Guys, Could Marketing To Women Be As Simple As Playing A Game? Just Might Be.

Posted on November 11, 2009 by sheconomy

FarmVille_lgA new study released this week from Q Interactive and Social Media World Forum reveals that women are actively engaging with brands as they play some of their favorite online games. FarmVille has nearly 64,00,000 active monthly users on Facebook alone. And according to market research firm, Think Equity, the $720 million online social-gaming market is expected to at least double to over $1 billion by 2010. For brands wanting to connect and partner with women, online games are far from child’s play.

Brands and Women are Partners in Gaming and App’ing

The study investigated how brands and women intersect during social media gaming and app’ing and found brands are an important partner:

  • 97 percent of women prefer to earn virtual currency through either winning more or accepting a branded offer – versus paying for it with “real” money
  • While they game and app quite regularly, only one in ten women have actually used “real” money to purchase virtual currency; of that, 85 percent have spent under $100 in their gaming and aping activities – ever
  • Of women who have signed up for branded offers to get more virtual currency, 67 percent found the offer useful
  • 37 percent of those women chose the branded offers based on “content”; 17 percent went for offers with free products or services

“As brands seek relevant and natural ways to shake hands with women via social media, the gaming and application marketplace holds tremendous potential to integrate in a consumer-friendly, meaningful way,” said Matt Wise, President, Q Interactive. “Women seek a partner to support their entertainment, which is exceptionally important given their busy lives.”

The Modern Gaming and App’ing Woman is Competitive, Social and Loyal

The study also establishes a picture of the typical woman engaged in social media games and applications:

  • 85 percent of those surveyed use five or less games and/or apps regularly, indicating an inclination to be loyal to a handful of favorites; approximately 15 percent regularly invest in six or more games/apps at a time
  • More than half (57 percent) are earning/spending virtual currency daily
  • Introduction to new games and apps rest heavily on word-of-mouth: Nearly three-quarters (74 percent) got involved in a game or app due to “a recommendation” by family or friend or because they “noticed a friend or family member’s score”
  • 95 percent utilize virtual currency primarily to “gift” and/or advance games
  • In interacting with games and apps, 57 percent feel virtual gifting – for example, giving a bag of virtual makeup from Sephora – is as meaningful as real life gifting

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising,Email Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by

Filed under: Advertising to Women During Recession, Connecting with Women, Female Business Owners, Marketing to Boomer Women, Marketing to Single Women, Marketing to Women, Targeting Women, Women and the Internet | Tagged: , , , , , , , , | Leave a Comment »

Hey Guys, “Name Some More Stuff I Generically Relate To….”

Posted on November 10, 2009 by sheconomy

That is one of my favorite lines in this hysterical video, narrated by Sarah Haskins. A clever montage of six dreadful ads, it’s easy to get lost in the absurdity and hilarity of it all, but you would be wise to take note. Her observations of poor marketing to women are dead on.

Special thanks to twitter.com/TWOCOMMACOPY (via)  www.kristinamills.com/blog/ for sharing this video with me!

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Filed under: Buying Power of Women, Connecting with Women, Examples of Bad/Good Advertising, Marketing to Women, Targeting Women | Tagged: , , , , , | 2 Comments »

Hey Guys, Is Your Female Customer Breaking Up With Your Brand?

Posted on November 8, 2009 by sheconomy

I love this video! It’s actually a couple of years old, but it very cleverly shows how disconnected male advertisers are when it comes to understanding the female consumer and where to connect with her. As a matter of fact, I think it rings more true today than ever before. Although it’s humorous format is entertaining, the message is very serious:

The female consumer is breaking up with brands, and she is trying to tell advertisers why. Listen to her.

  • We don’t talk anymore. You’re doing all the talking.
  • We’re not exactly having dialog
  • You’re saying you love me, but you’re not behaving like you love me. It’s not genuine.
  • I’ve changed and you haven’t.
  • We don’t hang out in the same places anymore.
  • You’re not listening to me.
  • If you knew me, you’d know I don’t care anything about that…

Guys, be very careful not to assume she is breaking up with your brand because of the recession. It could be because you simply are not listening to her.

