With the rise of female-empowerment campaigns, marketing to women has shifted from painting an idyllic portrait of how life should be, to a refreshing and realistic reflection of how life is for millions of women. The challenge for brands in this new environment becomes how to surface the powerful stories of real women – and do so effectively and at-scale.
Learn how forward-thinking brands are putting people at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.
Speakers:
Mindy Davis, SVP, Professional Services, Crowdtap
Mariana Rodriguez, Senior Account Director, Beeby Clark + Meyler
Fluid presented a seminar on how female-oriented marketing and messaging has changed over the decades and on how gender differences currently affect purchasing motivations and behavior, including insights into specific social media channels that most appeal to women.
Why Marketing to Women Is a Waste of MoneyWomenkind
How to optimize a woman’s view of your brand.
What kind of relationship does your brand have with women? If, as studies have shown, 91% of women say that advertisers don’t understand them, then it’s likely that your brand is overlooking a critical aspect that could solidify the connection and motivate women to buy more. Do you know what your Blind Spots are? We set out to identify, define and measure the attributes women value most in healthy brand relationships. We interviewed 450 women, spanning the ages of 27-48, and contrasted their responses with men to distinguish how women’s needs and expectations are unique. Based on our marketing expertise, we developed a hypothesis and then put a category of brands to the test to find their Blind Spots. What are they not seeing that she does?
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)
Brands must do better when marketing to women. Women control and influence 65% of consumer spend worldwide (80% in the US). Yet nine out of ten women say advertisers “don’t understand” them). BEYOND PINK suggests ways brands can do better—at understanding women and going “beyond pink” to create the right kinds of experiences to engage them. We drew on latest research as well as the insights of over 60 marketers we gathered on June 6th for a panel with Michelle Cordial of SUBWAY®, Celine del Genes of Reebok, Nancy Go of Wayfair.com and Bernadette King of Procter & Gamble.
Women are the most underestimated, ingnored and unexplored target market of all time.
This document will help you go from Female Marketing 1.0 (make it pink) to Female Marketing 2.0 (real empathy driven)
Social Media speaks about what women of 21st century really discuss on Social Media.
In our latest study, ThoughtBuzz's research explores the women's aspirations in India, and the expectations in their quality of life. Let's find out!
Fluid presented a seminar on how female-oriented marketing and messaging has changed over the decades and on how gender differences currently affect purchasing motivations and behavior, including insights into specific social media channels that most appeal to women.
Why Marketing to Women Is a Waste of MoneyWomenkind
How to optimize a woman’s view of your brand.
What kind of relationship does your brand have with women? If, as studies have shown, 91% of women say that advertisers don’t understand them, then it’s likely that your brand is overlooking a critical aspect that could solidify the connection and motivate women to buy more. Do you know what your Blind Spots are? We set out to identify, define and measure the attributes women value most in healthy brand relationships. We interviewed 450 women, spanning the ages of 27-48, and contrasted their responses with men to distinguish how women’s needs and expectations are unique. Based on our marketing expertise, we developed a hypothesis and then put a category of brands to the test to find their Blind Spots. What are they not seeing that she does?
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)
Brands must do better when marketing to women. Women control and influence 65% of consumer spend worldwide (80% in the US). Yet nine out of ten women say advertisers “don’t understand” them). BEYOND PINK suggests ways brands can do better—at understanding women and going “beyond pink” to create the right kinds of experiences to engage them. We drew on latest research as well as the insights of over 60 marketers we gathered on June 6th for a panel with Michelle Cordial of SUBWAY®, Celine del Genes of Reebok, Nancy Go of Wayfair.com and Bernadette King of Procter & Gamble.
Women are the most underestimated, ingnored and unexplored target market of all time.
This document will help you go from Female Marketing 1.0 (make it pink) to Female Marketing 2.0 (real empathy driven)
Social Media speaks about what women of 21st century really discuss on Social Media.
In our latest study, ThoughtBuzz's research explores the women's aspirations in India, and the expectations in their quality of life. Let's find out!
Learn tips on Marketing to Millennials. This presentation:1. Defining the Generations. 2. Separates Millennials: Facts vs Fiction. 3. States Why Millennials are Important. Full of statistics about marketing in 2017. How the marketing world has changed and statistics about Millennials.
For our April buzzReport, Buzz Marketing Group is proud to present the third installment of our four-part 2015 Millennial Retail Report! Here, you will get the chance to dive into the world of the Millennial and gain insight into how they shop, what they buy, how much they spend, and how they want to interact with retailers.
This information is useful to any brand or retailer that hopes to better understand the Millennial generation. So what are you waiting for? Dive in!
