Posted on December 16th, 2008 by sheconomy
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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Filed under: Buying Power of Women, Marketing to Women, Marketing to Women Myths, Targeting Women | No Comments »
Posted on December 12th, 2008 by sheconomy
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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Filed under: Advertising during recession, Advertising to Women During Recession, Buying Power of Women, Effects of recession, Marketing 2.0, Marketing to Boomer Women, Marketing to Single Women, Marketing to Women, Marketing to Women Myths, Targeting Women, Women and the Internet | No Comments »
Posted on November 18th, 2008 by sheconomy
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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Filed under: Buying Power of Women, Examples of Bad/Good Advertising, Marketing 2.0, Marketing to Women, Marketing to Women Myths, Targeting Women, Women and the Internet | 8 Comments »
Posted on October 16th, 2008 by sheconomy
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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Filed under: Buying Power of Women, Marketing 2.0, Marketing to Single Women, Marketing to Women, Marketing to Women Myths, Targeting Women | No Comments »
Posted on September 30th, 2008 by sheconomy
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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Filed under: Marketing to Women Myths, Targeting Women | No Comments »
Posted on May 8th, 2008 by sheconomy
MYTH: The only reason to market to women is to diversify and remain politically correct. But staying focused on business should be the top goal. TRUTH: Women aren’t a minority you need to address them to keep everyone “happy.” Women are the majority of your market. Women are making 85 to 95 percent of household spending decisions. When a segment of the U.S. market is making 85 to 95 percent of the household spending decisions—including cars, boats, home remodeling, auto repairs, wealth management—if you don’t get their attention, and their business, someone else will. Followers of this Myth may also
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Posted on April 18th, 2008 by sheconomy
MYTH: Women only buy “women-things.” TRUTH: Yes, if you consider electronics, NFL swag, tools and automobiles “women-things.” There’s nothing “girly” about these stats: The Consumer Electronics Association says women accounted for $55 billion of the $96 billion spent on electronics gear. And, that women are involved in almost 75% of all electronics purchases. Par Excellence Magazine states 74% of NBA and NFL purchases are made by women. According to Road & Travel Magazine, today’s women make up more than 50% of the automotive market, spending an estimated $80 billion a year on new-car sales, a number industry analysts expect to
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Filed under: Marketing to Women Myths | No Comments »
Posted on April 17th, 2008 by sheconomy
MYTH: Gender-specific advertising is a waste of marketing dollars. TRUTH: Bad Gender-Specific advertising is a waste of marketing dollars. There is a Clear-Blue Easy TV spot running right now that blows my mind. It features the test-stick in mid-air, slowly spinning against a black screen. The first time I saw it, I had to do a double take, I thought it was some high-tech men’s razor. Not really the look that screams sensitivity. But wait, maybe the copy will save it. Nope. A booming movie-trailer guy comes on to say, “It has arrived. The next generation in pregnancy tests. It’s
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Filed under: Examples of Bad/Good Advertising, Marketing to Women, Marketing to Women Myths | No Comments »
Posted on April 8th, 2008 by sheconomy
MYTH: Why target women if 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, studies consistently show that she is making the buying decisions for herself and her family. So ignoring her is short-sighted to say the very least. 85% of all brand purchases are made by women
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Filed under: Marketing to Women, Marketing to Women Myths, Targeting Women | No Comments »
