Search Results for: women travel

Women’s Travel Trends for 2018

In 2018—the year of the woman—women have the power to do anything. That includes traveling if they wish, and they really do wish. According to the George Washington University School of Business, nearly two-thirds of today’s travelers are women. In fact, 80% of all travel decisions are made by women, regardless of who they’re traveling with, who’s paying for the trip, and where they’re traveling to. Many of those women traveled solo, with 73% of travel agents saying women are more likely to travel on their own than men.

Following are some women’s travel trends for 2018 that marketers should understand in order to capture this critical travel market.      More

Tourism Marketing Tip: Women Make Most Travel Decisions

Smart Tourism Marketers Market to Women

In Tourism Marketing, Women Travelers Matter

Certain descriptors are welcome phrases to any hotel:  Aesthetic. Trendy. Modern. Renovated. Fancy.

Why do these words matter? Because these descriptors are the top 5 positive attributes that  draw female travelers to certain properties, based on findings from Brand Karma Analytics.  On the flip side, “dingy,” “stained,” and “outdated,” are the primary negative attributes that repel female guests.

Why do women travelers matter? Because, with 82% of travel decisions made by women, they represent the most important and fastest growing segment in both leisure and business travel markets.

According to the Travel Industry Association, an estimated 32 million American women traveled alone at least once in the past year, with three in ten women traveling five or more times. And that doesn’t take into account travel with family and friends.  Women represent the driving force behind travel decisions, and their social networking behavior has necessitated adaptations by the travel industry and tourism marketing.

For example, women write more online reviews than men. They’re not only writing more reviews, but are also more likely to publicly express their thoughts toward a hotel after a negative experience via their online social communities.

Recognizing the travel power of women, Hilton Hotels is actively marketing to female travelers, with ongoing dialogue targeting women via Facebook and Twitter.

The benefits of such marketing include the unfiltered feedback Hilton has received that provides valuable insights. The hotel shampoo was disappointing; the menu offered only fattening foods; robes and slippers were too large; appreciated additional amenities would include yoga mats, electronics chargers, and better hair dryers.

John Wallis, Hyatt’s global head of marketing and brand strategy, best described the core reason for the travel and hospitality industry’s past omission of women travelers: “Hotels have been created by men for men. Women want and deserve a completely different customer experience.”

The growth of the female customer segment is reflected not merely in their growing reign over social media channels, but also in their travel behaviors: traveling alone, traveling more, traveling based on their individual decisions.

Those targeting women in the travel industry, or any industry, would do well to remember that their decision-making process is heavily based on community recommendations, reviews, and advice.

Consumer Travel Trends for 2018

travel trends 2018

Whether travelers are dreaming about getting away, or planning a trip, their experience occurs in micro-moments. These micro-moments happen in various stages, from when they are initially dreaming about a vacation, to the planning process, booking the trip, and finally the anticipation of the trip itself. Travel brands need to plan and create a strategy for engaging with travelers in each of these moments by being helpful and relevant every step of the way.

Brand loyalty is in short supply in the travel industry because consumers are more loyal to their own needs and their desire to get the best deal.  Those planning a trip search multiple websites, apps and price aggregators to get the lowest possible price. To be competitive, marketers need to anticipate each micro-moment and stay on top of what’s happening in the travel industry. Following are some of the most significant trends for 2018 consumer travel.      More

Statistics on the Purchasing Power of Women

Statistics on the
Purchasing Power of Women

Women and Global Spending

Women control over $31.8 trillion in worldwide spending.
(Source,  Catalyst.org/research/buying power, 2020)

Women and U.S. Spending

  • Women make up more than half of the U.S. population, and control or influence 85% of consumer spending
    Source, Forbes 2019
  • The purchasing power of women in the U.S. ranges from $5 trillion to $15 trillion annually. (Source: Nielsen Consumer, 2013)
  • Women control more than 60% of all personal wealth in the U.S. (Source: Federal Reserve, MassMutual Financial Group, BusinessWeek, Gallup)
  • Women purchase over 50% of traditional male products, including automobiles, home improvement products, and consumer electronics. (Source: Andrea Learned, “Don’t Think Pink”)
  • Approximately 40% of U.S. working women now out-earn their husbands. (Source: U.S Bureau of Labor Statistics)

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Consumer Purchases by Women

Women account for 85% of all consumer purchases:

91%New Homes

66% PCs

92% Vacations

80% Healthcare

65% New Cars

89% Bank Accounts

93% Food

93% OTC Pharmaceuticals

(Source: Yankelovich Monitor & Greenfield Online)

Women and Shopping

  • 80% of women say they are the primary grocery shopper, and 71% say they do both the shopping and are the household member who primarily prepares the meals. (Source: Bureau of Labor and Statistics and Pew Research Center, 2019)
  • 61% of women are more likely to include an item on their list if they’re currently using the brand, 57% if they have a coupon, or 56% if they have seen the item in a store ad or circular. (Source: Integer Group and M/A/R/C Research, 2012)
  • 92% of women pass along information about deals or online recommendations to others. (Source: Mindshare/Ogilvy & Mather)
  • In 61% of all consumer electronics purchases, a woman either initiated the purchase or was involved in the purchase process. (Source: Consumer Electronics Association (2012)

 

Girlpower Marketing Asterisk

91% of women feel that advertisers don’t understand them.