GreenBiz 20 Workshop Slides: The Rise of the Honest Generation – and What It ...GreenBiz Group
Meet your new consumer: the Honest Generation. Join this session to explore the emerging Gen Z consumer’s radically shifting expectations of business and brands and guidance on what it means for business. The headline? Gen Z prioritizes product honesty over brand purpose and thinks almost no brands are doing enough to meet their demand for sustainable solutions. Based on groundbreaking research conducted by change agency Futerra in partnership with the Consumer Goods Forum, this session will give leaders a glimpse into their future and equip them to prepare for the 2020s – the decade the Honest Generation, the climate strikers of today, becomes the Honest Majority, and the brand target audience, of tomorrow.
The Secret Life of Youth: 7 Surprising Facts about Tomorrow's CustomersGhani Kunto
Brands have been marketing to a fictional version of youth. Here are some interesting findings from our research about what today's young people are REALLY all about.
This E-Book peels back the layers and uncovers fundamental truths about demographics and lifestyle attributes Millennials share universally as well as how they can be segmented into unique groups. Take a closer look and see how wonderfully complex & awesome they are and how you can reach them more effectively.
How social segments can improve your marketing impact, presented by David Rab...SocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, MotiveQuest's David Rabjohns explains how you identify, engage, and measure your impact on micro markets.
He shares his ideas based on his experience working with social marketing pioneers at brands like General Mills, Samsung, and Ford.
I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
Learn tips on Marketing to Millennials. This presentation:1. Defining the Generations. 2. Separates Millennials: Facts vs Fiction. 3. States Why Millennials are Important. Full of statistics about marketing in 2017. How the marketing world has changed and statistics about Millennials.
For our April buzzReport, Buzz Marketing Group is proud to present the third installment of our four-part 2015 Millennial Retail Report! Here, you will get the chance to dive into the world of the Millennial and gain insight into how they shop, what they buy, how much they spend, and how they want to interact with retailers.
This information is useful to any brand or retailer that hopes to better understand the Millennial generation. So what are you waiting for? Dive in!
GreenBiz 20 Workshop Slides: The Rise of the Honest Generation – and What It ...GreenBiz Group
Meet your new consumer: the Honest Generation. Join this session to explore the emerging Gen Z consumer’s radically shifting expectations of business and brands and guidance on what it means for business. The headline? Gen Z prioritizes product honesty over brand purpose and thinks almost no brands are doing enough to meet their demand for sustainable solutions. Based on groundbreaking research conducted by change agency Futerra in partnership with the Consumer Goods Forum, this session will give leaders a glimpse into their future and equip them to prepare for the 2020s – the decade the Honest Generation, the climate strikers of today, becomes the Honest Majority, and the brand target audience, of tomorrow.
The Secret Life of Youth: 7 Surprising Facts about Tomorrow's CustomersGhani Kunto
Brands have been marketing to a fictional version of youth. Here are some interesting findings from our research about what today's young people are REALLY all about.
This E-Book peels back the layers and uncovers fundamental truths about demographics and lifestyle attributes Millennials share universally as well as how they can be segmented into unique groups. Take a closer look and see how wonderfully complex & awesome they are and how you can reach them more effectively.
How social segments can improve your marketing impact, presented by David Rab...SocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, MotiveQuest's David Rabjohns explains how you identify, engage, and measure your impact on micro markets.
He shares his ideas based on his experience working with social marketing pioneers at brands like General Mills, Samsung, and Ford.
I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
Trends + Trendsetters: The Best in Fashion Content MarketingNewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the fashion industry.
Interested in learning more? We'd love to hear from you! Feel free to reach out at strategy@newscred.com.
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
The power of ugc turning your happiest customers into brand advocates (4)Katherine Chalhoub
While overly branded content is wearing thin with savvy consumers, it's hard to tune out authentic content generated by raving fans. User Generated Content (UGC) provides authentic information about the brand’s products and services from previous customers. Consider it a modern-day referral – and a way of saving resources, boosting brand credibility and cost-effectively expanding your customer base. With more than 95 million photos and videos shared on Instagram daily (garnering more than 4.2 billion "likes”), it's among the hottest — not to mention most scalable — ways to showcase products, celebrate fans and drive revenue on the web today.
According to a recent survey of global consumers, 52% of respondents have @ mentioned a brand on social media. 48% of respondents have purchased a product after watching a brand video. And 34% who follow influencers have discovered a new brand from their posts. Today's buying journey is fragmented, and to succeed, brands need a new approach to visual content. In this session, Bill Connolly, head of content at Monotype, will share more insights from the report and discuss digital strategies that can help your team better engage and convert your most loyal customer audiences.
