Happily, Sometimes We Find Marketing to Women Excellence

Curious marketers occasionally ask me if women can’t take a joke, because they consider humor a dicey business when marketing to women.

That’s ludicrous. Of course women have a sense of humor. But it’s a different sense than men have.

To learn how to use humor that engages women’s interest and makes them feel good about your brand, consider the new empathetically humorous approach from Weight Watchers. Here is a recent execution of its “If You’re Happy” marketing campaign.

This ad works for women because it recognizes that women have a peer group mentality– “Let’s focus on what we have in common because we’re all in this together.” Instead of poking fun at other people, women find “That’s Me!” moments to be very funny. And what’s more universal in the modern human experience than eating our emotions?

Weight Watchers has done a fantastic job encouraging women to think, “Wow, Weight Watchers really gets me!” And when a woman feels that way about a brand, she’s ready to reward it with repeat purchases and rave reviews.

This entry was posted in Advertising to Women, Differences between women and men, Featured, Marketing to Women, Women as customers and tagged , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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