(Source: Yankelovich Monitor and Greenfield Online)

The Purchasing Power of Women in Various Markets

Women & Travel

  • Women make 70% of all travel decisions. (Source: Bridget Brennan, “Why She Buys”.)
  • 73% of travel agents surveyed noted that more female travelers embark on solo trips than their male counterparts. (Source: The Gutsy Traveler)
  • According to 68% of travel agents, most female clients taking trips in small groups are over the age of 45. (Source: The Gutsy Traveler)
  • The average adventure traveler is not a 28-year old male, but a 47-year-old female who wears a size 12 dress. (Source: Travel Industry of America)
  • One in four women have participated in a “girlfriends getaway” and 39% plan to do so at least once in the next three years. (Source: AAA)
travel and hospitality marketing

Women & Food

  • Women spend more money per shopping trip – $44.43 per trip compared to $34.81 for men. (Source: Todd Hale, “In U.S. Men Are Shopping More Than Ever, While Women Are Watching More TV” Nielsen (2011).
  • 60% of moms believe that organic foods are better for their health. (Source: Food and Drug Administration).
  • 84%of women are the sole preparer of meals in the household, with 61% stating that they prepare meals at least five times per week. The majority of these meals are not prepackaged, as 64% said they make most meals using fresh ingredients. (Source: “Today’s Primary Shopper”, Private Label Manufacturers Association)
  • Millennials are most likely to engage with retailers using social media or other digital tools. (Source: US Grocery Trends, 2016)
  • Facebook, Pinterest and web searches are among the most common ways consumers digitally engage with food culture. About half of all shoppers engage with food digitally through social media – especially younger generations. (Source: US Grocery Trends, 2016)
  • 59% of women feel misunderstood by food marketers. (Source: Greenfield Online for Arnold’s Women’s Insight Team)

Women & Healthcare

  • Women make 90% of household healthcare decisions. (Source: Yankelovich Monitor, M2W Conference)
  • Women account for 93% OTC pharmaceutical purchases. (Source: Tom Peters, in the forward to “Marketing to Women”, by Marti Barletta)
  • The internet – more than the family doctor– is the primary source for healthcare information, and women more than men seek such information online. (Source: Natural Marketing Institute, 2009)
  • More than three-quarters of those 65 years and older say they go online for health information (Source: Burst Media Survey, 2007)
  • 9 of 10 women online seek health information via the web. The Internet – more than the family doctor – is the primary source for healthcare information, and women seek such information online more than men. (Source: National Marketing Institute)
  • 66% feel misunderstood by health care market. (Source: Greenfield Online for Arnold’s Women’s Insight Team)

Women & Technology

  • Products that topped women’s purchase lists, in order: smartphones, tablets, laptops, HDTVs, digital cameras, and headphones. (Source: Consumer Electronics Association, June 2013)
  • Female gamers over 55 spend more time online gaming than males ages 15 to 24. (Source: Ford Motor Company and Trendwatching.com study, 2013)
  • 44.4% of women say social media is a good way to keep up with the latest content. Other reasons include sharing content with family and friends (40.9%), sharing personal opinions or comments (26.7%) and seeing what other fans or followers are saying about the content (25.4%).
  • 50% of women say staying current on a brand’s latest offerings is a top reason to follow brands on social media sites. (Source: Burstmedia, 2012)
  • 56% of women in the US use social networking sites:
    > 58% of Facebook users are women
    > 64% of Twitter users are women
    > 82% of Pinterest users are women
    (Source: Mashable, 2012; Pew Research Center)

Women & Sports

  • Women Make Up:
    > 47.2% of major league soccer fans
    > 46.5% of MLB fans
    > 43.2% NFL fans
    > 40.8% of NHL fans
    > 37% of NBA fans
    > Women make 46% of official NFL merchandise purchases
    (Source: Compiled by Marketing to Women Conference (Including Yankelovich Monitor & Greenfield Online for Arnold’s Women’s Insight Team)
  • More women (50.4 million) tuned into the Super Bowl than watched the Oscars (24.5 million), Grammys (23.8 million), and Emmys (8 million). (Source: Nielsen, 2012)
  • 44% of women say they prefer ads during the Super Bowl to any other aspect of the game. (Source: Lab42 Research Study, 2013)
  • Of the NFL’s 185 million fans, 45% are women. (Source: Business Week, 2013)
  • Sales of women’s NFL apparel have tripled in the last four years. (Source: Business Week, 2013)

Women & Automobiles

  • Women make 65% of new car purchase decisions. (Source: Yankelovich Monitor, M2W Conference)
  • Women spend over $200 billion on new cars & mechanical servicing of vehicles each year. (Source: She-conomy)
  • 45% of all light trucks and SUVs are purchased by women. (Source: Women-Drivers.com, 2010)
  • Women own 12.3% of all motorcycles in the country, a 28% increase in 5 years. (Source: MSN Autos, 2009)
  • 77% of women take a man along to a dealership to prevent being taken advantage of. (Source: Women Certified, Delia Passi, cited in Automotive News, 2011)
  • Women make up to 52% of all new vehicle purchases including trucks and influence 80% of purchases. (Source: Bridget Brennan, “We Buys”)
  • 74% feel misunderstood by automotive marketers. (Source: Greenfield Online for Arnold’s Women’s Insight Team)

Women & Electronics

  • In 61% of all consumer electronic purchases, a woman either initiated the purchase or was involved in the purchase process. (Source: “Tip for Valentine’s Day: Women Want Electronics”, Laura Hubbard, 2012)
  • U.S. women spend an average of $822 on gadgetry each year and account for more than half of their household’s total consumer-electronics spending. (Source: Consumer Electronics Association, Influence CE Purchases, 2010)
  • 45% of all video game players are women. (Consumer Electronics Association,
  • Influence CE Purchases, 2010, Jamie Dunham, Lipstick Economy)
  • Female gamers 55+ spend more time ongoing gaming than males ages 15 to 24. (Source: Ford Motor Company and Trendwatching.com study, 2013)

Girlpower Marketing Asterisk

One out of every 11 American women owns a business.

