juliana lukasik: women on women: it's not what you think
DESCRIPTION
Engineering product launches with not only the end consumer, but the purchaser in mind.TRANSCRIPT
Women on Women It’s not what you think.
How you can reach a broader audience and make more money.
Juliana LukasikPresident/Owner
Who I am and what I know.
Business Owner
Commercial Director
Consumer
Juliana, 1999, Decides to buy company. Juliana, 2014, fifteen years later.
Female Buying Power
85%
50%
The amount of purchasing decisions women make or influence.
Products traditionally targeted to men, including automobiles, home improvement and consumer electronics, that are purchased by women.
Female Directors
0
10
20
30
40
50
60
70
80
90
100
1998
2006
2010
2011
MEN WOMEN
9% 7% 7% 5%
Female Creatives
Men Women3
%5%
Creative Directors
Directors
Percentage of Men Advertising to Women
97%
Consumer PurchasingConsumer Consumption Expenditures
2008
2009
2010
2011
2012
2013
SPEN
DIN
G
Source: U.S. Department of Commerce: Bureau of Economic Analysis
Women selling to Women?
The Team
Any business that
seeks to gain
LOYALTY must instill
a sense of VALUE
for their products
and services,
whether real or
imagined.
Value & Loyalty
OverallService Quality
Image
ValueFor
Money
OverallCompany
RatingLoyalt
y
Faceto
Face
CallCentre
Internet
Women as Key Influencers
Nintendo Wii Sports - 2006
Nintendo Wii Galaxy - 2007
Nintendo Wii Fit U - 2014
Nintendo
“If you are reaching out specifically to women it is absolutely critical that you understand the needs and wants of you target audience. Additionally, it’s important to seek the opinion of your target audience (in this case women) by integrating them into all aspects of the strategy and execution process.”
– Phil Raub, Former Director, Retail Marketing at Nintendo of America
Toyota Venza: Slacker Campaign
Toyota Venza: Slacker Campaign
“To reach a broad market, especially to women, the creative needs to feel authentic. You know, there's nothing wrong with putting a 40-year-old women on a mountain bike.” - Margaret Keene, Executive Creative Director at Saatchi & Saatchi LA
Toyota Venza: Slacker Campaign
Dove: Real Women Campaign
Dove: Real Women Campaign
700%
INCREASE
The Path
AUTHENTICITY AWARENESS
VALUE TRUST
LOYALTY
INCREASEDSALES
Now What?
Start with a project. Challenge your current
relationships. Find better balance. Track the results. See the rewards.
If you have any further questions or comments about my presentation, please contact me:
Questions ???
Email: [email protected]: @julianalukasikPhone: 503-287-5387