Speaker of the House Nancy Pelosi and NBC Universal president and CEO Jeff Zucker (who just confirmed that he will be leaving the company) kicked off this morning’s Women@NBCU annual Power of the Purse breakfast with a brief chat about the purchasing power of women and the increased effort marketers should be making to reach them.
“The power of the purse is so self-evident,” she said. However, to get women to purchase your products, you need to communicate with them.
“PR has always been two-way,” she continued. All relationships are doomed “when one side doesn’t feel they’re being communicated with.”
The conversation was followed by a panel discussion moderated by Pat Mitchell, president of the Paley Center for Media. She was joined on stage by a panel that included Tina Brown, founder and editor-in-chief at The Daily Beast; Donna Speciale, president of investment and activation at Mediavest; and Mark Addicks, CMO of General Mills. Additional comments and video after the jump.
Speciale emphasized “content and environment.” The mindset of the consumer at the gym in the morning is different from in the evening when she’s preparing for bed. “It needs to be sequenced,” she said. “Content can’t be the same for every platform.”
She also talked about reaching out in ways that are hyperlocal and reach niche audiences. Just as important is fluidity. “What we’re doing today may not work in three months.
Brown emphasized the need for “seduction.”
‘Women, they’re busy,” she said. “You have to seduce them where they live. Creativity is more important than ever.”