(Source: U.S. Department of Labor)

Business & Finance

Women and Finances

  • Over the next decade, women will control two-thirds of all consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. (Source: Mediapost, April 19, 2013; She-conomy)
  • Just 20% of female breadwinners said they were ‘very well prepared’ to make wise financial decisions, versus 45% of their male peers. (Source: New York Times, January 2013)
  • Among all workers ages 16 to 34, women’s earnings are more than 90% of men’s; this ratio drops for women ages 35 to 64, who earn 80% or less of what men earn across the board. (Source: Pew Research Center)
  • Earnings of full-time female workers have risen by 31% since 1979, compared to a 2% rise in male earnings. (Source: “Women In America,” U.S. Department of Commerce, Economics and Statistics Administration, 2011)
  • 40% of households with children under the age of 18 include mothers who are either the sole or primary source of income for the family. (Source: Pew Research Center, May 2013)
  • The number of wealthy women investors in the U.S. is growing at a faster rate than that of men. In a two-year period, the number of wealthy women in the U.S. grew 68%, while the number of men grew only 36%. (Source: The Spectrum Group)
  • 93% of women say they have significant influence on what financial services their family purchases, (Source: Harvard Business Review, Boston Consulting Group Survey)
  • Financial services companies admit that they haven’t done a great job of attracting women as customers, but with women rising fast on the income and managerial ranks, they’re now paying more attention. The number of women-owned firms increased by 54% between 1997 and 2012 – that’s a rate 1 1/2 times the national average. (Source: m2w.biz)
  • Women differ substantially from men in how they relate to investing. They don’t want to hear about the growth or comparative performance of different funds; they want information about reaching their long-term goals, like putting a child through college. (Source: Vanguard Group’s Asset Management & Advice Services Division)
  • Independent women are significantly more likely than those who do not view themselves as independent to say they are on or ahead of target for being able to save for future travel (29% vs. 18%), and save for a home remodel (20% vs. 10%). (Source: Penn Mutual 2nd Annual Worth Survey for Women, 2010)
  • 84% feel misunderstood by investment marketers. (Source: Greenfield Online for Arnold’s Women’s Insight Team)

Women in Business

  • Women make up 25% of C-level executives at the top 1k U.S. companies (by revenue). (Source, Forbes 2019)
  • Since 2007, the number of women-owned businesses has grown 58% vs. overfall business growth of 12%. (Source, Forbes, 2019)
  • Over 9 million businesses are owned by women (50% or more), employing more than 8 million people, and generating $1.4 trillion in sales as of 2008. (Source: American Express, 2014)
  • Women-owned firms (50% or more) account for 40% of all privately held firms. (Source: “Buying Power,” Catalyst, 2013)
  • One in five firms with revenue of $1 million or more is woman-owned. (Source: “Buying Power,” Catalyst, 2013)
  • 76% question whether most companies understand their needs as women. (Source: Entrepreneur Tracking Study, Linkage Research, 2013)
  • Women now make up 40% of new directors on Fortune 100 boards. (Source, Forbes, 2012)
Education and Careers of Women

Women: Education & Careers

  • Women have made substantial strides in recent decades and now surpass men in both college enrollment and completion. 44% of women ages 18 to 24 were enrolled in college or graduate programs as of October 2010, compared with just 38% of men in the same age group. In addition, 36% of women ages 25 to 29 had a bachelor’s degree, compared with only 28% of men in the same age group—a record-high divergence. (Source: Pew Research Center)
  • Women account for approximately 58% of students in two-and- four-year colleges in the US. (Source: Silverstein and Sayre, 2009)
  • Overall, 140 women graduated in 2013 with a college degree at some level for every 100 men, (Source: American Enterprises Institute, Carpe Diem, Mark J. Perry, 2013)
  • Women earned 61.6% of all associate’s degrees, 56.7% of all bachelor’s degrees, 59.9% of all master’s degrees, and 51.6% of all doctor’s degrees in 2013. (Source: m2w.biz)
  • Since 1982, women have earned 4.35 million more bachelor’s degrees than men (22.43 million for women vs. 18.08 million for men). (Source: m2w.biz)

Women’s Lifestages

Gen Z Women

  • Gen Z is the most multicultural generation to date.
  • Almost eight in 10 (78%) have broken up with a brand for some reason, whether it be price, racial discrimination, labor practices, sustainability practices or decline in quality of products.
  • Top personal goals for Gen Z women in 2021 are:
    – to become financially independent (31%)
    – travel (27%)
    – do well in school (26%)
    – prioritize mental/physical health (24%)
    – find a fulfilling career (20%)
  • Gen Z women are career-focused, though they also value work-life balance after seeing their parents burn out at work. More than half (58%) of Gen Z women say they prefer to work in a freelance job or their own business for flexible hours.
  • Gen Z women are less interested in getting married and having children than other generations, with 58% saying that starting their career is more important than starting a family.
  • Three-quarters (75%) of Gen Z women get the bulk of their news from social media and 54$ say they actively think about managing their personal brand on social media.
  • Social platforms that Gen Z women see as essential:
    – YouTube (62%)
    – Instagram (48%)
    – Snapchat (46%)
    – TikTok (40%)
    – Facebook (30%)
    – Instagram Live (17%)
    (Source, Survey conducted by The Harris Poll on behalf of the Meredith Data Studio in 2020)

