Research continues to be over-whelming that social marketing plus women will add to the bottom line. And companies that are listening are rapidly developing online campaigns directly targeted to women on the Internet to test this theory. Frito Lay has teamed with Glam.com to push Baked Lays in this soon to be launched online webisode series.
It’s debut is March 1st, but you can check the Only In A Woman’s World site out now to preview. It will be complete with games, profiles of women to connect with, videos to be shared, coupons, cards to share with your friends and much more. It is directly targeted to women online, is very interactive and designed to bring them back time and again.
Time will tell if this catches on or if it is successful for Frito-Lay, but as a male marketer, it would be prudent for now to ask yourself: Would I have thought of this? And if you had, Would I have known to include all of the nuances and use of subtleties that make it appealing to women? If your answers to either of these is no, you need to find out how to change that.