Studies reveal that even during tough economic times, 78% of women are willing to pay full price for items they want and need. But as noted a few days ago in Marketing Week, studies also show that women do not feel that advertising connects or appeals to their needs, especially during these recessionary times. This may be the result of being offensive, or it may be that the message simply does not resonate at all.
So, what can you do about it? As men you must not only better understand what women want, you have to more accurately communicate and connect with them. You should be reading, conducting focus groups and even attending conferences. An opportunity where those very issues are going to be addressed in the near future are at the 5th Annual M2W®-The Marketing To Women Conference, April 29 & 30, 2009, at the Chicago Cultural Center.
The speakers include some of the Who’s Who among those who have researched and successfully connected with all types of women. I will be there taking in all of the new research and numbers that I can. And while I plan to share some of that knowledge and how to apply it here on She-conomy, to truly be ahead of the curve, you might want to consider participating yourself. And no, I am not making commission off the event. I do feel that anyone seriously interested in marketing to women would benefit from the research that will be revealed.
Please let me know if you plan to attend. I would love to meet you. If not, be sure to follow me on Twitter @sheconomy. I will be tweeting from the event.
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, Marketing 2.0, Marketing to "Green" Women, Marketing to Boomer Women, Marketing to Single Women, Marketing to Women, Marketing to Women Myths, Targeting Women, Women and the Internet