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.

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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  • Poll: Q&A for Strategies for Marketing to W...



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  • Strategies for Marketing to Women

    1. 1. Affiliate Summit East 2010<br />Strategies for Marketing to Women <br />Tricia Meyer, MeyerTech, LLC<br />Kristin Kinsey, MadHatter Consulting, Inc.<br />Laura Parvey-Connors, Vanns, Inc.<br />Kim Salvino (Moderator), buy.at<br />
    2. 2. Agenda<br /><ul><li> Introduction (Tricia)
    3. 3. What Women Are Buying (Tricia)
    4. 4. Content and Layout (Laura)
    5. 5. Social Networking (Kristin)</li></li></ul><li>Introduction and What Women are Buying <br />Tricia Meyer<br />
    6. 6. Page Title Goes Here<br />
    7. 7. How Big is the Market?<br /><ul><li> 85% of all brand purchases are made by women *
    8. 8. American women control $7 billion in annual online spending *
    9. 9. “Women represent the largest market opportunity in the world.” **</li></ul>* Unicast, June 2010<br />** Harvard Business Review, September 2009<br />
    10. 10. Consumer Spending Worldwide <br />(Harvard Business Review, Sep. 2009)<br />
    11. 11. What Are Women Buying?<br />Women account for 85% of all consumer purchases including everything from autos to health care:*<br /><ul><li>91% of New Homes
    12. 12. 66% PCs
    13. 13. 92% Vacations
    14. 14. 80% Healthcare
    15. 15. 65% New Cars
    16. 16. 89% Bank Accounts
    17. 17. 93% Food
    18. 18. 93 % OTC Pharmaceuticals</li></ul>*Marketing to Women Conference<br />
    19. 19. Cycle of Buying By Moms<br /><ul><li> Second Trimester: Cribs, Changing Tables, Rocking Chairs, Carseats (Nursery Items)
    20. 20. Third Trimester: Stoves, Cars, Homes (Big Ticket Items)
    21. 21. Baby: Video Cameras, Laptops, Webcams, Cameras (Sharing)
    22. 22. Toddler: Roku, Roomba, Car MP3 Players (Household)
    23. 23. Big Kid: PSP, Wii Fit, Xbox, Portable DVD Players (Entertainment)</li></ul>BabyCenter 21st Century Mom™: Tech Mom Report<br />
    24. 24. 2010 Gadget Wish List<br /><ul><li> Laptop
    25. 25. Nintendo Wii Fit
    26. 26. HDTV
    27. 27. Blu-Ray
    28. 28. External hard drive/Back-up
    29. 29. iPhone
    30. 30. HD Digital Camcorder
    31. 31. Portable DVD player
    32. 32. Garmin/GPS
    33. 33. Digital camera</li></ul>BabyCenter 21st Century Mom™: Tech Mom Report<br />
    34. 34. Sunshine Rewards Case Study<br /><ul><li> 30,000 Transactions Analyzed
    35. 35. Average number of sales transactions per female member: 2.7
    36. 36. Average number of sales transactions per male member: 0.4
    37. 37. Top merchants for both male and female sales: Best Buy, eBay, Kohls, Quill, Shoebuy, Target, Walmart
    38. 38. Top female merchants: drugstore.com, iTunes, Barnes & Noble, Old Navy, QVC, Snapfish
    39. 39. Top male merchants: 4inkjets, Home Depot, Newegg.com, Sam’s Club, Sears</li></li></ul><li>Content and Layout <br />Laura Parvey-Connors<br />
    40. 40. Pink Painting - The Dodge LaFemme<br />“By Special Appointment to Her Majesty... the American Woman."<br />Produced in 1955 and 1956 <br />
    41. 41. “Shrink it and pink it” -- is limiting and stereotypical<br />
    42. 42. Women want to shout - “That’s ME!”<br />It’s not about being pink - its about being relevant <br /><ul><li> The benefits, not the features
    43. 43. How is this going to make my life more meaningful?
    44. 44. How is this going to save me time?
    45. 45. Tailor your design to her
    46. 46. Make it intuitive
    47. 47. Tell the whole story
    48. 48. Sell the lifestyle, then the product
    49. 49. Think about a woman’s lifecycle
    50. 50. Single, married, pregnant, mother, grandmother
    51. 51. Show real people
    52. 52. Authenticity
    53. 53. Think about how it makes her feel
    54. 54. Honor the way women want to communicate with your brand</li></li></ul><li>Features communication<br />UN65C8000<br />65" 1080p LED 3D-HDTV<br /><ul><li> 65" plasma panel
    55. 55. Full 3D-HD 1920 x 1080p
    56. 56. 16:9 Widescreen Aspect Ratio
    57. 57. 240Hz
    58. 58. Samsung web apps
    59. 59. Real Black filter
    60. 60. 4 HDMI / 2 USB
    61. 61. SRS TruSurround HD</li></li></ul><li>Benefits communication<br />UN65C8000<br />Stay Connected<br />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.<br />
    62. 62. Social Networking <br />Kristin Kinsey<br />
    63. 63. Women & Social Networking<br /><ul><li>86% of Women have at least one profile on a social networking site.
    64. 64. 72% of those Women, log in at least one time per day.
    65. 65. 53% log in multiple times per day.</li></ul>* SheSpeaks Second Annual Media Study October 2009 <br />
    66. 66. Women Dominate the Space!<br />
    67. 67. 50%of Women online, have purchased a product because of something they read on a Social Networking Site.<br />Became a Fan of a Product or Brand<br />Commented About Products <br />Actually Purchased a Product <br />Viewed an Interesting Piece of News that I Only Learned About on the Social Networking Site <br />Joined a Group for a Product or Brand <br />Bought a Product with a Coupon Code Found on Facebook or Twitter <br />Learned About a New Product <br />Posted a Coupon Code <br />* SheSpeaks Second Annual Media Study October 2009 <br />
    68. 68. Women Want to Hear …<br /><ul><li> From REAL women.
    69. 69. From other women LIKE THEM.
    70. 70. From other women that have the </li></ul> same products/brands.<br /><ul><li> Specific stories about the product/brand.
    71. 71. The truth. The whole Truth, and nothing </li></ul> but the truth.<br />
    72. 72. Facebook, YouTube, and Blogging, OH MY!<br />
    73. 73. Contact Information<br /><ul><li>Tricia Meyer</li></ul> Twitter: SunshineTricia<br /> Email: tricia@tricia.me<br /><ul><li>Kristin Kinsey</li></ul>Twitter: KC<br />Email: kk@madhatterconsulting.com<br /><ul><li>Laura Parvey-Connors</li></ul>Twitter: laurapconnors<br />Email: laura@meldmediagroup.com<br /><ul><li>Kim Salvino</li></ul>Twitter: Kim_Salvino<br />Email: Kimberly.Salvino@buy.at <br />
    74. 74. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />Poll: Q&A for Strategies for Marketing to W...<br />

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