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.
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.
Have you ever wondered why word of mouth spreads faster with women? Marketing to women expert Marti Barletta explains how women’s emphasis on the personal make them the perfect referral source. Once financial planner says his women clients send him, on average, 26 referrals. His male clients only send him 2! What a difference!
Women rate the investment industry last in a list of 58 categories. Whoah! There’s a problem here. And it starts with what women think about most sales meetings they have with financial planners. Watch my video to improve your selling to women skills!
Boomer women are the reason there are so many women earning their way into the high-net worth bracket. Boomer women are the most radically different generation of women in history. Really! Watch to see what this means for marketing to women– and especially selling to affluent women.
Most marketing to women execution makes me yawn– it’s predictable and not particularly appealing to women. But protein shake brand Organic Balance woke me up with this perfectly planned video:
This spot reminded me of the original U by Kotex campaign from a number of years ago, created by Ogilvy & Mather. That gracefully ironic self-awareness of the young women in the set-up scene – adorable! The real women segments had me nodding in self-recognition – funny!
Organic Balance’s fabulous new marketing to women campaign really embodies my “Real, Not Ideal.” GenderTrends principle. While watching the video, it is such a relief to transition to the “real women’s mornings” part of the video! I felt so able to relate that I do believe I was having an oxytocin episode. (Oxytocin is the hormone that promotes bonding in everybody, but especially in women. It is released both when women feel, as well as when they want, more closeness.) When those real women segments were showing, I was thinking, “Yup – That would be me!”
The brand doesn’t stop with one video– the campaign directs viewers to a Real Morning Report mini-site that uniquely appeals to women. You’re invited to take a survey (fun!) that reveals what mornings are like for other women (interesting!). And invites you to share cute, pre-made “Morning Facts” with your networks (easy! friendly!). Also, enjoy coupons to try out the product.
Every element of this creative campaign shows the brand really understands women and how to relate to them. What can your brand learn from Organic Balance?
Get More Insight on Marketing to Women with “Real, Not Ideal” Positioning
Authenticity is meaningful and motivating to women. Here are a few of my other posts that will help you keep it real when marketing to women:
In terms of customer service and satisfaction, women rank financial services dead last in a list of over 50 industries. For those of you in financial services, don’t worry. You are tied for last– with the auto industry! Yikes!
But half of all millionnaires are women, and this market is only growing. What an opportunity for a hero of selling to women!