Posted on July 14th, 2010 by sheconomy
I was honored to be interviewed by Ashley Milne-Tyte for a story on American Public Radio’s™ Market Place® radio show. The focus was on the lack of attention and respect that advertisers show single women. Guys, simply knowing that women are your market is not enough. You must understand WHO she is to connect with her effectively. You must think in terms of lifestages, not ages. You must listen to her. Engaging the single woman is completely different than engaging moms or even married women without children. The transcript from the show is below or you are welcome to listen
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Filed under: Connecting with Women, Examples of Bad/Good Advertising, Marketing to Single Women, Targeting Women | 4 Comments »
Posted on August 25th, 2008 by sheconomy
Marketers must overcome the stereotype they hold of 40+ women as set in their ways, not open to new ideas (or brands) and operating in a position of “invisibility”. To the contrary, a boomer woman, is not a chronological clock watcher. In fact, she has an aversion to aging. She keeps growing, and even in mid-life and beyond, seeks meaning in life, wants to be productive, wishes to contribute to society and relishes a fully-lived life. Given this versatility of mindset and the non-traditional motivation of the Boomer woman, marketers would be well advised to heed the following: • Boomer
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Filed under: Marketing to Women, Targeting Women | No Comments »
Posted on July 29th, 2008 by sheconomy
In a July 28th article in Advertising Age, marketers awakening to the importance of women as the primary purchaser is described in great detail. “Unlike the “Who cares?” attitude toward female consumers depicted in the TV series “Mad Men,” todays advertisers are starting to wake up to the importance of appealing to women. They are just beginning to understand that women are not a niche market. When they look at current statistics they realize that women are the market. The purchasing agent for the family. It is no longer the world of ‘Mad Men,’ but it could be a bad
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Filed under: Marketing to Women, Targeting Women | No Comments »
Posted on June 19th, 2008 by sheconomy
According to recent research from the Wharton School of Business at the University of Pennsylvania, “the differences in shopping styles of men and women are as primitive as hunter vs. gatherer,” said Paula Courtney, president of the Verde Group, which conducted the random study of 1,205 telephone interviews with Wharton’s J.H. Baker Retail Initiative. When men shop they are on a mission. Get in. Get out as quickly as possible. When women shop, the tend to look around, talk to sales associates and just enjoy the journey, the experience of shopping. They touch the clothes, smell the perfume, try on
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Filed under: Marketing to Women | No Comments »
Posted on June 17th, 2008 by sheconomy
Marketers Beware! Ignoring Boomer women could be detrimental to your bottom line. Times of patronizing ads and ignorance has long gone. These are huge and costly mistakes, especially in categories where the male buyer is less influential than conventional wisdom suggests. In particular, the 40+ female, warrants your attention. There are 80 million Boomers working their way through society as well as the consumer marketplace. Take note, because women comprise the majority, both today and in the future. You may ask, ‘Why are these women so important?’ In their book, BOOM:Marketing to the Ultimate Power Consumer-The Baby Boomer Woman, Mary
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Filed under: Marketing to Boomer Women, Marketing to Women, Targeting Women | No Comments »
Posted on June 15th, 2008 by sheconomy
What do you do when you need/want to know what someone else wants? If you’re smart, you just ask and listen. In regards to the female consumer, it’s a question that doesn’t get asked nearly enough. When you do get around to asking, “What do women want?” listening to the the answer can help you realize a more profitable bottom-line. In 2006, the New York Times ran an article titled What Do Women Want? Just Ask. In the article they featured Shane Homes, an almost 30-year veteran in the housing industry. Shane Homes had spent the better part of their
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Filed under: Marketing to Women, Targeting Women | No Comments »
Posted on June 14th, 2008 by sheconomy
Its a fact, single women buy houses. As a matter if face, more single-women buy homes than their male counterparts. According to the National Association of Realtors, single-women purchase 21% of of homes while single-men purchase only 9%. The rise of single-women homeowners is part of a greater social and economic shift that is reshaping American life. An article in USA Today Dream house, sans spouse: More women buy homes, expounds on this fact with some insight into why single-women are buying now. Why now? According to Donald Hantula, professor of organizational psychology at Temple University in Philadelphia, “For the
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Filed under: Marketing to Single Women | No Comments »
Posted on June 14th, 2008 by sheconomy
Men and women think differently. In a post at her WonderBranding blog, Michele Miller points to scientific research that shows marketing to women isn’t as simple as softening your approach. “While we’ve only scratched the surface of brain study,” she writes, “here’s one fact we do know: a woman’s brain has four times as many connections between the left and right hemispheres as that of a man’s.” Here’s what this means to you: A woman’s brain can accept more signals, but she also has stronger filters. Your challenge as a marketer is finding a way around additional gatekeepers that guard
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Filed under: Marketing to Women, Targeting Women | No Comments »
Posted on June 11th, 2008 by sheconomy
A new online survey, commissioned by Elle magazine, reveals that 8% (approximately 5.4 million) women shoppers are recession proof. Researchers from Survey Sample International identified what they have termed “recession-proof shopper.” “She” is at the median age of 29 and she is affluent. The RPS has a median household income of $62,000: 65% were in the workforce, and only 52% worked full-time. According to Elle, these women are passionate about shopping and they will keep spending money with 57% spending over $2,000 or more per year on clothes and 40% spending $750 or more per year on accessories and footwear.
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Filed under: Advertising to Women During Recession, Marketing to Women, Targeting Women | No Comments »
Posted on June 7th, 2008 by sheconomy
In this video report, Ad Age Digital Editor Abbey Klaassen states that online advertising is less vulnerable to recession than traditional advertising. Marketing analysis agree that when marketing budgets come under pressure in a stressed economy, those sectors that can best document their connection to ROI, such as search-engine advertising, are far more attractive to corporate chiefs than other kinds of less-trackable traditional advertising. This is good info to know if your target audience is women because: Over one-half (54.5%) of women say the Internet is their primary source of information when researching products they might purchase. This news may not
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Filed under: Advertising to Women During Recession, Marketing 2.0, Marketing to Women, Women and the Internet | No Comments »
