feel more welcome, having more women employees benefits dealers through lower employee turnover, something all dealers seek. GM has training videos on marketing to women. Besides having more women working in the dealership, another way to make women feel welcome is to not waste their time, says Briggs. “Whoever walks through that door is golden,” she says. “You need to give them an above average retail experience.”
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Report: Women Car Buyers and the Top Automotive 10 Brands | Women Drivers

Report: Women Car Buyers and the Top Automotive 10 Brands | Women Drivers | Market 2 Women | Scoop.it
What happens when a sales advisor assumes that a woman is not ready to buy? Bad news. https://t.co/2eifilVFaJ
judycurtis's insight:
What happens when a sales advisor assumes that a woman shopping alone is not ready to buy? Over 52.5% of Ford buyers in this U.S. report purchased their vehicle alone. Making the assumption those buyers were coming back with someone else, or even mentioning something to that effect, might send them off to another dealer down the street. 45% of women report buying a car alone (U.S.)
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Former Citigroup CFO Sallie Krawcheck launches Ellevest, a digital investment platform for women

Former Citigroup CFO Sallie Krawcheck launches Ellevest, a digital investment platform for women | Market 2 Women | Scoop.it

Former Citigroup CFO Sallie Krawcheck launched her anticipated new startup, a digital investment platform for women called Ellevest.

judycurtis's insight:
Sallie Krawcheck has launched Ellevest after spending hundreds of hours with women to better understand their investment goals, realizing that women want to invest money to start businesses, buy homes and retire well. And they don’t need education on how to handle money, or dumbed-down information. Ellevest focuses on what women face when it comes to investing that men do not, explains Krawcheck. “This isn’t ‘for women,’ ‘pink it and shrink it,’ ‘make it smaller,'” she says. “We’re going to forecast out your life so that you can achieve your goals. And then we’ll put a bespoke investment portfolio against each goal to help her achieve them.” And, Krawchek adds, “If you’re going to plan — no one else does this — you have to use powerful technology, powerful finance, in order to take into account her unique circumstances.”
 
Women, for example, need a platform that takes into account not only her earnings, but also her salary arc — which is different from men’s. It needs to account for the fact that women live longer than men, on average, when planning for retirement. 

It needs to understand the salary differentials between a woman’s pay and her male counterpart’s pay and how that impacts her strategies. And it also will take into account those decisions that women tend to make more often than men — like taking a couple of years off from a career to raise children, for instance. 

“Nobody is having that conversation,” says Krawcheck, of this career break. “But obviously, as a woman, that can keep you from achieving your goals.”
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Single ladies have increasing impact in a culture that still dismisses them | Jessica Valenti

Single ladies have increasing impact in a culture that still dismisses them | Jessica Valenti | Market 2 Women | Scoop.it
Just this week, a new bill in Illinois was proposed that would ban a mother from receiving state aid unless a father is named on her child’s birth certificate. If the mother cannot or doesn’t want to name the father, “either a father must be conclusively established by DNA evidence or, within 30 days after birth, another family member who will financially provide for the child must be named.” Ohio tried something similar in 2009, when a Republican legislator tried to pass a bill that wouldn’t allow a woman to obtain an abortion unless she could name and notify the father of the fetus. (It was the second time Rep John Adams tried this kind of legislation; luckily it went nowhere.)

It seems we’re not very interested in single women unless we’re finding new ways to police their reproductive rights and life decisions. We’re upset that they’re not married, even more so if they dare undertake parenthood without a man. We’re obsessed with their sexual exploits but diminish their political power with cutesy labels like “Sex and the City voters” or “Beyoncé voters”.

According to a new book, however, those who dismiss unmarried women – or aim to punish them like the Illinois bill does – do so at their own peril. Rebecca Traister’s All the Single Ladies: Unmarried Women and the Rise of An Independent Nation, out next week, documents not only how the increase of single women is shifting American politics and culture right now, but how unmarried women have always been a central part of our country’s development. And at a moment when single women as a voting bloc are more important than ever before, it would do well for those who disdain single women as a demographic to pay closer attention.

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judycurtis's insight:

Unmarried women have changed the way we think about politics, culture and marriage, and now the fate of the country could come down to how they vote.


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#startup: être entrepreneur, c’est être humble | L'Atelier : Accelerating Business

Marylène Delbourg-Delphis, serial entrepreneuse, revient sur son expérience dans la baie de San Francisco.

judycurtis's insight:

It's a pleasure to read this. I like the part where Marylène Delbourg-Delphis talks about the power of brand evangelism. (She is truly one of the most inspiring women and entrepreneurs, I must add). To paraphrase her interview in l'Atelier, it's the passion and understanding that come from someone who uses a product -- be it technology, or anything else -- that communicate best and with lasting impact. It's irresistible.

 

Listen to your users! This is key when creating products and marketing to women...

