Strategies for Marketing to Women

Affiliate Summit East 2010
Strategies for Marketing to Women
Tricia Meyer, MeyerTech, LLC
Kristin Kinsey, MadHatter Consulting, Inc.
Laura Parvey-Connors, Vanns, Inc.
Kim Salvino (Moderator), buy.at

Agenda
Introduction (Tricia)
What Women Are Buying (Tricia)
Content and Layout (Laura)
Social Networking (Kristin)

Introduction and What Women are Buying
Tricia Meyer

Page Title Goes Here

How Big is the Market?
85% of all brand purchases are made by women *
American women control $7 billion in annual online spending *
“Women represent the largest market opportunity in the world.” **
* Unicast, June 2010
** Harvard Business Review, September 2009

Consumer Spending Worldwide
(Harvard Business Review, Sep. 2009)

What Are Women Buying?
Women account for 85% of all consumer purchases including everything from autos to health care:*
91% of New Homes
66% PCs
92% Vacations
80% Healthcare
65% New Cars
89% Bank Accounts
93% Food
93 % OTC Pharmaceuticals
*Marketing to Women Conference

Cycle of Buying By Moms
Second Trimester: Cribs, Changing Tables, Rocking Chairs, Carseats (Nursery Items)
Third Trimester: Stoves, Cars, Homes (Big Ticket Items)
Baby: Video Cameras, Laptops, Webcams, Cameras (Sharing)
Toddler: Roku, Roomba, Car MP3 Players (Household)
Big Kid: PSP, Wii Fit, Xbox, Portable DVD Players (Entertainment)
BabyCenter 21st Century Mom™: Tech Mom Report

2010 Gadget Wish List
Laptop
Nintendo Wii Fit
HDTV
Blu-Ray
External hard drive/Back-up
iPhone
HD Digital Camcorder
Portable DVD player
Garmin/GPS
Digital camera
BabyCenter 21st Century Mom™: Tech Mom Report

Sunshine Rewards Case Study
30,000 Transactions Analyzed
Average number of sales transactions per female member: 2.7
Average number of sales transactions per male member: 0.4
Top merchants for both male and female sales: Best Buy, eBay, Kohls, Quill, Shoebuy, Target, Walmart
Top female merchants: drugstore.com, iTunes, Barnes & Noble, Old Navy, QVC, Snapfish
Top male merchants: 4inkjets, Home Depot, Newegg.com, Sam’s Club, Sears

Content and Layout
Laura Parvey-Connors

Pink Painting - The Dodge LaFemme
“By Special Appointment to Her Majesty... the American Woman."
Produced in 1955 and 1956

“Shrink it and pink it” -- is limiting and stereotypical

Women want to shout - “That’s ME!”
It’s not about being pink - its about being relevant
The benefits, not the features
How is this going to make my life more meaningful?
How is this going to save me time?
Tailor your design to her
Make it intuitive
Tell the whole story
Sell the lifestyle, then the product
Think about a woman’s lifecycle
Single, married, pregnant, mother, grandmother
Show real people
Authenticity
Think about how it makes her feel
Honor the way women want to communicate with your brand

Features communication
UN65C8000
65" 1080p LED 3D-HDTV
65" plasma panel
Full 3D-HD 1920 x 1080p
16:9 Widescreen Aspect Ratio
240Hz
Samsung web apps
Real Black filter
4 HDMI / 2 USB
SRS TruSurround HD

Benefits communication
UN65C8000
Stay Connected
Available on select TVs, Skype™ on Samsung TV lets you make video calls from the comfort of your living room, right from your TV. It lets you make calls to other Skype users—for free. You’ll also see HD quality video and chat with four built-in microphones from your couch. And with the USB there’s no need to download software—it’s already built-in. Call friends and family almost anywhere in the world right from your living room.

Social Networking
Kristin Kinsey

Women & Social Networking
86% of Women have at least one profile on a social networking site.
72% of those Women, log in at least one time per day.
53% log in multiple times per day.
* SheSpeaks Second Annual Media Study October 2009

Women Dominate the Space!

50%of Women online, have purchased a product because of something they read on a Social Networking Site.
Became a Fan of a Product or Brand
Commented About Products
Actually Purchased a Product
Viewed an Interesting Piece of News that I Only Learned About on the Social Networking Site
Joined a Group for a Product or Brand
Bought a Product with a Coupon Code Found on Facebook or Twitter
Learned About a New Product
Posted a Coupon Code
* SheSpeaks Second Annual Media Study October 2009

Women Want to Hear …
From REAL women.
From other women LIKE THEM.
From other women that have the
same products/brands.
Specific stories about the product/brand.
The truth. The whole Truth, and nothing
but the truth.

Facebook, YouTube, and Blogging, OH MY!

Contact Information
Tricia Meyer
Twitter: SunshineTricia
Email: tricia@tricia.me
Kristin Kinsey
Twitter: KC
Email: kk@madhatterconsulting.com
Laura Parvey-Connors
Twitter: laurapconnors
Email: laura@meldmediagroup.com
Kim Salvino
Twitter: Kim_Salvino
Email: Kimberly.Salvino@buy.at

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