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Sheconomy and Marketing to Women Today
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Sheconomy and Marketing to Women Today

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How and why you should market to the female consumer. Advertising has changed forever. Sheconomy presents three contributing factors to this paradigm shift as well as how they converge to create ...

How and why you should market to the female consumer. Advertising has changed forever. Sheconomy presents three contributing factors to this paradigm shift as well as how they converge to create perpetual marketing: 1) the economy, 2) the female consumer and 3) social media

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    Sheconomy and Marketing to Women Today Sheconomy and Marketing to Women Today Presentation Transcript

    • © 2012 Holland+Holland Advertising
    • FEMALE CONSUMERS ARE BREAKING UP WITH BRANDS.© 2012 Holland+Holland Advertising
    • POTENTIAL COST TO BRANDS? to n Up illio Tr ale $12 fem g in endin sp© 2012 Holland+Holland Advertising
    • ADVERTISING HAS CHANGED FOREVER© 2012 Holland+Holland Advertising
    • 3 CONTRIBUTING FACTORS© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA© 2012 Holland+Holland Advertising
    • FEMALE CONSUMER© 2012 Holland+Holland Advertising
    • ECONOMY© 2012 Holland+Holland Advertising
    • 3 CONTRIBUTING FACTORS SOCIAL FEMALE ECONOMY MEDIA CONSUMER© 2012 Holland+Holland Advertising
    • ECONOMY© 2012 Holland+Holland Advertising
    • “We are in a period of vast structural change, as industries adjust to new technology and fierce new competition in world markets.” 1981© 2012 Holland+Holland Advertising
    • “Surveys tell us that consumers are more pessimistic today than at any time in the past 25 1973 years.”© 2012 Holland+Holland Advertising
    • “It is a good thing for business and advertising that smug satisfaction is no longer being tolerated.” 1932© 2012 Holland+Holland Advertising
    • FEMALE CONSUMER© 2012 Holland+Holland Advertising
    • Women have changed.© 2012 Holland+Holland Advertising
    • Traditional Demographics Are Dead. 12+ 18-24 25-34 35-54 55+© 2012 Holland+Holland Advertising
    • We Can No Longer Think In Terms of Ages© 2012 Holland+Holland Advertising
    • We Must Think Lifestages© 2012 Holland+Holland Advertising
    • • 40, with a toddler at home • 40, with kids in college • 40 and single with no kids© 2012 Holland+Holland Advertising
    • 83% of Women Say They are Busier Than Ever, Yet They Are Willing To Give Up Nothing. 83% 17%© 2012 Holland+Holland Advertising
    • More Women Than Men Between Ages 25-29, Possess Bachelors Degree or Higher. 36% 28%© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA© 2012 Holland+Holland Advertising
    • WE NO LONGER TRUST: GOVERNMENT CORPORATIONS BUSINESSES© 2012 Holland+Holland Advertising
    • BUT WE TRUST EACH OTHER And technology has changed the way we communicate.© 2012 Holland+Holland Advertising
    • Brands Talk And We Talk Back.© 2012 Holland+Holland Advertising
    • The Consumer Is In Control© 2012 Holland+Holland Advertising
    • WHY FOCUS ON WOMEN?© 2012 Holland+Holland Advertising
    • Steve Felice, President of Consumer, Small and Medium Business, Dell Inc, suggests, ‘‘ Women will be the tipping point of companies coming ’’ out of the recession© 2012 Holland+Holland Advertising
    • KICK-OFF KICK-OFF WOM RESEARCH OWNERSHIP PURCHASE WOMEN LEAD 4 OF 5 STAGES OF THE PURCHASING PROCESS© 2012 Holland+Holland Advertising
    • Women Control or Influence 85% of All Consumer Brand Purchases 85% 15% Women Men© 2012 Holland+Holland Advertising
    • Yet, Some Studies Show That 91% Women Do Not Feel Advertisers Connect With Them 91% 9%© 2012 Holland+Holland Advertising
    • DELLA Site Revised And Then Removed.© 2012 Holland+Holland Advertising
    • MOTRIN Campaign Pulled and Apology Posted© 2012 Holland+Holland Advertising
    • MILK Campaign Pulled Within Days© 2012 Holland+Holland Advertising
    • APPLE© 2012 Holland+Holland Advertising
    • HOW DO WE REACH THIS POWERFUL MARKET?© 2012 Holland+Holland Advertising
    • UNDERSTAND HER NEEDS© 2012 Holland+Holland Advertising
    • SOCIAL NETWORKS© 2012 Holland+Holland Advertising
    • BUYING PROCESS© 2012 Holland+Holland Advertising
    • BUYING PROCESS CONVERGENCE THEORY© 2012 Holland+Holland Advertising
    • SOCIAL NETWORKS© 2012 Holland+Holland Advertising
    • SOCIAL NETWORKS BUYING PROCESS CONVERGENCE THEORY© 2012 Holland+Holland Advertising
    • WOMEN’S NEEDS© 2012 Holland+Holland Advertising
    • WOMEN’S NEEDS SOCIAL NETWORKS BUYING PROCESS CONVERGENCE THEORY© 2011 Holland+Holland Advertising
