Traditional demographics are dead. There’s no longer a group that is simply female 25-54, so marketers need to focus on a woman’s life stage, not her age. One 40-year old female may have a toddler and another may have a student in college. While they are the same age, their life stages are significantly different.
Because of this shift, customer service is the new sales and women’s purchase patterns have evolved to a relational role. To accommodate their audiences, marketers need to develop daily relationships with today’s woman, a person who is dramatically different than she was even a year ago.
So, first, you must get to know her:
- A Lifetime network survey reveals 83 percent of women say they’re busier today than they were a year ago.
- Despite stress and being overly busy, women still do not want to give anything up.
- Women do still want little luxuries. Comfort is in. The thrill is in the hunt. Green is good.
- Single women are still spending in recession, while married women are cutting back.
- Family values and frugal are the new urban chic.
- Practicality is up. As a matter of fact, it has become a badge of honor for women.
- Word of mouth is SO important, especially from trusted communities of friends.
- Authenticity and transparency are key.
Information compiled from several speakers at the 2009 Marketing To Women Conference—Chicago