What can we say that will grab mum’s attention, make her stop, look and buy?How can we use images and design to enhance the message?
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The first UK creative agencyspecialising in communicating with women
Nature: Male and female brains are wireddifferentlyTask focused – left centric Holistic – right centric• Males score better on tests of technical • Intuition, emotion beyond aptitude than females the straight “facts” are more significant• They are simply more interested in technical • Find shopping fun – a things than women social/leisure activity• Shopping -men find • Take pride in purchase shortest distance A to B decisions - are loyal brand advocates• Online -use search to get directly to the page • Strive for self- Women are predominantly improvement• They are less likely to ‘whole-brained’ – they engage with brands on make links with both • Care less about how social media hemispheres things work – more what they do
NURTURE: Girls and boys are socialised tobe different• Society expects different things from boys and girls• Our culture instils its codes of behaviour, language and values• Girls internalise this special feminine culture• And boys grow up rejecting it as “Considering there are only two genders in the gay, girly or just plain human world and one of them does most of the shopping, it‟s stunning how many companies incomprehensible overlook the psychology of gender, when we all know men and women look at the world very differently.” Bridget Brennan
Understanding gender differences isessential now that women are more powerfulconsumers “While almost all of us will acknowledge and even joke about the gender gap in our personal lives, what‟s shocking is how few people have applied an understanding of gender differences to business.” Bridget Brennan, 2011
And that doesn‟t mean stereotyping ormaking assumptions• Fewer women are getting married• More women work and have a family• More women are in control of the family budgetIt‟s not age that‟s important, but life-stage• Women are different from each other• They change according to where they are in life• A 40-year might have a toddler at home, a child in college or may have never married or had children at all• What connects with the situation of one won‟t speak to the others
As well as having different motivationsto buy, men and women also shop differentlyMale: solitary hunter Female: social gatherer
Summary• Women are the Number One business opportunity, „they buy lotsa stuff”• Men and women see the world very differently• Men are (still) in control … and can be clueless about women• Not enough ‟stuff‟ is communicated in a way that appeals to women• Most stuff for women is, to be frank, pretty patronising• This is not a feminist thing but a business/commercial argument• The women‟s market is not a niche– they have wallets and power
Agencies are run by men who oftenhave no real desire to understand women1960s 2000sThe Mad Men of yesterday, and today, want to be cool. And understanding the femalemind isn’t considered cool – in fact, the opposite is true.
87% of purchase decisions are made bywomen, yet 90% of advertising is created by men• Advertising agencies are run by men• 90% of creative directors are male• Creativity is often seen as a male area• Agencies often don‟t embrace the behaviour differences and different expectations of women• Marketing is masculine – it‟s been developed by and for men and is very good at „getting‟ male culture• Female creatives adapt to male culture• Male traits valued over female – so „male‟ ideas are often preferred by both sexes
Remember Mel Gibson in„What Women Want‟ ?Say family, children, cooking, driving, periods, home or shaving to a man and he‟llconjure up a totally different set of images and experiences than a women.
Having a woman on the team is notenough• It can be difficult for those women to subvert the male „norm‟• Women can be reluctant to point out or defend gender differences - it reminds them of their own difference when they want equality with men• Women work hard to become part of the male-dominant team - the last thing they want is to draw attention to their femaleness • Women who „harp on‟ about pleasing women can be seen as „party poopers‟ or worse, „feminists‟• Female traits such as empathy and caring are traditionally viewed as inferior to male
Conventional research is not enough• Research is often this is seen through the male lens (even if the researcher is female)• Using women in research groups and having female team members is not good enough• Gender difference needs specific, focussed consideration• You need to know what you‟re looking for and you need to actually want to „ Considering there are only two genders, and look for it one of them does most of the shopping, it‟s stunning how many companies overlook the• Our strategy, ideas and executions are psychology of gender, when we all know men all informed by talking to your target and women look at the world very differently.‟ audience Bridget Brennan
No wonder advertising hasn‟t movedon much1950s 2000s
Forget Mad Men – meet Madwomen• Look at us as a specialist agency• Just as some agencies specialise in healthcare, youth or finance – we specialise in your market• Women talking to women• You can talk to us about your product and your market knowing we will understand what you mean In the US there are already several agencies specialising in women, and their business is booming because clients are starting to catch on to the dollars that can be made by getting it right. www.womenkind.net www.maternalinstinct.com www.kickskirt.com
Our unique communications check toolWe‟ve developed a process to assess yourbrand‟s female appeal. It enables us to answerthese key questions:• What do we need to do in-store to attract more women?• How should we position your brand or product to maximise appeal amongst women?• How do we engage women without alienating men?• How do we turn female customers into brand-loyalists?• How do I sell the idea of what women want to a male internal audience?• What language and messaging should I be using to appeal to women?