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Why diversity matters | McKinsey & Company

Why diversity matters | McKinsey & Company | Market 2 Women | Scoop.it
New research makes it increasingly clear that companies with more diverse workforces perform better financially. A McKinsey & Company article.
judycurtis's insight:

We live in a deeply connected and global world. It should come as no surprise that more diverse companies and institutions are achieving better performance. Most organizations, including McKinsey, must do more to take full advantage of the opportunity that diverse leadership teams represent. That’s particularly true for their talent pipelines: attracting, developing, mentoring, sponsoring, and retaining the next generations of global leaders at all levels of organizations. Given the higher returns that diversity is expected to bring, we believe it is better to invest now, since winners will pull further ahead and laggards will fall further behind.

 
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Even Early Focus Groups Hated Clippy

Even Early Focus Groups Hated Clippy | Market 2 Women | Scoop.it
Women in early focus groups said the animated paper clip was leering at them. Microsoft moved forward with the feature anyway.
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Learning from women's critical engagement with unfamiliar technologies - Delirium Waltz

Learning from women's critical engagement with unfamiliar technologies - Delirium Waltz | Market 2 Women | Scoop.it
I suspect that sexism in tech fields and the "digital nativity" myth work together to discourage undergraduate, feminine-identifying, non-techie women from seeing themselves as competent computer users.
judycurtis's insight:

Rachael Sullivan on gender, technology, pedagogy -- a great read.

Note that Rachael works on user interface design and is teaching technology.

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Putting More Women on a Path to Political Power

Putting More Women on a Path to Political Power | Market 2 Women | Scoop.it
Mrs. Clinton was criticized last summer when her annual sojourn in the wealthy enclaves of the Hamptons became studded with fund-raisers. (Mr. Trump made his own round of fund-raisers there, to perhaps less attention.)

In Europe, women can work their way up the ladder of their party, which tends to have a distinct ideological identity and is often subsidized by government funds from which all legal parties can benefit.

In addition, Dr. Shames said, research has shown that the proportional representation that is a cornerstone of many European political systems is far more likely to get women elected to national legislatures.
judycurtis's insight:
Let's make sure the U.S. moves off the electoral college vote to direct, proportional representation before the next elections. Quotas for women in office? que nenni...
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Join Our Board: Companies Hotly Pursue New Wave of Women in Tech

Join Our Board: Companies Hotly Pursue New Wave of Women in Tech | Market 2 Women | Scoop.it
Even in Silicon Valley, where talent wars are legion, courting female executives to join tech company boards is particularly cutthroat.
judycurtis's insight:
Attracting women to join company boards has intensified. In Silicon Valley a new pool of board member candidates is now being courted, and these women are younger, ethnically diverse digital natives.
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Sallie Krawcheck on her Wall Street ascent – and how to 'attack the boys' club'

Sallie Krawcheck on her Wall Street ascent – and how to 'attack the boys' club' | Market 2 Women | Scoop.it
The former head of Sanford C Bernstein and Smith Barney is behind an investment platform, Ellevest, designed around women’s financial priorities
judycurtis's insight:
Sallie Krawcheck has launched an investment platform designed around women’s needs and priorities, not those of the men who run Wall Street and the firms where she cut her teeth. “The whole icon of a bull that stands for Wall Street – you couldn’t come up with an image of a more male environment,” she says. “Women feel that the brand doesn’t speak to them.” They also, she argues, speak a very different language when it comes to money, and have very different objectives, which men don’t grasp at all. To the extent that the big Wall Street firms attempt to cater to women, they “pinkify” their offerings, Krawcheck says. Why, she asks, does a woman-friendly approach to investing “have to mean the junior version? “Somehow there is this feeling that women require remedial financial education and so everything must be dumbed down. The reality is that we all need a lot more education, but guys just go ahead and invest anyway.”
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Artificial Intelligence Has a ‘Sea of Dudes’ Problem

Artificial Intelligence Has a ‘Sea of Dudes’ Problem | Market 2 Women | Scoop.it
AI software depends on data sets, and data sets have to be created by computer scientists. What happens when most of those researchers are men?
judycurtis's insight:
Much has been made of the tech industry's lack of women engineers and executives. But there's a unique problem with homogeneity in AI. To teach computers about the world, researchers have to gather massive data sets of almost everything. To learn to identify flowers, you need to feed a computer tens of thousands of photos of flowers so that when it sees a photograph of a daffodil in poor light, it can draw on its experience and work out what it's seeing. If these data sets aren't sufficiently broad, then companies can create AIs with biases. Speech recognition software with a data set that only contains people speaking in proper, stilted British English will have a hard time understanding the slang and diction of someone from an inner city in America. If everyone teaching computers to act like humans are men, then the machines will have a view of the world that's narrow by default and, through the curation of data sets, will be biased -- or missing reality.
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A $836,000 home on a single salary – the reality of ‘pink mortgage’ living

