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Hustle: Marketing to Women in the Post-Recession World Hardcover – May 30, 2013

4.3 4.3 out of 5 stars 6 ratings
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In Hustle, authors Bonnie Ulman and Sal Kibler examine the new and long-term spending culture of the post-recession era, from the rush to get the biggest discount to the decline of brand loyalty. Armed with the latest market research and scores of stories from the many women interviewed, they provide the building blocks for solid marketing strategies.

The typical woman's opinion of the economy is heavily cloaked in the sacrifices and changes that she has experienced in the past few years, and as a result, how she has reorganized her life, including where she shops, how she shops, even how she prepares to make a purchase.

How do you map out a strategy for your brand or company in the New Hustle Economy where your target consumer is less trusting, slower to purchase, hyper-vigilant, hyper-educated, fixated on a discount, and using all the screens available to determine if you should be part of her consideration set?

The good news is that the opportunities to differentiate yourself are robust and straightforward. There are core techniques that need to be executed well and delivered consistently. Be mindful that the post-recession woman operates in the "Age of the Deal," which represents both a game and a high-stakes financial exercise. Her expectation is that you have a deal for her or will soon.

Women are looking for help, stability, and a superior transaction rather than a relationship. Your challenge is to demonstrate how you are supporting them during tough times. It has never been more important to remain consistent in your message and communicate it clearly, frequently, and across multiple platforms.

In the Hustle Economy, the deal has to be transparent and easy for your time-stressed customer to understand and manage. More bells and whistles or steps required to get a reward do not advance the cause. Smart marketers must figure out how to re-define their consumer partnerships and communicate with post-recession women. Hustle will guide the way.
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  1. Print length
    120 pages
  2. Language
    English
  3. Publisher
    Paramount Market Publishing, Inc
  4. Publication date
    May 30, 2013
  5. Dimensions
    5.75 x 0.75 x 9 inches
  6. ISBN-10
    098517952X
  7. ISBN-13
    978-0985179526
  8. See all details
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Editorial Reviews

Review

Hustle's research into the women of the Great Recession and the effect on them and the world around them is in-depth and personal which makes this book far more effective than others of its kind. The takeaways from this book are insights that are highly useful for marketers who need to reach a range of generations--from the Boomers to the Millennials. --Dea Connick Perez, Television Programming and Media Consultant

Leave it to Bonnie Ulman to grapple with the elephant in the room!!! No one else has dealt with how the severity and duration of this recession has impacted female consumer behavior and what it means to marketers as they seek to build brand and business. Thank you for clarifying the new market reality and giving us a sense of how to move forward! --Nan McCann, Co-Founder, M2W®--The Marketing To Women Conference

From the Inside Flap

Women are looking for help, stability, and a superior transaction rather than a relationship. Your challenge is to demonstrate how you are supporting them during tough times. It has never been more important to remain consistent in your message and communicate it clearly, frequently, and across multiple platforms.

Product details

  • Publisher ‏ : ‎ Paramount Market Publishing, Inc; First Edition (May 30, 2013)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 120 pages
  • ISBN-10 ‏ : ‎ 098517952X
  • ISBN-13 ‏ : ‎ 978-0985179526
  • Item Weight ‏ : ‎ 11.2 ounces
  • Dimensions ‏ : ‎ 5.75 x 0.75 x 9 inches
  • Customer Reviews:
    4.3 4.3 out of 5 stars 6 ratings

Customer reviews

4.3 out of 5 stars
4.3 out of 5
6 global ratings

Top reviews from the United States

Katie
5.0 out of 5 stars light read with a copious amount of information and excellent insight to women's thoughts while making those tough purchases
Reviewed in the United States on June 7, 2013
The tables have turned; no longer is brand loyalty on the top of her list, instead women have become for knowledgable, and have leveled the playing field. The power is no longer in the hands of the marketer, but instead the consumer. Instead of spending extensive amounts of time wondering the grocery store or mall picking out their "favorite" brands, or the brands they had originally formed bonds with pre-recession, women are now spending that elongated time in a more sufficient way before making the trip to the store. Women now have their own strategies, are more informed and knowledgeable before making any type of purchase. They've written their own rules, rules of bargan hunting, planning, organizing and negotiating in what Ulman and Kibler explain to be the Hustle economy.

This book takes you in to the thoughts of women of all ages, classes, and cultures. While reading these women's stories, readers can really get a sense of just how the recession effective their everyday lives and how they coped with the spiraling economy. "Hustle", is full of fun examples that can relate to every age group, as well as, great psychological analysis written though out the book. As a women I saw the truth brought forth on every page

Ulman and Kibler have written what seems to be near imposible, a book in to a woman's mind, and I can only imagine how helpful their ideas and words will help fellow readers!
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BW
5.0 out of 5 stars A Must Read for Marketers and Brands Marketing to Women
Reviewed in the United States on June 3, 2013
This book is a must-read for anyone in the marketing- to- women field, whether a small retailer, an entrepreneur or a global brand. Sal and Bonnie have over a quarter century of marketing experience and their knowledge and insights come through in every chapter.

This is a timely book focused on how the recent recession has impacted women's behavior toward buying products, spending money, solving problems...and how women have shifted their thinking about how they live that goes far beyond lowest price into deeper values. The book explores the dramatic shift in media usage (screens) and messaging (content) reguired to connect with this new post-recession consumer. The book is full of great case studies, research, anecdotes, and solutions.

It's one of the best marketing books I've read this year and I read a lot of marketing books!

The book is easy to read, useful, and contains important insights to help guide marketers toward a more meaningful connection with women.
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Mari
5.0 out of 5 stars Well researched with insightful analysis
Reviewed in the United States on June 17, 2013
Hustle is hitting the bookstores at exactly the right time -- when consumers are cautiously returning to the marketplace and companies are competing to lure them back to their products. Mad Men marketers have struggled for decades with the conundrum of What Women Want. Just when they thought they had figured it out, the Great Recession shuffled the deck. In this professionally yet jauntily written fast read, the authors provide a road map to reaching women where they want to be met: not in a brand relationship but in a trustworthy and easy transaction. This is a must read for marketers, entrepreneurs, consultants and really anyone hoping to succeed in the new, post recession environment. Those who learn Hustle's secrets revealed, will win.
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Ellen Bowyer
5.0 out of 5 stars Hustle, Marketing to Women in a Post Recession World
Reviewed in the United States on June 26, 2013
"What do women want?" Sal Kibler and Bonnie Ulman have tackled this tough question in a must read that contains insight on how marketers need to change in order to connect with these savvy shoppers. As the proprietor of a professional services firm, I have been looking for new ways to connect with post-Recession female clients. This book provided an eye-opening and invaluable analysis that will be very useful to developing a successful woman-focused marketing strategy.
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Davis Hewitt
5.0 out of 5 stars Marketing to Women in today's economy, revealed!
Reviewed in the United States on January 17, 2014
This is a well written,straight forward, book about marketing to women in a vastly tightened economy. Simply put, they expect a deal and transparency. The strategies and techniques are easy to understand and apply. Read it, and let go of your 80's marketing concepts!
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