Marketing to Women

Marketing CBD Products to Women

Though still a relatively new industry, CBD is surging in popularity and is expected to be a $2.5 billion industry by 2026. Considered a viable alternative health option for decades, the stigma surrounding it is changing rapidly and CBD is now popular with mainstream audiences, particularly women, because of its potential to help alleviate a multitude of everyday ailments.

Women are an important audience, as they make the majority of household health care decisions and 93% of all over-the-counter medication purchases. They’re also most likely to talk to their neighbors, families, and friends to spread the word about health & wellness brands they’ve discovered and found effective. More

Top Strategies for Marketing to Millennial Women

As a group, Millennials represent a major market force in terms of buying power, spending $200 billion per year. With women responsible for 85 percent of all U.S. consumer spending, that translates to $170 billion in spending power annually for Millennial women.

That’s a lot of money on the table. And most marketers are already behind the ball because 84% of Millennials admit that they don’t trust advertising. Following are some ideas for building relationships with these important consumers. More

Marketing to Women: How to Get It Right

Marketing to Women According to The Economist, “The growing economic power of women is one of the most important trends of our time.”

Key growth drivers, such as delaying marriage and children as well as rising literacy rates, indicate the average U.S. woman’s salary will rise above the average U.S. man’s by the year 2028.

Women currently control $7 trillion in U.S. spending. And during the next decade, they will control two-thirds of the country’s overall consumer wealth. More

Surge in Female Economic Power Impacts How Brands Market to Women

As female economic power continues to explode, now, more than ever, marketers need to understand how to reach these key decision makers. Because 91% of women still say that advertisers don’t understand them.

The average U.S. woman is projected to earn more than the average man by the year 2028. In the United States alone, women control up to $15 trillion annually. As incomes grow, women’s spending power and influence do, too.

Women are responsible for 85% of consumer household purchases—from cars to healthcare, to family vacations—and that power is growing by the day. With such growth drivers as delayed marriage and children, educational attainment, rising incomes and breadwinner status (women are the primary breadwinner in 40% of U.S. households with kids under 18), almost all income growth in the U.S. over the past 15 or 20 years has come from women.

Brands need to look beyond the superficial and understand that the women’s market isn’t a niche–it’s a driving force. Women respond to marketing messages that show marketers understand them, and that portray them in a strong and powerful way. Following are tips to consider when you market to women.

Remember There is No “One” Woman

There is no “one” female demographic; the female market is huge and diverse. From baby boomer women who are experiencing a healthier, wealthier lifestyle as they inherit from parents and spouses to the single professional who has more discretionary spending because they are child-free, each female sub-set has its own unique interests and values that influence purchasing behaviors.

It’s About the Benefits, Not the Features

Understand the differences between men and women, without being patronizing. While men typically focus on exterior styling and horsepower, a woman may or may not care. But tell her how the vehicle can make her life easier and safer and watch her perk up. Fuel economy, safety features, the number of cup holders, built-in cold storage, and third-row seats. Depending on the life stage she’s in, any of these more practical points will be important to her.

Focus on Time-Saving Solutions

With 70% of women with children under 18 in today’s work force, many women are working both inside and outside of the home. They are multi-taskers seeking solutions and work-life balance. Opportunities to provide stress-management solutions, convenience, timesaving products, and one-stop shopping opportunities will earn her patronage and loyalty.

Lose the Stereotypes

“Shrink it and pink it” is probably the most common stereotype when brands market to women, but there are others that may not be quite as obvious. For instance, 41% of mothers had a child outside of marriage this year. That’s 41% of your audience that doesn’t connect with marketing messages about traditional, nuclear families. Women appreciate marketers who acknowledge their accomplishments, both at home and in the workplace, and show them in roles of empowerment.

Are you confident in your marketing to women strategies? Creating engaging, thoughtful campaigns that reach female consumers is what we do. Please reach out if you’d like to talk about how Girlpower Marketing can help your brand.

4 Things the 2016 Election Taught Us About Marketing to Women

It’s no secret that women feel like marketers don’t understand them. The same might be said about legislators, as we’ve seen from the tremendous uproar following the 2016 election. The problem isn’t that women are hard to understand; it’s that no one seems to be listening. If you want to make a difference with your efforts in marketing to women and really reach the people who control $5 trillion to $15 trillion annually in the U.S., then consider these four things we’ve learned about marketing to women since our new president was elected.

