Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers
January 18, 2010: 6:30 PM - 8:45 PM
Bridget Brennan, the author of Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers, will talk about gender psychology and the global trends driving women’s purchasing decisions today. Women buy nearly 80% of all consumer products. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Why She Buys was called “essential reading” by the Wall Street Journal and “required reading for anyone burdened with a Y chromosome” by Fortune Small Business.
Northern Illinois University - Naperville Campus
Lobby & Auditorium
1120 East Diehl Road
Driving Directions:From I-88, take Naperville Road exit which will take you to a "T" at Freedom Drive. Turn south onto Freedom Drive (that is a left turn if coming from the East on I-88). Take Freedom Drive to a "T" at Diehl Road. Turn right onto Diehl Road. Go 2-3 blocks. NIU will be on left, across from the Hampton Inn. Turm left onto driveway at west end of NIU property to park. Fron parking lot, enter center door of building.
$25.00 for general public
$20.00 for Chicago Booth alumni/faculty/students
Register by January 13 for $5.00 early bird discount
Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate. This isn’t always easy in the male-dominated business world. Bridget provides a roadmap on how to evaluate sales, marketing, branding and product design from a female perspective. She will discuss:
• How women grew up within a culture of their own gender that is invisible to men
• How women’s brains differ from men’s, and why they often notice aspects of products, marketing campaigns and sales environments that men may overlook
• The six most important global trends affecting women and determining their needs and wants
A pioneer in developing business strategies that appeal to women, Bridget Brennan is the CEO of business strategy firm Female Factor. Bridget was named U.S. Public Relations Agency Practitioner of the Year by PR NEWS for her work in applying gender psychology to communications. She developed her expertise as an agency executive, creating programs for Fortune 500 clients. Before founding Female Factor, Bridget ran the consumer marketing practice of Edelman’s Zeno Group, and started that agency’s Speaking Female division. She is a founder of the Marketing to Moms Coalition, and is an active member of the Network of Executive Women and the National Speakers Association. Bridget is a popular speaker at industry conferences worldwide.