I ran into an old friend I hadn't seen for 20 years at a trade show last week. He is the Vice President for Sales and Marketing at a medium-sized automotive supplier. He was bemoaning the fact that this show was not very good compared to shows of the past. Our discussion soon turned to our trade show escapades and the great times we had at shows in "the old days".

"Times have changed. It's not as much fun as it used to be", he lamented. "We used to have so much fun and now everything is different... even the gals ( his term, not mine!) are different"

After a few minutes and a promise to get together soon, I moved on.

I began thinking about my friend's comment regarding the "gals" and the fact that he really hadn't changed in 20 years. He still looked pretty much the same, his demeanor hadn't changed and I'm pretty sure his attitude toward "gals" hadn't either. I would bet his disappointment with the show was due in part to his failure to accept a changing market and the increased role women play in today's business world.

A recent issue of American Demographics magazine published some enlightening statistics regarding women and their strides in the working world:

1. Women now earn 52 percent of all accounting degrees, 40 percent of law degrees and 36 percent of medical degrees.

2. American women collectively earn more than $1 trillion a year.

3. Eighty one percent of Fortune 500 companies have at least one female director.

4. More than 7.7 million women-owned businesses generate $1.4 billion in revenue and employ over 15.5 million people; more than all Fortune 500 companies combined.

Astute marketers have recognized an increase in the influence of women on purchasing decisions. The Automotive Industry has been a leader in marketing to women. Some have created all-women advisory committees to find out more about what women want in their new cars. Many have made hot selling pick-ups attractive to female buyers with bright colors and soft interiors.

Women also influence decisions to buy industrial products; from air filtration systems to zinc plating tanks. Women make up a large percentage of the engineering and research staffs at many major world wide corporations.

Today's trade show audiences reflect the increased contributions of women to commerce. Women make up over 50% of the audience at many shows.

A smart marketing manager will recognize this change in show audiences and tailor his or her objectives and methods to take advantage of the influence of women on the decision making process.

Gone are the days when the "gals" at the show were dressed in skimpy outfits and were paid to "look pretty, be nice" and hand out favors to the guests.

My how times have changed. Yesterday's "gals" are today's Vice Presidents and my friend is just one of the "guys".