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)
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. The great question - which I have not been able
to answer - is: "What does a woman want?”
(Sigmund Freud)
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. 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.
10. The Densia | Spain PortaJane | US One White Pearl | NL
11. The largest research on women of all time: Boston Consulting Group |
2008 | 12.000 respondents | 40 countries | # social groups |
womenspeakworldwide.com
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. 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• Use outdated marketing narratives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
22. The worst industry of all when it comes to communication with
women = banking
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. 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. 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.