© 2012 Holland+Holland Advertising
FEMALE CONSUMERS                                ARE BREAKING                              UP WITH BRANDS.© 2012 Holland+Ho...
POTENTIAL COST TO BRANDS?                                          to n                                      Up illio     ...
ADVERTISING HAS CHANGED                                     FOREVER© 2012 Holland+Holland Advertising
3 CONTRIBUTING                          FACTORS© 2012 Holland+Holland Advertising
SOCIAL MEDIA© 2012 Holland+Holland Advertising
FEMALE CONSUMER© 2012 Holland+Holland Advertising
ECONOMY© 2012 Holland+Holland Advertising
3 CONTRIBUTING                          FACTORS                           SOCIAL     FEMALE    ECONOMY                    ...
ECONOMY© 2012 Holland+Holland Advertising
“We are in a period of vast                              structural change, as industries                              adj...
“Surveys tell us that consumers                               are more pessimistic today than                             ...
“It is a good thing for business                                and advertising that smug                                s...
FEMALE CONSUMER© 2012 Holland+Holland Advertising
Women have changed.© 2012 Holland+Holland Advertising
Traditional Demographics Are Dead.                                      12+                                     18-24     ...
We Can No Longer                       Think In Terms of Ages© 2012 Holland+Holland Advertising
We Must Think Lifestages© 2012 Holland+Holland Advertising
• 40, with a toddler at home                                 • 40, with kids in college                               • 40...
83% of Women Say They are Busier         Than Ever, Yet They Are Willing              To Give Up Nothing.                 ...
More Women Than Men                 Between Ages 25-29, Possess                 Bachelors Degree or Higher.               ...
SOCIAL MEDIA© 2012 Holland+Holland Advertising
WE NO LONGER TRUST:                           GOVERNMENT                          CORPORATIONS                            ...
BUT WE TRUST EACH OTHER                          And technology has changed                           the way we communica...
Brands Talk                                     And We Talk Back.© 2012 Holland+Holland Advertising
The Consumer Is In Control© 2012 Holland+Holland Advertising
WHY FOCUS ON WOMEN?© 2012 Holland+Holland Advertising
Steve Felice, President of Consumer, Small         and Medium Business, Dell Inc, suggests,                 ‘‘     Women w...
KICK-OFF                                                KICK-OFF                                     WOM              RESE...
Women Control or Influence 85% of   All Consumer Brand Purchases                                     85%                   ...
Yet, Some Studies Show That 91%        Women Do Not Feel Advertisers               Connect With Them                      ...
DELLA          Site Revised And Then Removed.© 2012 Holland+Holland Advertising
MOTRIN  Campaign Pulled and Apology Posted© 2012 Holland+Holland Advertising
MILK                Campaign Pulled Within Days© 2012 Holland+Holland Advertising
APPLE© 2012 Holland+Holland Advertising
HOW DO WE REACH THIS            POWERFUL MARKET?© 2012 Holland+Holland Advertising
UNDERSTAND HER NEEDS© 2012 Holland+Holland Advertising
SOCIAL NETWORKS© 2012 Holland+Holland Advertising
BUYING PROCESS© 2012 Holland+Holland Advertising
BUYING           PROCESS                         CONVERGENCE THEORY© 2012 Holland+Holland Advertising
SOCIAL NETWORKS© 2012 Holland+Holland Advertising
SOCIAL       NETWORKS           BUYING           PROCESS                         CONVERGENCE THEORY© 2012 Holland+Holland ...
WOMEN’S NEEDS© 2012 Holland+Holland Advertising
WOMEN’S           NEEDS        SOCIAL       NETWORKS           BUYING           PROCESS                         CONVERGENC...
WOMEN’S           NEEDS        SOCIAL       NETWORKS           BUYING           PROCESS          PERPETUAL MARKETING MACHI...
EMBRACE HER POWER© 2012 Holland+Holland Advertising
70% of All New Businesses                     Are Started By Women.                                     Women             ...
Over The Next Decade,            Women Will Control 2/3 of the             Consumer Wealth in the U.S.                    ...