Looking for a long-lasting, trusting relationship, in this rapidly changing market? Then make an effort to know who the female consumer of today is, believe that she reacts differently than men, understand her, and know how to connect with her on the Internet.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Filed under: Advertising during recession, Advertising to Women During Recession, Buying Power of Women, Connecting with Women, Marketing to Women, Social Media, Targeting Women, Women and the Internet | Tagged: , , , , , , , , | 1 Comment »

Male Marketers: Would a New Start-Up Magazine Appeal to Women? You Might Be Surprised.

Posted on November 4, 2009 by sheconomy

SH_B-Metro1I was humbled and very excited to have been asked to be a regular blogger for B-Metro.com, Birmingham’s newest magazine/online concept. Who, you may be wondering, would start a new magazine when so many others are either dropping like flies or are one-half their typical size, with little hope of improvement? The answer? Joe O’Donnell, former editor of Birmingham’s city publication for the past 22 years.

Your next question might be, why? Joe and I have had several discussions over the past year about the opportunities for those who market appropriately to women in addition to how everything was rapidly moving online. So, I was impressed to learn that he had decided to take the very progressive step of starting a new magazine with one of its main goals being to drive people to a website. The book’s casual, yet elegant lifestyle format, is appealing to women and even the ever so slightly oversized pages will not go unnoticed by the discerning female. Women still enjoy flipping through a magazine, enjoying beautiful photography and escaping into well-written prose, but they are often left longing for more.

So, what makes B-Metro different?
I believe that the biggest mistake that magazines, and all media for that matter, have made when it comes to the Internet is that they have simply repurposed their exact same content onto a website. But B-Metro “gets it.” They understand that women want to dig a little deeper. They want live interaction or connections and they are looking for fresh and updated content. They want to be able to give their opinions. They are seeking a two-way conversation. They have combined their extensive knowledge as a publisher with the changes in technology to breathe life into stories and information.

Even the print version of B-Metro evokes a conversational feel. But if you would like to see more unbelievably awesome photography of kids authentically captured  by Liesa Cole from her “Mythic Backyard” piece, you can find them online. I know, because I absolutely loved the shots and went hoping for more.

Or, if you want to know more about the impromptu tête-à-tête between Kate Nielsen, CEO of Community Foundation of Greater Birmingham and Shariff Simmons, a musician, and spoken word artist, you can visit the website for the raw, uncut video and organic transcript. [As a matter of fact, Joe, I’d like to see even more video.]

But, that too is the beauty of this flexible format. They can listen and adapt to the wishes of the consumer. A huge plus when trying to nurture a relationship with the female audience!

I think they are off to a great start. But I want to know what you think. They want to know what you think. So, check B-Metro out. Their goal is not to look the same one year from now, or even six months from now. This is your online magazine. Tell them what you want. They are actually listening!


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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Filed under: Connecting with Women, Social Media, Targeting Women | Tagged: , , , , , , , | Leave a Comment »

Is the Auto Industry a Woman’s Nation?

Posted on October 26, 2009 by sheconomy

As you know, I closely followed Maria Shriver’s special report: A Woman’s Nation Changes Everything, on NBC this past week. Among other topics related to females, Shriver discussed how women’s purchasing power affects bottom line. Sounds like She-conomy, right?

Jody DeVere, who I met on Twitter and got to know even better at the 2009 Marketing to Women Conference in Chicago, created www.AskPatty.com, a safe environment for women to get automotive advice tailored to their needs. She’s been following California’s first lady too. In fact, Jody was invited to be on the panel of a live blogger podcast for the online launch of A Woman’s Nation. It’s a privilege to host her as a guest blogger.

jody-devere_webs300_4431Guest Blogger: Jody DeVere,  CEO and President of AskPatty.com

As a She-Conomy reader, I’m sure you know that women control 85 percent of all brand purchase decisions. Believe it or not, that number holds true when it comes to cars.

Women influence more than 85 percent of all automotive sales in U.S. households.

Beyond the initial purchase of a vehicle, women comprise 50-65 percent of the customer base at service centers and buy 60 percent of all passenger tires. According to the Yankelovich Monitor, even though females are the majority of the market, 74 percent say they feel misunderstood by automotive marketers.

Bottom line: women say the experience of visiting an automotive retailer is akin to having a tooth pulled. I’m convinced this is a result of the disproportionately low number of females who work in the auto industry.

