I was honored to be interviewed by Ashley Milne-Tyte for a story on American Public Radio’s™ Market Place® radio show. The focus was on the lack of attention and respect that advertisers show single women. Guys, simply knowing that women are your market is not enough. You must understand WHO she is to connect with her effectively. You must think in terms of lifestages, not ages. You must listen to her. Engaging the single woman is completely different than engaging moms or even married women without children. The transcript from the show is below or you are welcome to listen
Yes… that “is” a shot of a rhinoceros peeing. But wait, there’s more! For everyone to watch, Mohawk® Flooring subjected a piece of their carpet to two weeks of being walked on, peed on and yes… crapped on by Ricko, a 2,800 lb. African rhinoceros. All in an effort to prove how stain resistant and durable their new SmartStrand® product actually is. Seriously? I saw this campaign for the first time last week. Even though it is about a year old, I think it’s a great example of taking a boyish obsession with bathroom humor to the next unfortunate level.
For the first time ever, girls from around the world were asked to help Barbie ® select her next milestone career. Mattel used social media to solicit votes online and the winning career was unveiled at the New York Toy Fair on February 12th, 2010. Barbie is now a geek. Well, sort of. More than half a million voters weighed in and Mattel listened. According to Investor.com, they added Computer Engineer to Barbie’s® existing list of 124 careers. But it’s too bad Mattel didn’t optimize the same “social” opportunity to take a vote on how to dress her. They did
Aaron Baar, a writer for Media Post News’ Marketing Daily, called a couple of weeks ago to get my opinion on the newest Virgin Mobile TV spots. At the time, I had not yet seen them, so he gave me a link to the “Shopping” one shown above. At first glance I had very little to say. I did agree that it must be about “guy humor” because there was no connection for me, whatsoever. But to be honest, I simply didn’t get it. So, I watched it again. Still, no connection. What I do get is that they are
That is one of my favorite lines in this hysterical video, narrated by Sarah Haskins. A clever montage of six dreadful ads, it’s easy to get lost in the absurdity and hilarity of it all, but you would be wise to take note. Her observations of poor marketing to women are dead on. Special thanks to twitter.com/TWOCOMMACOPY (via) www.kristinamills.com/blog/ for sharing this video with me! ——————————————————————————————————————————————————————— 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
I love this AT&T TV commercial! I have no idea what the media buy is, but I know that I have only seen it when I am watching sports. I am assuming that’s because of the focus on Tyler Hansbrough, the former North Carolina basketball hero who was recently drafted into the NBA by the Indiana Pacers. But this spot is strong even if you don’t know
Filed under: Advertising to Women During Recession, Connecting with Women, Examples of Bad/Good Advertising, Marketing 2.0, Marketing to Women Myths, Social Media, Targeting Women, Women and the Internet | 6 Comments »
No matter how many times I go to The Home Depot’s Twitter page to use it as an example of a company using Twitter to address poor customer service, I have never been disappointed. Unfortunately for them, there is always a sample of them responding to a dissatisfied customer. But the good news is they ARE responding to dissatisfied customers. Women are more likely to recommend a product or service if they feel they have been treated well after a bad experience than if they had no bad experience at all. While I am obviously not advocating bad experiences, there is
“At last, a vacuum campaign that defies gender and every stereotypical demographic” states Barbara Lippert in her Creative Critique for Adweek. I absolutely agree. This ad is funny, touches familiar emotions and connects with women. One of the most important things to remember when marketing to women is, if executed appropriately, it will appeal to everyone. Unfortunately, I found the “Soul Mate” ad, shown here, to be the only one of the four produced for Hoover Vacuums’ Clean Freaks Rejoice campaign that really works for me. The other three: “After Party”, “Wedding” and “Street Sweeper” seem to miss the mark.
I have read and heard many comments and opinions over the past week about Skittles’ edgy move with its new Web site that launched last Monday, but I have been most drawn to the debates from traditional marketers. Some still assume that Skittles plans to unveil its “real” site later. They think that this is merely a teaser campaign. But the reality is, these marketers simply don’t get it. This is not using Social Media as a precursor to unveil a traditional marketing campaign. This IS the campaign. And while time will tell exactly how effective Skittles’ site will prove
Knowing women are your market is huge, but knowing where they are and how to connect with them – in their world – is what will separate you from your competitors. 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