The Majority of Women (53%)               Are Primary Breadwinners                                     Primary            ...
UNDERSTAND HER NEEDS© 2012 Holland+Holland Advertising
DISTINGUISH HER FROM HIM          • Almost double the amount of women (28%), compared            with men (15%), say they ...
UNDERSTAND HER NEEDS          • Women place heavy importance on relationships.          • Women notice the details.       ...
UNDERSTAND HER NEEDS          • 3 out of 4 women will recommend a brand because it            supports a cause.          •...
TOP THREE                       FINANCIAL PRIORITIES                       WOMEN                           MEN   1) To not...
TOP THREE                          FINANCIAL WORRIES                       WOMEN                   MEN           1) Househ...
Only One in 10 Female Breadwinners Feels Knowledgeable About Financial        Products and Services                       ...
Women Are Less Confident        That They Are Very Well Prepared          In Financial Decision Making                     ...
CONFLICT #1          Women’s level of financial      responsibility within the household        has outpaced their investme...
CONFLICT #2    Women lack confidence aboutachieving one of their most important  financial goals: retirement security.© 2012...
CONFLICT #3  Women focus on the family, but their   risk aversion may be putting their    families’ financial health at ris...
RESOLVE     Women are more receptiveto advice than men. Advisors can help   women build diverse portfolios        and fost...
CHALLENGE              The key barrier to overcome is the                   perception of expense.© 2012 Holland+Holland A...
Give Her Enough Time  If a woman says “she needs to think about it,” she is not saying no. Women  complain that men move i...
KNOW WHERE TO FIND HER© 2012 Holland+Holland Advertising
WOMEN RULE THE INTERNET               ‘‘      Comscore, Nielsen, Media                       Metrix and Quantcast studies ...
SOCIAL MEDIA                              Individuals       Web 2.0 Technology                                            ...
SOCIAL MEDIA                                          Authentic                                        Conversations© 2012...
SOCIAL MEDIA                   The goal is to                   consistently                   and organically            ...
SOCIAL MEDIA                     Success is when                     consumers are                     engaged and        ...
SOCIAL MEDIA ALLOWS FOR:                     • Engagement                     • Conversation                     • Communi...
SMM DISCOVERY WORKSHOP                   SOCIAL MEDIA INTRODUCTION IN GENERAL                      •	Why social media is a...
SMM DISCOVERY WORKSHOP                     SOCIAL MEDIA INTRODUCTION IN GENERAL                       •	How to build a cus...
SMM DISCOVERY WORKSHOP                     COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT                       •	Identify targe...
SMM DISCOVERY WORKSHOP                   COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT                      •	Discuss the impor...
SMM DISCOVERY WORKSHOP                   COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT                      •	Creating an appea...
SMM DISCOVERY WORKSHOP                   COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT                      •	Creating an appea...
SMM DISCOVERY WORKSHOP                    STAGE ONE - SET UP                      •	Name the blog and tagline             ...
SMM DISCOVERY WORKSHOP                   STAGE TWO - LAUNCH AND MAINTENANCE                     •	Post 2 blogs per week   ...
SOCIAL MEDIA MARKETING            Based upon your individual Discovery Workshop            findings, you should then determ...
SOCIAL MEDIA MARKETING        VALUED RESOURCE      DEVELOP RELATIONSHIPS             BLOG                    BUILD TRUST  ...
SOCIAL MEDIA MARKETING                                      BLOG            MAKE CONTACT             WEBSITE              ...
© 2012 Holland+Holland Advertising
Sheconomy and Marketing to Women Today
Sheconomy and Marketing to Women Today
Upcoming SlideShare
Loading in …5
×

