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For any business to survive today, it needs to understand how to market to women. The fact is women make 80% of all purchasing decisions. Women are brand loyalists. Your product or service must address their complex, multiple lives as home managers, home-workers, entrepreneurs, caretakers of elderly parents, and professionals. Build a lasting, meaningful relationship with your female customer. EVEolutionize your business before it’s too late!
Table of Contents
From the book Eveolution: The Eight Truths of Marketing to Women
1. Connecting your female consumers to each other connects them to your brand.
Women need a backyard fence to talk to each other. If your brand is marketed in such a way that it connects women to each other as a community, a group, sisters, mothers, daughters, and friends, they will embrace your brand into their everyday lives.
The web communities in social media or sites such as Reddit are just a few examples of women being linked together. Through EVEolution, and with the help of Faith Popcorn’s consultancy firm, BrainReserve, Snackwell’s launched a program of Mother-Daughter workshops across the US. It bonded mothers and daughters and reinforced the idea of eating healthy while nurturing a positive self-image and attitude about food in pre-teen girls.
2. If you’re marketing to one of her lives, you’re missing all the others.
From home office services to cameras keeping an eye on her kids at daycare, if your brand markets to her merged professional and personal lives, you will win her heart. Women need assistance in running all the facets of their lives. Appeal to her need for convenience. Give her a solution for her perennial problem of what to fix for dinner tonight. Supply her with support for dog walking, childcare, and telecommuting. Deliver her dry cleaning, diapers, and pizza, and run her errands, so she can find more time to relax at home with her kids. Acknowledge that she thinks about her family while she is at work, and provide her with a service that gives her peace of mind.
3. If she has to ask, it’s too late.
Anticipate her needs. Women are the same whether it s personal or work. If her husband doesn’t anticipate what she needs, she may be disappointed in him. If an employer doesn’t anticipate she needs a nursery near the office and fairer compensation, she may consider another EVEolutionized company that offers more mother-friendly perks.
How to become more Anticipatory than merely Reactive: Women must be in on the planning every step of the way. Talk to consumers in ways that inspire innovative thinking.
4. Market to her peripheral vision, and she will see you in a whole new light.
Women are attentive to the small details men miss. They will go out and shop for that suit they saw on Diane Sawyer last night while watching the news. Starbucks is one company that is EVEolved all around. The female customer can enjoy her coffee in a bright, clean place with a well-stocked restroom (a must if you want to attract women) and purchase the in-house music on CD or a cookie for her toddler in tow. Work on the subtle details surrounding your brand, the store music, the way your menu is designed, and the uniforms of your waitresses or sales representatives. She will more likely notice these things than if you assault her with aggressive advertising or bothersome phone calls.
5. Walk, run, go to her, and secure her loyalty forever.
The Avon lady was just the first step. She was born in an age when women stayed at home because they were mainly housewives. Today, women don’t want to make that extra trip to the grocery or salon because they are exhausted. If you can provide her with quality service at home, your brand will be indispensable when she is at home. Why not supply her with groceries monthly? Go to her because she doesn’t have the time to look for you.
6. This generation of women consumers will lead you to the next.
Practice the brand-me-down approach. The detergent a woman uses is most likely the brand her mother always used. Household names are what they are because women run the household. In Asian markets with strong family ties, the brand-me-down approach will definitely sell. Attaching a brand to the name Mother will have a strong identification with quality and trust. Hold Mother’s Day events or family day events and strengthen your commitment to her.
7. Co-parenting is the best way to raise a brand.
Ask her how she feels, what colors she prefers, and how she thinks she can be served best. When was the last time you asked her for feedback and actually responded by redesigning your product?
8. Everything matters; you can’t hide behind your logo.
Women look for integrity in a brand, from how you treat your employees and your CEO’s personal life to issues like animal testing, environmentally sound practices, and raw materials sourcing. You need to walk your talk and back up your claim. Women don’t simply look for value in a brand. They look for Values.
This article is based on the following book:
Eveolution: The Eight Truths of Marketing to Women
by Faith Popcorn and Lys Marigold, 2001
Hyperion, New York
ISBN 0-7868-6523-7
Paperback ISBN 0-7868-8441-X
272 pages
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