Category Archives: Marketing to Women

[VIDEO] The Evolution of Bank Marketing

In my marketing to women keynote for Kodak, see how one bank evolved from “facts and figures” marketing to compelling advertisements that appeal to women. Marketing financial services to women is a particular area of interest to me– since women will soon control most of the wealth!

Watch the video: The Evolution of Bank Marketing

Why Bother Marketing to Women?

Women already buy the majority of products in almost every category. They are responsible for 80% of consumer spending.

So what’s the point of marketing to women? It may seem redundant. Surely marketers couldn’t be doing such a terrible job, or women wouldn’t be buying anything at all.

2 Reasons Marketing to Women Will Boost Your Brand

Why Bother Marketing to Women?Marketing to women is about two main factors:

  1. To gain share with women. Motivate women to choose your brand instead of your competitors’ brand. Marketing to women will help you build share.
  2. To enhance your profits. Women are more loyal customers, which means they make repeat purchases and actively spread word of mouth. Because women have a long decision-making process, once she makes a decision, she wants to stick with it and build a relationship with your brand.  Also, because she believes so strongly in her decisions, women’s word of mouth is phenomenal. In fact, I say that Women are Referral Megaphones!

Currently, women purchase many brands through necessity or chance, because these brands don’t support her decision-making process or appeal to what she cares about during the sales cycle. Even if you have a high market share among women now, marketing to women is important for your brand. You never know when a clever competitor could come along and offer your women customers the Perfect Answer they’ve been seeking.

[VIDEO] Best Buy’s Switch to a Woman-Focused Store Format

Marti shares a marketing to women case study of Best Buy’s experiment with women-friendly store formats– and how the results were stunning. This video excerpt is from her marketing to women keynote speech to Kodak.

Watch the video: Best Buy’s Switch to a Woman-Focused Store Format

One Easy Chart to Help You Communicate with Women

Finding the Key to Marketing to Women

One Easy Chart to Help You Communicate with Women

Women and men respond to marketing communication in different ways because they communicate in different ways. They have different patterns and rituals of expression. Successfully marketing to women requires you to understand women’s communication keys. Luckily, I have a chart for that:

Women’s Communication Keys

Men’s Communication Keys

Full Context

“Complete article” – Women stress the importance of context and richness of detail. Her stories start with background and build to the main point.

Key Points

“Headlines” – Men believe in starting with the main point and only supplying detail if asked. They strip away extraneous detail.

Rapport Talk

Build connections – To win over women, you need to have conversations with them that creates a connection with her and her circle.

Report Talk

Establish status – Men, on the other hand, use conversation as a way to establish or defend individual status. They don’t focus on the personal.

Connect Through Affinity 

Women connect through affinity with others and establish links that highlight similarities. They focus on empathy- so your marketing should as well.

Connect Through Competition (Rank)

Men connect through competition- the friendlier the group of men, the more good-natured taunting and challenging you will find.

Stories and Personal Details

Women’s social currency consists of stories and personal details. They trade them, save them and value them. (Surely, this gives you marketers some ideas!)

Facts and Features

Men’s social currency relies on facts and features. I believe this is why sports scores and statistics are so popular with men, eh? They are becoming rich in social currency.

These four communication strategies should give you plenty of ideas for marketing to women. How will you plan to share stories, build rapport and build links with these valuable customers?

[VIDEO] Why You Need to Look Women in the Eyes

Face-to-face sales conversations with women need to happen… facing each other! Women are most comfortable making eye contact and looking at the other person’s face.

Watch the video: Why You Need to Look Women in the Eyes

Getting Marketing to Women to Work

Bust through the Walls of the Corporate Silo

Getting Marketing to Women to Work

In working with companies that have decided to pursue the women’s market, I often observe that the actual marketing to women is a breeze compared to dealing with the organizational challenges, which is more like leaning into a hurricane. It doesn’t matter whether the company is structured by product (as it is with the Ford Focus or Ford Explorer) or by function (as in advertising, sales, IT, etc.). The problem remains the same: because the company is not organized by the customer, it’s almost impossible to get the whole team pulling in the same direction.

Getting Marketing to Women to WorkEverybody in the organization may agree that marketing to women is a great idea. “Absolutely, marketing to women; let’s get right on it!” Unfortunately, everyone’s budgets are already maxed out on other priorities this year, so it will have to wait until next year. Unless someone at the top builds “Opportunity Number One” (as Tom Peters refers to the women’s market) into the company’s strategic priorities, you don’t have a prayer at putting a concerted effort into the marketplace.

To get the maximum horsepower out of any strategic initiative, every department that touches the customer needs to participate. Moreover, every customer contact needs to be consistent and integrated with all others, so that the company delivers a “one look, one voice” message to the customer. This is particularly true with marketing to women initiatives because of a woman’s greater propensity to respond to context and multiplicity, the sum total of the brand contacts she encounters from day to day.

