The Power of the Purse--Duane Sprague


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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.

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The Power of the Purse--Duane Sprague

  1. 1. The Power of the Purse
  2. 2. 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.
  3. 4. “ Below the line” Marketing Trends <ul><li>Online advertising </li></ul><ul><li>Video-on-demand (cable TV) </li></ul><ul><li>Direct mail </li></ul><ul><li>Consumer promotions </li></ul><ul><li>Public relations </li></ul><ul><li>In-store displays </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Product placement </li></ul><ul><li>Exhibitions </li></ul>
  4. 5. Media Consumption Trends <ul><li>People are spending less time reading the newspaper and magazines </li></ul><ul><li>Going to the theatres more often </li></ul><ul><li>Listening to more radio </li></ul><ul><li>Spending more time on the internet </li></ul><ul><li>Watching TV (consumers spend ½ their leisure time and 11% of their lives watching TV) </li></ul>
  5. 6. Target Female Group: Salt Lake DMA <ul><li>Boomers </li></ul><ul><ul><li>Born 1946 to 1964 </li></ul></ul><ul><ul><li>Age 42-60 </li></ul></ul><ul><ul><li>233,213 (21% of female pop.) </li></ul></ul><ul><li>Generation X </li></ul><ul><ul><li>Born 1965-1976 </li></ul></ul><ul><ul><li>Age 30-41 </li></ul></ul><ul><ul><li>145,925 (13.4% of female pop.) </li></ul></ul><ul><li>Generation Y </li></ul><ul><ul><li>Born 1977-1994 </li></ul></ul><ul><ul><li>Age 12-29 </li></ul></ul><ul><ul><li>198,448 (18% of female pop.) </li></ul></ul>
  6. 7. Why Boomers? <ul><li>The largest single demographic segment in the nation </li></ul><ul><li>Peak earning years with higher incomes than younger generations </li></ul><ul><li>More home equity, credit, and discretionary income than younger generations </li></ul><ul><li>More likely to buy products and services with higher profit margins than any other generation </li></ul>
  7. 8. Why Women? <ul><li>Women solely or jointly own 87% of all U.S. homes </li></ul><ul><li>Women control or influence 80% of all consumer purchases </li></ul><ul><li>Boomer women are six times more likely to share responsibility of saving and investing than their mothers were </li></ul><ul><li>By 2010, 60% of the consumer wealth in America will be controlled by women </li></ul>
  8. 9. Why Women? <ul><li>Largest Market segment in country 51% of population </li></ul><ul><li>Most Loyalty for dealership and brand </li></ul><ul><li>Low CPP to reach </li></ul><ul><li>Little competition </li></ul><ul><li>Most underserved major market segment </li></ul>
  9. 10. So what do women want? <ul><li>Trust is by far the most important factor to the female service consumer, and convenience is secondary. </li></ul><ul><li>Women want more information than men about the repairs you’re doing. If you intimidate her, or make her feel stupid, you’ve already lost. </li></ul><ul><li>Women want to feel comfortable and respected , and we want the real story . </li></ul>
  10. 11. What Women Want in a Shopping Experience <ul><li>Honesty </li></ul><ul><li>Trustworthy people </li></ul><ul><li>Respect </li></ul><ul><li>To be served and waited on </li></ul><ul><li>Time savings </li></ul><ul><li>Convenience </li></ul><ul><li>Information </li></ul><ul><li>Many options in one place </li></ul>
  11. 12. Communicating with Colors <ul><li>Each color (even shades of color) represents an emotion, concept or feeling </li></ul><ul><li>Using the proper colors to communicate a desired message with women is important </li></ul><ul><li>Women are far more aware of and tuned into slight color variances and how they “feel” about them than men </li></ul>
  12. 13. Communicating with Colors <ul><li>Following are a list of colors, followed by the emotions and concepts women associate with the color, followed by the metaphor the color elicits </li></ul>
  13. 14. Yellow <ul><li>Happiness: </li></ul><ul><ul><li>Sun </li></ul></ul><ul><ul><li>Warmth </li></ul></ul><ul><ul><li>Bright </li></ul></ul><ul><ul><li>Energizing </li></ul></ul><ul><ul><li>Happy </li></ul></ul><ul><ul><li>Flowers </li></ul></ul><ul><ul><li>Cheery </li></ul></ul><ul><ul><li>Enthusiastic </li></ul></ul>
