Martha Barletta
Martha Barletta is an internationally recognized expert and consultant on successful marketing to women, selling to women and women in the workplace. Her eye-opening insights, lively presentation style and practical "how to" suggestions makes her a popular, highly-rated speaker and seminar leader at conferences and corporate meetings. She has been featured in The San Francisco Examiner, ...
Topics:
- Author/Writer /
- Consumer Trends /
- Demographics /
- Management /
- Marketing /
- Sales Training /
- Strategy /
- Women's Issues
Martha Barletta is an internationally recognized expert and consultant on successful marketing to women, selling to women and women in the workplace. Her eye-opening insights, lively presentation style and practical "how to" suggestions makes her a popular, highly-rated speaker and seminar leader at conferences and corporate meetings. She has been featured in The San Francisco Examiner, The London Free Press, Dagens Industri (Sweden), The Toronto Star, Brandweek, Strategy, Marketing, PROMO, Yahoo! Business Journal and other publications.
Prior to launching The TrendSight Group, Martha was VP, director of Frankly Female at Frankel, a leading brand marketing and promotion agency. She created Frankly Female, a strategic capability for marketing to women, after spending several years managing the agency's packaged goods business unit, including clients Kodak, Nestle, Equal, Dial and General Mills.
Before expanding into promotion, Barletta spent ten years in the advertising business, culminating in her position as VP, account director at Foote, Cone & Belding, Chicago. At FCB, she was responsible for advertising campaigns for Kraft Macaroni & Cheese and Dinner brands, two of which received Kraft Advertising Excellence Awards. Other accomplishments included an Effie Award-winning campaign for Celestial Seasonings, new product introductions for Sara Lee and strategic positioning for Pearle Dental Centers and Visionary eyewear stores. Martha worked at Tatham, Laird and Kudner, Chicago, on Kimberly-Clark and Quaker Oats, and at McCann-Erickson, San Francisco, on Del Monte products. She began her career in brand management with the Clorox Company.
Barletta obtained her MBA from Wharton, one of the leading business schools in the U.S., following her graduation magna cum laude from Carleton College. She serves as the Marketing/Fundraising chair for the National Women's History Museum in Washington, DC and chairs the Women's Marketing Council of the Business Women's Network, also in Washington. She is a guest lecturer at Northwestern University's Kellogg Graduate School of Management, and at Stuart Graduate School of Business at Illinois Institute of Technology.
Martha Barletta's new book, Marketing to Women: How to Understand, Reach and Increase Your Share of the Largest Market Segment, was released by Dearborn Publishing in January 2003.
Martha Barletta's speeches, seminars and workshops are an opportunity for you to share women-savvy insights with the people who handle marketing, sales, recruitment and leadership in your company. Her internationally recognized expertise in gender communications and lively presentation style make her a popular speaker at conferences and corporate meetings. Men and women both give her rave reviews for her substantive insights, the humorous personal anecdotes they can all relate to, her practical "how to" suggestions - and sometimes even joke that her revelations "saved their marriages!"
The GenderTrends speeches and workshops include modules on specific industries, such as financial services or automotive; specific marketing disciplines, such as advertising, word of mouth or sponsorship marketing; and specific target segments, such as affluent women, baby boomer women or Gen X women. Barletta has been featured in The San Francisco Examiner, The London Free Press, Dagens Industri (Sweden), The Toronto Star, Brandweek, Strategy, Marketing, PROMO, Yahoo! Business Journal and other publications.
Here are some of Martha's most requested programs:
Gender-Savvy Selling: Is Your Company Customer-focused or "Customer-clueless"?
Would you be surprised to learn that women are the largest and fastest-growing opportunity in big-ticket consumer markets today? Not only are they the sole decision maker in over one out of four US households, but they often function as the "Chief Purchasing Officer" in many couples' households - initiating the decision to make the purchase, and doing the lion's share of the upfront research to decide which options will get a chance at the business. Yet in many of these categories - cars, computers and consumer electronics, to name a few - many women report sales experiences which do more to repel them than pull them in.
The disconnect traces back to the differences in male and female gender culture. Most sales training, and, equally important, service training, is aligned with the way men buy; and in this case, what works for the gander most definitely does not work for the goose! Come to this entertaining and useful presentation for the inside scoop:
~ Four things you learned in sales training that will cost you business with women customers ~ Three things women do in sales meetings that don't mean what you think ~ The Sally Field Scenario: Making sure she likes you, she really likes you!
This valuable and entertaining presentation, illustrated with examples from a number of industries, will expand your understanding and give you practical ideas for tapping the immense purchasing power of women consumers.
High Net Worth Women - The Fast Track to Building Your Book of Business
They own the majority of U.S. private wealth today (IRS)- and it's only the tip of the iceberg. The proportion of financial assets that will become concentrated in Baby Boom women's wallets as they inherit first from their parents, and then from their husbands is nothing short of astounding. They invest on their own account as well as for the household, and the kicker? Affluent women investors are almost never prospected!