Millennial Women

  • 60% of US women 18-29 are single.
  • 31% increase in the number of US single women 30-34 between 2007-2012.
  • 26% of US adults 18-32 are married.
  • 96% list “being independent” as their single most important life goal
  • 87% define success as being able to shape their own future
  • 68% say becoming a mom is a priority.
  • 50% say getting married is a priority.
    (Source: Levi’s survey of 1,000 Millennials, 2010)
  • Millennial women represent $170 million in spending power. (Source, Merkle: Why Millennial Women Buy)
  • Brand storytelling makes an impact; 47% of Millennial women now their brands “origin story.” (Source, Merkle: Why Millennial Women Buy)
  • Millennial women are price conscious and purpose driven consumers
    – 88% say customer ratings influencer their purchase decisions
    – 57% say a brands values influencer their purchase decisions
    (Source, Merkle: Why Millennial Women Buy)
  • Nearly 90% of Millennials talk to their parents once a week or more, and 50% speak with them every day. (Source: Influence-Central, 2016)
  • Even though Millennials live and breathe online, they also rely on in-person conversations to sway purchases. Nearly 70% seek in-person word-of-mouth recommendations. (Source: Influence-Central, 2016)
  • When making technology purchases (computer, cellphone, tablet, etc.), Millennials rely most on their friend’s advice (66%), over their spouse’s/significant other’s advice (59%), or parent’s advice (37%). (Source: Influence-Central, 2016)
  • 68% of Millennials rare unfazed by a celebrity spokesperson’s influence when promoting a brand/product. (Source: Influence-Central, 2016)

Millennial Moms

20% of all U.S. mothers are Millennial moms. They have 3.4 social media accounts on average, vs. 2.6 for all other moms. (Source: Weber Shandwick, July 2013)

61% of Millennial Moms share content online at least once a day. (SheKnows, Nov. 2013)

64% of moms put the most trust in recommendations from people they know personally. (Source: SheKnows, Nov. 2013)

18-29 year-olds value parenthood far more than marriage, with 52% saying being a good parent is one of the most important things in life vs. 30% feeling the same about a successful marriage. (Source: Jamie Dunham Brand Wise)

51% of children being born to Millennials are to single Moms. (Source: US ChamberFoundation.org)

46% of Millennial Moms believe that marriage is becoming obsolete. (Source: Pew Research Center)

Millennial’s Digital World

  • 95% of Millennial Moms own a smartphone. 81% of Moms prefer texting over talking. (Source: Influence-Central)
  • Millennials multi-task while in-store: going online to seek out new information, and ensure they’ve identified the best product for the best price. Moreover, they don’t limit themselves to one-stop shopping, and their path to purchase remains fluid, with external choices making a key impact. Ultimately, these outside factors hold far more sway than in-store advertising. (Source: Influence-Central)
  • As Millennial Moms increasingly rely on personal recommendations and storytelling to help shape their purchasing decisions, they look to blogs and social networks to learn about product features and evaluate potential purchases. In fact, 69% of Millennial Moms use blogs to learn about new products, while 64% use other social platforms. (Source: Influence-Central)

Women and Motherhood

  • Traditional nuclear families with two married heterosexual parents are now the minority of U.S. The rise of single motherhood is the largest influence on this trend — followed by gay families and multigenerational families. (Source: Pew Research Center)
  • 71.3% of mothers with children under 18 years of age participate in the workforce, (Source: Bureau of Labor Statistics, 2011)
  • There are about 85 million mothers in the U.S. 34% of women ages 18-64 have young children at home; in 1960, 52% did. (Source: U.S. Census Bureau, 2014)
  • Women in the U. S. are waiting longer to start families, with the average age of new moms now at 25. (Source: Sound Vision, 2017)
  • Average number of children that U.S. women today have is 2. (Source: Sound Vision, 2017)

Gen-X Women

  • Women and minorities made up 64% of Gen-X college graduates. (Source: Huffington Post)
  • Gen-X women are outpacing Gen-X men in the pursuit of higher education, with 32% of women having earned a bachelor’s degree by age 27. Comparatively, only 24 percent of men had earned a bachelor’s degree by the time they were the same age. (Source: Bureau of Labor Statistics)
  • Gen-X women spend more time on social media (7 hours or more per week) than Millennial women (6 hours or more per week). (Source: Nielsen, 2017)
  • 52% of mothers with children under 5 are working (increases to 77% by the time the youngest is between 10-14 – this work is mostly part-time.
  • 50% of Gen X women feel they are in a worse position financially than they expected. (Source: The AdviceExchange)

Empty Nesters

  • More than 80% of today’s Empty-Nesters have made the shift to online purchasing, with more than 80% spending more time browsing for products online than in the store. (Source: Influence Central and Vibrant Nation)
  • 65% of Empty-Nesters use their Smartphone to seek out product information. (Source: Influence Central and Vibrant Nation)
  • 80% of Empty-Nesters are more likely to purchase a product if it receives a high star rating in a retail e-commerce review. (Source: Influence Central and Vibrant Nation)
  • 75% are more likely to purchase a product that receives a positive first-person review. (Source: Influence Central and Vibrant Nation)
  • 45% of Empty-Nesters are more likely to purchase a product if it is recommended by a blogger they follow. (Source: Influence Central and Vibrant Nation)

Boomer Women

  • Every fifth adult in the United States is a female over 50. (Source: U.S. Census Bureau)
  • 50+ American women are the healthiest, wealthiest and most active generation of women in history. (Source: Demographics by Mark Miller)
  • Women 50+ control a net worth of $19 trillion. (Source: MassMutual Financial Group, 2007)
  • Over the next decade, women will control two-thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband. (Source: Fleishman-Hillard New York)
  • Once college bills are paid, women 50+ spend 2.5 times what the average person spends, and are primary buyers of computers, cars, banking, and financial services. (Source: Marti Barletta, “PrimeTime Women”)
  • Wealthy boomer women are the marquee players in our country’s culture and commerce. They are educated, have a high income, and make 95% of the purchase decisions for their households. (Source: Karen Vogel, The Women’s Congress; She-conomy)
  • Over 30 million women 50+ are the fastest growing demographic online. (Source: DMN3)
  • Women 50+ spend, on average, 250% of what the population in general does. (Source: DMN3)
  • Baby Boomer women spend upwards of $20 billion each year on clothing. (Source: DMN3)
Purchasing Power of Boomer Women

Marketing to Breadwinner Women

Marketing to Breadwinner Women with a Marketing to Women AgencyThese days, when “Honey, I’m home!” is shouted up the stairs at the end of the day, it may very well NOT be the husband who’s come home from a hard day at work. According to the U.S. Bureau of Labor, nearly 40 percent of wives now earn more money than their husbands. That’s a huge jump from just 11 percent back in 1960, and a staggering shift in our society.

