The Shoe Switch

New York City sidewalks are punishing on shoes and feet. I can no longer walk around the city in heels at all. Not even low heels. It just hurts too much and it doesn't matter whether its a foot friendly show maker or not. I just can't do it.

So, I've become the master of the shoe switch. That is walking in flats (or flip flops in the summer) and then quickly switching to heels when I get to my destination. Yes, that was me balancing on one heel outside of Four Seasons as I slipped on the other. This can be pretty tricky. Under no circumstances do you want your foot to touch Manhattan pavement. So you have to slip off the flat, slip on the heel and not fall over while you are now wearing two different shoes.

Then you can move on to doing the other. This also requires some flexibility because you are bending all the way over to grab your other shoe from the bag which is sitting on the sidewalk - balancing on the heeled shoe. Yoga anyone?

Inevitability someone will stare at you as you do the switch. I have long given up that embarrassment. I just don't care. I don't like lugging shoes around in my bag, but this is the only way I can manage to stay in heels at an interview or event. I've seen these foldable slippers advertised and may pick up a pair. Sneakers don't works since they are way to huge to lug around. So for now, my trusty ballet flats will do.

If you want to conquer NY - master the shoe switch!

Mom Marketing

Katherine Wintsch is a Mom Marketer. She tells companies like Wal-Mart how to market to moms. Winstch says it isn't just about putting stuff on sale. It's knowing your mom and what she needs. We moms want to sit down to a balanced meal at night. But the reality is that most moms work and that means trying to cook vegtables quickly won't happen. It's hard to be creative.

Personally, I am not one of those moms that wants to spend all day on Sunday making meals for the entire week like some suggest. I am however, the master of the 20 minute meal!

Wintsch also tells companies that they need to focus on brands that women prefer and build on that. Women really get attached to certain brands. Men - not so much. (hmm...sounds like marriage?)


Here are another chick fact. 80% of the car buying decision is done by women, but cars are seen as inherently male. Car companies are finally coming around and designing cars to appeal to women and changing the ads to ones that women would like. Cute kid in Jedi costume? Wintsch pointed out the recent car ad where a woman gets noticed by hot guys in her cool mini van. Very calculated ad move.

It seems a no brainer, right? But companies cling to traditional roles. Most women work and more frequently women make more money than their husbands. I personally know several families in which the wives make more than the husbands. Its no big deal. But I think it happens more than most people realize. Its about time that companies come to terms with this.

Katherine Wintsch founded The Mom Complex and i'ts a think tank dedicated to marketing to moms. Tell 'em how it is Katherine!

I'll Take 50% Efficiency to Get 100% Loyalty

That quote is from Samuel Goldwyn. I bet he never carried a loyalty card. I have so many of these things that I bought an extra wallet just carry loyalty cards. 3 out of 4 Americans have at least one loyalty card, but only a 1/3 ever get a reward or promotion as a result of the card. Only 27% of Americans have received a reward that made them feel valued. In fact, 44% have had a negative experience with loyalty cards.

As example, my husband had a Staples card. we diligently presented it with purchases for a year. But never heard anything about it. When he looked into it, they said the card wasn't active - although at no time during any transaction did a clerk ever say there was a problem. They finally agreed that something went wrong, but then didn't want to credit the entire years worth of spending to the card. After lots of yelling - they finaly agree. The result was basically $113.00 worth of store coupons. This took even more phone calls and yelling to actually get the checks cut. It was an awful experience.

On the positive side, I just cashed in some points at Sephora for a nice gift. My theatre card just paid off in a free movie ticket. And my Cosi card should be paying me a free sandwich soon. The wine store pays me a free bottle after every 10, I like that one.

But the drug store cards are worthless. CVS will give me a coupon that is worth $1.00 off if I spend another
$20 - so stupid. I hardly ever spend $20 at CVS. The PetSmart card never seems to pay off. The grocery store card pays off at the holidays, but that's it.

Unfortunately, it seems lots of times I can't find the card of the place that I'm at. That happened to me th eothe rnight at Panera's. I found it after we finished eating, sitting in the movie theatre after earning a free ticker!