Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Marketing to Women: How To Get It Right
Posted on September 2nd 2013
1. Think outside your existing lines
While coffee outlets such as Starbucks saw a decrease in profits during the recent recession, McDonalds were able to build on their inexpensive image and add the McCafe outlets, offering up-market coffee, to their existing stores. Their advertising focused on fashionable, urban women, who had previously shunned their traditional reputation for unhealthy fast food. By adding salads and healthy options, and sponsoring events such as Fashion Week, McDonalds were able to entice a whole new demographic and actually increase worldwide sales by 7% during the economic downturn.
2. Don’t stereotype women
Companies who think that marketing to women involves designing with pastel colors and pink bows are going to alienate the majority of their market. Women respond to advertising that uses positive female role models and that shows them in a strong and powerful role.
The 2010 Kia Soul commercial featured professional golfer Michelle Wie beating the men at their own game at the golf club, looking cool and confident. This was just one of several marketing campaigns, but Kia’s monthly sales rose 44% in 2011 compared to 2010.
3. Focus on design and practicality
You don’t need to have separate marketing for men and women if you focus on good design and usability. Apple are a great example of a successful brand who have universal appeal; the beauty of their designs, their color options, ease of use and intuitive features appeal to women without alienating men. Their advertising reflects their gender-neutral, non age-specific appeal, with emphasis on the usability and adaptability of the products.
4. Know who is buying your product
Realizing that women are the primary purchasers of household items, Nivea For Men targeted women in a campaign to persuade them of the benefits of buying male grooming products for their partners. This was only one strand of their marketing but it was hugely successful in introducing men to grooming products initially.
5. Understand the differences between men and women… without being patronizing
Until fairly recently, Nike had an high-testosterone image (Just Do It) and their advertising featured top male athletes shown in winning scenarios. They had 50% of the market share of the men’s fitness market, but only 20% of Nike’s revenue came from women’s products. Nike changed its focus, communicating with women to understand how they relate to sport and performance, and the decisions they take in purchasing sportswear. The result was advertising that emphasized how sport fitted in with their active lifestyles and showed regular women taking part in sport. Previously, Nike’s shoes for women were modeled on smaller versions of their men’s shoes, but new designs catered for women’s different body shapes and movements, with more lines emphasizing a fashionable look.
6. Recognize real women
The default argument used by advertisers for not only featuring women who are unattainably thin and representative of the narrowest standards of beauty, but in then Photoshopping them beyond all recognition, is that ‘real’ women don’t sell beauty products.
Dove’s Real Beauty campaign (begun in 2004) changed the face of the beauty advertising industry. With award-winning short films such as The Evolution of Beauty, and commercials featuring older or standard-sized women, Dove sought to show that ‘real’ women are in fact beautiful, as beauty is not to be found in perfection. What was even more startling (to the beauty industry) was that Dove’s sales skyrocketed: women could relate to the images and the message of positive self-esteem.
If brands are going to look to increase their market share into the 21st century, they are going to have to look beyond superficial marketing ploys and understand that the women’s market isn’t a niche: it’s a driving force.
Originally published in Fast Company