Forget the Stereotype.

Today’s women are more than just sugar and spice and everything nice. One needs only to peruse the list of Fortune 500 or Fortune 1000 companies to see that women quickly are becoming as powerful and successful in business as men. The 24 female CEOs on the Fortune 500 list represent just a handful of the hardworking women that companies should be addressing in their marketing strategies. Women are also the dominant sex earning bachelor’s degrees, indicating that the trajectory for their earning power will continue to climb even higher over the coming years.

Know the Numbers.

More than ever, women are driving household incomes and the global consumer economy itself. They influence or control 85 percent of consumer spending in the United States. That’s 68 percent of new car purchases, and 80 percent of healthcare spending. 91 percent of new homes, and 92 percent of vacation travel.

For those businesses that have yet to identify a strategy for appealing to the “breadwinner” women, author Bridget Brennan identifies three smart ways in her book “Why She Buys,” to approach this massive opportunity:

1.  Invest in sales training, because women who routinely negotiate at work expect great service when they leave the office. Research shows that women have higher expectations of customer service than men do.  How has your sales training evolved?  Women will walk out the door and walk off the lot because of poor or frustrating service. Many service issues are based on a perceived lack of respect, attention or even dignity.  Though it’s clear that women are changing, old stereotypes die hard. Some of the best advice for salespeople in the age of breadwinner women is this:  don’t assume anything.  Don’t assume she’s not the decision-maker; don’t assume she’s married with kids; and most of all, don’t assume she can’t afford whatever it is you’re selling.

2.  Make her hours, your hours. When a woman takes a job outside the home, it impacts every aspect of her life, from what time she wakes up in the morning to what she wears, where and when she shops, and even what she eats.

If you’re a brick-and-mortar business, are you staffing up at lunchtime, when many women squeeze in their errands?  Are you offering delivery options outside of traditional business hours, so she doesn’t have to take a day off work?  Are you open in the hours before the workday begins?  Take the time and effort to study the changing traffic patterns of your female customers to ensure that your hours of operation match hers.

3. Offer Services, Not Just Products. Women appreciate service as much or more than “stuff.” This is the sweet spot for Lexus – their warranty provides free, 24/7 roadside assistance; a bumper-to-bumper warranty; free loaner car with any servicing; free car washes; and free new owner events that help customers install Bluetooth and change automatic settings on seats and radios. Providing helpful service can ensure that women appreciate your business and recommend it to their circle of friends and colleagues.

A Marketing to Women Agency Can Help

To learn more about how Girlpower Marketing’s approach can help your brand, please contact us.

The truth is that no matter what you’re selling, what you’re really selling is help.  And breadwinner or not, all women will thank you for providing it.

Granfluencers: The Latest Digital Marketing Trend

granfluencers

Though Baby Boomers hold more than $2.6 trillion in spending power and control 70% of all disposable income in the U.S., they are often overlooked by marketers, specifically when digital campaigns are created. That’s a lot of money that brands may be leaving on the table, and a massive cohort of shoppers left feeling ignored.

When 67% of Baby Boomers own smartphones and account for 59% of digital purchases, it’s clear that this generation is more technologically savvy than younger generations give them credit for. With brands and marketers continuing to ignore them, Baby Boomers have effectively taken matters into their own hands. That’s right; we’re now in the age of the “Granfluencer.”     More

4 Industries That Should Be Marketing to Baby Boomers

marketing to baby boomers

It’s not an overstatement to say that today’s marketers are almost unanimously focused on Millennials. Sure, Millennials are the largest living generation, but Boomers have greater spending power, controlling nearly 70% of all disposable income and spending $3.2 trillion each year. With that much spending at stake, it makes economic sense to aggressively be marketing to Baby Boomers.

That’s especially true with Boomer women, who will control two-thirds of all consumer wealth over the next decade, with estimates ranging from $12 to $40 trillion.      More

Why It Pays for Brands to Embrace Baby Boomers

marketing to baby boomers

Madonna. Bono. George Clooney. Tom Hanks. Oprah. All Baby Boomers.

Not exactly the clichéd stereotype of grandma and grandpa using a walker to get from one room to another.

Though Millennials (75.4 million) have recently surpassed Baby Boomers (74.9 million) in sheer numbers, today’s Baby Boomers represent nearly 40% of the U.S. population and control 70% of all disposable cash in the United States. That’s $3.2 trillion in spending power. So why are marketers so willing to ignore this vibrant and lucrative market?

Following are key reasons why Baby Boomers represent a great opportunity for marketers trying to identify a consumer sweet spot:

  • They spend $400 billion more than younger demographics each year on consumer goods, including restaurants, personal care, and entertainment
  • Contrary to popular thinking, these consumers are willing to try new brands that talk to them and earn their loyalty
  • They dominate spending in 119 out of 123 CPG categories
  • Boomers are hungry for experiential products and services, and on the prowl for the next big thing
  • They plan to leverage technology for a more fulfilling, comfortable life
  • Boomers spend nearly $7 billion online annually, well ahead of Millennials
  • They purchase 62.5% of all new cars and 80% of luxury travel products
  • By 2022, Baby Boomers, particularly women Baby Boomers, will have inherited nearly $15 trillion from their parents and spouses

Women Baby Boomers, in particular, represent a huge opportunity based on their significant spending power. Consider these facts:

  • As a whole, women over the age of 50 have a combined net worth of $19 trillion
  • Having focused on looking after families in their younger years, these now empty nesters have become the biggest consumers of luxury, security, and convenience items in the country
  • Women over the age of 50 spend, on average, 250% of what the population in general spends in any given year, including purchases of technology-related items, cars, and various financial services

Boomers are social, mobile, and online. They’re working well beyond the traditional retirement age, creating new businesses and products, and staying healthy beyond their years. Boomers are most interested in the experiences their money can buy, so key industries that will flourish with this group include health & wellness, travel, auto, entertainment, and pets. Whether they’re spending $120 billion on travel or $30 billion on pet care, they’re spending their money differently than previous generations as they reinvent aging.

