One of the most important changes that marketers must address today is the new face of their customer. According to Faith Popcorn, the best-selling author of Clicking, The Popcorn Report and EVEolution, the face of your customer is less and less likely to be that of a white male in the 35-50 age range.  Instead, whether you're selling to a business or a consumer, check out some of the statistics reported by Ms. Popcorn:

• Women own 53% of all stocks.

• Women-owned businesses do $2.3 trillion in annual sales and employ more than the Fortune 500 combined: 18.5 million workers.

• Women own 8 million businesses in the U.S., or 1/3 of all U.S. firms. This figure has risen 78% since 1987.

• A woman opens a new business every 60 seconds. Women are leaving corporate America at twice the rate of men.

• Four out of five Japanese small business owners are women.

• Women control 80% of household spending.

• Last year women bought 50% of all PCs.

• Women influence 90% of all car purchases.

Why does this matter?
If the profile of your customer is changing, the message you send that customer and the way you reach that customer must change as well. So whether you're selling widgets or lemonade, appeals to environmental consciousness, child safety and community service are likely to be received with greater appreciation than underdressed models draped across the counter of your lemonade stand.  In fact, knowing your customer has never been more important!

Expertise in Marketing to Women
Barbara Merkt, the president of HTCC and your marketing boutique, is the immediate past president of the National Association of Women Business Owners (NAWBO) Tampa Bay.  Barbara has spoken at national NAWBO conferences on marketing to small business and, particularly, to women business owners.