Because the purpose of this blog is to help men market to women, and we know men respond best to a direct method of communication, I’m going to get right to the point here:
The best way to communicate with your female target may begin with hiring a woman with marketing expertise.
I believe that every one of my blog posts, thus far, has served its purpose—to help convince you that women are indeed the market. And the overwhelming response we have had to She-conomy tells me we have been successful. I will continue to write and provide research, advice and facts to keep you updated. I will also continue to help you try to understand women. But in uncertain times such as these, you could possibly speed your learning curve by taking a more direct approach as well. Again, start by hiring a woman who knows marketing. There is no more time left for convincing, and this is certainly not the time to try to do it yourself, risking the chance of falling into stereotypical “pink” and “soccer mom” messages.
You may now understand that women ARE your market, and that is a big step. But that may not mean that you necessarily understand women, and what women want. In fact, I have yet to meet a man who claims he understands women. Have you?
In my 25 years as an advertising agency owner and creative director whose clients have been 96% male decision makers, I have been called a lot of things:
- Too focused on detail
- Too passionate
- Too feminine
- Too subtle
- Too research oriented
- Too focused on aesthetics
- Too sensitive
Sound like anyone you know? Perhaps your wife, mother, daughter, sister and every other woman you’ve ever known? (your target audience?) It’s okay. You just don’t understand them, and, really, what man does? And women know this. That is why they trust women. Women understand them.
To be fair, I have also been called (after I convinced my male clients to trust me):
- and even Genius (my personal favorite)
I am not suggesting that men are incapable of ever understanding women enough to market to them effectively. But it is a complicated process and one that takes a lot of research and re-learning. If your company is one of the few “recession proof” businesses, and you have time and money to kill, I wish you all the best in doing so. But for those of you looking to find an edge that will securely position you ahead of your competition on the other side of this “anticipated” recession, I believe the smartest thing you can do is find a female marketing expert who knows what women want, as well as the messages and media that connect with them intuitively.
The key for now is to act sooner rather than later. Now is not the time to test the traditional Marketing-101 model of supply and demand. As more and more businesses catch on to the fact that women are responsible for 85% of all brand purchases made in the United States (and studies tell us they are indeed catching on), the 3% of female creative directors in America are becoming increasingly unavailable.
During an economic downturn, legitimate questions are raised about every ad dollar that is being spent. Does your current marketing staff or ad agency really understand your target audience? Is your advertising connecting or is it missing the mark? In times like these, companies don’t need a marketing partner, they need leadership.