To Get Economy Moving, Smart Marketers Will Focus On Marketing to Women

Smart Marketers Will Market to Women During a Recession

Women are the CFOs of their families, controlling the purse strings of much of today’s consumer marketplace.

In today’s recession, many women are foregoing shopping trips because they don’t want to see something they like and have to make the agonizing decision whether or not to buy it. Instead, many women are making smaller, “feel good” purchases like lipstick or a latte ––- items that aren’t going to break the bank but still generate a feeling of contentment and alleviate stress – if only for a moment.

During these tough economic times, women are more difficult for marketers to engage. These consumers, who control 85 percent of all purchase decisions and are responsible for $7 trillion in spending, are putting brands, products and services under tighter scrutiny than ever before and making sure that every dollar is spent wisely. Marketers who want to achieve high-value relationships with these consumers after the recession need to develop and grow those relationships now.

Big budget or small, there are plenty of ways to communicate and market to women on an ongoing basis. Maintain contact with them and continue to be part of their conversations. Monitor their concerns and be responsive to gain their loyalty not only during this downturn, but throughout their entire lives.

Marketing the Scent of a Boy: The New Tween/Teen Demographic

Marketing to Tweens

Marketing to Tweens Means Partnering with Moms

Deodorant: check. Bodywash: check. Face wash, hair sculpting lotion, body spray: check, check and check. Its all there, safely tucked into a bathroom drawer. But it’s not MY bathroom drawer –– these products are the property of my 12-year old son.

A recent New York Times article addressed the allure that grooming products hold for young boys, promising to heighten their sex appeal and overall confidence. And over the past few months I’ve watched how my son and his friends have begun to take much greater care of their appearance.

Most marketers have begun to identify the “tween” years – ages 8-12 – as a demographic to target not as children, but as teenagers. However, according to experts, a concerning side effect of this targeted marketing is that children this age simply don’t have the emotional sophistication to understand the messages they are constantly being exposed to by the media –– and that is leading to a higher risk of emotional and social complications previously not seen until the teen years.

As a mom, I recognize that it is my responsibility as a parent to guide my child safely through these marketing messages. So, while I am grateful to some degree that marketers are helping to shape my son’s heightened interest in hygiene, I will be looking very closely at the tools they’re using and the authenticity of the messages they’re sending in order to engage him.

Because when all is said and done, brands need to partner with moms rather than circumvent them when it comes to their families. And the good news for marketers is that moms are willing to reward them with their loyalty when they get closer to this ideal.

A Boomer Woman With Braces

I recently found out that I need to wear braces for five months. Not the subtle Invisalign braces (I’ve already had those), but the full blown “railroad tracks” complete with rubber bands in the front. The brochures in my orthodontist’s office are written for kids and teenagers so that their budding egos aren’t bruised. But what about my ego?

As a woman in marketing and public relations, I’m a bit freaked out by this turn of events. I spend a lot of time in front of people making presentations while trying to look knowledgeable and professional. Just thinking about it makes me extremely self-conscious. How will I look? How will potential clients react to my 12-year old smile? Should I bring it up in conversation, or just ignore the fact that I have a mouth full of metal?

According to the American Association of Orthodontists, more than a million adults in North America have braces today. Many famous individuals have worn braces as adults. Gwen Stefani, Diana Ross, Tom Cruise, Cameron Diaz and Whoopi Goldberg all sported a metal smile during adulthood, often while they were working on films and other projects. Whoopi Goldberg even dated her orthodontist!

As for my business meetings… I hope I manage to keep my head up, walk confidently into the meeting room, and flash everybody a big smile. After all, adults that opt for braces are making the effort to improve both our health and appearance, and that is something we should not be ashamed of under any circumstances.

Functional Tech Tools Rule Mom’s Day

The Relationship between Moms and Technology

Moms have been a powerful catalyst for tech innovation, demanding products and technologies that simplify their lives and allow them to be better parents.

At the recent CES Mommytech Summit, it was clear that the priority for moms is not to own the latest and greatest tech gear –– but to identify those tools that allow her to better function and manage her family’s schedule. She uses her Flip or digital camera to help grandma and grandpa stay engaged with the kids, she uses her phone to manage her family, and her laptop to store recipes, family photos and manage her social media activities.

According to a recent BabyCenter survey, mom isn’t only the primary user of technology in her household; she’s often the one to identify the need for new technology in the first place. Here are a few more tidbits from the survey:

5 Truths About the Influence of Technology on the 21st Century Mom

1. From geek chic to utility, tech purchase criteria change after becoming a mom. When a woman becomes a mom, she has to incorporate more than 10 hours of parenting into her already packed schedule. In this new world, utility is a must-have. Over half of moms say that after having a baby, simplicity, multi-functionality and convenience are her biggest priorities when it comes to technology. Color choice and design all fall to the bottom of her list.

2. Mom is integral to the tech purchase decision process. Sixty-seven percent of moms play a key role in purchasing new technology for their family. When it comes to buying a new laptop, 73% of moms say they are the initiating the purchase process and choosing the key features.

3. Moms have become tech-fluent to better navigate their new roles. From Dr. Mom to Chief Memory Officer, becoming a mom means taking on new roles. Moms look to technology to make those jobs easier. Moms’ top three uses of technology include handling the family schedule, managing family health and wellness, and storing and sharing memories. Seventy-five percent of moms say they’re in charge of documenting and sharing family memories, with 93% owning a digital camera and one in three never leaving the house without it.

