Marketing to Women This Holiday Season

Marketing to women is worth it.

By now most of us understand that women are the primary consumers in the U.S. today, responsible for 85 percent of all consumer spending. Women’s combined consumer and business spending is fast approaching $7 trillion – roughly the size of Japan’s economy. When marketing to women this holiday season and beyond, businesses need to keep the following in mind:

There is no “women’s market” — there’s your women’s market.

Marketers should not segment women strictly by age. Whether a woman is 28, 39, or 52, she’ll respond more to marketing messages that address her life stage, not her biological age. Unlike previous generations, today’s women are experiencing life in a less linear fashion; women are having babies in their 40s, starting new careers in their 50s, and re-entering the dating scene in their 60s. Marketers need to clearly understand the differentiation in marketing to the different life stages of women, and tailor their messages accordingly.

Pink is not a marketing strategy.

Today’s women are not looking for a watered-down version of a male offering that has been feminized with clichéd colors. Instead, they’re looking for solid information, ease of use, stellar customer service, and brands that are looking to build real relationships with them based on their interests, personal identities and problems that they need to solve. Instead of relying on outdated assumptions and stereotypes, marketers must do the hard work to be relevant to women consumers – taking the time to learn what motivates them to order to present their brands in a meaningful way.

Recognize that women think different than men.

All human brains start as female brains, until the male brain is flooded with testosterone. But there they part paths. A woman’s brain has four times as many connections between the left and right hemispheres as a man’s. All of those signals hurtle down the superhighway into her right brain – the home of emotional memory, intuition and experience. A woman not only reads – she attaches feelings to what she’s reading. A woman’s heart is in her brain – tell her a story that is filled with emotion, and explain why your brand is relevant to her. Sounds simple, but many businesses develop and market products without ever asking their female customers what is most important to them and why. Companies such as Best Buy and Volvo have made gaining women’s input a key part of their marketing process, leading to product improvements that both men and women appreciate, along with marketing messages that resonate with both.

This holiday season, Cyber Monday is expected to be the biggest online shopping day of the year, representing a $1.25 billion day. How will female consumers manage their Cyber Monday shopping?

When marketing to women, focus on mobile.

Mobile devices will continue to play a strong supporting role in the online shopping surge, with 52.9% of female Smartphone owners using their devices to do research and make purchases. In addition, social media will continue to be a huge power player in promoting brands as women interact with them across more touch points than ever before. This constant engagement makes it imperative that marketers understand women’s preferences in order to connect with them at the correct time and with the proper information.

Finally, female consumers are more likely to interact with and buy from businesses and brands that a friend has recommended. This word of mouth interaction may be harder to track than hard mobile device statistics, but it should not be ignored.

Businesses should plan their strategies for reaching the female market this holiday season by making sure all sites are optimized for mobile devices, and providing regular personalized interactions. By enabling social media sharing across all platforms, businesses can create an integrated approach to reaching women that will be successful this holiday season and beyond.

A Hockey Mom’s Thoughts From the Sidelines

Moms and Hockey

More Notes on Marketing from a Hockey Mom

Okay, I guess I have to admit it –– I’m a hockey mom. It is amazing how those words can stir such controversy. It seems that nearly everyone has their idea of what a hockey mom is –– some kind of crazy lunatic who can only communicate in screams and shouts.

As Hockey Moms, we all know how heated the competition can get on the ice, leading us to occasionally “lose it.” Ice hockey is known as the fastest team sport in the world. It’s rough, it’s intense, and we are focused on winning. And win or lose, Moms can get pretty animated if we are worried about our own kids, or kids on our team, getting hurt, or getting blown out by another team.

While I’ll admit there are a few of those moms out there, I’d like to think I’m not one of them. And I’m sure this personality type can be found in any sport, not just hockey. I’ve also met several fathers who fall into this category. So I guess what I am trying to say is that most hockey moms are just that: moms.

