One of my favorite times a year is almost here! This year, M2W — The Marketing to Women Conference– is April 21 & 22 at the Chicago Cultural Center. And I hope to see you there.
Gender Convergence, Gender Roles and Gender Stereotypes
Jenny Darroch, Ph.D. shares insights from her book Why Marketing to Women Doesn’t Work. This thought-provoking presentation will challenge some of our assumptions about male and female behavior.
In her latest book, “Why Marketing to Women Doesn’t Work”, Jenny Darroch identifies some of the pitfalls she sees when organizations attempt to market to women. In this talk, Jenny will focus on the multiple roles of men and women and the blurring of boundaries between these roles. Jenny will introduce the concept of gender convergence and provide recommendations that encourage marketers to consider masculine and feminine behaviors rather than male vs. female as a binary choice. Her overarching message is that if marketers improve the way in which they market to women, then overall marketing practice will improve.
Panel: Earning Women’s $300 Billion in Auto Spending
Enjoy this engaging discussion with three great marketing to women strategists: Jody DeVere, CEO of AskPatty.com; Marcela Taberes, SVP of Strategic Insights for A+E Networks, and Hwei-Lin Oetken, Vice President of Market Intelligence for Kelley Blue Book.
Women hold 50.4% of driver’s licenses and 39% of car registrations. They influence or make 85% of all auto purchases which equates to $80 billion spent annually. Add in the post-purchase services and repairs, and women’s value to the auto industry rises to $300 billion a year!
And yet, despite their immense buying power, 74% of women feel misunderstood by the auto industry.
Women’s priorities are different than men’s. They require a reliable automobile and they are willing to wait for it. Women spend more time researching and more time shopping dealerships than men. To this end, the product research is only part of her decision – the experience of buying is her biggest trigger point. Then the experience of service can be what makes her a loyal, repeat customer.
Hear from this panel of automotive experts on how they’ve learned to rise to the needs of women, what it also means for increasing business with men, and how you can implement these strategies into your own industry.