8 Things People Don't Tell You About Social MediaFalcon.io
Social media marketing can appear deceptively simple, and is commonly misunderstood. It isn’t intentional, but sometimes, our own social media and digital marketers are to blame for these common misconceptions. If there’s one thing we know for certain, it’s that social media marketing is not simple and requires comprehensive planning, and a great deal of creativity. It’s about time we shed light on anything, and everything people don’t tell you about social media marketing. It’s time every social media and digital marketer gets the credit they deserve.
In this webinar we are diving into:
- Best kept social media marketing secrets
- Exposing social media marketing misinformation
- The truth about successful social media marketing
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.
Established brand positioning and worked as Media Director to manage a team to develop a fully integrated national campaign to reach Generation Y females.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
Similar to Rethinking Marketing to Women: Presented by Crowdtap & Beeby Clark+Meyler (20)
5. Below Average Average Above Average Excellent
Aided Brand
Awareness
Online Ad
Awareness
Brand Favorability
Purchase Intent
8.4
(99%)
24.8
(99%)
4.0
(76%)
1.9
(64%)
0% 20% 40% 60% 80% 100%
UGC from a friend outperformed the norms
of online campaigns in the relevant vertical
CROWDTAP TEST UGC V. VERTICAL NORMS*: OVERALL AUDIENCE
Note difference in methodology – Crowdtap study utilizes forced-exposure methodology; data shown as directional comparison only.
* MarketNorms Q3/14, Last 3 yrs (Category: CPG, 1 Exposure, Baseline Adjusted, N=635 campaigns) @Crowdtap
7. People want to have a voice
Source: Havas Prosumer Study, September 2014
45%
“Brands play an essential
role in my life.”
45%
“I have the power to help a
brand succeed or fail.”
45%
16-34
35%
35-54
25%
55+
45%
16-34
38%
35-54
29%
55+
@Crowdtap
8. New Crowdtap Research:
What Women
Want from Brands
2,000 Women in the Crowdtap Community • Average age = 36 • March 2015
9. We asked 2,000 women:
Can you control a brand’s success or failure?
45%
48%
7%
Yes, absolutely
Yes, to some extent
No
Takeaway: Women know they can affect change at your organization. Beyond spending
power, they have the tools & technologies that make their voices heard.
“Yes, absolutely”
18-34 48%
35-54 44%
55+ 37%
10. Is it important that the brands you support
stand for the things you yourself believe in?
62%
34%
4%
Yes, very
Yes, somewhat
No
Takeaway: Listen to your customers on an ongoing basis to understand their opinions and
values. Give them a voice that matters to build stronger, more authentic relationships.
“Yes, very”
18-34 64%
35-54 63%
55+ 52%
11. How often do you turn to social media
to seek advice on buying products?
47%
44%
9%
Very often
Somewhat often
Not often
Takeaway: Seek opportunities to spark conversations around the everyday experiences
women have with your brand. Inspire content creation and reviews to create WOM impact.
“Very often”
18-34 51%
35+ 42%
12. 9 in 10 women are interested in giving brands
feedback on products and marketing efforts
Takeaway: Women want to have a seat at the table. Collaborate with your customers on
product ideation and tap them to validate messaging & creative before going to market.
13. What’s the biggest misconception
that brands have about women?
“That we’re
all the same.”
“That women
aren’t tech savvy.”
“That we don’t
have opinions.”
“That we want to see
perfect women [in ads].
We want real.”
18. Goal:
Improve Skintimate brand awareness, engagement and relevance
with Millennial women through digital & social platforms.
@GoBCM
19. Skintimate + Crowdtap: Leveraging technology &
community to build a program with UGC at the core
Program Goals:
ü Drive ongoing awareness & social buzz
ü Facilitate socially-amplified product trial
ü Generate a steady stream of creative,
repurposeable content
#SKINTIMATEHAPPYLEGS
19,000+ COMMUNITY MEMBERS
@GoBCM
23. Sampling & Hosted Parties: Drive authentic
reviews and build purchase intent through trial
“Skintimate shave gels left behind no bumps or
skin irritations even for my friends with skin
problems. Smooth, beautiful skin was the
theme for the night.” – Review via Krista B.
@GoBCM
25. Results: UGC-centric campaign helped Skintimate
move the needle among Millennial women.
+25%
Increase in Online
Share of Voice
173M
Total Impressions
+7%
Increase in
Purchase Intent
@GoBCM
27. Key Takeaways
Connect: Use technology to establish a direct & ongoing
relationship with your community.
Listen: Look to social as a means for elevating the consumer
voice and capturing valuable, agile insights.
Reflect: Women want to see themselves in the brands they
support. Apply learnings on an iterative, ongoing basis.
@Crowdtap