Five Global Trends For Marketing to Women

Marketing to Women on a Global Scale

According to Bridget Brennan, author of “Inside Why She Buys:  How to Reach the World’s Most Powerful Consumer,” there are five major trends driving the global female population, which are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses to their fullest potential. Studying the trends of women among all age groups will lead to a better understanding of how to deliver the goods and services that women want and need.

More Women in the Workforce – More paychecks = more disposable income. Women are the “bulls-eye” for consumer goods manufacturers. These working women are not just making money –– they’re spending it.
Delayed Marriage — Young women are no longer waiting for Prince Charming; they’re buying big-ticket items and services now!
Lower Birthrates – Kids have become a lifestyle choice – the percentage of women having only one child has more than doubled in twenty years. Across the world, parents are lavishing more time, attention and money on fewer children. These kids are becoming brand-savvy at a very early age, and have tremendous influence on their parents’ purchasing decisions.
Divorce Economy Means Two of Everything – Divorce rates are skyrocketing. With the economic freedom to leave a bad marriage comes more need to create new households and buy specialized services.
Older Women Redefine Market – Boomer women, who live longer than their husbands, stand to inherit money from both their parents and their spouses over the next twenty years. This is a new breed of older women: active, engaged and not afraid to spend.

Mom’s Use of Technology Recognized at CES

Moms Use Technology: Who Knew?

For the first time, this year’s CES (International Consumer Electronics Show) dedicated a series of sessions to the use of technology by moms –– demolishing a long-held stereotype that women/moms are technologically illiterate. And a recent survey by BabyCenter LLC, a leading online global resource for expectant and new moms, indicates that nothing could be further from the truth.

“The 21^st Century Mom Report,” shows a sharp increase in moms’ use of social media, up 462% from three years prior, and the use of cell phones to go online up 348%. Other survey results include:

63% of online moms now regularly use social networking sites such as Facebook and Twitter, compared to only 11% three years ago
44% use social media sites and blogs for purchasing and brand recommendations. The percentage of moms reading and writing blogs also has increased dramatically since 2006.
Other online trends revealed in BabyCenter’s survey include fewer moms taking their kids to the doctor. This means that more moms are becoming Dr. Mom – researching their children’s illnesses on the Internet–at times, even making their own diagnosis. Specifically, the report showed that
82% of moms were actively seeking second medical opinions via the Internet.
Moms are using PDA technology to manage hectic family schedules, digital cameras to share family life and gaming consoles to connect with their children.

I’m not sure if any of this came as a surprise to me, but then again, I am a mom. I am a Digital mom who sometimes feels that she lives on the Internet – both for work and pleasure. I shop online (oh, how I love Amazon!); I bank online, and evaluate products online. I would be lost without Google. I love that I don’t have to stand in line at the post office to buy stamps. And I particularly love that I can stay in contact with long-distance relatives in a way that was impossible just a few years ago.

So, if we’ve come this far digitally in just a few short years, where does that tell us we’ll be going over the next five years? It’ll be fascinating to find out.

I’ve Flipped For the Flip!

Flip Phone Markets to Women

The Flip: A Marketing to Women Success Story

I recently purchased the Flip video camera. While I originally purchased it to throw in my purse for personal use, as time goes on I find that it’s becoming very useful in my professional life.

These easy-to-use video cameras are about the size of a digital camera, record by just touching a button, and connect directly to your computer with a built-in USB. There are several models out now due to the popularity of the original model.

The size and features make it very easy to take the camera with me to record family events, my son’s sports events, school activities, etc. But the Flip, at under $200, also makes it very affordable to publish video stories, make video presentations, and for bloggers to enhance their blogs with video stories.

Women have totally embraced the Flip, and for good reason. It’s a great product that is small, easy to handle, convenient to throw in a purse and intuitive to use. It can even be personalized. Women do not respond to a marketing campaign that simply has been “feminized’ with clichéd colors and topics. Today’s women are not looking for a watered-down version of a male offering. 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. Thanks to the makers of Flip for hearing us!

A Hockey Mom’s Thoughts From the Sidelines

Marketing Notes from a Hockey Mom

Okay, I have to admit it –– I am 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 communicate only in screams and shouts. She is a woman with a one-track mind –– make her kid a hockey star…no matter whom she has to step on.

While I’ll admit there are a few of those moms out there, I am 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 tournament or clinic. My son soon will be at the age where travel outside of our home state will become a regular occurrence, with additional air travel and hotels becoming part of the mix. And we seem to constantly be defending ourselves against other sport parents who ask why we let our child play such a dangerous sport –– even when they’re totally unaware of what the safety rules are at this age.

A hockey mom juggles her schedule to accommodate ice times and car pools that can be at six in the morning, or eight o’clock at night. She is continually washing uniforms, searching for mouthpieces, filling water bottles and making sure that all of the equipment is accounted for. She is personal assistant, chauffeur, equipment supply officer, cheering section 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.

Yes, hockey moms are intense, but we’re also extremely loyal –– sitting in freezing rinks to cheer on our teams while drinking bad coffee and eating stale food. Today’s marketers would do well to have this kind of loyalty targeted at their brands.