bggd #7 “why women own 19 pairs of shoes” by sabine clappaert & courtney davis
TRANSCRIPT
Why Women Own 19 Pairs of Shoes
(and other secrets revealed)
“We don’t like the way you sell, but God, we like to buy.”
Muse Communication is a communication agency
specialized in smart marketing to women.
• Sabine Clappaert, Courtney Davis
• Founded in 2006
• Small, specialized marketing communication agency
• Located in Gent, Belgium
Muse Communication - Introduction
• XX and XY – where is the difference?
• Women as consumers
• The buying process
Overview
XX and XY – where is the difference?
XX and XY – where is the difference?
Men - spotlight Women - floodlight
Men - spotlight • Efficient at focusing, think localized, specialized
• Bond by “doing” stuff • Perspective of the individual (soloists)
• Social currency: facts, figures, features
Women - floodlight • Integrate information, think distributed, connected
• Bond by talking and sharing • Perspective of the group (ensemble player)
• Social currency: stories, personal details
XX and XY – where is the difference?
Men
Hierarchical thinking
Women
Relational thinking
Women
Similar / different from
Know her / don’t know her
Far / near
She says: “All for one, one for all”
Men
Higher/lower
Faster/slower
First/second
More/less
He says: “Survival of the fittest”
XX and XY – where is the difference?
Men – see competition as
POSITIVE.
Women – see peer group
competition and envy as
NEGATIVE
• XX and XY – where is the difference?
• Women as consumers
• The buying process
“Whatever women want, women get.”
Overview
Women as consumers
Life and Time Factors
Fact: Women like being busy and don’t like
being portrayed as not coping with
their lives.
Women as consumers
Social Values
Fact: Smart marketing to women capitalizes
on women’s need to belong, to connect,
to share.
Women as consumers
Synthesizer Dynamics
Fact: Women experience a brand using many
parameters: their intuition, opinions of
others, and all 5 senses.
Women as consumers
Communication Keys
Fact: Women enjoy stories, personal
details and emotional connections
with others.
• XX and XY – where is the difference?
• Women as consumers
• The buying process
“A minute of perfection was worth the effort.”
Overview
The buying process
Question: What are the differences in the way men and women shop?
Answer: Men “hunt”, while women “gather” in their approach to shopping
Men say: “Make it quick, make it easy” Women say: “there is pleasure seeking, examining, comparing and selecting”
Interesting fact: research shows that when 2 women shop together, they spend more TIME and MONEY than a woman who shops
alone or with her husband.
The buying process
Men: A Good Solution
activation nomination investigation
A Good Solution
decision
Women: The Perfect Answer
The Perfect
Answer
SEEK - EXAMINE - INVESTIGATE - COMPARE - IMAGINE - BUY
The buying process
Men: Grab and Go Women: Dwell and Seek
The buying process
The butt-bump theory: give me time, give me information, give me space!
“Good communication is as stimulating as
black coffee, and just as hard to sleep after.”
We hope you found our presentation interesting!
Conclusion
In Conclusion…
Muse Communication is a full-service communication agency specialized in
smart marketing to women.
www.musecommunication.com
www.musecommunication.blogspot.com
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