For example, the promotion of Susan Docherty to General Motors’ top U.S. sales position last week marks the first time a woman has held that position in the automaker’s 101-year history. Docherty’s promotion means she will become the first and only woman on CEO Fritz Henderson’s newly formed nine-person executive committee. Susan is now the highest ranked woman working at an automaker. Congratulations, Susan! (It’s about time, GM!)

Although this is a reason to celebrate, Susan is only one of the 13 percent of women top executives in the auto industry. That statistic stands in staunch contrast to findings on overall employment listed in the Shriver report. “For the first time in our history, half of all U.S. workers are women. Mothers are the primary breadwinners or co-breadwinners in nearly two-thirds of American families,” it states. So why are there so few females in leadership positions?

Unfortunately, in the past five years I have witnessed several top automaker executive women leave for non-automotive industries.

To combat their low representation, women’s automotive associations and organizations have sprung up or grown tremendously. Scholarships to fund programs for women seeking automotive careers in various roles are growing. Still, less than 1 percent of all National Institute for Automotive Service Excellence certified technicians are women. In new car dealerships, women are about 20 percent of the overall employee count and only 7 percent are working in front-line management, sales or service advisor positions. Less than 7 percent of new car dealerships are woman-owned and operated.

Automotive retailers frequently ask me how they can find and hire more women.
They tell me women just aren’t applying for the positions and they want to hire more females. The answer is simple. It starts with creating a culture where women customers and potential employees feel safe and comfortable. Offering not only full time employment but flexible work place policies such as part time, work-at-home, team selling, job sharing for everyone not just women will increase your odds of hiring more women. After all, work/life balance is an issue for everyone.

To become an “Auto Industry Women’s Nation,” the high percentage of men at the helm need to grasp that women consumers hold the automotive purse strings. They need to work to create a culture that embraces female employees, create an environment where women feel comfortable spending their dollars and reach them with advertising campaigns that are “spot on.”

I strongly recommend automotive retailers address their female audience or lose market share to competitors who are speaking to the rapidly changing landscape and purchasing power of women. ~ Jody DeVere

Thank you so much Jody for your  helpful insight into these automotive related issues. And just to recap, I have highlighted several of the significant statistics below.

Female purchasers in the car industry:

  • Women influence more than 85 percent of all automotive sales in U.S. households
  • Women comprise 50-65 percent of the customer base at service centers
  • Women buy 60 percent of all passenger tires
  • 74 percent of women say they feel misunderstood by automotive marketers

Female employment:

  • For the first time in history, half of all U.S. workers are women
  • Only 13 percent of top executives in the auto industry are women
  • Less than 1 percent of all National Institute for Automotive Service Excellence certified technicians are women
  • In new car dealerships, women account for about 20 percent of the overall employee count
  • Only 7 percent of those working in front-line management, sales or service advisor positions are women
  • Less than 7 percent of new car dealerships are woman-owned and operated
Data Sources: •M2W Fast Facts: http://m2w.biz/fast_facts.php •Road & Travel Female Buyer Study: http://www.roadandtravel.com/company/marketing/femaledemo.html •National Institute for Automotive Service Excellence http://www.ase.com/ •National Automobile Dealers Association http://www.nada.org/Publications/NADADATA/ •National Institute for Automotive Service Excellence http://www.ase.com/ •Tire Review Magazine http://tirereview.com/ •Forbes Auto ‘Most Influential Women in the Auto Industry’ http://www.askpatty.com/page.php?ID=1701Title=AskPatty

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Filed under: Buying Power of Women, Connecting with Women, Marketing 2.0, Marketing to Women, Marketing-to-Moms, Targeting Women | Tagged: , , , , , , , , , , | 2 Comments »

Are Aunts the New Mom?

Posted on October 15, 2009 by sheconomy

Although not mentioned in this iVillage article, which is a preview of next weeks’ coverage on NBC’s report about women’s buying power, I still remain hopeful that they plan to address one of the most overused stereotypes about women. Many male marketers assume that all women are moms. However, while all moms are women, not all women are moms. And there is no one more in tune to that than Melanie Notkin, CEO and founder of the very successful online community, Savvyauntie.com.

