Tag Archives: Loyalty

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.

Marketing to Women Beyond the Sale

Marketing to Women Beyond the SaleWomen are more interested in, and place more value on, warranties, guarantees and customer support availability. Women want to be sure that they have help if they encounter problems with your product. And 65% of the time, it’s the woman who takes the car into the repair shop. The numbers are similar for other home-related maintenance. Offering back-end or post-purchase features are an important part of marketing to women, especially if you’re selling complex or high-end products.

The fact is, there aren’t that many companies that truly satisfy customer concerns, questions or complaints. Instead, you get stuck in an endless phone menus or directed to “knowledgebase articles.” When you do reach a voice from the Land of the Living, the answer is ultimately that nothing can be done about your problem anyway/

Marketing to Women Beyond the SaleFor anyone reading this who says, “That’s not our customer policy,” let me say two things. First, of course it’s not! No one makes a commitment to delivering bad customer service. Second, try using your own customer service system anonymously– not from a company phone or device. I’m afraid that you’re likely to discover what most customers discover: the service is terrible.

That’s right. I said it. And I bet you’ve probably said it, too, about other companies. But most people believe their own marketing about their company.

I heard of one study that included the question, “Would you come back to…?” in reference to the company that sold the product. Of the people who answered no, not one mentioned the product; all of them instead identified a service-related problem.

Make sure to keep marketing to women beyond the sale. She wants to be a loyal customer, but you have to reciprocate that loyalty. When customer service resolves questions and problems and does so via a caring, intelligent person who genuinely wants to help reach a resolution, it’s surprising and delightful.