    • WOMEN’S NEEDS SOCIAL NETWORKS BUYING PROCESS PERPETUAL MARKETING MACHINE© 2012 Holland+Holland Advertising
    • EMBRACE HER POWER© 2012 Holland+Holland Advertising
    • 70% of All New Businesses Are Started By Women. Women 70% Men 30%© 2012 Holland+Holland Advertising
    • Over The Next Decade, Women Will Control 2/3 of the Consumer Wealth in the U.S. 68% 32% Women Men© 2012 Holland+Holland Advertising
    • The Majority of Women (53%) Are Primary Breadwinners Primary 53% 47%© 2012 Holland+Holland Advertising
    • UNDERSTAND HER NEEDS© 2012 Holland+Holland Advertising
    • DISTINGUISH HER FROM HIM • Almost double the amount of women (28%), compared with men (15%), say they feel squeezed by the economic climate. • Women are fundamentally more45% optimistic than men.  • Women are more intuitive. • Men have 6 items in their bathroom - women have 450! • Women use more punctuation! In text!! To express!!! Their feelings? -emotions- etc ;-)© 2012 Holland+Holland Advertising
    • UNDERSTAND HER NEEDS • Women place heavy importance on relationships. • Women notice the details. • Women want to be heard. • Women assume responsibility of 45% the household. running • Women stay with companies that exceed expectations. • Women are reluctant to give referrals when asked. You must you give her something to talk about.© 2012 Holland+Holland Advertising
    • UNDERSTAND HER NEEDS • 3 out of 4 women will recommend a brand because it supports a cause. • 8 in 10 women "wont do business with a company if values are different than their own." 45% • Word of mouth still leads the way in how women communicate brand likes and dislikes. • For success in marketing to women, listen and engage.© 2012 Holland+Holland Advertising
    • TOP THREE FINANCIAL PRIORITIES WOMEN MEN 1) To not become a financial burden 1) Maintain lifestyle in retirement to loved ones 45% 2) Maintain lifestyle in retirement 2) Make sure to outlive savings 3) Make sure to outlive savings 3) To not become a financial burden to loved ones© 2012 Holland+Holland Advertising
    • TOP THREE FINANCIAL WORRIES WOMEN MEN 1) Household expenses 1) The overall economy 2) Household debt 45% 2) Household expenses 3) Saving for retirement 3) Saving for retirement© 2012 Holland+Holland Advertising
    • Only One in 10 Female Breadwinners Feels Knowledgeable About Financial Products and Services 10% 90%© 2012 Holland+Holland Advertising
    • Women Are Less Confident That They Are Very Well Prepared In Financial Decision Making 45% 20% WOMEN MEN© 2012 Holland+Holland Advertising
    • CONFLICT #1 Women’s level of financial responsibility within the household has outpaced their investment confidence.© 2012 Holland+Holland Advertising
    • CONFLICT #2 Women lack confidence aboutachieving one of their most important financial goals: retirement security.© 2012 Holland+Holland Advertising
    • CONFLICT #3 Women focus on the family, but their risk aversion may be putting their families’ financial health at risk.© 2012 Holland+Holland Advertising
    • RESOLVE Women are more receptiveto advice than men. Advisors can help women build diverse portfolios and foster confidence.© 2012 Holland+Holland Advertising
    • CHALLENGE The key barrier to overcome is the perception of expense.© 2012 Holland+Holland Advertising
    • Give Her Enough Time If a woman says “she needs to think about it,” she is not saying no. Women complain that men move in too soon for the close.  If she’s not ready to buy, ask her “do you have any questions or concerns I haven’t addressed?” to see if she is missing crucial information, then let her go do her processing and set up another appointment.  She will appreciate this! Make An Emotional Connection Ask her questions, find out everything you can about her situation, her concerns, the people her decision will affect.  By asking questions and really listening to her answers, you are building TRUST – the most important emotion in a sale to a woman.© 2012 Holland+Holland Advertising
    • KNOW WHERE TO FIND HER© 2012 Holland+Holland Advertising
    • WOMEN RULE THE INTERNET ‘‘ Comscore, Nielsen, Media Metrix and Quantcast studies all show women are the driving force of the most important net trend of the decade, the Social Web.© 2012 Holland+Holland Advertising ’’
    • SOCIAL MEDIA Individuals Web 2.0 Technology + =© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA Authentic Conversations© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA The goal is to consistently and organically weave your brand into the conversation.© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA Success is when consumers are engaged and promoting your brand.© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA ALLOWS FOR: • Engagement • Conversation • Communities • Relationships • Trust • Sharing All of which the female is seeking.© 2012 Holland+Holland Advertising