I met my friend Melanie on Twitter nearly a year ago and since then she’s been featured in The New York Times, Wall Street Journal, Business Week, More Magazine, NBC, CBS and is a regular on FOX News Strategy Room.

I asked if she would enlighten my readers as a guest blogger and she kindly agreed. So, please read on as she provides incredibly valuable insight into an area where so many male marketers are  missing a huge opportunity.

Guest Blogger: Melanie Notkin, Savvyauntie.commelanie-notkin_founder-and-ceo_savvy-auntie

I’m not a mom. This fact seems inconsequential to most, until you look at many of my friends. They’re not moms either. And neither are their friends. In fact, nearly 50% of American women are not mothers.

So why are marketers so in love with Mom?

If you watch commercials for anything from laundry detergent to holiday gifting, it generally stars “mom.” Now it’s true that moms are part of the most influential segment of the economy – the segment that controls about 85% of household purchases. But non-moms do laundry too. And we also buy gifts. And we travel. We buy cars. We’re homeowners. In fact, we buy just about everything moms do, except for breast pumps. And mom jeans.

It’s not the moms who control and influence 85% of household purchases. It’s women as a whole. And in my household, I control 100% of the purchase decisions.

PANK is the new pink!
I’ve dubbed the other half of women who are not mothers, PANKs: Professional Aunts No Kids. We’re the consumers marketers should be focusing on because we have the time, money and influence they are looking for.

The 2006 US Census Report on Fertility reported that 45.1% of women through age 44 do not have kids. And that number has been steadily growing over the last couple of decades. It’s pretty remarkable. And when you take an even closer look at this segment, some other interesting data bubbles up.

Key PANK statistics:
The 2006 Census data states that even fewer women are having children than in 2004 – the date of the previous fertility report.  The data from a similar study done in 2004 stated that 44.6% of women did not have kids. This 2006 study reports that 45.1% did not have children, up 0.5% over those two years.

The big highlight of the report is shocking: “20 percent of women 40 to 44 were childless in 2006, twice as high as the level 30 years earlier.”

The Fertility Reports do not include data on women ‘post’ fertility who are less likely to ever have children – women 45 and over. That’s how we get to the “nearly 50%” number. In fact, it may be more.

Here’s the “women without children” Census data, broken down by age range:

  • 15 to 19 years 93.3%
  • 20 to 24 years 68.6%
  • 25 to 29 years 45.6%
  • 30 to 34 years 26.2%
  • 35 to 39 years 18.9%
  • 40 to 44 years 20.4%

Remove the teens from the equation, and 36% of women 20 – 44 don’t have kids. Again, this data does not include women 45+.  We are reluctant to exclude the teens because teens have huge spending clout and are very likely to indulge their little nieces and nephews, their little cousins, and their friends’ kids – and certainly themselves! And they are looking for ways to connect with the children in their lives, just like older women are. Just because they are less likely to have kids, doesn’t mean they are less likely to be loving aunts by relation, aunts by choice and godmothers to a child in their life.

Fewer women are having children. By choice. Not by choice. Some are childless. Some are childfree. Some are waiting. Some are undecided. Some are trying. Some are too young. Some feel too old. Some are too old. Some are gay and therefore we might assume less likely to have their own kids. Whatever the case, in the end, 45.1% of women 15-44, don’t have kids.

PANKs are Savvy Aunties.
In 2008, I responded by giving PANKs a community of our own:  SavvyAuntie.com, the first online community for cool aunts, great aunts, godmothers and all women who love kids.  Twenty-three minutes after launch, I received an email from the media buyers for Hasbro. Two hours later, Sephora contacted me. Then came Warner Brothers, Disney, Turner’s TNT Network, PBS Sprout, BareNecessities.com, Beyondtherack.com, Scholastic and many more. After all, when it comes to products and services that enable Savvy Aunties to make their nieces and nephews happy as can be, aunts want to know about them. Plus, without kids of their own, aunts have more discretionary income and time than most moms. That’s why they are more likely to indulge themselves and the children in their lives.

Still, the overwhelming majority of marketing messages are focused on Mom and to Mom. It’s time marketers began focusing on PANKs. We’re powerful and we’re influential. And we’re growing year after year.

