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Why Market to Women and How

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Presented at the Mediarun Festival CMO Congress in Gdansk, Poland. June 12-15 …

Presented at the Mediarun Festival CMO Congress in Gdansk, Poland. June 12-15

Published in: Technology, Business
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  • 1. © 2013 Holland+Holland AdvertisingFriday, June 14, 13
  • 2. WHYHOW?ANDMARKETTO WOMEN?Friday, June 14, 13
  • 3. http://www.youtube.com/watch?v=UxehNq-jC7UFriday, June 14, 13
  • 4. THE RESULT?Friday, June 14, 13
  • 5. FEMALE CONSUMERSARE BREAKINGUP WITH BRANDS.Friday, June 14, 13
  • 6. WOMEN CONTROL ORINFLUENCE 85% OF ALL U.S.CONSUMER BRAND PURCHASES85%15%WomenMenFriday, June 14, 13
  • 7. YET, ONLY 3% OF U.S.AGENCYCREATIVE DIRECTORSARE FEMALE3% FEMALE97%MALEFriday, June 14, 13
  • 8. 91% OF WOMENFEEL MARKETERS DO NOTCONNECT WITHTHEM91%9%Friday, June 14, 13
  • 9. FEMALE VOICEBUTTHEHAS COME FULL CIRCLEFriday, June 14, 13
  • 10. 1790CERCLE SOCIALSOCIAL NETWORKING2013FEMALEVOICEFriday, June 14, 13
  • 11. BUTTHIS IS NOT ABOUTTHEFIGHT FOR WOMENIT’S ABOUTTHE POWERWOMEN ALREADY POSSESSFriday, June 14, 13
  • 12. MARKETING HAS CHANGEDFOREVERFriday, June 14, 13
  • 13. WHYMARKETTOTHEFEMALE CONSUMER?Friday, June 14, 13
  • 14. WOMEN CONTROLMORETHAN $20TRILLIONIN WORLD-WIDE SPENDINGFriday, June 14, 13
  • 15. WOMEN INTHE U.S.ACCOUNTFORTHE SPENDING FOR:91% OF NEW HOMES65% OF AUTOMOBILES92% OFVACATIONS89% OF BANK ACCOUNTS80% OF HEALTHCAREFriday, June 14, 13
  • 16. Women Will Control 2/3 of theConsumer Wealth in the U.S.OverThe Next Decade68%32%Women MenFriday, June 14, 13
  • 17. A record 40% of all U.S. householdswith children under the age of 18include mothers who are either thesole or primary source of incomefor the family.UP FROM ONLY 11% INTHE 1960’S.Friday, June 14, 13
  • 18. WOMEN ARE AIDING WOMENTO SUCCEED IN BUSINESSFriday, June 14, 13
  • 19. 70% OF NEW COMPANIES INTHEU.S.ARE STARTED BY WOMEN70%30%Friday, June 14, 13
  • 20. KICK-OFFEVEN WHEN MEN ARE INVOLVED,WOMEN LEAD 4 OF 5 STAGES OFTHEPURCHASING PROCESSOWNERSHIP PURCHASEWORD OFMOUTH RESEARCHKICK-OFFFriday, June 14, 13
  • 21. 80% OF NEW PRODUCTS FAILBECAUSETHEY DO NOTCONNECT WITH WOMEN80%20%Friday, June 14, 13
  • 22. HOWTO MARKETTOTHEFEMALE CONSUMERFriday, June 14, 13
  • 23. 74% OF WOMEN SAY BRANDSMUST LISTENTOTHEM, ORTHEY’RE WILLINGTO WALK AWAYFriday, June 14, 13
  • 24. KNOWTHAT WOMEN PROCESSINFORMATION DIFFERENTTHAN MENWomen have 4 times as many neurons connectingthe left and right sides of the brainRationalizationLogicAnalyticsImaginationInsightCreativityNumber skills 3-D FormsFriday, June 14, 13
  • 25. DON’T STEREOTYPE WOMEN!!Don’tjustpainteverythingPINK.ALLwomenare NOTmoms.Allwomenare notmarried.Friday, June 14, 13
  • 26. THINK LIFESTAGESDON’T THINK AGESFriday, June 14, 13
  • 27. KNOW WHERE SHE ISWOMEN MAKE UP 58% OF ALLTOTALONLINE SPENDING SPENDINGFriday, June 14, 13
  • 28. KNOW WHAT SHE IS DOINGWOMEN OUTNUMBER MEN INTOP SOCIALNETWORKING SITES64%82%58%Friday, June 14, 13
  • 29. 91% OF WOMENFEEL MARKETERS DO NOTCONNECT WITHTHEMFOCUS ON HERUNDERSTAND HER NEEDSUNtargetedUNconnectedUNrespectedUNinformedUNsureDON’T TALK DOWN TO HERPROVIDE DETAILSHELP HER MAKE A DECISIONFriday, June 14, 13
  • 30. HOW DOYOUEFFECTIVELY REACHTHISPOWERFUL MARKET?Friday, June 14, 13
  • 31. BUYING PROCESSFriday, June 14, 13
  • 32. BUYINGPROCESSFriday, June 14, 13
  • 33. SOCIAL NETWORKSFriday, June 14, 13
  • 34. BUYINGPROCESSSOCIALNETWORKSFriday, June 14, 13
  • 35. WOMEN’S NEEDSFriday, June 14, 13
  • 36. BUYINGPROCESSSOCIALNETWORKSWOMEN’SNEEDS24-HOUR PERPETUAL MARKETINGFriday, June 14, 13
  • 37. TOP 5 DOING ITTHE WORSTACCORDINGTO WOMENFriday, June 14, 13
  • 38. TOP 5 DOING IT BESTACCORDINGTO WOMENFriday, June 14, 13
  • 39. © 2013 Holland+Holland Advertising@sheconomyFriday, June 14, 13

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