    • SMM DISCOVERY WORKSHOP SOCIAL MEDIA INTRODUCTION IN GENERAL • Why social media is a great tool for marketing • How to most effectively use social media marketing • How a company is built upon relationships and how social media marketing allows for that to happen exponentially • People want to work with people they know, trust and like • The efficiency and effectiveness of networking through social media • How to be positioned as an expert among your audiences • The complexities of social media marketing© 2012 Holland+Holland Advertising
    • SMM DISCOVERY WORKSHOP SOCIAL MEDIA INTRODUCTION IN GENERAL • How to build a customer awareness program that is affordable, differentiated and consistent, to both maintain existing customers and nurture new customers • The importance of the involvement of the company’s principals and/or key personnel in social media marketing and how to implement in such a way that can be easily maintained when they are at their busiest • How to create a strong appeal among your target audiences both locally and regionally • The efficiency and effectiveness of enlarging a company’s online footprint through social media© 2012 Holland+Holland Advertising
    • SMM DISCOVERY WORKSHOP COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT • Identify target audiences • Identify products, services • Identify what expertise Diversified Labels has to offer that is both differentiating and useful • Determine the best niche for your company and how it resonates with your target audiences • Why create a blog as the central platform for your social media marketing program: • Blogs vs Websites© 2012 Holland+Holland Advertising
    • SMM DISCOVERY WORKSHOP COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT • Discuss the importance of “not selling” on the blog • Learning to listen, the first step in creating your blog • Understanding your online audiences • Logistics of who writes the blog and the process • Efficiently organizing your online reading and research • Identify/expand upon potential blog topics • Engagement strategies© 2012 Holland+Holland Advertising
    • SMM DISCOVERY WORKSHOP COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT • Creating an appealing position and developing the right messages • Generating traffic to your blog • Why CONTENT is king and repurposing blog content • When and how to utilize promotions • What analytics provide – creating measurements, metrics and ROI for new business through social media. (If it can’t be measured, it can’t be improved.)© 2012 Holland+Holland Advertising
    • SMM DISCOVERY WORKSHOP COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT • Creating an appealing position and developing the right messages • Generating traffic to your blog • Why CONTENT is king and repurposing blog content • When and how to utilize promotions • What analytics provide – creating measurements, metrics and ROI for new business through social media. (If it can’t be measured, it can’t be improved.)© 2012 Holland+Holland Advertising
    • SMM DISCOVERY WORKSHOP STAGE ONE - SET UP • Name the blog and tagline • Define the voice of the blog • Design the look and feel of the blog • Identify categories • Identify appropriate social channels • Identify resources both internally and externally • Identify 30-50 blog topics • Draft and post 30-50 blog posts • Create designs and skins for channels • Start building followers and likes© 2012 Holland+Holland Advertising
    • SMM DISCOVERY WORKSHOP STAGE TWO - LAUNCH AND MAINTENANCE • Post 2 blogs per week • Continue to build follower base • Generate monthly e-newsletter • Generate engagement • Promotions if applicable • Facebook ads if applicable • Manage and monitor all social channels • Monitor analytics to adjust content efficacy© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA MARKETING Based upon your individual Discovery Workshop findings, you should then determine the best traffic building social network channels. As mentioned, specific to your needs, I would recommend Twitter, Facebook, Pinterest and LinkedIn.© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA MARKETING VALUED RESOURCE DEVELOP RELATIONSHIPS BLOG BUILD TRUST VIEWED AS AUTHORITY By using social channels to drive traffic to your blog, you will then position yourself as an authority, develop relationships and build trust among potential clients.© 2012 Holland+Holland Advertising
    • SOCIAL MEDIA MARKETING BLOG MAKE CONTACT WEBSITE MAKE A SALE The ultimate goal of the blog is to funnel traffic directly to your website.© 2012 Holland+Holland Advertising
    • © 2012 Holland+Holland Advertising