  14. 15. Earth Tones <ul><li>Comfort: </li></ul><ul><ul><li>Brown </li></ul></ul><ul><ul><li>Tan </li></ul></ul><ul><ul><li>Cream </li></ul></ul><ul><ul><li>Soft yellow </li></ul></ul><ul><ul><li>Pink </li></ul></ul><ul><ul><li>Rose </li></ul></ul><ul><ul><li>Cornflower blue </li></ul></ul><ul><ul><li>Warm gold </li></ul></ul>
  15. 16. Earth Tones <ul><li>Brown, Tan, Cream, Soft Yellow: </li></ul><ul><ul><li>Warm </li></ul></ul><ul><ul><li>Snuggly </li></ul></ul><ul><ul><li>Relaxed </li></ul></ul>
  16. 17. Earth Tones <ul><li>Pink: </li></ul><ul><ul><li>Love </li></ul></ul><ul><ul><li>Affection </li></ul></ul>
  17. 18. Earth Tones <ul><li>Rose: </li></ul><ul><ul><li>Sunset </li></ul></ul><ul><ul><li>Sunrise </li></ul></ul><ul><ul><li>Beauty </li></ul></ul><ul><ul><li>All is good and right </li></ul></ul>
  18. 19. Earth Tones <ul><li>Warm Beige, Pinky Beige, Rose: </li></ul><ul><ul><li>Cozy </li></ul></ul><ul><ul><li>Warm </li></ul></ul><ul><ul><li>Quiet </li></ul></ul><ul><ul><li>Cocooning </li></ul></ul>
  19. 20. Earth Tones <ul><li>Cornflower Blue or White: </li></ul><ul><ul><li>Peace </li></ul></ul><ul><ul><li>Clean </li></ul></ul><ul><ul><li>Purity </li></ul></ul>
  20. 21. Concept: Adventure <ul><li>Yellow </li></ul><ul><li>Black </li></ul><ul><li>Orange </li></ul><ul><li>Red </li></ul><ul><li>Vibrant Green </li></ul>
  21. 22. Yellow: Adventure <ul><li>Fun </li></ul><ul><li>Happy </li></ul><ul><li>Energy </li></ul>
  22. 23. Black: Adventure <ul><li>Active </li></ul><ul><li>Mystery </li></ul><ul><li>Intrigue </li></ul><ul><li>Double Diamond </li></ul>
  23. 24. Orange: Adventure <ul><li>Vibrant </li></ul><ul><li>Alive </li></ul><ul><li>Vitality </li></ul><ul><li>Creative </li></ul>
  24. 25. Red: Adventure <ul><li>On fire </li></ul><ul><li>Fast </li></ul><ul><li>Hot </li></ul><ul><li>Cool </li></ul><ul><li>Eye catching </li></ul><ul><li>Electrifying </li></ul>
  25. 26. Vibrant Green: Adventure <ul><li>Outdoors </li></ul><ul><li>Forest </li></ul><ul><li>Nature </li></ul>
  26. 27. Concept: Trust <ul><ul><li>Blue (navy or royal) </li></ul></ul><ul><ul><li>Green </li></ul></ul>
  27. 28. Blue: Trust <ul><ul><li>True blue </li></ul></ul><ul><ul><li>Serious </li></ul></ul><ul><ul><li>Solid </li></ul></ul><ul><ul><li>Sky </li></ul></ul><ul><ul><li>Ocean </li></ul></ul><ul><ul><li>Uniforms </li></ul></ul><ul><ul><li>Official </li></ul></ul>
  28. 29. Green: Trust <ul><ul><li>Spiritual </li></ul></ul><ul><ul><li>Solid </li></ul></ul><ul><ul><li>Grounded </li></ul></ul>
  29. 30. Favorite Colors Overall <ul><ul><li>Yellow </li></ul></ul><ul><ul><li>Cornflower blue </li></ul></ul><ul><ul><li>Green </li></ul></ul><ul><ul><li>Black </li></ul></ul><ul><ul><li>Pink </li></ul></ul><ul><ul><li>White </li></ul></ul><ul><ul><li>Brown </li></ul></ul><ul><ul><li>White </li></ul></ul>
  30. 31. Metaphor of Favorite Colors <ul><li>Black: </li></ul><ul><ul><li>Solid </li></ul></ul><ul><ul><li>Serious </li></ul></ul><ul><ul><li>Dignified </li></ul></ul>
  31. 32. Metaphor of Favorite Colors <ul><li>Pink: </li></ul><ul><ul><li>Feminine </li></ul></ul><ul><ul><li>Little girl </li></ul></ul><ul><ul><li>Beauty </li></ul></ul><ul><ul><li>Soothing </li></ul></ul>
  32. 33. Metaphor of Favorite Colors <ul><li>Brown: </li></ul><ul><ul><li>Soothing </li></ul></ul>
  33. 34. Metaphor of Favorite Colors <ul><li>Yellow: </li></ul><ul><ul><li>Happy </li></ul></ul><ul><ul><li>Sun </li></ul></ul><ul><ul><li>Flowers </li></ul></ul><ul><ul><li>Warmth </li></ul></ul>
  34. 35. Metaphor of Favorite Colors <ul><li>Cornflower Blue: </li></ul><ul><ul><li>Peace </li></ul></ul><ul><ul><li>Clean </li></ul></ul>
  35. 36. Metaphor of Favorite Colors <ul><li>White: </li></ul><ul><ul><li>Purity </li></ul></ul><ul><ul><li>Spiritual </li></ul></ul>
  36. 37. Metaphor of Favorite Colors <ul><li>Green: </li></ul><ul><ul><li>Growth </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Nature </li></ul></ul>
  37. 38. Least Favorite Colors Overall <ul><ul><li>Gray </li></ul></ul><ul><ul><li>Mauve </li></ul></ul><ul><ul><li>Teal </li></ul></ul><ul><ul><li>Pea green </li></ul></ul><ul><ul><li>Maroon </li></ul></ul>
