Terri Whitesel, the founder and chief translator of Interpret-Her, has written a thought-provoking article about how women are the key to spreading buzz.
Why are women more important than men in word-of-mouth campaigns?
Whitesel writes, "In the days of the caveman, a woman's role was that of nurturing, caring and working together with other women in her tribe to keep the fires burning while her husband hunted for food. The hunt often left her alone for days at a time. Out of necessity, women grouped, huddled, collaborated and supported each other to assure their survival (as well as their children's).
Today you see this same desire to group manifested in the millions of social, recreational, religious and career clubs that women create, participate in and sustain. This need to group has evolved into a preference for grouping. The net result is a wider social network."
I admire Whitesel for having the creativity to reach far back into history to find the roots of buzz.
A good reminder of how women consume products and services. Most women I know tell their friends when they've found a great product or service, or if they've seen a good movie, etc., etc. Likewise, if women don't like what they've bought or have had a negative experience as a consumer... who do they tell? Why, their freinds of course!!
Posted by: Lucy MacDonald | October 04, 2005 at 07:17 PM
Buzz builds bottom line:
Today numbers in studies shows that women in some way influence entire 80% of consumer purchases. Still today’s management is for the most one gender. A good start for today’s management could be to read the book Don't think pink: What really makes women buy
Posted by: Stefan Engeseth | October 07, 2005 at 01:00 PM