A $836,000 home on a single salary – the reality of ‘pink mortgage’ living | Market 2 Women | Scoop.it
Single women are increasingly entering the real estate market alone
judycurtis's insight:
Single women wanting to buy their own home or investment property don’t need much of a pep talk these days. Some estimates indicate that at least 25 per cent of home buyers in Canada are women, and if they aren’t actively in the middle of buying now, they plan to purchase their first home within a couple of years. According to Canada Mortgage and Housing Corp., women are driving sales in the condo market, too. 
The trend "is not only continuing, it’s growing exponentially,” says Dianne Usher, senior vice-president at Royal LePage Real Estate Services Ltd., Johnston & Daniel Division, which covers a swath of central Toronto. She cites better paying jobs and lower mortgage rates for helping to create the boom. Whether they’re young, single and no longer want to rent, or require a new home after a divorce, women tend to be more cautious and analytical when jumping into the real estate market than single men are, Ms. Usher explains.
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The World is Designed for Men — HH Design — Medium

The World is Designed for Men - HH Design - Medium
how bias is built into our daily lives
judycurtis's insight:
What would the world be like if women designed it?
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Five “Don’ts” for Introducing a Female Speaker (And Why This Matters) | Duck of Minerva

Five “Don’ts” for Introducing a Female Speaker (And Why This Matters) | Duck of Minerva | Market 2 Women | Scoop.it
judycurtis's insight:
Not introducing female scholars as if they were either slightly suspicious anomalies or much appreciated diversions to lighten the mood and improve the decor is crucial because it is one among few steps on an otherwise extraordinarily difficult path to gender equality that is easy to take.
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International Women's Day 2016

International Women's Day 2016 | Market 2 Women | Scoop.it
The 2016 theme for International Women’s Day is “Planet 50-50 by 2030: Step It Up for Gender Equality”. The United Nations observance on 8 March will reflect on ways and means to accelerate the 2030 Agenda, building momentum for the effective implementation of the new Sustainable Development Goals, new commitments under UN Women’s Step It Up initiative, and other existing commitments on gender equality, women’s empowerment and women’s human rights.
judycurtis's insight:
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Mossberg: Who Owns the Dashboard? Apple and Google Should.

Mossberg: Who Owns the Dashboard? Apple and Google Should. | Market 2 Women | Scoop.it
Consumers deserve to use the experience they already know.
judycurtis's insight:

Walt Mossberg makes the case for Apple and Google to take care of the car cabin (habitacle -  say the French) user interface. He says the biggest advantage of Apple CarPlay and Android Auto is that we already know them...

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Travelzoo adds Beatrice Tarka and Caroline Tsay to its Board as Independent Directors

Travelzoo adds Beatrice Tarka and Caroline Tsay to its Board as Independent Directors | Market 2 Women | Scoop.it
– USA, NY – Travelzoo (NASDAQ:TZOO), a global Internet media company, expands the international and product development experience of its board with the appointment of two new independent directors. Ms. Caroline Tsay, vice president & general manager of the HP … Continue reading →
judycurtis's insight:

Travelzoo (NASDAQ:TZOO) has appointed two pioneering eCommerce and consumer search technology executives from the San Francisco Bay area to its board of directors. Both Beatrice Tarka, CEO and co-founder of Mobissimo, the travel search engine; and Caroline Tsay, of Hewlett Packard Software Online Business, bring years of international business expertise, strong product development experience, and entrepreneurship to the Internet media company. 

 

Travelzoo has more than 27 million members in North America, Europe, and Asia Pacific. With 26 offices worldwide, Travelzoo publishes deals from more than 2,000 travel and entertainment companies. Travelzoo's deal experts review offers to find and recommend the best deals. Holger Bartel is the company's executive chairman.  

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Women Three Times as Likely to Use Pinterest - eMarketer

Women Three Times as Likely to Use Pinterest - eMarketer | Market 2 Women | Scoop.it
Pinterest quickly attracted a substantial audience of committed users, and marketers are more interested in it than ever with the promise of social commerce on the horizon. But women are still the site's main audience, with male internet users in the US avoiding the network en masse.
judycurtis's insight:

Based on April 2015 polling from the Pew Research Center, 44% of female internet users in the U.S. are also users of Pinterest. But among male internet users, that share drops to just 16%.

No other demographic characteristic had such a major effect on Pinterest usage.

 

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#Distractinglysexy Tweets Are Female Scientists' Retort To 'Disappointing' Comments

#Distractinglysexy Tweets Are Female Scientists' Retort To 'Disappointing' Comments | Market 2 Women | Scoop.it
As a barrage of tweets shows, the outrage felt by many women who work in science is neither silent nor unfunny.
judycurtis's insight:

Encore un qui sait parler aux femmes, tiens #timhunt

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Making Computer Science More Inviting: A Look at What Works

Making Computer Science More Inviting: A Look at What Works | Market 2 Women | Scoop.it
A new prize aims to recognize colleges that succeed in attracting women into information technology, a field where they remain underrepresented.
judycurtis's insight:

Colleges such as University of Washington, Harvey Mudd are making computing accessible to a broader range of people -- aiming to attract students, and particularly girls, to the subject even before college.

Workshops, field trips, introductory courses -- and small group sessions to connect software programming to real-world applications -- these are programs that work, to inspire women to take up this field.

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