teg1556 marketing to women
DESCRIPTION
Some simple tips that both detract from and reinforce gender stereotypes and the purchasing habits of women. Inspired by Michele Miller.TRANSCRIPT
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Official Poll
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Official Poll
How many of you consider yourselves “Soccer Moms”?
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Official Poll
How many of you are married to someone who considers themselves a “Soccer Mom”?
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MARKETING TO WOMEN
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Why market to women?
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Why market to women?
Women spend 80 cents of every dollar in the US……and influence up to 90 cents of every dollar spent.
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Women buy…
• Food• Clothing• Entertainment• Childcare• Furniture
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Women buy…
• Food• Clothing• Entertainment• Childcare• Furniture
• Houses• Cars• Investments• Mortgages• Insurance• Office Phone Systems
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Marketing to women does not work.
Why?
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GET READY FOR THE BIG ADVERTISING INDUSTRY SECRET…
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Not all women are the same.
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Marketing to women is like marketing to people…
• Who is your target market? People
• Who is your client base? People
• What’s a market you would like to break into? People
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Marketing to women is like marketing to people…
• Who is your target market? People
• Who is your client base? People
• What’s a market you would like to break into? People
• Who is your target market? Women
• Who is your client base? Women
• What’s a market you would like to break into? Women
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70% of women say that marketing does not speak to them. Why?
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70% of women say that marketing does not speak to them. Why?
Because all women are not 25-45-year-old Soccer Moms. Most women aren’t.
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• YOU MUST MARKET TO WOMEN
• YOU CAN’T MARKET TO WOMEN
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HOW TO MARKET TO WOMENSTEPS A THROUGH M
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NO STEREOTYPES!
• Don’t look to the past
• Don’t force perceived female archetypes
• Don’t believe the hype
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STEP A: NO STEREOTYPES!
• Don’t look to the past
• Don’t force perceived female archetypes
• Don’t believe the hype
• Do introduce something new
• Do consider what women you know prefer
• Do turn gender stereotypes on their heads
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STEP B: BOLD COLORS
• Leave the pastels for marketing to babies
• Women like their unmentionables to be pink, not their lawyer’s office.
• Choose a palette that suits your business’s offerings
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STEP B: BOLD COLORS
• Leave the pastels for marketing to babies
• Women like their unmentionables to be pink, not their lawyer’s office.
• Choose a palette that suits you business’s offerings
• Bold colors attract everyone
• Bold colors connote strength and courage
• Use bold colors in your marketing materials as well as client spaces
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STEP C: BRING OUT THE MEN!
• Don’t assume women want to talk to another woman
• Women often listen more to men than women
• Women often trust men more than women
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STEP C: BRING OUT THE MEN!
• Don’t assume women want to talk to another woman
• Women often listen more to men than women
• Women often trust men more than women
• Try to find a fellow to talk to the ladies
• Sad, but true
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STEP D: KNOW YOUR FEMALE CUSTOMER
• She may not be who you think.
• Who is your customer?
• Why is she your customer?
• Once you know who and why, you can go get more!
• How do you find out?
• Ask!
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STEP D: KNOW YOUR FEMALE CUSTOMER
• She may not be who you think.
• Who is your customer?
• Why is she your customer?
• Once you know who and why, you can go get more!
• How do you find out?
• Ask!
• What does she look like?
• Where does she shop?
• What are her politics?
• What age range is she?
• What are her resources?
• Who is her family?
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STEP E: NO DOORS
• Women have been burned—they are skeptical
• Don’t trap them
• What will you say to them that no one else should hear?
• Open doors confirm transparency
• Show that you have nothing to hide
• You can be trusted
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STEP F: IT’S NOT ABOUT THE PRICE
• The price is not right for what you are offering
• Find out what you need to offer
• She will pay for what she wants
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STEP G: NEVER TALK DOWN TO YOUR CUSTOMERS
• Belittling will never close the deal
• Remove all intimidation from sales process
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STEP H: BUILD RELATIONSHIPS
• Retain existing clients
• Women value being appreciated
• Women reward appreciation with loyalty
• Demonstrate, don’t just voice appreciation
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STEP H: BUILD RELATIONSHIPS
• Retain existing clients• Women value being
appreciated• Women reward
appreciation with loyalty• Demonstrate, don’t just
voice appreciation
• The CEO knows her name
• You know how she takes her coffee
• She achieves VIP status• She is a regular and
more valuable• She gets insider info
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STEP I: CREATE A SENSE OF BELONGING
• Turn your business into an exclusive club
• Provide members-only swag
• Introduce new clients to established clients
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STEP J: WORD OF MOUTH MARKETING
• Women tell everyone about bad experiences
• Women actually feel pain when hearing about bad experiences
• Women are 5x as likely as men to post reviews on websites
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STEP J: WORD OF MOUTH MARKETING
• Women tell everyone about bad experiences
• Women actually feel pain when hearing about bad experiences
• Women are 5x as likely as men to post reviews on websites
• Women are tireless promoters of their favorite brands
• Women post good reviews, too
• Reward referrals with gift cards, swag and discounts
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STEP K: ASK FOR AND USE CUSTOMER FEEDBACK
• Women like to give their opinion
• Free market research
• Softens clients to change
• Run all new ideas by as many women as you can
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STEP K: ASK FOR AND USE CUSTOMER FEEDBACK
• Women like to give their opinion
• Free market research
• Softens clients to change
• Run all new ideas by as many women as you can
• New products• New services• New branding• Location change• Policy change• Personnel • Hours
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STEP L: BE AN EXPERT
• Information is the new currency
• SMART is the new RICH
• Women want to know EVERYTHING
• Make yourself her #1 source of information
• She’ll share you with her friends
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STEP M: IN TUNE WITH TRENDS AND MARKETING
• Where are all of the ladies?
• Social networks
• Are they fads?
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YES!
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STEP M: IN TUNE WITH TRENDS AND MARKETING
• Where are all of the ladies?
• Social networks
• Are they fads?
• Yes! But…
• Are you ready for what’s next?
• Will you already be the next place she goes?
• Or will you have missed the boat?
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Passion + Knowledge × Practice = Success!