1. Same Outlets, New Message

You don’t have to go somewhere new to reach the millions of women who are reaching for their wallets. They’re right there, using the same social media accounts that men are using.

The use of social media and humorous memes can, of course, be used to spread misogynistic imagery, but women have found these tools can also be used for good. Research the hashtags and memes used to rally women together and show them your business stands with them.

If you don’t think women are using these tools to affect spending, consider the #GrabYourWallet movement, which is possibly responsible for the removal of the First Daughter’s fashion line from high end department stores.

2. Stop Researching, Start Understanding

Some creatives, such as Glenn Cole of 72andSunny, came to a conclusion that women have long felt was overdue: No one really tries to understand their audience. “For me, the big ‘aha’ of all this is the realization that we (Americans) don’t really know each other, or what drives each other,” says Cole. This is definitely a step in the right direction, but not at all helpful if marketers still don’t drill down and take the time to truly identify with the women they’re trying to reach.

A graph might show you what the majority wants, but it won’t show you the various nuances of your target audience. Understanding women involves research across various geographic, economic, and ideological landscapes. In other words, what urban women consider strong and successful will differ from what rural women aspire to.

3. Stop Following, Start Leading

Almost half (48%) of women surveyed by SheSpeaks believe that the election results will not benefit women. However, 3 million to 4 million women, men, and children banded together to march for women’s rights just one day after the inauguration, proving at least one benefit already—renewed solidarity.

Whatever the polls may tell you, women say something different with their actions. Just because they feel they’re not being heard doesn’t mean they’ll stop speaking up. In fact, they’ll just get louder. Don’t just hear them. Yell with them, too.

4. Stop Degrading, Start Uplifting

The buying public isn’t as willing to accept brands that glorify sexual violence, even if only a cheeky ad, as evidenced by Trump’s plunging brand equity after the release of his interview with Billy Bush. Someone should remind Burger King before they create another ad like this one:

Burger King Misses the Mark while Marketing to Women

Even if a woman chuckles at a degrading ad or meme, that doesn’t mean she’ll make a purchase. It doesn’t even mean she’s comfortable with the imagery. In fact, she probably fears for her future.

Instead, speak to her power. Remind her that she can do anything—and probably already does—that a man can do. Whether that’s buying a car, making home improvements, or simply choosing a delicious beer that’s not pink or fruity.

It’s a new era for marketing, and a lot of dollars are at stake. Will you work to understand your audience now that they’re shouting what they want, or will you keep doing the same old thing? It’s your move.

Warby Parker – Winning Marketing Strategy Resonates With Women

When eyeglasses company Warby Parker launched in 2010, its founders had no real traditional marketing plan, but had invested their life savings in three main areas: their product, their website and a public relations program.

According to co-founder and CEO Neil Blumenthal, they knew that you only have one shot to launch a fashion brand, and set their sights on Vogue and GQ magazines where they wanted the company’s name to debut. The PR team placed Warby Parker in the February issues that year, and the result was better than anyone could have expected. Since then, their press-triggered sales spikes have turned into sustained growth, with more than 50 percent of Warby Parker’s sales driven by word-of-mouth and peer recommendations.

“Everybody’s looking for that tidbit to talk about at the dinner table,” he explains. “For us it was our $95 price point, innovative home try-on model, and our buy a pair, give a pair program.”

For every pair sold, Warby Parker donates a new pair to VisionSpring (visionspring.org), a nonprofit that trains low-income women in developing countries to sell affordable glasses in their communities.

Today, consumers want their brands to matter more; they’ll support the brands that align to their values and are meaningful to them. This give-back mentality really resonates with people, particularly women.

In an interview included in 99U’s new book, Make Your Mark, Blumenthal also revealed three branding tips that have helped make Warby Parker an authentic lifestyle brand that treats customers the way they want to be treated. As you’ve read in previous blog posts, these tips are especially important when marketing to women, and well worth remembering:

1. Don’t Fake It

“People have extremely sensitive BS detectors these days,” Blumenthal says. “They sense a brand’s authenticity — or fakeness — immediately.” To gain the consumer’s trust, Warby Parker has made transparency and honesty key components of its customer relations, especially when it comes to owning up to a mistake before it becomes a bigger issue.

2. Don’t Forget the Little Things

Being honest and accepting responsibility is just the beginning in starting an authentic relationship with customers. Brands should also be proactive about making customers feel their needs are being met. “For us, that might be offering a discount, it might be offering free glasses, it might be doing whatever it takes to get that person a pair of glasses before they go on vacation,” Blumenthal says. “It’s the little things that make a brand great.”

