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Women on Women
It’s not what you think.
How you can reach a broader audience
and make more money.

Juliana Lukasik
Preside...
Who I am and what I know.
Business
Owner

Commercial
Director

Consumer

Juliana, 1999, Decides to buy company.

Juliana, ...
Female Buying Power
The amount of
purchasing decisions
women make or
influence.
Products traditionally
targeted to men, in...
Female Directors
100
90
80
 MEN
 WOMEN

70
60
50
40
30
20
10
0

9%

7%
199
8

7%
200
6

5%
201
0

201
1
Female Creatives

Men
Women

Creative Directors

Directors
Percentage of Men Advertising to Women
Consumer Purchasing

SPENDING

Consumer Consumption Expenditures

200
8

200
9

201
0

201
1

201
2

Source: U.S. Departme...
Women selling to Women?
The Team
Value & Loyalty
Any business that

Face
to
Face

seeks to gain

LOYALTY must instill

Image

Call
Centre

Overall
Service
...
Women as Key Influencers
Nintendo Wii Sports - 2006
Nintendo Wii Galaxy - 2007
Nintendo Wii Fit U - 2014
Nintendo
“If you are reaching out specifically to women it is
absolutely critical that you understand the needs and
wants ...
Toyota Venza: Slacker Campaign
Toyota Venza: Slacker Campaign
Toyota Venza: Slacker Campaign
“To reach a broad market, especially to
women, the creative needs to feel authentic. You
kn...
Dove: Real Women Campaign
Dove: Real Women Campaign
The Path
AWARENESS

AUTHENTICITY

VALUE

LOYALTY

TRUST

INCREASED
SALES
Now What?
 Start

with a project.
 Challenge your current relationships.
 Find better balance.
 Track the results.
 S...
Questions ???


If you have any further
questions or comments
about my
presentation, please
contact me:

Email: juliana.l...
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Juliana Lukasik: Women on Women: It's Not What You Think

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Engineering product launches with not only the end consumer, but the purchaser in mind.

Published in: Business
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Juliana Lukasik: Women on Women: It's Not What You Think

  1. 1. Women on Women It’s not what you think. How you can reach a broader audience and make more money. Juliana Lukasik President/Owner
  2. 2. Who I am and what I know. Business Owner Commercial Director Consumer Juliana, 1999, Decides to buy company. Juliana, 2014, fifteen years later.
  3. 3. Female Buying Power The amount of purchasing decisions women make or influence. Products traditionally targeted to men, including automobiles, home improvement and consumer electronics, that are purchased by women.
  4. 4. Female Directors 100 90 80  MEN  WOMEN 70 60 50 40 30 20 10 0 9% 7% 199 8 7% 200 6 5% 201 0 201 1
  5. 5. Female Creatives Men Women Creative Directors Directors
  6. 6. Percentage of Men Advertising to Women
  7. 7. Consumer Purchasing SPENDING Consumer Consumption Expenditures 200 8 200 9 201 0 201 1 201 2 Source: U.S. Department of Commerce: Bureau of Economic Analysis 201 3
  8. 8. Women selling to Women?
  9. 9. The Team
  10. 10. Value & Loyalty Any business that Face to Face seeks to gain LOYALTY must instill Image Call Centre Overall Service Quality a sense of VALUE for their products and Email Internet Value For Money services, whether real or imagined. Overall Company Rating Loyalty
  11. 11. Women as Key Influencers
  12. 12. Nintendo Wii Sports - 2006
  13. 13. Nintendo Wii Galaxy - 2007
  14. 14. Nintendo Wii Fit U - 2014
  15. 15. Nintendo “If you are reaching out specifically to women it is absolutely critical that you understand the needs and wants of you target audience. Additionally, it’s important to seek the opinion of your target audience (in this case women) by integrating them into all aspects of the strategy and execution process.” – Phil Raub, Former Director, Retail Marketing at Nintendo of America
  16. 16. Toyota Venza: Slacker Campaign
  17. 17. Toyota Venza: Slacker Campaign
  18. 18. Toyota Venza: Slacker Campaign “To reach a broad market, especially to women, the creative needs to feel authentic. You know, there's nothing wrong with putting a 40-yearold women on a mountain bike.” - Margaret Keene, Executive Creative Director at Saatchi & Saatchi LA
  19. 19. Dove: Real Women Campaign
  20. 20. Dove: Real Women Campaign
  21. 21. The Path AWARENESS AUTHENTICITY VALUE LOYALTY TRUST INCREASED SALES
  22. 22. Now What?  Start with a project.  Challenge your current relationships.  Find better balance.  Track the results.  See the rewards.
  23. 23. Questions ???  If you have any further questions or comments about my presentation, please contact me: Email: juliana.lukasik@largefilms.com Twitter: @julianalukasik Phone: 503-287-5387

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