That said, I do understand how a hockey mom can turn crazy. The investment and time commitment are enough to make one take a huge gulp as they write out the check for yet another season, tournament, stick, pair of skates, private lessons or clinic. My son is now traveling to play outside of our home state, so additional air travel and hotels have become part of the mix. And we seem to constantly be defending ourselves against other parents who ask why we let our child play such a dangerous sport. By the way — concussions rank higher in football AND soccer, but you wouldn’t know it to hear those parents talk about our sport!

A hockey mom juggles her schedule to accommodate ice times and car pools that can be at six in the morning, or ten at night. She is constantly washing uniforms, sanitizing equipment, searching for mouthpieces, filling water bottles and making sure that all of the gear is accounted for. She is personal assistant, chauffeur, equipment supply officer, cheering section, travel agent and chief fundraiser.

So why do I do it? It’s simple, really — it’s good for my son. It teaches him commitment, how to play on a team, how to think strategically, work toward a goal, and to persevere. That, and his father and I love watching him play.

But another reason has emerged over the years – and that is the truly wonderful relationships we have developed and sustained with other hockey parents and coaches. We all speak in our own shorthand that can only be understood by others in the sport.

So, yes, I guess hockey moms (and dads) are intense, but we’re also extremely loyal –– sitting in freezing rinks at ridiculous hours to cheer on our teams while drinking bad coffee (or the occasional beer) and eating stale food. Today’s marketers would do well to have this kind of loyalty targeted at their brands.

Updated from a January 2010 post.

Marketing to Women: Money Talks

When the Financial Industry Markets to Women

The Financial Industry and Marketing to Women

Women control $8 trillion in assets in the U.S., and by 2020 are expected to control $22 trillion, according to TD Ameritrade. Consider these statistics:

89% of financial account openings are controlled by women
Women sign 80% of all checks, business and personal
Women take care of 75% of all family finances
66% of women maintain separate investment accounts from their spouses
27% of all millionaires are women

But while women like and need financial advice, they’re not so keen on the financial industry – having expressed that they find this industry the least responsive to their needs out of 32 industry sectors. So how can financial marketers get a piece of this lucrative market?

When marketing to women, the industry needs to understand that they view money and wealth in a different way than men. While men are much more competitive about money management, a woman’s end goal isn’t typically to accumulate money, but to improve her life and those of her family. Financial professionals who want to attract and retain female clients need to speak to women in the language that most appeals to them. For example:

Women like to connect and learn in communities, whether it’s in a casual home environment, or on social media channels
Women want to establish relationships with their advisors, and seek referrals from other women
While men address their finances in a more transactional way, women want to talk through their financial decisions

What have been your experiences with the financial industry? And marketers, are you communicating effectively to this important audience?

Why Market to “PrimeTime Women”

Marketing to PrimeTime Women

The Importance of Marketing to PrimeTime Women

We’ve all heard about the seniors, the middle-aged, and the mature market. Cultural convention says youth is fun; maturity is not. But women ages 50-70 are the healthiest, wealthiest generation in history, and over the next two decades they will control the majority of the purchasing power in the United States.

These “PrimeTime Women,” as coined by gender expert Marti Barletta, are not gray, passive women, but energetic, vibrant women who consider themselves to be in the prime of their lives.

According to Barletta, PrimeTime is a life stage, not a generation. Currently it’s the baby boomers that are moving through the PrimeTime window – and as we know, the boomer generation is unlike any other generation to date. Boomer women are the first generation to go to college and into the work force in equal numbers as men. They’re definitely not our grandmother’s generation.

Consider this: Adults ages 50+ control 79 percent of all the financial assets in this country; and women in those households control 85 percent of all household spending. From 2006-2016, 96 percent of the growth of the U.S. adult population will be made up of people over 50. So do the math. Though conventional Madison Avenue wisdom is to target the young 18-34 demographic, these PrimeTime Women simply have more purchasing power.

If marketers don’t make their brand relevant to PrimeTime Women and boost the effectiveness of their marketing communications, they can kiss their bottom line goodbye. And in order to be truly relevant, they need to take the time and effort to understand who this influential target really is.

Marketing to Moms: Shout Out to Hallmark

Hallmark Markets to Moms

The other day I was in a Hallmark store buying Halloween cards, and it struck me that this brand is a great example of one that really understands and supports a mom’s need for community.