3. Don’t Be a Control Freak

According to Blumenthal, a brand is no longer a strict messaging hierarchy. With the social Web, a brand’s messaging is constantly changing and consumers are helping shape it every day. “Your brand is part of conversations that are being held in the streets, on Twitter, and on Instagram,” he says. “And the best that you can do is help influence that dialogue by giving people reasons to talk positively about it. These days, community managers are your brand managers.”

Does your brand have a well thought-out strategy for reaching your target consumer that addresses what is most important to them? We can help.

Marketing to Women: Trends to Watch in 2015 and Beyond

I believe that most brand and marketing managers understand the economic importance of women, and recognize that they influence 85 percent of all household purchase decisions. I also believe that 2015 will bring a surge of renewed interest in the subject of marketing to women. Going forward in this blog we’ll discuss recent trends, the differences in female market segments, and why women’s influence over purchase decision-making will continue to grow.

In the meantime, Bridget Brennan, author of Why She Buys, has written an article for Forbes.com about 2015 trends in marketing to women. Her insights are so spot-on that I’ve reprinted the entire article below.

2014 was a watershed year in marketing to women. We witnessed female-empowerment advertising campaigns from brands like Pantene (Not Sorry), Under Armour (I Will What I Want) and Always (Like a Girl); we saw a sweeping effort to update women’s images in stock photography with the Lean In Getty Images Collection; and we witnessed a GoldieBlox Super Bowl commercial. Not bad, 2014, not bad.

It’s exciting stuff. And yet the conversation, hard work, and opportunity have just begun. I predict 2015 will be the year that marketers move beyond signaling to women, “We know you’re important, empowered and strong,” to a broader, holistic approach to women consumers that impacts every aspect of the business with the following types of initiatives:

1. Optimizing the customer experience for women consumers.

From conducting sales training initiatives focused on “E.Q.”-style communication techniques, to enhancing the ambiance of retail environments and refining the editorial voice of websites, there’s room to optimize the experience for women consumers no matter what your business. After all, women don’t just compare your company to your competitors: they compare it to their favorite best-in-class retailers and ecommerce sites. And depending on what you sell, they may even compare your website and videos to their favorite magazines and television shows. That’s why forward-looking companies will invest in women’s insights research and look outside their own industries to benchmark themselves against best-in-class, female favorites like Anthropologie, IKEA and Amazon.com.

2. Creating retail innovations based on women’s cultural preferences.

Take product samples. They’re gold. Women know this. Their medicine cabinets and bathroom drawers are stuffed with this precious loot, which is usually obtained free of charge when they check out at beauty counters or attend parties with excellent goodie bags. Enter Birchbox, the successful ecommerce company built on the understanding that women would be willing to pay to receive product samples. The business features a subscription model in which women pay to be surprised and delighted by a box of beauty product samples every month. Men are in on the action too, through Birchbox Man, which was introduced after the initial success of the subscription service for women.

Then there’s Stitch Fix: an online women’s fashion retailer that offers personal styling services at a mass-market price point. The service fulfills a common fantasy of having a “stylist,” a phenomenon driven by celebrity fashion coverage and the emergence of stylists who have become celebrities in their own right. (See: Rachel Zoe). This is just the beginning of a new wave of retail businesses built around powerful female insights. Watch this space: there’s more to come in 2015.

3. Making selfies as natural to shopping as the cart.

We used to say that a picture is worth a thousand words. That was before Instagram. Now a picture is worth so much more. The irresistible allure of selfies fuels contests, sweepstakes and promotions of every conceivable kind, and will increasingly drive image-based search as well as function as a research tool for brands. Photos and visuals of all varieties will become even more prominent in the marketing toolbox in 2015, particularly for businesses with a large base of female buyers. Women have long been the photo album makers, scrapbook keepers and memory/milestone custodians for their households in the offline world, and in the past decade this behavior has shifted online.

So whether we’re talking about traditional retailers like Target mobilizing customers to take selfies in-store for sweepstakes prizes, or brands like American Express leveraging customer influencers for a campaign that drove 10 million Instagram impressions in just two weeks, the creativity in the visual web has just begun.

