Check Out This Marketing to Women Fail

Amazon Fire TV is a product that connects to your HDTV and streams content networks like Netflix, Hulu and (of course) Amazon Video. It’s a nifty little product that appeals to the growing market of TV viewers unsubscribing from cable and satellite.

But what Amazon Fire TV might have in product features, it lacks in marketing to women appeal. The product’s new #showhole campaign promotes:

“When the final credits roll and you fall into that void. What do you do? Don’t despair, Amazon Fire TV is here to pull you out of your #showhole.”

One marketing execution features a woman in loungewear, pale from lack of sunlight as she feeds her addiction to her favorite TV show. Then, horror of horrors, the last season is over, and she can only be comforted by… finding another show to watch.

Watch the Video: So Long, #Showhole

What’s Wrong with this Marketing to Women Campaign?

Besides being somewhat creepy (Knitting a full-body straight jacket? The vague ickiness of the word showhole?), here are three reasons why this marketing campaign won’t appeal to women:

  • Women are Ensemble Players. A lone woman, eating Chinese take-out isn’t aspirational to women. Women want to hang out with friends and would be more motivated by ‘viewing party’ imagery.
  • Women are Driven by Empathy. Watching this commercial is more likely to make a woman want to befriend the actress and take her out shopping than make her want to buy the product.
  • Women Love to Talk. Sitting silently in front of the TV is not most women’s idea of fun. She’d much rather chat with her girlfriends about the plot than become a recluse.

Women would probably love this product. Its on-demand flexibility fits into her schedule, and browsing thousands of options will help her feel she’s arrived at the Perfect Answer for what to watch during Girls Night In. But if her only exposure to Amazon Fire TV is this ad, she’s likely to think, “How strange. That’s not for me,” and move on.


This entry was posted in Advertising to Women, How women buy, Marketing to Women, Things women care about, Women as customers and tagged , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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