Moms, or all women for that matter, are part of multiple communities, from family and the workplace, to children’s and social groups, to online groups. In order to develop a meaningful relationship with these women, it’s important that brands show support for these communities. One way to do that is to identify a touch point that has emotional relevance to Mom (and her peers) and present it in a way that also provides a sense of validation on her part.

A recent study indicates that 90 percent of women agree that greeting cards can lift their spirits and lighten a heavy burden.

Hallmark acknowledges that not all moms are living the perfect lives so often depicted in the media, and has made it easier to find cards that offer words of encouragement or support with its Encouragement Cards line. This line of cards, addressing a variety of life situations including job loss, cancer treatment, stress, self-improvement, divorce, and caregiving, helps moms support other moms in their communities through challenging life events.

In addition, Hallmark introduced the Kids Encouragement line, providing moms with another platform for showing love, support and pride in their children.

Hallmark’s ongoing innovation shows a keen understanding of how to create an emotional bond with its primary customers, and how even the simple effort of sending a card can create a lasting impression and emotional bond between sender and receiver.

So, since I “care enough to send the very best,” I’m giving a shout out to Hallmark.

A Food Marketing Fact: Women Don’t Need Specialized Products

Marketing Food to Women

Food Marketers: Women Don’t Need Special Chocolate Bars

A recent article in BusinessWeek noted that Cadbury has created its own chocolate bar for women. Though packaged in Cadbury’s corporate purple instead of pink, the bar is “lady” because the chocolate and wafer bar is, according to them, “a lighter way to eat chocolate, and the resealable package allows women to consume just a bit at a time.” Crispello is clearly marketed at the weight-conscious, which I believe they are suggesting is an exclusively female domain. And while I love the concept of the resealable package, I don’t want anyone telling me how to eat my chocolate. Or worse, assuming they know better than me how I should eat my chocolate. Identifying this as a “woman’s product” brings us all back to those tired gender stereotypes.

The picture that this type of marketing paints is that women are incapable of doing much, including eating, without help from some friendly corporations. The truth is, we’re actually doing better than OK. Most of us can decide how to eat our chocolate without any help or pre-determined portion control. And while I love marketers that recognize women for the intelligent people they are, this is not the way I like to be reminded that I’m a woman.

“Women Don’t Write Here”

Women Don't Write Here - The Good Girls Revolt

Recently I came across a fascinating story on the role of women at Newsweek in the 60s. They were told that “women don’t write here.” That, though they attended Seven Sisters colleges, graduated with honors, and had the same professional goals as their male colleagues, they were merely there to push mail carts, fact-check and mix cocktails. Enjoy “Behind the Good Girls Revolt.”

Marketing To Women: 30 Stats To Know

Stats to Know about Marketing to Women

I was really pleased to see the following article by Ekaterina Walter for MediaPost. It’s rare to find such a great compilation of stats (including some from Girlpower Marketing) that drive home the purchasing power of women. Thanks for including us!

Marketing to Women: 30 Stats to Know

Women are earning, spending, and influencing spending at a greater rate than ever before — and they account for $7 trillion in consumer and business spending in the United States, and over the next decade they will control two-thirds of consumer wealth. Women make or influence 85 percent of all purchasing decisions, and purchase over 50 percent of traditional male products, including automobiles, home improvement products and consumer electronics.

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

Recognizing the power and influence of women must be a top priority for marketers if they are going to tap into the market’s full potential. Here are 30 surprising stats to help marketers get a handle on this misunderstood demographic.

Earning Power

1. The average American woman is expected to earn more than the average American male by 2028

2. Fifty-one percent of U.S. private wealth is controlled by women

3. Women account for over 50% of all stock ownership in the U.S.

4. Women control more than 60% of all personal wealth in the U.S.

Spending Power

1. Women account for 85% of all consumer purchases, including everything from autos to health care

2. Women make 80% of healthcare decisions and 68 percent of new car purchase decisions

3. Seventy-five percent of women identified themselves as the primary shoppers for their households

4. Women influenced $90 billion of consumer electronic purchases in 2007

5. Nearly 50% of women say they want more green choices, with 37% are more likely to pay attention to brands that are committed to environmental causes