It’s unfortunate that these two vibrant generations are pitted against each other in the media and for the attention of marketers. It shouldn’t be either/or; both Millennials and Baby Boomers, particularly female Baby Boomers, represent powerful economic forces. Marketers would be wise to welcome Baby Boomers into their fold and establish meaningful connections that prioritize this group.

Is marketing to Baby Boomers part of your business strategy? If so, give us a call. We’d love to talk.

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About

Girlpower Marketing is a Southern California-based public relations and digital marketing agency specializing in consumer lifestyle brands. We also have something extra: a well-honed expertise in marketing to women. Our team is comprised of award-winning strategists with deep experience in public relations, content marketing, influencer engagement, events and social media. We rely on comprehensive research and strategy to develop smart solutions that deliver exceptional results for our clients.

As a member of Unified Strategies Public Relations network, we combine the personalized attention of a boutique firm with the scale of a global full-service agency to help our clients navigate today’s shifting digital landscape. 

We’re happiest when we’re changing the status quo, thinking outside the box, and having fun along the way. Most importantly, we’re honest with our clients, our audience, and each other.

And about our name? It’s where we started — with the power of girls. More specifically, the immense financial muscle that women consumers wield today. Like controlling or influencing 85 percent of all household spending. Now that’s girlpower.

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Approach

With a landscape that’s more about chatter than original thinking, there’s a real opportunity for brands to stand out. How? By getting noticed. With exceptionally creative ideas that are driven by compelling insights. Thinking outside the box. Innovative storytelling. All based on smart strategy. 

We understand the challenges you face. The need to constantly be looking for ways to keep your current customers happy while adding new ones. Standing out from your competition. Staying relevant in a very crowded marketplace.

We offer solutions to those challenges, by seamlessly integrating strategies to create public relations and digital marketing programs that increase engagement, build equity and drive measurable business results for your brand.

Our Public Relations and Digital Marketing Process

ideate
Ideas are at the heart of what we do.  Our insights and trendspotting inform our thinking and ensure that we deliver a core strategy and creative platform that generates a game-changing outcome.
activate
We understand that brands are built not only by the company that operates it, but also by those who interact with it. We put insights into action to develop a program that creates meaningful experiences, strengthens engagement and builds influence for your brand.
differentiate
We find the spot where your stories intersect with what your customers really care about and tell those stories across all channels – earned, owned, paid and shared.
measure
Success means different things to different people. We work together with our clients to identify what success looks like at the outset, and provide comprehensive reporting throughout our programs.

Services

We strive to not just meet, but to exceed client expectations. Delivering exceptional results requires the discipline of using data and insights to inform our thinking. We blend the art and science of communications to develop public relations and digital marketing ideas that are driven by great content, creativity, and influence to create meaningful connections between consumers and the brands they use.

social media/digital ads

The ability to reach consumers at every stage of their journey has made social media the most powerful factor in their purchasing decision. We engage audiences with meaningful conversations that articulate a brand’s personality, and create high-converting ads that maximize impactand value, letting data ensure the best ROI.

content marketing & creation

It’s more important than ever for brands to be captivating and embrace storytelling. Because if you don’t have a great story to tell, no one will listen.  We create illustrative, photo and video assets to provide best-in-class storytelling.

influencer marketing

We tap digital tastemakers to create content that tells stories in authentic ways and illustrates the role our clients’ products play in helping consumers live their best lives. Includes strategy, monitoring/reporting, briefing materials, messaging development, contracts, and negotiation, etc.

brand positioning

We work with you to develop your story with the heart of your brand in mind. We start with research that informs insights. These insights help to differentiate your story, form connections, and motivate action.

traditional and digital media

Today’s second-by-second news cycle has forever changed media relations. Our media specialists are experts at creating personalized storytelling with a customized outreach strategy including non-traditional media tactics, including paid editorial and influencer marketing.

experiential events & product launches

From street teams to influencer events to media launches and branded consumer experiences, we create shareable, flawlessly executed moments in time to launch food & beverage, CPG, and lifestyle products and services that garner national attention.

creative design

Every brand has one chance to make a great first impression. From website to logo and collateral, we use clean design, strong imagery, and inspired content, all with creative twists that keep customers stay a little longer.

research and insights

We use research-driven insights to craft each client’s unique story and develop programs that increase engagement and drive business results. We understand the power of actionable data and develop a custom measurement plan for each program that measures both reach and impact.

marketing to women

Women are the most powerful consumers on earth – responsible for 85 percent of all household purchases and controlling $7 trillion in U.S. spending. Yet 91 percent say marketers don’t understand them. Our deep understanding of the female mindset brings your brand and these powerful consumers together in a true meeting of the minds.

What Clients Are Saying

“Linda and the Girlpower Marketing team have put us on the digital map! Through Linda’s profound understanding of the female consumer, they were able to nail the imagery and messaging needed to connect with our target audience. They have built a robust and highly impactful influencer program to share our brand story with millions of women, and the product-specific campaigns they’ve created have produced consistent results over the past three years, driving sales to our key retailers. The level of service and support we receive from them is top notch – we appreciate that our best interests are their top priority.”
— Matt Roskuski, Summit Brands

“Girlpower Marketing has been an invaluable partner for our brand. Not only has the team helped grow our social presence, establish our brand within the influencer community, and help grow our sales month over month, they have become an extension of our team. We are grateful for their strategic partnership and ongoing support they provide to help us meet and exceed our business goals.”
— Christina Gumser, Evenflo Feeding, Inc.

