Too Busy to Shop: Marketing to Multi-Minding Women.

“Too Busy to Shop: Marketing to Multi-Minding Women,” a just-released book by Praeger Publishers, reveals what marketers and business owners need to know and do to capture the purchasing power of today’s most coveted buying audience — women. Given today’s economy and intense competition for every consumer dollar, marketing to women — who control 85 percent of all consumer purchases and a growing number of business purchases — is an activity that must be done well. Indeed, according to The Economist, recession-hit companies are increasingly targeting female customers in an effort to improve their sales.

Called a “must read” and “a treasure trove of timely insights” by Publishers Weekly, “Too Busy to Shop” explores one of the biggest challenges in marketing to women today: multi-minding. Multi-minding –
mentally juggling a complex mix of family, career and self-care decisions at any given moment with little time for attention to commercial messages – is a cultural phenomenon that adds to the complexity in reaching women today.

Written by Ketchum Global Brand Marketing Practice Director and marketing expert Kelley Murray Skoloda, “Too Busy to Shop” offers advice to more effectively reach female consumers through interviews with some of the most experienced and knowledgeable experts in the field. With a foreword by Geraldine Laybourne, the former CEO of the Oxygen network, the book is based on research, interviews, and Skoloda’s 20 years of leading-edge work in brand marketing with major clients. Skoloda’s book builds on her decades of experience working with clients who market to women. The concept of multi-minding is based on proprietary research and insights undertaken to develop Ketchum’s Women 25 to 54 offering.

“Women, especially those between the ages of 25 and 54, are busier than ever juggling their lives at work and at home and don’t respond to the tried and true marketing approaches,” said Skoloda. “Marketers need to rethink their ideas about a 24-hour day and find an appropriate place for their messages. And given women’s buying power, if marketers aren’t targeting women in this economy, they’ll lose.”

Based on current trends and the input of experts interviewed in the book, “Too Busy to Shop” enables readers to learn how to connect with multi-minding women, gain their trust, and tap into their purchasing power.