MARKETING TO WOMEN
- Don't think of women as a "niche" market.
Women are the primary consumers in the U.S. today, making over 85 percent of the consumer purchase decisions and influencing over 95 percent of total goods and services purchased. Women's consumer and business spending is fast approaching $8 trillion. In addition, women business owners spend nearly $2 trillion on business purchases.
- Don't fail to recognize that women think differently than men.
All human brains start as female brains, until the male brain is flooded with testosterone. But there they part paths. Men think in a linear fashion; women are circuitous and programmed to collect information. A woman's brain has four times as many connections between the left and right hemispheres as a man's. All of those signals hurtle down the superhighway into her right brain - the home of emotional memory, intuition and experience. A woman not only reads - she attaches feelings to what she's reading. A woman's heart is in her brain - tell her a story that is filled with emotion, and explain why your brand is relevant to her.
- Don't take a product and "paint it pink."
Women do not respond to a marketing campaign that has simply been feminized with cliched colors and topics. Today's women are not looking for a watered-down version of a male offering. Instead, they're looking for solid information, ease of use, stellar customer service, and brands that are looking to build real relationships with them based on their interests, personal identities and problems that they need to solve.
- Don't segment women strictly by age.
Age is more a mind set than a demographic. Whether a woman is 28, 39, or 52, she'll respond to marketing messages that address her life stage, not her biological age. Unlike previous generations, today's women are experiencing life in a less linear fashion; women are having babies in their 40s, starting new careers in their 50s, and re-entering the dating scene in their 60s. Marketers need to clearly understand the differentiation in marketing to the different life stages of mom, and tailor their messages and delivery accordingly.
- Don't ignore the time women spend online and influencing their networks.
Women are the majority of Web users, spending a tremendous amount of time online visiting company Web sites, posting to discussion boards, reading blogs and listening to podcasts. Marketers have the opportunity to engage them online in a very interactive way, and then carry that relationship offline. In addition, most women study, filter and interpret the marketing messages they are exposed to in order to share them with their own personal networks and spheres of influence.
- Don't underestimate the power of the women's boomer market.
Coast to coast, marketers are waking to the sheer numbers of this market segment, and the purchasing power that lies therein. These women think, live and behave in a manner different than the generation before them, and they are reinventing and rediscovering life on their own terms. Boomer women want it all - style, adventure, security and respect.