High net worth women are rapidly becoming your fastest path to a bigger book of business. But because male and female communication styles are surprisingly different, you may not be as adept as you'd like at working with women prospects. This lively and entertaining presentation will give you substantive new insights and a complete menu of practical selling techniques. And it just might help you with your colleagues, friends and family as well! After participating in this session, you will be able to:
~ Identify and network more comfortably with high value women prospects ~ Close more business with women clients - and build more business per customer ~ Help women clients tap into their predisposition to bring you more business
Top Ten GenderTrends: How They Will Dramatically Impact Your Company in the Coming Decade
With the future rushing toward us as an ever accelerating blur, there's hardly a minute to think about what's changing, how it will affect us and what we ought to do to prepare for what lies ahead. Take a deep breath and follow us into the future as we braid the top ten female-driven trends emerging today into the reality of tomorrow - and show you the unexpectedly strong impact on individuals and companies.
Why She's Not Buying It - and How to Change Her Mind: Gender Savvy Marketing to Women
From word-of-mouth to websites, promotion to packaging - every marketing tool in the toolbox should be applied differently when the target audience is female. Learn how sharp marketers can use GenderTrends thinking to get the edge over their competition, including: ~ Why there's no such thing as "the women's market," but there is a right way to market to women ~ How to tailor your marketing message, medium and targeting strategy with women in mind ~ Why making the mistake of "painting the brand pink" would be a sure way to give your business the blues ~ How doing a better job marketing to women will also build your business among men
This valuable and entertaining presentation, illustrated with examples from a number of industries, will expand your understanding and give you practical ideas for tapping the immense purchasing power of women consumers.
The New Entrepreneuse: Today's Women Business Owners - Who They Are and How They Buy
Most companies are unaware of the startling fact that 70% of all new businesses today are started by women. And in case you think that Small Business is a small opportunity, did you realize that women-owned businesses employ more people in the U.S. alone than the Fortune 500 companies employ worldwide? Moreover, women-owned business is growing faster, and proving more stable than men-owned enterprises. If your primary market is Small Business, can you afford not to focus on women? Gain the Sales and Marketing understanding you will need to address women business owners' different purchase priorities and buying styles, and learn practical tips that will help you gain new customers, build business with existing ones and improve customer satisfaction.
Fifty-five and Very Alive - Baby Boomer Women Reach Their Prime
The biggest population bulge ever is transitioning into a new lifestage. By the year 2010, fully 25% of the US population will be 55 or older. Yet hardly anyone in marketing is even acknowledging this segment, let alone targeting it! American culture is so habituated to focusing on the youth market that we are overlooking the obvious: Baby Boomers' needs and priorities are changing, their spending patterns are shifting and they expect marketers to deliver what they want. Find out why fifty-five isn't what it used to be (it's much better), and what you need to know to tap into the richest generation in history.
Bringing Women on Board: Recruiting and Retaining Top Female Talent
As companies strapped for talent become aware that the majority of college degrees are going to women (57% vs. 43% for men), that women are entering the workforce at a growth rate that outpaces men's, and that women are rated higher by both bosses and subordinates as managers, they are increasingly seeking to recruit women and develop them into management positions. The problem is, they're using the same criteria and techniques that they use for men - and those just don't work for women. Learn how to boost your success rate in recruitment, retention and management among women by tapping into their different decision processes and motivations.
Why Women are Always Late and Men are Always Lost: Navigating Gender Culture Differences In the Workplace
How can men and women grow up together in the same neighborhood - even in the same household! - and still have such different outlooks, priorities and communication styles? This lively and illuminating presentation will give you some eye-opening insights and practical tips on the language and customs of the opposite gender. Increase your understanding and improve your interactions with your co-workers, your clients and even your spouse!
Women & Leadership: Leveraging Women Executives as a Competitive Asset
Startling new findings are suggesting that women executives may deliver a measurable competitive edge. Seven large-scale studies - several conducted by men - reveal that women receive higher ratings on their management skills from everyone they work with - bosses, employees and peers. On the results side, one 1997 study showed that women-run companies achieved average sales increases of 23%, while their male counterparts registered growth of 13% (AMA/BPWA). And another uncovered that IPOs with more women in management outperformed those with no women - both stock price and earnings per share were higher at the one-year and three-year benchmarks. (BusinessWeek Online, 2/5/01).
The implications are that perhaps women in the workplace offer a previously unrecognized productivity advantage - to companies that can learn to leverage it. The irony is that, because women's strengths and styles often differ from the male norm, most companies suppress women's strengths via inappropriate management and leadership training, rather than teaching men and women to understand the gender culture roots of the differences and showing them how they can be complementary.
Gender culture training for men and women, employees and management, is a passport to better communications, more effective interactions and a more productive work environment.