“Linda steered her team to incredible results for our holiday media/influencer campaign –we look forward to working together again!”
— Mary Ellen Keating, Barnes & Noble

“Girlpower Marketing has been a tremendous partner, caring for our brand as if it was their own. From our initial launch, Linda and her team have leveraged their relationships and insights to ensure the brand quickly connected with our core consumers. They are exceptional at what they do.”
— Dr. Lisa Amundson, Founder – Pep Talk caffeinated sparkling water

“I hired Linda and her team to promote a brand that was old and tired, and that needed a true face lift. We were about to launch a cool, new product and her team helped us position it in all the right places. The results were phenomenal, starting with a placement in the New York Times gift guide on the day after Thanksgiving! Her team did great work that helped us revitalize the brand.”
— Jill Speakerman, Whirlpool Corporation

“One word to describe Linda – fantastic. I was first introduced to Linda when I was looking for a seasoned PR professional who had extensive knowledge marketing to the Consumer Packaged Goods industry, as well as marketing directly to women. Needless to say, that introduction led to a phenomenal working relationship that exceeds expectations on many levels. Linda is extremely knowledgeable, professional, and really great to work with.”
— Liz Papagni, Specialized Marketing Services

“Girlpower Marketing has been our full creative agency. They know exactly what they’re doing, and have our audience completely dialed in. They really listen and do their best to accommodate our wishes while executing what they know best. This has been a collaborative approach from ideation to strategy and implementation.”
— Richard Wang, SmarterSkin

“We signed on with Girlpower Marketing as an agency, and what we experienced was a partner. Linda and her team were essential in developing our branding and marketing strategy. They understand how to build a brand from the ground up and helped us transform our vision into reality.”
— Elizabeth Jones, Black Bag Project

“Linda and her team provided strong strategic counsel to help us update and refine our media program for a key selling season, resulting in an unprecedented quarter. Through the process, they kept us clearly focused on our objectives, while adjusting as needed to the market conditions. Linda has a keen understanding of what it takes to reach and motivate our target consumers.”
— Lisa Bazinet, Karen Neuburger Ltd.

“There are very few people in the world I’d actually call an “expert,” but Linda is the exception. Her knowledge about marketing to women is sophisticated and multi-faceted. She’s always up on the latest research, doing her own ground-breaking work, and literally living and breathing her business on a daily basis. She also possesses a level of personal and professional integrity that is rarely found in our profession.”
— Laura Jackson, Strategic Communications and Leadership Coaching

Work

Our Expertise

Food & Beverage

Natural and Functional Foods
Beverages
Beer, Wine and Spirits
Snacks
Agribusiness
Restaurants

Health & Wellness

Nutrition
Fitness
Wellness
Beauty & Personal Care
Vitamins
Nutraceuticals

Home & Lifestyle

CPG
Household Products
Baby Care/Pet Care
Consumer Electronics
Entertainment/Toys & Games
Financial Services

Travel & Hospitality

Tourism Boards
Destination Marketing
Hotels
Airlines

Clients

A Few Select Clients – Then & Now

Top 5 Reasons To Work With Us

1.

We understand that it’s not just about good work and quality execution – but the strategy, creativity, and value that make every element exceptional.

2.

We bring an experienced team to work on your business – senior strategists who understand communications across disciplines and with the skills to make sound recommendations.

3.

We work collaboratively with in-house teams and other outside partners. Our creativity pairs best with our client’s input and expertise.

4.

We provide honest counsel. Being direct and honest gets us to the best possible outcome.

5.

We create brands that are intended for people — not for numbers, search engines, markets, or metrics. While the latter are important, the most critical element we seek to understand are the people our clients serve.

Case Studies

We’re proud of the results we’ve achieved for our clients and the brands we’ve represented. Here are just a few.

Summit Brands

360 Digital for Summit Brands

Read More

Summit Brands

Spring Cleaning Campaign Meets COVID-19

Read More

Evenflo Feeding

Integrated Digital Program

Read More

Barnes & Noble

Integrated Holiday Campaign

Read More

Pep Talk

Launch of Caffeinated Sparkling Water

Read More

Heritage Foods

Launch of Disney Branded Dairy Product

Read More

Seneca Farms

Integrated Oatmeal & Fruit Product Launch

Read More

Karen Neuburger

Marketing to Moms Awareness Program

Read More

8th Continent Soymilk Complete

The Joy of Soy Media Relations Program

Read More

Rufus & Coco

Australian Pet Grooming Brand Launches in U.S.

Read More

Linda Landers, Founder

Linda Landers

As a specialist in consumer lifestyle marketing, I’ve launched new products, sustained heritage products and resurrected older products for start-ups, challenger brands, as well as some of the world’s leading brands. Brands such as Procter & Gamble (Pampers, Old Spice, Ivory, Metamucil), Summit Brands, Lugano Diamonds, Barnes & Noble, United Airlines, Pep Talk, Garden of Flavor, Seneca Farms, Heritage Foods, Kashi, 8th Continent Soymilk, Four Seasons Hotels & Resorts, Hilton Hotels, Disney Interactive, Rufus & Coco, Taco Bell, American Suzuki and BabyFirstTV.

The best marketing ideas are insights driven, and I love discovering those ‘aha’ moments for our clients. Helping them achieve success is what motivates me everyday, and I’ve been fortunate to work with some of the brightest and most generous people on the planet.

Prior to launching Girlpower Marketing, I was a founding partner with PainePR (now Citizen Relations), one of the country’s most respected consumer PR agencies. It was there that I recognized the vital role female consumers play in our economy through our work with such clients as Procter & Gamble, Hoover, Disney, Kashi and many others.