The Spirit is Willing, but the Budgets Don’t Work

Getting Marketing to Women to WorkWhat this means is that Moses (that would be you, oh Chief Exec!) must come down from the mountain and communicate the company commitment to marketing to women in no uncertain terms. Right after you’ve put down the heavy stone tablets, you need to create a cross-functional team with the same objectives, authority and budget as a new product launch team– and the same accountability for success.

Both men and women should be equally represented on this team. Too many men and you won’t have the female perspective you need to make the right judgment calls. Too many women and– rightly or wrongly– but in any case, realistically, the team will lose credibility and its efforts will be discounted as “the women’s project.”

Let’s get marketing to women efforts to work at your organization! Reach out to me for more personalized advice for your product and brand.

Surprising Personal Touches Bring the WOW when Marketing to Women

Surprising Personal Touches Bring the WOW when Marketing to WomenMarketing to women professionals can sometimes get caught up in the statistics of campaigns– open rates, click rates, conversions, etc. Our data-driven environment does indeed help us be better marketers. But we also need to remember the personal, and the value women find in being surprised and delighted.

Years ago, out of the blue, for absolutely no reason, I got a letter from Jeff Bezos of Amazon (well, he signed it, didn’t he?). The letter included ten one-cent stamps and arrived just after the price of stamps went up a penny. “We can’t replace your refrigerator lightbulb,” the letter read, “and we can’t make your tuna salad just the way you like it– but we can save you time.” It felt as if Jeff himself had taken a peek into my lifestyle and recognized how very busy I am; when am I going to get to the post office for a book of add-on stamps? Jeff did it for me. As a marketing to women campaign, this message was spot-on. Amazon builds its brand on convenience and personal recommendations. For return on investment, you can bet that mailing beat a coupon.

Surprising Personal Touches Bring the WOW when Marketing to WomenOne of the most original “nice surprises” I’ve heard of comes from a financial advisor at Investors Group in Canada. One of their top 5% producers builds most of his business with women, and with his marketing to women approach, I have no doubt why he’s so successful. Whenever he gets a new client or significant new business from an existing client, he sends her a jar of homemade apricot jam. The jar even has a hand-lettered label, personalizing it further. The twist on this that I love is that his clients often call up and thank him for the thank-you! You can be sure they’re telling all of their friends about this– and that’s how he keeps getting more and more referrals!

Finding a balance between crunching the numbers and remembering the emotional and practical motivations of your customers will result in memorable marketing to women campaigns that are wildly successful.

[VIDEO] Financial Advisors: Don’t Let the Wealthy Widows Get Away!

OK, financial services providers, here’s a tough fact: 70% of widows walk. That means she doesn’t feel any loyalty for the financial advisor her husband chose. And this is a big problem for you. The average age of widowhood for women is 60 years old– and she’s going to live 20 years beyond that. Keep those wealthy widow clients!

Watch the video: Don’t Let the Wealthy Widows Get Away!

Top Visuals that Appeal to Women (and Some that Women Hate)

Women pay attention to visuals even more than the population at large. As such, your marketing team should pay special attention to the visuals they use for anything targeted towards women, such as advertising, product packaging and web design.

Top 5 Marketing to Women Visuals

Marketing to Women Visuals

Here are my top five recommendations for what to include in visuals that market to women:

  1. People, people, people. Women put people first, and you should too. Visuals should feature expressions and emotions. The “people” in your ads don’t need to be photographs or live action video. Animations and cartoons of both people and animals work well to attract women’s attention.
  2. Make sure people are realistic. Feature people your target audience can identify with and relate to, attractive “normal” women rather than perfect “aspirational” women.
  3. Show some emotion. Use emotional visuals to attract women’s attention. Showing that somebody cares one way or another is always going to be powerful- and memorable- to women.
  4. Immersion. Use your visuals to tell a story that immerses women into your brand or product. It can get messy, and it definitely is the opposite of the “one headline and one visual” school of thought, but when masterfully done, it’s much more effective, too.
  5. Show collaboration, friendships, warmth and working together. Women love collaboration more than competition and friendships more than rivalry.

Bottom 5 Marketing to Women Visuals

Marketing to Women Visuals

When marketing to women, avoid these visuals at all cost!

  1. Product-centric. Your product is not the hero. The best way to lose women is to show your product without a human context.
  2. Dystopian women. Don’t portray women as harried, frenzied and at the end of their rope. Women are proud that they can “handle it all.” Honor that.
  3. Utopian women. Conversely, don’t use visuals of “supermodel women.” In general, women don’t aspire to be perfect archetypes. They want to relate to other women like them.
  4. Isolation. Avoid visuals that could be interpreted as isolating or portraying customers as independent loners.
  5. Simplistic. Women are detail-oriented and are attracted to visuals that have depth and intricacy.

Use these tips in your marketing to women efforts to portray people in ways that are interesting and appealing to women.

[VIDEO] Understand that Women Often Have Hidden Financial Control

When you’re selling financial services to women, it can be easy to miss who controls the finances behind the scenes. In affluent families, control of wealth and finances may not be as straightforward as it seems. Marti’s story of one affluent Boomer couple reveals that women often have “hidden” financial control.

Watch the video: Women’s Hidden Financial Acumen