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 December 9th, 2008 by sheconomy
It seems that as Web 2.0 becomes more mainstream, it is also becoming even more confusing for most. The possibilities appear endless for marketing professionals and their clients, but many have no idea how or where to start as others continue to debate its potential effectiveness. And as the economy worsens, marketers are scrambling. Further concerning is the fact that so many companies are making severe cuts in the area of marketing as these unchartered territories are entering the arena. Historical recessions of the past have revealed that companies that continue to advertise during the bad times solidify their existing
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Filed under: Advertising to Women During Recession, Blogging, Marketing 2.0 | No Comments »
Posted on August 28th, 2008 by sheconomy
A couple of weeks ago AdAge reported on a study conducted by business professors at Villanova University and the College of New Jersey – inspired by Dove’s “Campaign for Real Beauty.” While an official written report is still in the works, the study initially revealed that ads featuring super-skinny models made women feel suddenly worse about themselves, but better about the brands featured. The conclusion perhaps being that such ads cause women to despise their own bodies, and then subconsciously try to remedy the feeling with shopping therapy. “If I can’t have a body like that, I could at least
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Filed under: Marketing to Women, Targeting Women | No 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 August 21st, 2008 by sheconomy
The nature of real estate competition is changing — particularly if you’re interested in snagging women. 91% Of New Home Purchases Are Being Decided By Women.* Women represent the majority of the online market According to Kim T. Gordon in her article Ten Marketing Trends to Watch, on Entrepreneur.com, “Affluent working women with family incomes of $75,000 or more are growing in number, and 94.3 percent access the Internet during an average month. About half are now considered heavy users of the Internet, while heavy use of radio, television, newspapers and direct mail has declined within this group.” So, what
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Filed under: Marketing to Women, Targeting Women | No Comments »
Posted on August 19th, 2008 by sheconomy
When it comes to social media, women are at the forefront,” said a Business Week article in May entitled The Social Media Gender Gap. The article reported on a study of 13.2 million people and how they’re using social media. “While the trends indicate both sexes are using social media in huge numbers, our findings show that women far outpace the men,” the study said. The study also predicted that the next wave of innovation will likely “target women more than men.” Why are women at the forefront? Women are more relationship-driven. “They spend more time on social networks building
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Filed under: Marketing 2.0, Marketing to Women | No Comments »
Posted on August 14th, 2008 by sheconomy
And it all began with perfect timing and paying attention. A report came out yesterday in AdWeek.com stating that, according to Neilsen IAG, Dove’s TV ad ranked at the top of the “Most-Liked” list by viewers. The articles states, “Dove continues its conversation regarding beauty and self-esteem in the face of commercial exploitation. In this spot, which was the commercial most liked by viewers during the last month, a young girl is bombarded with visuals of tone, buff, scantily clad women. Dove goes on to describe the self-esteem workshops it has formed to educate young girls about notions of beauty.”
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Filed under: Examples of Bad/Good Advertising, Marketing to Women, Targeting Women | No Comments »
Posted on August 12th, 2008 by sheconomy
It’s no big secret that men and women think differently, but the how and why is where it gets interesting. Especially when your marketing dollars are riding on it. A single word can make all the difference. Michele Miller, author of The Soccer Mom Myth, points out in a post on her Wonder Branding blog, that women have four times as many connections between the right and left brain hemispheres than men. While that doesn’t make a woman smarter, it does in fact change the way she processes information—and more importantly how she filters out the excess. Take Nothing for
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Filed under: Marketing to Women, Targeting Women | No Comments »
Posted on July 29th, 2008 by sheconomy
Stop what you are doing. Most real estate advertising is directed toward men or is gender neutral. There is a good chance that your advertising is missing the mark altogether because you are aiming at the wrong target. One survey revealed that 91% of women said advertisers don’t understand them. Other research reveals 91% of all new home decision are made by women. Fact is if you are not yet marketing the female homebuyer you are missing out on a significant opportunity. Look at the numbers. Women are not a niche. They are the market. Fact is 85% of brands
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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 »
