getting her attention - online and offline marketing strategies that work
TRANSCRIPT
GETTING HER ATTENTION
Online and Offline Marketing Strategies that WorkRAVENNew Media
& Marketing
Women are a difficult audience to reach.
The numbers
1. 4 studies that can inform our marketing and
communications decisions
2. The 5 C’s
3. 1 measurable, integrated campaign that drives action
4. 13 creative techniques that break through the clutter
5. 5 common mistakes when marketing to women
6. The top 10 things you must address before launching
any women’s services marketing campaign
The Facts
What we know
Women account for 80% of healthcare decisions and purchases and 93% of OTC pharmaceuticals
92% of women pass along information about deals or finds to others
Average number of contacts in her email and mobile lists = 171
76% of women want to be part of a special or select panel
51% of women are moms
66% of women feel misunderstood by health care marketers
http://she-conomy.com/report/facts-on-women/
We make complex health decisions
According to the American Academy of Family Physicians (AAFP), 90% of U.S. adult women are responsible for health care decisions for themselves and/or members of their family.
70% of women are responsible for their own health care decisions
27% are primarily responsible for their children’s health care decisions
20% are primarily responsible for their spouse/significant other
6% are in charge of an adult relative’s health care decisions
We believe that
networking is important
Connections
Actions
Reactions
Sharing
Value
In a social environment, let women know how you or your service can make their lives better.
We know that sharing and word-of-
mouth are powerful influencers
A study of 2,000 women in Canada and the U.S. showed that traditional web sites (70%) have now surpassed traditional forms of word-of-mouth (58%) as their preferred method for getting the word out about products and services.
The study also found that only 28% of women decide what products or services to buy without looking for some kind of help.
~ 58% of women (18+) share both good and bad experiences online
~ 36% share to help others make smart purchases
~ 27% are asked to share
~ 15% share their expertise
Source: Harbinger Women and Word of
Mouth Study, October 2010
We know that it is not just about
gender preferences
Veterans – born before 1946
Age 63+
Boomers – born between 1946 -1964
Age 45-62
Gen X – born between 1965 – 1981
Age 28-44
Gen Y – born between 1982 – 2000
Age 9-27
Generational communications
Veteran
Born before 1946
Boomer
1946-1964
Gen X
1965-1981
Gen Y
1982-2000
Style Formal Semiformal Not so serious;
irreverent
Eye-catching
fun
Content Detail; prose-style
writing
Chunk it down
but give me
everything
Get to the point –
what do I need to
know?
If and when I
need it, I’ll find it
online
Context Relevance to my
security; historical
perspective
Relevance to
the bottom line
and my rewards
Relevance to
what matters to
me
Relevance to
now, today and
my role
Attitude Accepting and
trusting of authority
and hierarchy
Accept the
“rules” as
created by the
Veterans
Openly question
authority; often
branded as
cynics and
skeptics
OK with
authority that
earns their
respect
Source: Communication World, March-April 2008, p.20; IABC.com/cw
Veteran
Born before 1946
Boomer
1946-1964
Gen X
1965-1981
Gen Y
1982-2000
Tactics Print; conventional
mail; face-to-face
dialogue or by
phone; some online
information and
interaction
Print;
conventional
mail; face-to-
face dialogue;
online tools
and resources
Online; some
face-to-face (if
they’re really
needed); games;
technological
interaction
Online; wired;
seamlessly
connected
through
technology
Speed Attainable within
reasonable time
frame
Available;
handy
Immediate; when
I need it
Five minutes
ago
Frequency In digestible amounts As needed Whenever Constant
Source: Communication World, March-April 2008, p.20; IABC.com/cw
COMMUNICATION,
COMMUNITY,
CAUSES,
CONVENIENCE &
CREATIVITY
A woman’s perspective
Communication
I am unique…
but I
still
want to
hear
opinions
from
women
like me.
http://www.doctortree.org/446120.html
http://www.hellotomorrow.avon.com/ca/web/en/resources.html
I don’t want to be “sold” something
Give me a voice and I will talk about you to others and become a brand advocate.
I don’t want to subscribe to your blog
Follow mine and get to know the sites I like to visit and the things that are important to me.
Source: www.mssinglemama.com
Don’t count on me “liking” you
I use social
media to keep
up with my
friends,
business
contacts and
participate in
groups/games
I enjoy.
Don’t count on
me becoming a
fan of your
hospital,
service or
event.
Source: twitter.com; facebook.com; linkedin.com
I pay attention to what others say about
your…
doctors & nurses
facilities
attention to care
attitude & dispositionparking garage
food
wait times
follow up
Details matter to me
Community
It’s my life
Tie your message
into my daily life
activities.
