marketing to women
DESCRIPTION
Women are the most underestimated, ingnored and unexplored target market of all time.This document will help you go from Female Marketing 1.0 (make it pink) to Female Marketing 2.0 (real empathy driven)TRANSCRIPT
WOMAN! The biggest, nearest, most powerful
and most underserved market of all time!
Presenta(onwri-enandarrangedbyStefaanVandist,strategicplanneratTrinityConsult,stefaan@triity‐planning.be
The great question - which I have not been able to answer - is: "What does a woman want?” (Sigmund Freud)
What is the problem with marketing to women? The famous joke about the woman an the care sales representative is the best illustration of what is going wrong
Did you know… Women. The Ultra-Mega Niche. The under-served market of all markets. Just consider the fact that women, who comprise just over 50% of the US population,
make over 80% of the consumer purchasing decisions (and in case you're wondering, consumer spending accounts for two-thirds of US GNP). No wonder a growing number of companies have 'FEMALE FEVER'. We'll let the examples speak for themselves.
IntheUS,womandecidefor80%ofallconsumerpurchases(consumermarketis66%ofUSGDP)
NumberofworkingwomanissurpassingnumberofworkingmenintheUS
¾ofjoblossintheUSisamongmen
Companies suffering female fever…
Female marketing 1.0: make it pink
The Densia | Spain PortaJane | US One White Pearl | NL
The largest research on women of all time: Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups |
womenspeakworldwide.com
Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
WOMAN…
• Feel vastly underserved • Feel patronized in the marketplace • Feel underestimated in the workplace • Constantly juggle conflicting priorities • 2/3 consider themselves as overweight
• Underestimate female purchasing power • Ignore female purchasing decision power • Promote female stereotypes • Use outdated marketing narratives
Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
COMPANIES…
After all, L’Oréal was right: woman feel undervalued
It is a very old fashioned idea that women is a single minded target audience
“Women” does not exist
Different segments with different needs…
Econ
omicClass
Lifestage
Different attitudes when it comes to beauty
Integratebeautyideal
Resistbeautyideal
PretendingBeing
ConformistBeauty15%
P.R.Beauty23%
FlashyBeauty13%
DiscreteBeauty10%
Rejec(ngBeauty9%
FreshBeauty9%
ObviousBeauty18%
Thefemalebeautyuniverse
1
2
3
4
5
6
7
Female marketing 2.0?
Woman don’t want to be perfect size 6, they want to feel and look good (the fit block)
From patronizing sameness for women (skin moisturizer) to serious technology
Womanmakethedecisioninpurchaseof
94%ofhomefurnishing92%ofvaca(ons…91%ofhomes…60%ofautomobiles…51%
ofconsumerelectronics
The worst industry of all when it comes to communication with women = banking
However the shit hits the fan, private wealth in the US will grow from 14 to 22 trillion $
by 2020.
HALF of it will be owned by… women
• Woman feel not respected by banks as full client to do business with
• Feel treated like dummies talked down to • Woman feel poorly advices on their situation • Woman are annoyed by to much housefather focus and
a lack of family focus
Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
BUT…
RULESOFTHUMBINMARKETINGTOWOMEN
• Ifyou’retheonewhoconnectsfemaleconsumerstoeach‐other,theywillfeelconnectedtoyou
• Ifyourmarke(ngtargetsjustoneofherlives,youmissalltheothers
• Ifyouhavetoaskher,itisprobablytolate
• Beingreliabletoonegenera(onwillleadyoutothenext
• Don’tinterferehera-en(on,bearoundinherperiphery
• Co‐parentyourbusinesswithfemaleconsumers
• Becaring,begood,betrue
• Don’tpatronize.Coach.
Female marketing 2.0: In men-oriented markets, serving women
as ladies turns you in a gentleman
Female marketing 2.0: In female-oriented markets, have a deeper empathy for real life-stage oriented needs
Thanks for your attention! THANKSFORYOURATTENTION
StefaanVandiststefaan@trinity‐planning.be
www.trinity‐planning.be