Women and Cars

1. Women buy more than half of the new cars in the U.S., and influence up to 80% of all car purchases

2. Women request 65% of the service work done at dealerships

3. Women spend over $200 billion on new cars and mechanical servicing of vehicles each year

4. Forty-five percent of all light trucks and SUVs are purchased by women

Mom Power

1. Moms represent a $2.4 trillion market

2. Fifty-five percent of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog

3. 18.3 million Internet users who are moms read blogs at least once a month

4. In 2014, 63% (nearly 21 million) of all online moms will read blogs

5. Moms mention brands an average of 73 times per week compared with just 57 times per week among males

6. Seventy-seven percent of mom bloggers will only write about products or brands whose reputations they approve of, and another 14% will write about brands or products they boycott

7. Ninety percent of moms are online vs. just 76% of women in general

8. Sixty-four percent of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms the most credible experts when they have questions

Women Online

1. As early as 2000, women were found to have surpassed men in Internet usage

2. Seventy-eight percent of women in the U.S. use the Internet for product information before making a purchase

3. Thirty-three percent research products and services online before buying offline

4. Women account for 58% of all total online spending

5. Twenty-two percent shop online at least once a day

6. Ninety-two percent pass along information about deals or finds to others

7. The average number of contacts in their e-mail or mobile lists is 171

8. Seventy-six percent want to be part of a special or select panel

9. Fifty-eight percent would toss a TV if they had to get rid of one digital device (only 11% would ditch their laptops)

The sources for the statistics cited in this article are as follows: She-Economy, Ms Smith Marketing, StartUpNation, Clickz, Inc.com, Girlpower Marketing, Catalyst, Forbes.

The Scary Mommy Manifesto

For those moms who can relate . . . enjoy!

Excerpted from “Confessions of a Scary Mommy: An Honest and Irreverent Look at Motherhood: The Good, The Bad, and the Scary” by Jill Smokler.

I shall maintain a sense of humor about all things motherhood, for without it, I recognize that I may end up institutionalized. Or, at the very least, completely miserable.
I shall not judge the mother in the grocery store who, upon entering, hits the candy aisle and doles out M&Ms to her screaming toddler. It is simply a survival mechanism.
I shall not compete with the mother who effortlessly bakes from scratch, purees her own baby food, or fashions breathtaking costumes from tissue paper. Motherhood is not a competition. The only ones who lose are the ones who race the fastest.
I shall shoot the parents of the screaming newborn on the airplane looks of compassion rather than resentment. I am fortunate to be able to ditch the kid upon landing. They, however, are not.
I shall never ask any woman whether she is, in fact, expecting. Ever.
I shall not question the mother who is wearing the same yoga pants, flip-flops and t-shirt she wore to school pickup the day before. She has good reason.
I shall never claim to know everything about any child but my own. (Who still remains a mystery to me.)
I shall hold the new babies belonging to friends and family, so they may shower and nap, which is all any new mother really wants.
I shall attempt to not pass down my own messed up body issues to my daughter. She deserves a mother who loves and respects herself; stretch marks, cellulite and all.
I shall not preach the benefits of breastfeeding or circumcision or home schooling or organic food or co-sleeping or crying it out to a fellow mother who has not asked my opinion. It’s none of my damn business.
I shall try my hardest to never say never, for I just may end up with a loud-mouthed, bikini clad, water gun shooting toddler of my very own.
I shall remember that no mother is perfect and my children will thrive because, and sometimes even in spite, of me.

Find Us On Pinterest

If you’re on Pinterest, you know what a visual feast it is, and what an effective marketing board it can be for many brands. Some of the more social consumer brands that you might expect are already experimenting on the platform: McDonald’s, Gap, Coca-Cola. But there are plenty of brands that might surprise you. College, non-profit and sports brands of all types are there. Government, NGO and healthcare brands are also there. The diversity is something you do not really see on any other social network outside of Facebook and Twitter.

If you’re not yet there, we highly recommend you check it out. Here’s where you’ll find us: http://pinterest.com/girlpowermkting. Hope to see you soon!

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