MRS

1. TARGETING WOMEN IN HISTORICALLY MALE CATEGORIES
26thNovember 2014

2. GENDER IS NO LONGER A BINARY EQUATION

3. NOWADAYS, MASCULINITY AND FEMININITY CAN BE UNDERSTOOD AS A SPECTRUM OF ATTITUDES AND TRAITS

4. FEMINISATION HAS IMPACTED A WIDE RANGE OF BEHAVIOURS IN THE WORKPLACE, AT HOME, IN POLITICS, AND IN MEDIA
from....
•‘Me’ culture
•Competition
•Rational thought
•Stiff upper lip
•Brands as fixed, authoritarian entities
•Focused activity
to…
•‘We’ culture
•Collaboration
•Emotional feeling
•Open and Intuitive
•Brands as flexible, more open, friendlier
•Wider context
Female values are creating new and
better opportunities for brands

5. AND YET… THERE IS STILL A HUGE OPPORTUNITY
91%
of women feel that advertisers don’t understand them
Source: Barletta

6. 6
SO THAT’S THE THEORY…
How do I go about it?

7. 7
Myth #1
“I worry that if I target
women, I will
alienate men”

8. 8
Women are the most discerning consumers you will ever have
You need to be consistent and help a consumer join the dots

9. 9
Myth #2
“I’ve heard about marketing to women! Isn’t it all about painting it pink?”

10. 10
FALSE! Targeting women successfully needs to be much more subtle & nuanced
“Don’t pink it and shrink it”
Celine Del Genes, Reebok Global Head of Marketing

11. SEGMENTATION CAN BE A KEY TOOL IN DRIVING OUT NUANCES & DIFFERENCES
11

12. 12
Myth #3
Isn’t it all for political show?

13. 13
Opportunity: Create a dedicated champion or role within your organisation to cascade belief

14. 14
Opportunity: Hire people to work on your business who intuitively ‘get it’

15. 15
Targeting women is a huge commercial opportunity which affects the bottom line
…and what could be more persuasive than that?

16. 17
WHY SHOULD TALKING TO WOMEN BE ANY DIFFERENT?
ARE WE TALKING TO THEM AS PEOPLE OR AS ROLES?

17. 18
Talking to women doesn’t have to be like an awkward first date

18. 19
Take them for a drink… get into their world
5W’s
Atmosphere
Understand the occasion

19. 20
Combining traditional research with immersions can be far more informative
Observe
Context
Cultural exchange

20. 21
In Home
•Relaxed, environment
•More Familiar Surroundings
•We are not forcing them into in “our” space

21. 22
Observe them with tier products
•How do they interact with the products and brands that they use?
•How does it make them feel?

22. 23
Friendship groups
•Observe their behaviour
•Challenge each other
•Richer stories
•Values & connections

23. 24
Semiotics –Inside Out
•Understanding what needs to be done
•Where we are now

24. 25
Semiotics –Outside in
•Looking at other categories
•Examining common pitfalls and
•best practice
•Transferable learnings
•Future facing

25. 26
WOMEN & WHISK(E)Y
A CASESTUDY

26. BUILDING A PORTRAIT OF THE FEMALE WHISKY DRINKER
27
INDEPENDENT
& STRONG
MATURE & WISE
ELEGANT & SEXY

27. BUILDING OPPORTUNITIES THROUGH THE LENS OF HOW WOMEN INTEREACT WITH THE CATEGORY
28
STATUS & POWER
Not a rookie drink
Challenging tastes
Challenging assumptions

28. BUILDING OPPORTUNITIES THROUGH THE LENS OF HOW WOMEN INTEREACT WITH THE CATEGORY
29
SEXY & SASSY
Sexy & confident women
Appeal to men as much as women

29. BUILDING OPPORTUNITIES THROUGH THE LENS OF HOW WOMEN INTEREACT WITH THE CATEGORY
30
INDEPENDENT HIPSTER
Confident in choice
Less obvious
More knowing

30. 31
BRANDS WE THINK HAVE GOT IT RIGHT

31. AMERICAN EXPRESS
32
Contextualisation of the benefits
STATUS… ACHIEVEMENT…. SUCCESS…. CONTROL…. PERSONAL REWARD….
HUMANISINGTHE BENEFITS
from
to

32. TAG HEUR
33
Tag dials up the brand positioning with affiliation with discrete audiences and interprets design, brand values and campaigns differently for male and female audiences
Inclusive advertising
Gender-led
design
Playing to women’s love of trying things on

33. DO THINGS BETTER FOR WOMEN, YOU DO THINGS BETTER FOR EVERYONE

34. TARGETING WOMEN IN HISTORICALLY MALE CATEGORIES
26thNovember 2014