Male Marketers, Don’t Tell a Woman She Needs More Time… She Already KNOWS That.

Women Want More

I love this book from Michael Silverstein and Kate Sayre. It’s titled Women Want More: How to Capture Your Share of the World’s Largest, Fastest-Growing Market. But I must warn you to be careful not to read it from a male perspective. I have highlighted some of the key findings below, and you can read more at The Harvard Business Review as well as an overview provided by the authors, or you can just buy the book. In summary, the book overwhelmingly substantiates the massive spending power of women as well as reveals how companies continue to fall short in

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Men, Do You Have Questions About Marketing To Women?

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Now is the time to ask. I am in Chicago and for the next 2 days will be listening to speakers or attending workshops with some of the top leaders and researchers in the world of marketing to women. They will be discussing the topics listed below. I plan to tweet during the convention, and if you have any specific questions please feel free to send them to me @sheconomy or follow hashtag #m2w for the most updated info. What Women Want in the Digital Age How Marketers Can Harness the Power of Digital Influencers Leveraging Women as Consumer Advocates

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If You Want to Successfully Market to a Woman, Don’t Treat Her Like One

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“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.

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Advertisers Shouldn’t Abandon Women. Build Relationships Through Social Media

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You’ve heard it before, and you will most likely hear it again and again throughout these rough economic times. Advertisers who continue their branding efforts during a recession will emerge as winners. But do you know why? Other than the obvious, continued name awareness, I believe one of the major reasons is… women don’t want to be abandoned. Research reveals that women are indeed stressed out about the economy. And as the primary household purchasing agents, what women are looking for from advertisers is an appropriate balance of empathy and optimism. Brands that suspend communication or inadequately connect with women

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Guys, Women Are Still Buying. Make Sure They Are Buying Your Brand.

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Studies reveal that even during tough economic times, 78% of women are willing to pay full price for items they want and need. But as noted a few days ago in Marketing Week, studies also show that women do not feel that advertising connects or appeals to their needs, especially during these recessionary times. This may be the result of being offensive, or it may be that the message simply does not resonate at all. So, what can you do about it? As men you must not only better understand what women want, you have to more accurately communicate and

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Myths About Marketing to Women

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A quick look back at some of the myths about marketing to women. MYTH #1: Why target women? Afterall, men average a higher income than women. TRUTH: Whether or not this is true, women are the ones making the purchases. Studies continue to vary somewhat on who makes more. And averages tend to throw things off since income is not always an indicator of total wealth. But none of that matters really, because even if a woman does not work,  […] MYTH #2: Gender-specific advertising is a waste of marketing dollars. TRUTH: Bad Gender-Specific advertising is a waste of marketing

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Does a Recession Inspire Innovation?

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The answer is clear: it has to. Plato set the precedent when he said, “Necessity is the mother of invention,” in his iconic Republic, and the logic still applies today. We are certainly in a time where consumers, their confidence at a shocking low, are necessitating change. These leaner times mean businesses who respond to unhappy consumers’ outcry by creating new solutions or evolving their products and services to meet changing needs will not only emerge from troubled economic times in tact, but stronger. Consider the following quotes: “Surveys tell us that consumers are more pessimistic today than at any

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Motrin’s Misfire: Women up in Arms

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The marketing nightmare for Motrin this weekend could possibly serve as a summary lesson of things I have been discussing on the She-conomy blog for months. It is a perfect case study of what not to do. To review: Know the power of the female market Listen to the female market Understand the female market Connect to the female market (if you don’t know how, find a woman who can) Know the power of social marketing Find out where your female market is online Understand the many options including Blogs, Twitter, YouTube, etc. And most importantly, know how YOUR female

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What the “Gamma” Woman Means to Business

Meredith Corporation recently released a study entitled The Gamma Factor: Women and the New Social Currency. The report identifies “Gamma” women as a highly connected, yet largely untapped growing consumer segment—55 million strong (and growing). The Gamma Factor reveals that though “Gammas” make up over 50% of the female population they have been essentially ignored by marketers and advertisers who seem consumed with reaching Alpha women—modern outspoken trendsetters.  This has resulted in both missed opportunities for brands seeking growth and loyalty in challenging times as well as marketing efforts that fail to connect with highly desirable women from all generations

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Technology is The Modern Girl’s Best Friend. Women Choose Electronics Over Jewelry.

I came across a statistic in Wired Magazine that says 77 percent of women would prefer a new plasma TV to a diamond necklace. Amen sister! I totally agree. The article reported that according to the Girls Gone Wired survey of 1,400 women and 700 men aged 15 to 49, conducted by market researcher TRU, when given the choice, women opt for tech items rather than luxury items like jewelry or vacations. More interesting facts from the study further prove that women love their gadgets as much as men: • 56 percent would opt for a new plasma TV over

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