When marketing to women, your campaigns must catch her eye, engage her imagination, make her smile or win her heart (and if you can accomplish more than one of these, you’ve got a winner!).
Tap into women’s orientation toward people as the most important and interesting element in life. Show people in the visuals and let us hear their stories in their own words. Talk about how your brand benefits people by making life easier, lovelier or more fun. Especially in some categories, where many products are difficult to differentiate without exhaustive explanations, and everybody’s ads look alike, this is a great way to break out of the pack and boost your sales by a few million bucks.
Warmer Wins over Winner
Autonomy and winning don’t have the same pull for women as for men. Not that she doesn’t like her “flexibility” and sense of personal achievement, but the warmth and interaction of “belonging” are more important to her than to a man. To her ear, “solo” can have kind of a sad sound to it.
Helping someone else, which isn’t mission critical for most men, is a plus for women. This isn’t necessarily in a mushy, nurturing way; it’s more that it makes her feel useful, appreciated and powerful. She wants to help others personally, and she likes the brands she buys from to help make the world a better place.
Consider TOMS, once a mere brand of shoes, and now a marketplace of goods, all offering “One for One” – giving the gift of shoes, sight, water or safe birth with every purchase. TOMS never would have been so successful in marketing to women without its focus on helping others.
Think Peer Group, Not Pyramid
Use characters, spokespeople, environments and situations that emphasize affinity instead of status. Brand images should reinforce “so much in common” and “she’s like me” rather than “I wish I were like her.” How many women do you think buy GoDaddy web services based on Danica Patrick’s sponsorship?
Dig for the Differentiator
Women have a longer list of must-haves and nice-to-haves, and sometimes the detail that makes the difference is pretty far down the list. Ford has honed in on this marketing tactic with it’s foot-activated lift gate advertising campaign– certainly a small but differentiating detail if ever there was one. Here’s an example of an ad:
For your products and brand, make sure you find out what details women value. Even if your primary communication stays focused on the “headline criterion,” make sure the differentiator gets through somewhere– even if it’s just a picture or note in the corner. Women pick up on details, but you have to give them something to go on.
I’ve given you these five aspects to consider in crafting marketing to women messages– put a couple of them into practice, and watch your marketing effectiveness take off!