4. Technology convergence gives moms more freedom to roam and interact with family. Now that smart phones and wireless home networks are mainstream, the concept of “home office” is evolving. Moms don’t have to be in the house to be connected. Seventy-two percent say that, after having children, they’re far more likely to use the laptop in the kitchen or living room so they can stay near the children.

5. Moms are aware of technology’s negatives, and they’re taking steps to minimize them. As technology becomes more ingrained in their daily lives, moms worry about downsides like less physical activity, lack of face-to-face contact and shorter attention spans. However, moms are taking steps to mitigate these risks by making sure their families enjoy time together uninterrupted by technology (78%), setting limits (75%), using parental controls (41%) and taking away devices (37%).

The 21st Century Mom is no longer intimidated by technology. She’s knowledgeable, discerning, and demanding, and the primary user and decision maker for tech products in the home. And when the technology doesn’t work, she blames the brand. Tech companies who take the time to understand mom and build products that empower her will earn a very powerful fan with a whole lot of friends.

The Financial Power of Women Continues to Grow

The Growth of Women’s Financial Power

Men. Who needs ‘em? A recent Newsweek article noted that women are the ones driving the shopping –– and, economists hope, the recovery. That growth represents “the biggest emerging market in the history of the planet,” according to the article –– more than twice the size of the two hottest developing markets: India and China.

Really? Really? Hasn’t this song been sung by the enlightened for many years now? Is this still news? It’s true that women no longer are the “minority” market so many companies have considered them for decades. They are, in fact, the majority market. Yet many marketers still refuse to recognize the importance of women’s purchasing power. Are they afraid that, by targeting and building relationships with women, they somehow will lose men in the process? If that’s the case, they couldn’t be more wrong. Because the reality is, when you meet the needs of the woman, you more often than not exceed the needs of the man.

Women clearly are the major consumers in far more than traditional female categories. They purchase, or influence the purchase of, 91% of new homes, 66% of PCs, 92% of vacations, 65% of new cars, 93% of food and 89% of bank accounts.

All too often, the opportunity to engage female customers is missed because marketing strategies are drawn up along masculine lines that fail to recognize the differences between male and female purchasing motivations.

It doesn’t matter whether it is cars, cosmetics, or even products for men –– female consumption power is the leading consumption power in the world. Any company that overlooks women as the primary purchase decision makers is making a huge mistake.

So my question is –– are marketers still not getting it? Or is the tide finally turning?

I Heart My Uggs: Word of Mouth Marketing Works

I Love Uggs: An Example of Word of Mouth Marketing

One of the best things about winter in southern California is that I FINALLY get to wear my Uggs on a regular basis. I look forward to this time of year when I can wear my Uggs all day, every day. I love my Uggs. Yes, I’m a brand advocate –– an ambassador, if you will. Marketers, take note –– word-of-mouth is a powerful thing, but only when the product delivers an amazing experience. My Uggs do not disappoint.

I was first introduced to them when I started spending most of my free time in freezing ice rinks watching my son play hockey. Some of the other moms and I were talking about how it’s difficult to look stylish and warm at the same time. One of the moms was wearing Uggs, and initially I was repelled by their lack of style. But I finally decided to try a pair, and the first time my cold, exhausted feet felt that lush lambskin, I was sold. I didn’t care how ugly they looked; I wanted them in all colors. I’m still grossed out by the vision of Pam Anderson in a bikini and Uggs, and think it’s odd to see young girls running around with mini skirts and Uggs, but I totally understand why they would want to stay in them as much as possible. It’s like being on vacation, without going anywhere. And so, though some of my more chic friends continue to shake their heads, my Uggs are here to stay.

Why I Broke Up With My PC

Falling in love doesn’t take long.

A few weeks ago I plunged into the world of Mac after spending my entire technological life with PCs. Following the initial adjustment that is inevitable when you make the transition, I finally asked myself –– why had I waited so long to switch?

I love my Mac –– I truly love it. From the moment I flipped the “on” switch, I felt like it was trying to anticipate my needs and make whatever I wanted to do go as smoothly as possible. It almost seems human. With a PC, no matter what version of Windows I used, it always felt like handling a stick of dynamite.

A year ago I seriously thought about getting a Mac, but I didn’t think it was for me –– I thought it was for the “creative” side of my industry –– the graphic designers, Web site developers, etc. I wasn’t planning to make an indie movie. I email; I surf the Internet; I blog; I write; I build PowerPoint presentations; I take photos and simple videos.

My wait was unnecessary. It didn’t take long to be up and running on the Mac, doing everything I did on my PC –– and so much more.

But as much as I love my Mac, I love the Apple experience even more. Apple has successfully managed to integrate itself into women’s lives with intuitive design, well-lit stores and learning centers that provide genius bars, in store workshops and one-to-one personal training.

And while the folks at Apple aren’t specifically marketing to women, they certainly recognize how to speak to them. They understand that women need products that fit into their lives and serve not only their needs, but also those of the rest of their families. And that when you meet the needs of women, you typically exceed the needs of men.

Lessons From a 12-Year Old

My son leads a charmed life. As the youngest child in our family, he experiences more perks than the others did. But amazingly enough, he takes nothing for granted and seems to have dodged the entitlement gene. He is my hero. From the very first minute he entered the world, I’ve been completely in awe of him. Daily I wonder who really is the parent and who is the child, as it seems that it is he who is teaching me. Among the many life lessons I’ve learned from him, the following stand out:

Never give up
Be humble
Admit mistakes –– and learn from them
Don’t look left or right –– live your own truth
Don’t take it personally
Compete hard, but never compare yourself to others
Success is what’s in your head . . . and your heart
Sensitivity to others is the mark of a true gentleman
Have fun
Be passionate

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.

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