President/Executive Creative Director, Holland and Holland Advertising
I began my advertising career as a graphic designer a little more than 30 years ago. For the last 25 years, I have served as co-owner of Holland + Holland Advertising, holding several positions, including researcher, account planner, and art director, among others. My predominant role for the past 20 years has been as creative director, overseeing all creative produced for real estate, medical, communications, banking and insurance clients, just to name a few.
I have long been doing what is now considered not only in vogue, but critical to achieving the optimum bottom line for most companies – that is, intuitively understanding, connecting and persuading the female target audience.
SO, WHY CREATE THE SHE-CONOMY® BLOG?
A review of the more than 400 hundred clients I have worked with over the years revealed that 96% of my main contacts and/or decision makers have been men. I feel that this, coupled with being a female marketer in a field where only 3% of all creative directors are women, gives me a heightened understanding of how men simply struggle when marketing to women.
It is becoming more widely known that 85% of all brand purchases are made by the woman. But add to it that surveys reveal 91% of women feel advertisers don’t understand them, and that adds up to men needing to struggle less and give in to accepting help – from qualified women. Knowing that women are your market is definitely a step in the right direction, but it simply is not enough. And now – knowing how to communicate with women during these recessionary times is no longer a competitive edge – it is mandatory.
In other words, if you want your company to shoot for the stars, you may want to aim in the direction of Venus.
She-conomy® is a highlight of current marketing trends and statistical data along with my opinions and perspective as a female marketer. I hope you find the information useful.