I care about my
community –
schools, the arts,
politics, local
commerce, church
etc.
I may not have
any community
ties to a hospital
or service but I
consider my
doctor as part of
my community.
I want a real story
Visuals and real life stories tend to catch women's interest better than any product-focused information. Women will seek service information before they act, but you must get their attention first.
I was 4 hours and 2 days away from a miracle.
Causes
When I care…
I REALLY care.
My wardrobe is
not primarily pink
or red. You may
not be able to
immediately
determine my
passions/causes.
I won’t donate my
time or money
unless I’ve had an
important, positive
experience with
you.
Convenience
If I can do two things at once…
I will.
If afterhours services, quick appointments and local access are not available, I probably won’t go.
I am glued to my smart phone and calendar.
http://www.clevelandclinic.com
Address care-giving…
and you’ll get my respect
Creativity
http://www.womenhealthzone.com/womens-health/breast-cancer/breast-cancer-awareness-ads/
It’s all a blur
Do not show me clip art or stock photography.
Show me something that will stop and make me think.
Source: Bicrazors.com
I am distracted and it takes something special to make me focus on your message.
Show me
something
uncommon in
common
places.
I appreciate
(and share)
clever
messaging.
Avonbreastcancercrusade.com
Ikea: Facebook Showroom
This Facebook marketing campaign involved the store manager of the Malmo
Ikea store posting pictures of the new showrooms where people who tagged the
items first, won that product. The result was a viral word of mouth campaign that
quickly spread to people’s Facebook friends and created huge product
awareness.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010
Target: Bullseye Gives
This social media campaign empowered its Facebook fans by putting $3 million in their hands. Over two weeks Facebook users voted on which among the 10 selected charities would receive the greatest proportion of the money. St. Jude's Children's Hospital received 26.6% of the votes, so Target donated $797,123 to it.
The effort attracted 291,399 votes from 167,000 fans. That's not a staggering number, but it helped raise awareness for Target and its charitable efforts.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010
VW: Fun Theory
This was a social experiment using humor to drive engagement and influence customer behavior. It involved Volkswagen transforming a Swedish subway staircase into a giant functioning piano. The result, 66% more people choosing the steps rather than the escalator.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010
UNLOCKING SERVICES
WITH MARKETING POWER
A.K.A. if you can reach me with these, you’ll have my family’s business too
Services with (hidden) marketing power
Services related to my family’s health
(Care)
Services that I can shop
(Choice)
Services I can schedule in advance
(Convenience)
Services by location
(Community)
Kid’s immunizations
School physicals
Aging parents needs/Age-related diseases
Family flu shots
Maternity services
Pediatrics
Elective surgeries (bariatrics, plastics, some
ortho)
Annual physicals
Health checks (by age)
Gyn health (Mammo/Pap)
Immediate care centers
Emergency rooms
Allergy shots
Dermatology
Health fairs
Expand the reach of your campaign
Online PR
Advertorials
Social media advertising
SEM
Video testimonialsContribute to popular
sites/blogs
Mobile messaging & apps
Email marketing
POP
FINAL THOUGHTS
Five common mistakes
1. Mistake: Thinking that women are a "niche."
Reality: Women are the primary consumers in the U.S.
2. Mistake: Thinking that the female consumer marketing opportunity requires less funding.
Reality: Women are no "specialty" market, so reaching them should be a budget priority.
3. Mistake: Dividing markets along purely gender or demographic lines.
Reality: Within all those demographic categories lies the key -- consumer behavior. Life-stage and the fundamental truths of consumer behavior will matter the most in reaching women consumers.
4. Mistake: More men are on-line than women.
Reality: Women have become the majority of Web users and do the most on-line shopping in the US.
5. Mistake: Focusing on women will alienate men.
Reality: Focusing on women delivers the best to everyone.
Source: http://www.inc.com/articles/2003/01/25019.html
Final thoughts
1. Save them time; make services convenient.
2. Don’t count on women visiting to you web site. Reach out to their popular online sites.
3. Know my name – personalize the message if you can.
4. Don’t sell to women. Let them give you their opinions.
5. Stories and testimonials matter.
6. Listen.
7. Spend the time to learn the right way to use social media to communicate.
8. If any part of your communication effort relies on word of mouth, public
participation/discussion, or personal recommendations, women will be heavily
influencing those communications.
9. In your communications, invite and utilize responses, questions, and suggestions.
10. Be authentic.