The Fem-o-meter process1. Analysis of your communications against our test criteria1. Competitor review set against how well they perform with women1. Identification of areas for concern and setting of success criteria1. Analysis of your business structure and barriers to change1. Market opportunity identification – compared to where you are now1. Target setting and tool kit for quick wins and long-term goals
We understand what women want• We are specialists in communicating with women• It sort of helps that we‟re all women (although being a women on it‟s own isn‟t enough)• All of us have significant experience of working on female brands• We are well respected thought- leaders on marketing to women
Kate Frearson – Planning Director Interbrand – Client Director Key clients: Nestle Purina, Qatari Diar and British Airways. Dialogue (Ogilvy Group) – Business Director Responsible for Duracell, Braun and Mars global and national clients. Managed large, complex• Background in strategic projects from brand positioning to communication, campaign development and design and implementation. tactical / retail activity Orckid Design and Marketing – Account• European and global experience Director• Leads multi-functional teams Oversaw BP Retails BTL program across its BP and overall agency Ultimate, Wild Bean Cafe, Nectar and Marks & communications Spencer pillar brands. Developed integrated communications across POS, promotions, online,• Delivers holistic campaigns for product and experiential marketing. blue chip clients.
Gail Parminter – Creative Director Dialogue (Ogilvy Group) – Creative Head Duracell, Fairy, braun, Mars, United Biscuits and Gillette Saatchi & Saatchi X – Creative Head Ariel, Pampers, Olay, Wella• Experienced in working with Geoff Howe Marketing – Creative Head agency/client teams Hills Pet Nutrition (Colgate) account delivering strategically sound, creative solutions. Ogilvy & Mather – Creative Head• Manages creative Comfort, Dove and Kimberly Clark: Kotex teams, design and artwork to ensure excellence Bates Dorland – Senior Creative• Brings in-depth knowledge of Safeway, Royal Mail, Land Rover how gender difference affects marketing Awards: D&AD Highly Commended, approaches
Thought leadership• Our opinions are often sought by the media• Gail is speaking at this year‟s Women of the World conference at the Southbank Centre• We‟re running a seminar at this year‟s TFM&A conference at Earls Court• Gail is a guest panelist on C4‟s The Mad Bad Ad Show• We ran a seminar at Vision Bristol 2011
Strengths We generate a strategies based on real insights. From this strong platform we develop big ideas that work in all media to create memorable, inspiring campaigns that women will engage with.• Strategy and creative planning• Integrated campaigns• Press, poster, TV and radio campaigns• Shopper marketing• Digital - online advertising, email, websites• Direct mail
The brand and the productTrusted, reliable, premium, caring Night-time absorbency nappy – extra protection
Use pampers and you and your babywill get a better night‟s sleep• Babies wake up at night because • Baby gets a good night sleep their nappies leak – the urine gets cold and disturbs them • Mum gets a good night sleep• Pampers night nappies are extra absorbent so the nappy won‟t leak • So they both wake up rested, happy and ready for the day ahead
Creative idea one: Functional • Simple message expresses functional benefit • Sleeping baby backs up message and adds emotional engagement • Eye-catching roundel expresses the same benefit in a slightly different way to reinforce the message BUT this is a left-brained approach …
Creative idea two: Emotional• Key insight: mums know they both have a happier day if they both get a good night‟s sleep• Showing a happy day time baby is the benefit and better than showing a sleeping one• Instead of a plain roundel, we developed an emotive „do not disturb‟ signThis „right-brain‟ idea researched betterwith mums, so we developed it into aTTL campaign
Simple enough to work in store acrossmultiple touch-points Image grabs attention – STOP Clear Pampers• STOP branding - STOP Message engages - HOLD• HOLD• CLOSE Interesting, relevant graphic device - ENGAGE Shelf strips back up message with functional benefit - Message offers a CLOSE ‘reason to believe’ CLOSE
360 Holistic campaign development Store Press Communication Idea: Use Pampers and you and your baby will will get a better night‟s sleepOutdoor Direct mail
Communication idea:New Ariel has fragrance release technology for 12 hours of freshness We created an eye- catching ‘petal clock’ to combine emotional engagement with a technical claim ‘12 hours of long-lasting freshness’
The idea was simple to execute acrossall touch points
Brief:Create and in-store information point to help shoppers makeinformed choices about the fish they buy This route was not used as it felt Preferred route had more emotional appeal – the heart clinical and quite brutal – women made from fish images was effective and became a could not connect with ‘badge’ for sustainable fish that shoppers looked out for. the imagery.
Find out how to win the hearts,minds and purses of yourfemale customers, contactus today:MadwomenWestbourne Studios242 Acklam RoadLondonW10 5JJ0203 369 firstname.lastname@example.org