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
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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 to Women During Recession, Effects of recession, Marketing to Women, Social Media, Targeting Women | Tagged: Lifetime Network, M2W Conference, Marketing to Women, women demographic, Womens life stages
[...] trying to hit an ever-moving target. But the companies who ready themselves by knowing who the female consumer of today is, believing she is reacting differently than men, understanding her, knowing how to connect [...]
This is actually true for both genders. I’m 49 and my youngest is my 21 year old step daughter.
Next oldest is my 23 year old daughter who’s been married 2 years.
I have older co-workers (53) who have 7 & 8 year olds at home.
The lines are not, and never have been easily drawn.
[...] trusting relationship, in this rapidly changing market? Then make an effort to know who the female consumer of today is, believe she reacts differently than men, understand her, and know how to connect with her on [...]
Great thoughts!