4. Catering to women consumers as a way to stay one step ahead of Millennials.

Many values that historically have been associated with women now apply to Millennials of both genders. Generally speaking, Millennials want what women consumers have always wanted from manufacturers and retailers. A partial list includes:

A high design aesthetic (in addition to functionality)
Brands/products that make the world a better place in some small way
Family-friendly amenities and service options
Great value
An engaging retail environment

Trader Joe’s, Starbucks, and Apple are just a few examples of brands beloved by women and Millennials (of both genders), because they provide high value products in inspiring environments. As Millennials grow into their prime earning years, brands will find that women provide a valuable roadmap to determining the wants and needs of younger consumers.

The world is changing fast. Yet women’s domination of consumer spending in both ecommerce and traditional retail remains constant. The tools of the trade may be changing, but women’s role as “chief purchasing officer” of the home hasn’t – nor have the fundamentals of female culture. It’s comforting to know that no matter how fast technology advances, no matter how frequently people shop on their mobile phones and laptops, one thing remains the same: women are the purchasers of this world, and understanding why she buys is the most valuable insurance policy there is, for 2015 and beyond.

Women Consumers Checking Online Reviews Before Checking Out

Importance of Online Reviews

Women Pay Attention to Online Reviews

A new study by Influence Central confirms the dramatic impact online reviews have on consumers this holiday season, with Amazon emerging as the top site that consumers rely on for checking reviews. According to the study, 85 percent of women consumers consider e-commerce reviews extremely or very important when making a purchase, with 90 percent of consumers saying that an online review is more important than input from a salesperson.

Additional findings include:

88 percent of consumers consider online reviews very influential when purchasing a new product from a brand with which they’re not familiar.

The three biggest reasons women seek out online reviews for holiday shopping are to 1) ensure quality; 2) gather more information when choosing between similar products; and 3) get the best deal.

For the 43 percent of consumers who check online reviews for items they’ve purchased before, they do so to see if others have had a similar experience and also to see if there is a better product option.

Consumers consider themselves savvy discerners of reviews, with 97 percent saying they can tell if a review is authentic.

87 percent of respondents post online reviews themselves either occasionally or often.

Consumers are also more mobile than ever, with 26 percent reading reviews from their phones and 18 percent from their tablets. The majority still rely on their laptops and desktops, though, with 88 percent checking reviews most often from their computers.

Outside of Amazon, the top sites in which consumers rely on online reviews as extremely or very important are Target (67 percent), Best Buy (64 percent) and Walmart (62 percent).

76 percent of shoppers plan to write online reviews of the products they either love or hate this holiday season.

So what does this all mean? For retailers and brand managers, it means taking note of the increasingly important role of online reviews– shoppers are getting savvy, and the tides are changing. Companies that understand the importance of reputation management and online reviews will be at a major advantage.

Even Companies That Sell Tampons Are Run By Men

As Appeared In Huffington Post

Most women would rather not discuss the intricacies of their period with a man. Most men seem fine with that.

Yet, until just five years ago, it was up to a largely male-led team to figure out how to market tampons, maxi-pads and other feminine products at Kimberly-Clark, the company behind Kotex, Huggies and Kleenex.

That translated into ads featuring blue liquids dumped on sanitary napkins, and portraying ecstatic women clad in all-white dancing and frolicking, apparently while menstruating. That’s a scenario approximately no woman has ever related to. A compilation of awkward images from vintage Kotex commercials. The company recently poked fun at its old advertising tactics in a new “U By Kotex” campaign. Story continues after the photos.

The absurdity of the situation came to light about five years ago at Kimberly-Clark, when CEO Tom Falk brought the male executive in charge of Kotex to present a marketing strategy for the more than 90-year-old brand to the company’s board of directors

After the presentation, some board members politely asked Falk: “Don’t you think you can get a female to present the strategy to us?” (read more)

Working Mom Spotlight on Girlpower Marketing

Girlpower Marketing's Linda Landers

I met Kerry Rivera not too long ago. Besides being a full-time working mom of three kids, Kerry writes for a variety of outlets and has her own wonderful blog called Breadwinning Mama. She recently invited me to participate in her blog’s “Working Mom Spotlight,” which I thought I’d share here. Thanks, Kerry!

Her Juggle: Linda Landers

Networking when you have a full-time gig and kids is tough, but I almost always find the effort worth it. There are so many interesting people to meet, and when I discovered Linda Landers, owner of Girlpower Marketing, I had to reach out and invite her to coffee. Her company is so needed by brands today (as her stats will reveal), and I wanted to learn more about her career journey and life as “mom.” Check out “her juggle” and learn more about her company. You can also follow her on Twitter and Facebook. Read more here . . .

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