The She Spot
th/6240031
Язык: Английский
Год: 2011
Дополнительные характеристики
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Описание:
Women vote more, volunteer more and there is every indication that they will be giving more than men since they control over half of the total wealth in America. They are 52% of the population, but they're behind 83% of all consumer purchases and make 80% of all health care-related decisions for their family. Organisations and individuals in the business of making positive change stand to learn a critical lesson that corporations have picked up on in recent years: women aren’t a niche - they’re the primary change-makers.
The She Spot offers a practical – and provocative – primer on how nonprofit and advocacy organisations can more effectively connect with women. Drawing on innovative, sophisticated techniques pioneered in recent years by corporations like Home Depot, T-Mobile and Kellogg's, Witter and Chen reject the narrow “pink” approach to gender marketing, showing readers how to leverage the fact that nearly all issues are women’s issues.
Building on their expertise and experience as consultants in public interest communications, Witter and Chen explain the sometimes counter-intuitive nuances required when engaging in gendered marketing. While many of the principles they advance are informed by the corporate sector, they help readers avoid the hazards of adopting corporate strategies wholesale. They act as guides and translators between the corporate and social sectors, showing at a practical level how convincing a person to buy a product differs from convincing that same person to change her behavior or vote for your candidate.
Each chapter in this optimistic, can-do guide incorporates real-life case studies of marketing campaigns that successfully broadened their appeal so that they connected strongly with women as well as men. These examples come from the corporate sector as well as from successful fundraising, public outreach and advocacy campaigns by public sector organisations like MoveOn.org, CARE, The Humane Society, The American Lung Association and Environmental Defense Fund. The She Spot provides invaluable expert guidance for organisations seeking to strengthen their outreach to one of the most motivated and engaged segments of the population.