She-conomy » Marketing to “Green” Women

Sheconomy is Speaking at the 2011 MIMA Summit

sheconomy — Mon, 08 Aug 2011 23:05:30 +0000

I am honored to have been asked to be a featured speaker at the 2011 Annual MIMA Summit. The theme is Celebrating the Digital Decade with a focus on consumer insights. Keynote speakers are Avinash Kaushik, the analytics evangelist for Google and Chris Anderson, editor-in-chief of Wired magazine. A complete line up of speakers can be found here.

I will be presenting on the power of the female consumer in a session titled: Why and How to Effectively Market to Women in Today’s Economic Climate. Are there any topics or questions you feel should be addressed? Also, I would love to know who’s planning to be there!

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 directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Men, Do You Have Questions About Marketing To Women?

sheconomy — Wed, 29 Apr 2009 12:03:46 +0000

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
Are You Hearing What She’s Not Telling You?
Building a Successful Online Community with Women
Women Get Green & Clean
The Next Digital Frontier-From Impressions to Relationships
New Research on Marketing to Women in the Recession
The Changing Face of the American Female Consumer
Cracking the Code For Effective Social Media Marketing to Women
Why “Return on Women” (ROW) Should Be Your #1 Recession Strategy
Finding Generation O: The Evolution of Oxygen
The Power of Cause Branding
Recessionista Report: Women Behaving Smartly
Creative and New Ways to Reach Women

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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 directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

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

sheconomy — Wed, 11 Mar 2009 14:25:57 +0000

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 during recessionary times are by default, communicating a sense of desertion.

So, what do you do?

Advertisers who not only remain visible, but actually capitalize on the downtime to build relationships with women, will become their allies in this war on “not-spending”. This is true whether it is for the necessities such as food and healthcare items that women must buy, bargains they seek for clothing and electronics, as well as the bigger ticket items they are holding off on including homes, new cars or elective surgeries. They will buy now or later from companies that connect with them.

And, how do you do it?

Social Media, with its transparent format, provides a platform for advertisers to optimize this slow and downtime by:

Turning potential female customers into friends and building authentic relationships.
Providing opportunity for women to become more engaged with you and your product or service.
Nurturing a solid loyalty toward your brand.

Women need your support now more than ever. And if you don’t abandon or leave them stranded, they will most likely be with you for life.

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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 directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

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

sheconomy — Tue, 03 Mar 2009 17:25:06 +0000

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 connect with them. You should be reading, conducting focus groups and even attending conferences. An opportunity where those very issues are going to be addressed in the near future are at the 5th Annual M2W®-The Marketing To Women Conference, April 29 & 30, 2009, at the Chicago Cultural Center.

The speakers include some of the Who’s Who among those who have researched and successfully connected with all types of women. I will be there taking in all of the new research and numbers that I can. And while I plan to share some of that knowledge and how to apply it here on She-conomy, to truly be ahead of the curve, you might want to consider participating yourself. And no, I am not making commission off the event. I do feel that anyone seriously interested in marketing to women would benefit from the research that will be revealed.

Please let me know if you plan to attend. I would love to meet you. If not, be sure to follow me on Twitter @sheconomy. I will be tweeting from the event.

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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 directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Sixty Percent of LOHAS Are Women

sheconomy — Thu, 23 Oct 2008 14:23:15 +0000

Meet the LOHAS, an acronym for Lifestyles of Health and Sustainability, a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice. LOHAS consumers are estimated to account for one-third of the U.S. population, 63 million adults and accounts for over 230 billion in sales annually. And, according to recent studies, 60% of people within the LOHAS marketplace are women.

LOHAS consumers are highly educated and driven by balancing their needs to better the environment, society and personal health. They not only care strongly about protecting the environment, they will support companies who have similar values and beliefs—even it costs a little more to do so.

Women make up 60% of people within the LOHAS marketplace.

More and more cities, communities, organizations and companies are embracing the values of LOHAS. According to Linda Povey, vice president of strategic consulting with the Natural Marketing Institute, “greening” is spreading like wildfire, and everyone is getting on the bandwagon. But she expects a shakeout over the next few years as companies who are not truthful about their values will fall by the wayside. LOHAS consumers are not fickle. They are loyal, and they remember.

If you have a product that is natural and better for the environment, you must consider purchasing behaviors of the LOHAS. And if you use environmentally friendly methods in the services you provide or the products you manufacture, you should let it be known. People in general are increasingly becoming more protective of the environment. If your company does its part, by all means let it be known. This could be your key to tapping into a growing marketplace of environmentally conscious women.

For more information about LOHAS visit lohas.com.

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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 directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email