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Strategies for Marketing to Women

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3 out of 4 women identify themselves as the primary shoppers for their households. We will discuss marketing to women from a merchant, OPM, and affiliate viewpoint. …

3 out of 4 women identify themselves as the primary shoppers for their households. We will discuss marketing to women from a merchant, OPM, and affiliate viewpoint.

Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Marketing

Kim Salvino, Sr. Account Manager & Affiliate Evangelist, buy.at (Twitter @Kim_Salvino) (Moderator)
Tricia Meyer, Owner, Sunshine Rewards (Twitter @sunshinetricia)
Kristin Kinsey, President/CEO, MadHatter Consulting, Inc. (Twitter @kc)
Laura Parvey-Connors, MomGeek/Media Designer, Vanns and Mamalode (Twitter @laurapconnors)

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    • 1. 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
    • 2. Agenda
      • Introduction (Tricia)
      • 3. What Women Are Buying (Tricia)
      • 4. Content and Layout (Laura)
      • 5. Social Networking (Kristin)
    • Introduction and What Women are Buying
      Tricia Meyer
    • 6. Page Title Goes Here
    • 7. How Big is the Market?
      • 85% of all brand purchases are made by women *
      • 8. American women control $7 billion in annual online spending *
      • 9. “Women represent the largest market opportunity in the world.” **
      * Unicast, June 2010
      ** Harvard Business Review, September 2009
    • 10. Consumer Spending Worldwide
      (Harvard Business Review, Sep. 2009)
    • 11. What Are Women Buying?
      Women account for 85% of all consumer purchases including everything from autos to health care:*
      *Marketing to Women Conference
    • 19. Cycle of Buying By Moms
      • Second Trimester: Cribs, Changing Tables, Rocking Chairs, Carseats (Nursery Items)
      • 20. Third Trimester: Stoves, Cars, Homes (Big Ticket Items)
      • 21. Baby: Video Cameras, Laptops, Webcams, Cameras (Sharing)
      • 22. Toddler: Roku, Roomba, Car MP3 Players (Household)
      • 23. Big Kid: PSP, Wii Fit, Xbox, Portable DVD Players (Entertainment)
      BabyCenter 21st Century Mom™: Tech Mom Report
    • 24. 2010 Gadget Wish List
      BabyCenter 21st Century Mom™: Tech Mom Report
    • 34. Sunshine Rewards Case Study
      • 30,000 Transactions Analyzed
      • 35. Average number of sales transactions per female member: 2.7
      • 36. Average number of sales transactions per male member: 0.4
      • 37. Top merchants for both male and female sales: Best Buy, eBay, Kohls, Quill, Shoebuy, Target, Walmart
      • 38. Top female merchants: drugstore.com, iTunes, Barnes & Noble, Old Navy, QVC, Snapfish
      • 39. Top male merchants: 4inkjets, Home Depot, Newegg.com, Sam’s Club, Sears
    • Content and Layout
      Laura Parvey-Connors
    • 40. Pink Painting - The Dodge LaFemme
      “By Special Appointment to Her Majesty... the American Woman."
      Produced in 1955 and 1956
    • 41. “Shrink it and pink it” -- is limiting and stereotypical
    • 42. Women want to shout - “That’s ME!”
      It’s not about being pink - its about being relevant
      • The benefits, not the features
      • 43. How is this going to make my life more meaningful?
      • 44. How is this going to save me time?
      • 45. Tailor your design to her
      • 46. Make it intuitive
      • 47. Tell the whole story
      • 48. Sell the lifestyle, then the product
      • 49. Think about a woman’s lifecycle
      • 50. Single, married, pregnant, mother, grandmother
      • 51. Show real people
      • 52. Authenticity
      • 53. Think about how it makes her feel
      • 54. Honor the way women want to communicate with your brand
    • Features communication
      UN65C8000
      65" 1080p LED 3D-HDTV
    • 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.
    • 62. Social Networking
      Kristin Kinsey
    • 63. Women & Social Networking
      • 86% of Women have at least one profile on a social networking site.
      • 64. 72% of those Women, log in at least one time per day.
      • 65. 53% log in multiple times per day.
      * SheSpeaks Second Annual Media Study October 2009
    • 66. Women Dominate the Space!
    • 67. 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
    • 68. Women Want to Hear …
      • From REAL women.
      • 69. From other women LIKE THEM.
      • 70. From other women that have the
      same products/brands.
      • Specific stories about the product/brand.
      • 71. The truth. The whole Truth, and nothing
      but the truth.
    • 72. Facebook, YouTube, and Blogging, OH MY!
    • 73. 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
    • 74. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
      Poll: Q&A for Strategies for Marketing to W...

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