If only my mom were here to see it…

Thanks, Melanie. Well said!!

Melanie Notkin is a proud aunt and the Founder and CEO, SavvyAuntie.com. She’s been featured in The New York Times, Wall Street Journal, Business Week, More Magazine, NBC, CBS and is a regular on FOX News Strategy Room. She can be reached at Twitter.com/SavvyAuntie.

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Melanie Notkin is a pround aunt and the Founder and CEO, SavvyAuntie.com. She’s been featured in The New York Times, Wall Street Journal, Business Week, More Magazine, NBC, CBS and is a regular on FOX News Strategy Room. She can be reached at Twitter.com/SavvyAuntie.

Filed under: Advertising during recession, Buying Power of Women, Connecting with Women, Marketing 2.0, Marketing to Single Women, Marketing to Women, Marketing to Women Myths, Marketing-to-Moms, Targeting Women, Women and the Internet | Tagged: , , , , , , , , | 3 Comments »

Is ATT Missing an Opportunity for an Alley-Oop?

Posted on October 3, 2009 by sheconomy

I love this AT&T TV commercial! I have no idea what the media buy is, but I know that I have only seen it when I am watching sports. I am assuming that’s because of the focus on Tyler Hansbrough, the former North Carolina basketball hero who was recently drafted into the NBA by the Indiana Pacers. But this spot is strong even if you don’t know Read more »

Filed under: Advertising to Women During Recession, Connecting with Women, Examples of Bad/Good Advertising, Marketing 2.0, Marketing to Women Myths, Social Media, Targeting Women, Women and the Internet | Tagged: , , , , , , | 2 Comments »

NBC to Reveal “Eye-Opening Information” About Women’s Buying Power

Posted on October 2, 2009 by sheconomy

TV NBC ShriverAccording to the New York Times, NBC News will devote a significant amount of time and attention, beginning the week of October 18, to the changing roles of contemporary women. Much of it is based on a study initiated by Maria Shriver titled, “The Shriver Report: A Woman’s Nation Changes Everything.” The week long coverage will include evening newscasts, several appearances on the “Today” show, Meet the Press, MSNBC, CNBC, and iVillage among others.

The Center for American Progress explains that the report will combine the work of economists and academics to address the consequences of women’s more prominent economic status in the institutions that matter most in American life including government, business, faith, education and health.

So, how does this affect marketing to women, other than the obvious?

Lauren Zalaznick, the president of NBC Universal Women and Lifestyle Entertainment networks, said that NBC will also be releasing results of a complementary study, conducted by GFK Roper, into consumer behavior of women.

Zalnznick promises the study includes “eye-opening information” about women’s buying power and its impact on “advertising and the marketplace.”

Preliminary results already released confirm a good bit of what we already know:

  • women are playing a much larger role in buying big-ticket items such as cars and high-end consumer electronics than they were a decade ago.
  • women are playing bigger roles in family financial planning and buying stocks and bonds

While I am anxious to learn of some exciting new research, I think that for the most part, it will likely confirm more of what we already know. So, I believe that the most important take-a-way here is that it is becoming more and more mainstream knowledge that companies must “market to women.”

As that competitive edge begins to dull, your ability to connect effectively with women will need to be sharpened more than ever.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Filed under: Advertising during recession, Advertising to Women During Recession, Buying Power of Women, Connecting with Women, Marketing to Women, Targeting Women, Women and the Internet | Tagged: , , , , , , , | 1 Comment »

Still Wondering How Your Customer is in Control of Your Marketing? Check Out Google’s New SideWiki.

Posted on September 28, 2009 by sheconomy

Last week Google launched SideWiki, which allows people to contribute their thoughts or comments on any webpage. That’s right. ANY webpage on the Internet. Google SideWiki appears as a browser sidebar, where anyone who has subscribed to it for free, can read and write entries along the side of the page.

Women communicate, connect and share. They are going to simply LOVE this. I think Jeremiah Owyang of Altimeter summed it up pretty well on his blog when he said,

“Google is turning the whole web into a social network.”

