Guys, Hate to Break It to You But You Aren’t the Market

Guys, you aren’t the market but the good news is, just knowing that fact can make (or save) you loads of money.

Most advertising is focused on the wrong target. Many advertisers are just now figuring out that they have been talking to the wrong gender for years. When they do realize that women are the market they tend to paint everything pink and lace. This only turns off female consumers.

Many ad agencies are trying to re-learn how to advertise. They are commissioning behavioral physiologists, marketing experts, and are hiring more females. Advertising is a male dominated industry. 97% of advertising creative directors are men. But women are the primary purchasing agent for the family and make 85% of the purchasing decisions in almost every consumer category.One of the many things they are discovering is that women are demanding recognition as individuals. They do not want to be treated as a general gender mass and communicated with through a hot-pink bullhorn.

Approaching women as a “niche” is a big waste of marketing dollars.

All the findings agree that approaching women as a “niche” is a big waste of marketing dollars as is gender neutral marketing. And, if marketers continue to do things old school, they should do so at their own peril.The most successful current ad campaigns are those distinguishing women as the customer base. And, as Michelle Miller, author of The Natural Advantages of Women, puts it, “What elevates those same strategies to the greatest profitability is how well businesses understand the different types of individuals with whom they’re trying to connect.”

Relate to women through your advertising and you win. While working your marketing to target women may sound a bit easier than it actually is, just being aware of that fact that it is neccessary is one of first steps toward targeting this jackpot of a market.



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

No Responses to “Guys, Hate to Break It to You But You Aren’t the Market”

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