Marketing to women

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Women are the most underestimated, ingnored and unexplored target market of all time.
This document will help you go from Female Marketing 1.0 (make it pink) to Female Marketing 2.0 (real empathy driven)

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Marketing to women

  1. 1. WOMAN! The biggest, nearest, most powerful and most underserved market of all time! Presenta(on
wri-en
and
arranged
by
Stefaan
Vandist,
strategic
planner
at
Trinity
Consult,
stefaan@triity‐planning.be

  2. 2. The great question - which I have not been able to answer - is: "What does a woman want?” (Sigmund Freud)
  3. 3. What is the problem with marketing to women? The famous joke about the woman an the care sales representative is the best illustration of what is going wrong
  4. 4. Women. The Ultra-Mega Niche. The under-served market of all markets. Did you know… Just consider the fact that women, who comprise just over 50% of the US population, make over 80% of the consumer purchasing decisions (and in case you're wondering, consumer spending accounts for two-thirds of US GNP). No wonder a growing number of companies have 'FEMALE FEVER'. We'll let the examples speak for themselves.
  5. 5. In
the
US,
woman
decide
for
80%
of
all
 consumer
purchases
(consumer
market
is
66%
of
US
GDP)

  6. 6. Number
of
working
woman
is
surpassing
 number
of
working
men
in
the
US


  7. 7. ¾
of
job
loss
in
the
US
is
among
men 

  8. 8. Companies suffering female fever…
  9. 9. Female marketing 1.0: make it pink
  10. 10. The Densia | Spain PortaJane | US One White Pearl | NL
  11. 11. The largest research on women of all time: Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
  12. 12. WOMAN… •  Feel vastly underserved •  Feel patronized in the marketplace •  Feel underestimated in the workplace •  Constantly juggle conflicting priorities •  2/3 consider themselves as overweight Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
  13. 13. COMPANIES… •  Underestimate female purchasing power •  Ignore female purchasing decision power •  Promote female stereotypes •  Use outdated marketing narratives Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
  14. 14. After all, L’Oréal was right: woman feel undervalued
  15. 15. It is a very old fashioned idea that women is a single minded target audience “Women” does not exist
  16. 16. Economic
Class
 Life
stage
 Different segments with different needs…
  17. 17. Integrate
beauty
ideal
 Conformist
 2
 Beauty
 15%

 Obvious
 1
 Beauty
 P.R.
 18%

 3
 Beauty
 23%

 Being
 The
female
beauty
universe
 Pretending
 7
 Fresh
Beauty
 Flashy
 9%

 4
 Beauty
 13%

 Rejec(ng
Beauty
 6
 9%

 Discrete
Beauty
 5
 10%

 Resist
beauty
ideal

 Different attitudes when it comes to beauty
  18. 18. Female marketing 2.0?
  19. 19. Woman don’t want to be perfect size 6, they want to feel and look good (the fit block)
  20. 20. From patronizing sameness for women (skin moisturizer) to serious technology
  21. 21. Woman
make
the
decision
in
purchase
of

 94%
of
home
furnishing
92%
of
vaca(ons…
 91%
of
homes…
60%
of
automobiles…51%
 of
consumer
electronics

  22. 22. The worst industry of all when it comes to communication with women = banking
  23. 23. However the shit hits the fan, private wealth in the US will grow from 14 to 22 trillion $ by 2020. HALF of it will be owned by… women
  24. 24. BUT…
 •  Woman feel not respected by banks as full client to do business with •  Feel treated like dummies talked down to •  Woman feel poorly advices on their situation •  Woman are annoyed by to much housefather focus and a lack of family focus Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
  25. 25. RULES
OF
THUMB
IN
MARKETING
TO
WOMEN
 •  If
you’re
the
one
who
connects
female
consumers
to
each‐other,
they
will
feel
 connected
to
you
 •  If
your
marke(ng
targets
just
one
of
her
lives,
you
miss
all
the
others
 •  If
you
have
to
ask
her,
it
is
probably
to
late
 •  Being
reliable
to
one
genera(on
will
lead
you
to
the
next
 •  Don’t
interfere
her
a-en(on,
be
around
in
her
periphery
 •  Co‐parent
your
business
with
female
consumers
 •  Be
caring,
be
good,
be
true
 •  Don’t
patronize.
Coach.

  26. 26. Female marketing 2.0: In men-oriented markets, serving women as ladies turns you in a gentleman
  27. 27. Female marketing 2.0: In female-oriented markets, have a deeper empathy for real life-stage oriented needs
  28. 28. THANKS
FOR
YOUR
ATTENTION
 Thanks for your attention! Stefaan
Vandist
 stefaan@trinity‐planning.be
 www.trinity‐planning.be


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