This presentation will provide in-depth insights as to how to market to women, what women want, the size and power of the female market, and how to create effective ads for women, as well as media
This presentation will provide in-depth insights as to how to market to women, what women want, the size and power of the female market, and how to create effective ads for women, as well as media consumption habits.
As Managing Director of LHM Advertising, and a Certified Focus Group Director, Duane Sprague embarked on a landmark research project including qualitative and quantitative, primary and secondary market research, from 2005-2006 to better understand the female market size, influence, and buying psyche. Duane created the “F80 Marketing Research Task Force” so named because women represent 80% of the purchasing decisions in the average American household. The research resulted in newsletters to the client base, and advertising recommendations.
Images of freedom, road trips, open sunroof, wind in the hair
Images and settings that portray serenity, escapism, peaceful, relaxing
Accent colors of violet, purple and lavender
“ I look at an ad and I react either because it’s amazingly beautiful or because of the mood or emotion it evokes” Ads created by F-80 research group “ The convertible made for fun!” “ You deserve it, and you can afford it.”
And how their decisions will affect each and tie them together.
Wife Mother Sister Daughter Husband Children Community Neighbors Siblings Parents
Sales Approach: Explain how each feature affects the family or people close to her
“ Your kids will be very comfortable and have plenty of room in this_____”
“ Can you see how this feature will keep your family safe?”
“ The DVD player will give you peace and quiet while your kids are entertained”
Your Mother will love the seat warmer on cold winter days
Can you see how this ______ feature is more convenient for you and your family?
Prefrontal Cortex: Planning, emotion, analysis, higher thinking, cause and effect. Auditory Cortex: Hearing. Females have a better sense of hearing and can hear multiple conversations simultaneously. Visual Cortex: Sight. Males have a keener sense of vision , and are more visually oriented and visually stimulated. Females: 10% more connective tissue in the Corpus Collosum. Left hemisphere is logical , linear and objective . Right side is more intuitive , creative , abstract and subjective, and sees the big picture . Males are more left brain oriented, and Females are more whole brain oriented with a right brain emphasis . Left Right