  38. 39. Headlines Written by F-80 Women <ul><li>“ The luxury you deserve at a price that makes sense.” </li></ul><ul><li>“ Relax and have fun in only 5-minutes a day!” </li></ul><ul><li>“ Safe and secure.” </li></ul><ul><li>“ It’s exciting and it’s just for you (name).” </li></ul><ul><li>“ What Women Want.” </li></ul><ul><li>“ You deserve it and can afford it.” </li></ul><ul><li>“ This is the key to your family’s future.” </li></ul><ul><li>You’re smart enough to know real value.” </li></ul><ul><li>“ Our buyers are discriminating women who have the time and income to enjoy luxury.” </li></ul>
  39. 40. Headlines Written by F-80 Women <ul><li>“ We make buying easy. Simply call us today and we’ll bring a ______ to you.” </li></ul><ul><li>“ Rediscover the quiet.” </li></ul><ul><li>“ Undeniably affordable luxury.” </li></ul>
  40. 41. Things they want to know <ul><li>How will it affect or improve my life? </li></ul><ul><li>Is the quality the best it can be for the price? </li></ul><ul><li>That they will not feel guilty for paying too much </li></ul><ul><li>How will it impact my family? </li></ul>
  41. 42. Best Radio & TV Programs for Women <ul><li>Opra Winfrey </li></ul><ul><li>Dr. Laura </li></ul><ul><li>Bob Lonsberry </li></ul><ul><li>AM 810 </li></ul><ul><li>Home makeovers </li></ul><ul><li>Lifetime channel </li></ul>
  42. 43. Fonts that Appeal to Women
  43. 44. Ads that Appeal to Women <ul><li>Clean, uncluttered, simple </li></ul><ul><li>Single concept and focal point </li></ul><ul><li>Images of freedom, road trips, open sunroof, wind in the hair </li></ul><ul><li>Images and settings that portray serenity, escapism, peaceful, relaxing </li></ul><ul><li>Accent colors of violet, purple and lavender </li></ul>
  44. 45. “ 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.”
  45. 46. Women Seek <ul><li>Convenience </li></ul><ul><li>Time savings </li></ul><ul><li>Great service </li></ul><ul><li>Value </li></ul><ul><li>All in one location </li></ul><ul><li>And they are willing to pay for it! </li></ul>So they can get back to their busy time starved lives
  46. 47. Women tend to be interested in <ul><li>People </li></ul><ul><li>Relationships </li></ul><ul><li>Family </li></ul><ul><li>Community </li></ul>And how their decisions will affect each and tie them together.
  47. 48. Wife Mother Sister Daughter Husband Children Community Neighbors Siblings Parents
  48. 49. Sales Approach: Explain how each feature affects the family or people close to her <ul><li>“ Your kids will be very comfortable and have plenty of room in this_____” </li></ul><ul><li>“ Can you see how this feature will keep your family safe?” </li></ul><ul><li>“ The DVD player will give you peace and quiet while your kids are entertained” </li></ul><ul><li>Your Mother will love the seat warmer on cold winter days </li></ul><ul><li>Can you see how this ______ feature is more convenient for you and your family? </li></ul>
  49. 50. 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
  50. 51. Working Female Media Usage (2004 Media Audit)
  51. 52. How to Market to Women <ul><li>Media: </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul>
  52. 53. How to Market to Women <ul><li>Message: </li></ul><ul><ul><li>Benefits that offer to save time, simplify and unclutter their lives </li></ul></ul><ul><ul><li>Images that portray cocooning and spending quiet time with family </li></ul></ul>
  53. 54. How to Market to Women <ul><li>Visuals: </li></ul><ul><ul><li>Fireplace with a warm fire </li></ul></ul><ul><ul><li>Yellow flowers </li></ul></ul><ul><ul><li>Together with Family/Husband </li></ul></ul><ul><ul><li>Backgrounds or scenes of peaceful rolling hills covered with wild flowers </li></ul></ul><ul><ul><li>Escaping the city and being out in nature </li></ul></ul>
  54. 55. How to Market to Women <ul><ul><li>Colors: </li></ul></ul><ul><ul><ul><li>Use the appropriate colors to communicate the desired emotion </li></ul></ul></ul><ul><ul><li>Layout: </li></ul></ul><ul><ul><ul><li>Uncluttered </li></ul></ul></ul><ul><ul><ul><li>Single image that contains the essential elements to convey the desired emotional impact/story </li></ul></ul></ul><ul><ul><li>Fonts: </li></ul></ul><ul><ul><ul><li>Simple and clean </li></ul></ul></ul>
  55. 56. Duane “DJ” Sprague <ul><li> (Advertising Blog) </li></ul><ul><li> (About Duane) </li></ul><ul><li> (Integrated Marketing Blog) </li></ul><ul><li> (Duane’s Agency) </li></ul>