Women are the most powerful consumers on earth – buying or influencing 85 percent of all consumer products. Yet 91 percent say that marketers don’t understand them. I’m fortunate to work with an awesome team to help our clients build relationships with these consumers by telling great brand stories.

I’ve been featured in Brandweek, Adweek, PRWeek, Huffington Post, CNBC, Forbes and USA Today. I also write a syndicated blog, and speak frequently on the purchasing power of women.

I believe you must bring your whole self to the table to produce the best results for your clients, and our entire team does that everyday.

Our Team

Brands often hire big agencies because they feel safe. But they also come with multiple levels of infrastructure and higher price tags. Smaller boutique-sized firms are generally more nimble, agile and can bring the best strategic thinking from their leadership.

At Girlpower Marketing, we’re all veterans of those big agencies, with expertise in a wide range of fields. We’re innovative thinkers, problem-solvers, and creative strategists, combining our talent and passion to deliver extraordinary results for our clients. Our senior team is your day-to-day team — who you see is who you get.

Jennifer Chidester, Chief Digital Strategist: With 20 years of marketing, PR and social media experience, Jennifer focuses on creating digital campaigns that motivate behavior, build a loyal fan base, generate a steady stream of engagement and maximize results.

Jennifer Barry, Content Strategiest: Queen of words, Jennifer is a master content creator, having worked with HubSpot and Inbound Commerce on some of their most popular campaigns.

Alison Hill, Senior Media Strategist: An award-winning media strategist, Alison brings her insatiable curiosity, boundless enthusiasm and vast experience with Turner Broadcasting and Mattel to devising innovative PR and marketing strategies.

Karen Candy, Travel/Tourism Specialist: A seasoned PR professional, Karen specializes in the travel industry, providing strategic counsel and creative client communications solutions.

Liz Papagni, Branding Specialist: Liz has developed killer brand strategies and propelled brands for a range of clients, from Fortune 500 companies to established emerging businesses.

Ingrid Culbert, Account Coordinator/Social Content Management: Our resident Canadian, Ingrid attends closely to every detail, combining her love of research, editing, social and all things media on behalf of our clients.

Robin Plotkin: Robin combines her food and nutrition expertise with sales, marketing, and media relations experience to build robust nutrition and culinary programming for such clients as Campbell’s, Welch’s, California Strawberries, Metamucil and The American Institute of Wine and Food.

Riley Yahr: Our graphic designer and food/lifestyle photographer, Riley helps build brands through design, photography and digital marketing.

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Let’s Connect!

As an Orange County-based public relations and marketing firm in Southern California, Girlpower Marketing offers an integrated communications approach that focuses on solving our client’s biggest challenges.

Why us? In a word: results. Whether you’re an established brand or still emerging, give us a call and let’s talk about getting you noticed.

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    How Brands Can Celebrate Moms on Mother’s Day and Throughout the Year

    Brands and Mother's Day

    Mother’s Day.  The day I look forward to each year.  The day when my son and I spend the entire day together – just the two of us.  Whether it’s going to a movie, out for sushi, or on a road trip, that day is what memories are made of.

    Though most moms say time spent with their loved ones and homemade cards are what they really cherish, the National Retail Federation says Mother’s Day spending will jump 11 percent this year to $20.7 billion, with consumers spending an average $168.94 on mom.

    “It’s clear that Americans want to honor the women with the hardest job in the world this Mother’s Day,” said NRF President and CEO Matthew Shey.  And for good reason.  Moms are typically the household chef, chauffeur, organizer and primary purchase decision-maker for their families.  But they’re not just buying for themselves; they’re also buying for kids, husbands, friends, sports teams and often their own parents.

    Marketers are always looking for ways to reach moms, but it can be a struggle if they don’t understand how best to connect with them.

    Tips to Attract and Engage Moms

    • Participate directly with moms.  Brands trying to win over moms must participate directly with them, and develop a credible voice:  one that is engaging, personal, authentic and participatory.
    • Research where she is online. Yes, moms like to shop and read blogs, but they also research health information, conduct online banking, watch videos and play games.  Because patterns vary by life stage and interests, marketers need to understand their audience and how they are using the Internet.
    • Help her connect with your other customers. Moms gravitate toward brands that help them converse and connect with other moms.  Brands can accomplish this through their websites, blogs and other social media sites where moms are connecting.
    • Don’t talk AT moms. Many brands create social media campaigns aimed at engaging moms, but fail because they end up talking “at” moms with self-serving advertising speak.  Create added value for moms by providing them with information that is useful and interesting.  Then provide tools that allow moms to interact not only with the brand, but each other.  Listen to their feedback and make changes accordingly.
    • Respect her. Moms want brands to listen to them and respond to what they’re saying by showing respect and understanding their needs.
    • Don’t stereotype.  Soccer moms. Helicopter moms. Boomer moms.  Gen Y moms.  Stay-at-home moms.  A mom wouldn’t describe herself as such, so why do marketers?  Appreciate the diversity of moms and connect accordingly.
    • Make her laugh. Moms love to laugh.  Women’s humor grows out of identifying with another person in a funny situation, and recognizing their similarities.  Help them find those similarities in humorous situations.
    • Concentrate on customer service. Word-of-mouth is the biggest factor in purchasing decisions for online moms.  They look for recommendations from people they trust, and stay away from businesses if other moms relay bad experiences.  Brands should make sure that word-of-mouth doesn’t work against them by making a commitment to impeccable customer service.  Always go a bit further than needed, and include some form of “thank you.”
    • Remember that moms are not JUST moms.  Moms are not one-dimensional — they have other interests, and don’t want to read just about mom-related topics. Moms also travel, race dirt bikes and collect fine wine as well.
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