We were very pleased to interview Mary Charleson, President Charleson Communications, a consulting company providing marketing research, marketing and business strategy and advertising development to corporate, retail, small business and non-profit groups. Mary’s career spans over 15 years in media sales, advertising creative development, production, marketing management and research. She established Charleson Communications in 1991.
1. I would like to touch on your consultancy business. Can you offer an overview of your services and discuss how marketing can impact and assist women in the workplace?
Charleson Communications specializes in marketing research, strategy and advertising development. I founded it as a consulting company in 1991. I love working with clients on the strategy side of their business - how to position themselves in the marketplace, how effectively market their products or services, and ultimately how to increase sales. In addition to consulting services, I also write a column for Business in Vancouver on strategic marketing. The last 5 years of articles are on my website, which is a great resource for anyone interested in marketing and sales. I also teach marketing in City University's MBA program and guest lecture at Capilano College. And over the last year I have developed a number of presentations for speaking to business groups. My speaking topics are Marketing to Women, Effective Advertising, E-marketing, and Marketing with a Social Strategy. I've been fortunate to be asked to speak at conferences across Canada and to local groups in Vancouver. I see my role as a marketing consultant evolving into speaking because I love it and I love to see people get excited about ideas and putting them into action at their business.
Effective marketing can have a tremendous impact. And it's not just marketing businesses. Women need to think about their own personal marketing. Their own branding and positioning. How they sell the best product they have to offer - themselves. Don't take that the wrong way! But I often consider the advice I give clients and reflect how to use it personally to gain more business and position myself to reach more potential customers.
2. As a professional woman and a mother can you share with us your strategy for balancing your career and personal life.
Now there's a complex question! I have a son who just turned 9 and a daughter who is 5. Life is at times busy, complex, frustrating, exciting, empowering and scary. And that can all be in one day! It is a struggle, but I was fortunate to work at establishing my business before my kids were born. That has made it easier to maintain balance. It really is all about the balance. I love that I can walk them to school and be there some days to meet them after school. I am also fortunate to be married to a terrific guy who doesn't have a lot of late nights or out of town travel associated with work. We are able to share a lot of the parenting. I am also incredibly organized and efficient with my time when I get it. If I know I have 5 hours child free I can be very focused and get more done than most people would in an 8 hour day.
3. Could you please provide an overview of your article "The power of baby boomer women".
The power of baby boomer women is incredible. Baby boomers are those between 43 - 61 years old. Those over 50 make up 27% of the population but control 70% of the wealth. We are looking at the healthiest, wealthiest, most active and independent generation of older women in history. They are likely to outlive their male partners. And there will be a huge inheritance to this generation over the next 10 -15 years. Now consider amidst all this power that women influence 85% of all purchases and that marketers seem to be blind to the potential of baby boomer women while they focus on younger traditional targets of 18 -35 or 24-45yrs. Even those that are reaching out to boomer women are often doing a really poor job. Efforts that miss the mark actually hurt companies, because if it offends these women in any way they are incredibly well networked, and believe me they will spread the word! Simple things like type size should be considered. Make it big enough! Also make sure colour contrast can be read in low light conditions. Are restaurant owner with menus listening? Authenticity is at the top of their list. Marketing should show older women as real, not ideal. A few flaws are ok. It makes the message easier to connect to. Social strategy is incredibly important. Considering your impact on society or the environment matters. Giving back and doing good will do you good. Relationships and storytelling are a great way to connect with her. They are women of experience. A story matters. It's a way to connect. Consider service options that will appeal to her. The list goes on...
For the complete article, please click here.
4. As this is for a social networking site can you discuss how you see professional women benefitting from the use of social networking websites and are these sites valuable marketing tools?
Social networking is incredibly important. Women travel in concentric circles of influence. You just never know where the next connection is going to lead you. But it's important to know that building that circle matters. Social networking online has emerged as a very woman friendly venue for this. Women search out relationships. They use online to gather information and do research. In our research on marketing to women, most women remarked that they consult friends, experts and online in their information gathering phase. Women are quite different that way. Guys eliminated data to make an informed decision. Women collect it until they have enough to tip the decision. This process often leads them to networking and word of mouth.
Since women are online linking sites and searching for relevant content this type of site is beneficial to them.
5. Can you offer 3 points to assist women in the pursuit of marketing their careers or their businesses.
I would say (1) Network and expand your circle of influence and impact. The power of connection can open a lot of doors.
(2) Don't be afraid of sales. Sales is a good word. Work at getting good at it. Sales is all about qualifying customers, finding out their issues and positioning your product or service to best meet their needs. Identify the features and sell the benefits. Don't just sell the steak, sell the sizzle. People usually buy because they want something, seldom is they need it. Unless your selling fridges!
(3) Write, speak and get known. In marketing we call that positioning. If you are seen as an expert, it's a whole lot easier to sell your services as an expert.
Posted in | Comments (0)
