Skip to main content

Mommy Time Monday: Business Book Review

Image placeholder title

Book review time. Let's talk business. Bridget Brennan is the CEO of Female Factor. She's made it her life's work to figure out why, how and where women spend their money. Her book Why She Buysshould be on the must read list for anyone in marketing, PR or advertising. Without reading this book, men are likely wasting time developing campaigns that don't speak to women.

Here's what Brennan tells us. According to her research 46% of moms (per the Marketing to Moms Coalition) feel that marketers are not doing a great job of reaching out to them. As a blogger, I think Brennan hits the nail on the head. Oh the time I squander deleting bone-headed pitches. For instance last summer I opened a package up to reveal self-tanning cream and a "wife beater's tee" (their words not mine). The pitch encouraged me to write about the Jersey Shore. C'mon guys that won't work for mom bloggers. A.) I'm hugely offended by that terminology B.) I don't write about TV very often. I bet it was a 25 year old dude who dreamed that one up. In essence, Brennan is telling anyone trying to market or sell moms to try on our shoes before launching into sales mode.

The book is packed with examples of campaigns that worked and statistics that tell us why there are so few effective marketing efforts.

  • 97% of CEOs are male
  • 90% of top advertising execs (creative directors) are male

Recommended Articles

Cookbook for Moms Who Ski and Ride

Cookbook for Moms Who Ski and Ride

Winter is here and it's time for outdoor adventures. Skiing, hiking and sledding can make a family hungry. This winter, there's an awesome solution for moms a new cookbook for moms who ski and ride. The Ski Moms Cookbook is a digital cookbook with 35 recipes that are easy to more

How to Make an Easy Paper Plate Snowman

How to Make an Easy Paper Plate Snowman

If you live on the East Coast, it's likely you've seen some snow already, same for our friends out in the Rockies. There's something magical about a snow day and the playing outside in a winter wonderland. This craft is inspired by the simply joy of making a snowman. Whether you more

Skip the Crowds and Take A Family Ski Trip to Waterville Valley

Skip the Crowds and Take Your Family Skiing in Waterville Valley

After a sizable snow storm over Martin Luther King weekend, there were plenty of lift lines and skiers heading to Vermont. Amazingly, most of them drove right past an awesome resort. I'm encouraging families to skip the crowds on the next winter holiday and take a family ski trip more

When brands do some homework they can put together campaigns such as Dove beauty and the awesome new tampon ads from Uby by Kotex.

See, it's not that hard to get a woman's attention. Brennan gives special attention to wooing bloggers. I like that she calls us "the sounding board for stories and advice along the journey of motherhood." And I appreciate that she encourages companies to woo us in the right way. Mom bloggers note--this is a terrific read if you want to get inside the mind of marketers that are trying to reach you.

And for brands, you better read this too. From Zappos to Lululemon, there are companies that "get" how moms shop and absorb advertising. The rest of you...well you better buy the book (Buy on Amazon $17.26)

Related Articles