No, not rich like this:
I mean rich communications that are full of depth and detail. Marketing communications that engage women and draw their attention.
For Effective Impact, Design Rich Marketing to Women Campaigns
As every marketing professional knows, consumers are exposed to thousands of marketing impressions every day. For your marketing to women campaign to generate awareness, convey information and evoke action, it must have three characteristics:
- Multiple points of contact with the target audience
You can’t reach those goals with an isolated tactic or two– especially not when marketing to women. They tend to crave a richer communication. You need a comprehensive program to ensure that you get through to the consumer you’re trying to reach.
Notice that “repetition” didn’t make my list- no one wants to see the same ad over and over. For most effective impact, design executions that are variations on a theme. Then, choose diverse media like TV, social media, retargeting advertising.
One recent example was Sam’s Club’s Memorial Day campaign in May. Early in the month, members were sent an Instant Savings Booklet showing the various grilling-themed savings available for the month– no coupons required! Sponsored post advertising highlighted individual offerings:
And other posts tempted members with samples available in-store:
As the holiday weekend came to a close, Sam’s Club varied the theme a bit to summer road trips:
Using appealing imagery and careful, pithy copy, Sam’s Club drove store traffic and sales around the story of summer barbecues (and morphed the campaign into other summer themes). To make this campaign even more appealing to women, I would only suggest featuring more people in the executions.
Enrich your marketing to women campaigns, and enjoy richer results!