Advertisers Shouldn’t Abandon Women. Build Relationships Through Social Media

women-relationshipsYou’ve heard it before, and you will most likely hear it again and again throughout these rough economic times. Advertisers who continue their branding efforts during a recession will emerge as winners.

But do you know why? Other than the obvious, continued name awareness, I believe one of the major reasons is…

women don’t want to be abandoned.

Research reveals that women are indeed stressed out about the economy. And as the primary household purchasing agents, what women are looking for from advertisers is an appropriate balance of empathy and optimism. Brands that suspend communication or inadequately connect with women during recessionary times are by default, communicating a sense of desertion.

So, what do you do?

Advertisers who not only remain visible, but actually capitalize on the downtime to build relationships with women, will become their allies in this war on “not-spending”. This is true whether it is for the necessities such as food and healthcare items that women must buy, bargains they seek for clothing and electronics, as well as the bigger ticket items they are holding off on including homes, new cars or elective surgeries. They will buy now or later from companies that connect with them.

And, how do you do it?

Social Media, with its transparent format, provides a platform for advertisers to optimize this slow and downtime by:

  • Turning potential female customers into friends and building authentic relationships.
  • Providing opportunity for women to become more engaged with you and your product or service.
  • Nurturing a solid loyalty toward your brand.

Women need your support now more than ever. And if you don’t abandon or leave them stranded, they will most likely be with you for life.

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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

3 Responses to “Advertisers Shouldn’t Abandon Women. Build Relationships Through Social Media”

  1. Not only is a new type of marketing emerging, but I think the opportunity for a new type of service/product is there as well. As women we have, well, opinions about how things should work. So not only should marketing be collaborative and relationship-driven, so should product and service development.

  2. fantastic article- companies have an amazing opportunity to connect with females on a personal level. As a consumer, I embrace companies who make a genuine effort in connecting with me.

  3. Great post, glad I found this blog. 🙂

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