This means anyone will be able to comment on YOUR website for everyone to see, and there is very little you can do about it – except be prepared. If you have not started participating in the social space, I suggest you get started today. Your customers have beat you to it. And now they own your website. While there have been applications out there before now that allow for this capability, Google is positioned to take it mainstream and rapidly. Some great advice from Owyang:

Develop a social strategy with dedicated resources.
With every webpage now potentially social, you’ll need to develop a process, roles, and policy to ensure you’re monitoring the conversation, participating as you would in blog discussions, and influencing the discussion.  80% of success is developing an internal strategy, providing education before a free-for-all happens with customers and employees.

There are a lot of questions remaining as to how this will all pan out. Who will police the inappropriate comments, what posts will appear on the first page, will competitors actually place their logos on your page? But for now we will seemingly find out in real time as it is up and running on Internet Explorer and FireFox browsers, with Chrome expected out soon.

So, it is no longer a choice as to whether you are going to participate in Social Media Marketing, now the question becomes are you going to respond appropriately and effectively?

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Filed under: Marketing 2.0, Social Media, Web 2.0, Women and the Internet | Tagged: , , , , , , , , | 2 Comments »

How Women’s Needs, Online Channels and the Buying Process Converge to Perpetually Market Your Brand.

Posted on September 24, 2009 by sheconomy

Women are continuing to flood to the online social networks. But some of you continue to ask: how does this affect her purchases?  I believe for companies that not only participate in social media marketing, but strategically listen and respond, it means increased revenue even during recessionary times.

Let’s take a look at three factors individually and then how they effectively converge to perpetually market your brand.

  • Women’s Wants and Needs
  • Online Social Channels
  • The Buying Process

Women’s Wants and Needs
Women are responsible for 85% of all brand purchases. So what does this mean during tough economic and recessionary times? According to Women Want More, even though they are incredibly stressed, overburdened, out of balance and dissatisfied, they still want more. But more of what? Your products and services? No, not really.

What gets her attention is family, health, security, friends and lovers; learning and education; work and career; helping others and giving back. This translates to needs for:

SHE-Wants

Online Social Channels
Women are going online daily via channels to have a voice, attain advice, research, check on friends and family, make connections, collaborate and share.

And today she is meeting her needs and wants that are mentioned above through online social channels such as Facebook, Twitter, Blogs, YouTube, MySpace, Female Forum, wikis, etc. The chart below, appropriately titled The Conversation Prism, displays many of the channels available as of just a few months ago and the applications continue to grow rapidly.

SHE-ConversationPrism2

Are you beginning to see the how nicely women’s needs interface with the benefits of online social networks? This is why they are spending more and more time online. Unlike men who mainly use the Internet to just make a transaction, women are there to make connections. But do not be misled by thinking this has nothing to do with the buying process.

The Buying Process
So, let’s look at the stages of the buying process. When men and women buy as partners, women control at least four out of five stages of the purchasing process.

SHE-BuyingProcess

1. Kick-off  – women     2. Research – women     3. Purchase  – men
4. Ownership – women     5. Word-of-mouth – women

And further, even though men are present and appear in control during the purchasing stage when they pull out the credit card or sign the contract, they are not really in control of that stage either – they just think they are. A lot happens way before then that actually determines the decision of what is bought.

So what happens? The other four stages. The decision to buy something, gathering of information, considering past purchases and collaborating with others.

Do these stages sound familiar? They mirror a woman’s basic needs, what she’s doing online, and how she conducts her life. This is how she thinks–Everyday. All day.

Women, networks and buying converge to create perpetual marketing
Participating in online social networks allows you to communicate, connect and build relationships throughout ALL of the stages of the buying process continuously.

If you are trying to capture her attention simply during the purchase stage, your competition will not only be getting in front of women way before you do, they will be building relationships with her. This is especially true today as everyone is so focused on price. But keep in mind, price is an obstacle, not a solution. Unless you are willing to give up your profit, you’d be wise to have a better strategy than price alone.

So, understand her needs, connect with her online as she is fulfilling them and you will be there for her when she is ready to buy. You will not only build your brand perpetually, but organically as well. You will constantly build her trust so when she is ready to buy, she will buy from you.

SHE-convergence_theory

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Filed under: Blogging, Connecting with Women, Marketing 2.0, Marketing to Women, Social Media, Targeting Women, Women and the Internet | Tagged: , , , , , , | 3 Comments »

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