I stumbled upon the article “The truth about marketing to women” and read it because of this intro paragraph:
“Men and women are different, and businesses need to market to them differently. That’s the controversial view of marketing expert Robert Craven, who believes firms that don’t change their approach to marketing to women will get left behind.”
Controversial view? I’m confused…
I kept reading.
“If men and women behave and act differently from each other, then maybe their approach to marketing and selling, and more importantly buying, is also different.The female market is an under-developed opportunity, possibly the number-one opportunity, for those who really understand what women really want.”
But how is this controversial?
“Companies think they’re marketing to women – who buy 80% of the products and control 80% of the money – but they’re not. They’re not talking to women. They don’t know how to talk to women. Just like they have no clue what to give their wives for their birthdays.”
Now we’re talking!
This is exactly why I started this blog: to help YOU get US. I am focusing on moms, but the overlap of moms who are also women is pretty damn high. 😉
One of my all-time favorite advertising quotes comes from David Ogilvy’s Confessions of an Advertising Man: The customer is not a moron. She’s your wife.
But most brands don’t understand that. And they don’t care. They want to reach women – but don’t really want to take the time to develop a strategy to do so. The conversation remains heavily targeted to a man because people tend to communicate in the way that they personally like to receive information.
But here’s the thing: women reach purchasing decisions in a different way than men so you really need to change up the messaging.
“Men and women don’t communicate in the same way, and they don’t buy for the same reasons… He simply wants the transaction to take place. She’s interested in creating a relationship.”
The relationships are key. We want to build a connection with the brand. Think about it as a date – court us, explain why you are suitable to be with, woo us with those limited time offers, and speak our language. Don’t just assume that we are an item: work for it!
Dos and don’ts for marketing to women
There is no one-size-fits-all guide to marketing to women. Every customer base is different, but here are some general dos and don’ts:
- Build relationships. Gather customer intelligence and use personalized tools to target female consumers with specific messages.
- Avoid negative campaigns – give women positive reasons to buy.
- Don’t forget that women usually shop around and do their research before they buy. Make sure you promote all the details such as after-sales service and warranties.
- Don’t stereotype women (greying grannies and brainless secretaries).
- Don’t go to extremes. Marketing to women is about catering to all their needs – not just focusing on the ways in which they differ to men.