It’s no longer a “man’s world” and brands are starting to notice. Based on the “Beyond Pink: Marketing to Women 2012” report by Jack Morton Worldwide, women influence 65% of global spending and 80% of U.S. spending. Marketers are realizing the potential of a woman’s purchasing power and are eagerly diving into that market. The question isn’t whether or not to market to women. Rather, are you marketing correctly? Keep the following things in mind when marketing to women:
Don’t “Shrink it and Pink it”
Just because you make a product smaller and color it pink to make it look “cuter” doesn’t mean women will buy it. It’s lazy and stereotypical marketing that women will not appreciate. Instead, focus on showing the quality of your product and emphasize how your product meets the needs and wants of your target age bracket.
Understand Who She Is
Nine out of ten women say advertisers don’t understand them! You can’t market to her if you don’t understand who she is. If you want her to think “that’s the brand for me,” then you must understand her motives and values. Learn what motivates her lifestyle, her values and interests, and the features she seeks in products. When you understand that, you can be the brand she identifies herself with.
No “mom marketing”
The modern woman, the woman with the purchasing power in the household, the woman you are targeting, is not just a mom. She is so much more! In our modern world she is also a businesswoman, an artist, an athlete, and the list goes on. Don’t forget that; cater to all her needs as a woman, not just her mom needs. Show your respect and she will notice that about your brand.
Establish a Relationship
Converse with her! The easiest way to do so is through social media networks. Women spend 40% more time online than men and 89% of women have a social networking profile with an average of 268 friends. Let her know you care about her opinion. If you really want to know what her opinions are, try using polls on social media. Often these polls can lead to conversations through comments between the social media users, serving as an excellent tool to understand your target market.
Motivate Her
Motivate her to become a brand enthusiast by sending a free sample of your product and asking her to share the experience. 56% of women will advocate for brands if they’ve had a great personal experience with them. Women like turning to each other for advice when choosing which brands to use. Choose a woman with an established online presence, somebody with followers who look up to her.
Keep Your Promise!
Most importantly, keep your promise! If you fail to deliver the quality and benefits your brand promised she will not forget and will be sure to share with friends and family. Remember, women look to each other for advice and this includes sharing not only the best but the worst brands as well. However, if you keep your promise she will be satisfied and more than happy to share the valuable brand she has discovered!
Source: Beyond Pink: Marketing to Women 2012. Rep. Jack Morton Worldwide, 13 June 2012. Web. 15 Nov. 2013.
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Jennifer Hernandez Jennifer is a senior at Salisbury University, candidate for Bachelors of Science in Marketing. She is currently an online marketing intern for ApartmentSmart.com, an affordable housing listing service website. Jennifer is interested in discovering the latest trends in direct marketing. She has been exposed to content marketing and now wishes to expand her knowledge in the field of direct marketing to further her career.