Sheconomy and Marketing to Women Today

2,214 views

Published on

How and why you should market to the female consumer. Advertising has changed forever. Sheconomy presents three contributing factors to this paradigm shift as well as how they converge to create perpetual marketing: 1) the economy, 2) the female consumer and 3) social media

Published in: Education, Business

Sheconomy and Marketing to Women Today

  1. 1. © 2012 Holland+Holland Advertising
  2. 2. FEMALE CONSUMERS ARE BREAKING UP WITH BRANDS.© 2012 Holland+Holland Advertising
  3. 3. POTENTIAL COST TO BRANDS? to n Up illio Tr ale $12 fem g in endin sp© 2012 Holland+Holland Advertising
  4. 4. ADVERTISING HAS CHANGED FOREVER© 2012 Holland+Holland Advertising
  5. 5. 3 CONTRIBUTING FACTORS© 2012 Holland+Holland Advertising
  6. 6. SOCIAL MEDIA© 2012 Holland+Holland Advertising
  7. 7. FEMALE CONSUMER© 2012 Holland+Holland Advertising
  8. 8. ECONOMY© 2012 Holland+Holland Advertising
  9. 9. 3 CONTRIBUTING FACTORS SOCIAL FEMALE ECONOMY MEDIA CONSUMER© 2012 Holland+Holland Advertising
  10. 10. ECONOMY© 2012 Holland+Holland Advertising
  11. 11. “We are in a period of vast structural change, as industries adjust to new technology and fierce new competition in world markets.” 1981© 2012 Holland+Holland Advertising
  12. 12. “Surveys tell us that consumers are more pessimistic today than at any time in the past 25 1973 years.”© 2012 Holland+Holland Advertising
  13. 13. “It is a good thing for business and advertising that smug satisfaction is no longer being tolerated.” 1932© 2012 Holland+Holland Advertising
  14. 14. FEMALE CONSUMER© 2012 Holland+Holland Advertising
  15. 15. Women have changed.© 2012 Holland+Holland Advertising
  16. 16. Traditional Demographics Are Dead. 12+ 18-24 25-34 35-54 55+© 2012 Holland+Holland Advertising
  17. 17. We Can No Longer Think In Terms of Ages© 2012 Holland+Holland Advertising
  18. 18. We Must Think Lifestages© 2012 Holland+Holland Advertising
  19. 19. • 40, with a toddler at home • 40, with kids in college • 40 and single with no kids© 2012 Holland+Holland Advertising
  20. 20. 83% of Women Say They are Busier Than Ever, Yet They Are Willing To Give Up Nothing. 83% 17%© 2012 Holland+Holland Advertising
  21. 21. More Women Than Men Between Ages 25-29, Possess Bachelors Degree or Higher. 36% 28%© 2012 Holland+Holland Advertising
  22. 22. SOCIAL MEDIA© 2012 Holland+Holland Advertising
  23. 23. WE NO LONGER TRUST: GOVERNMENT CORPORATIONS BUSINESSES© 2012 Holland+Holland Advertising
  24. 24. BUT WE TRUST EACH OTHER And technology has changed the way we communicate.© 2012 Holland+Holland Advertising
  25. 25. Brands Talk And We Talk Back.© 2012 Holland+Holland Advertising
  26. 26. The Consumer Is In Control© 2012 Holland+Holland Advertising
  27. 27. WHY FOCUS ON WOMEN?© 2012 Holland+Holland Advertising
  28. 28. Steve Felice, President of Consumer, Small and Medium Business, Dell Inc, suggests, ‘‘ Women will be the tipping point of companies coming ’’ out of the recession© 2012 Holland+Holland Advertising
  29. 29. KICK-OFF KICK-OFF WOM RESEARCH OWNERSHIP PURCHASE WOMEN LEAD 4 OF 5 STAGES OF THE PURCHASING PROCESS© 2012 Holland+Holland Advertising
  30. 30. Women Control or Influence 85% of All Consumer Brand Purchases 85% 15% Women Men© 2012 Holland+Holland Advertising
  31. 31. Yet, Some Studies Show That 91% Women Do Not Feel Advertisers Connect With Them 91% 9%© 2012 Holland+Holland Advertising
  32. 32. DELLA Site Revised And Then Removed.© 2012 Holland+Holland Advertising
  33. 33. MOTRIN Campaign Pulled and Apology Posted© 2012 Holland+Holland Advertising
  34. 34. MILK Campaign Pulled Within Days© 2012 Holland+Holland Advertising
  35. 35. APPLE© 2012 Holland+Holland Advertising
  36. 36. HOW DO WE REACH THIS POWERFUL MARKET?© 2012 Holland+Holland Advertising
  37. 37. UNDERSTAND HER NEEDS© 2012 Holland+Holland Advertising
  38. 38. SOCIAL NETWORKS© 2012 Holland+Holland Advertising
  39. 39. BUYING PROCESS© 2012 Holland+Holland Advertising
  40. 40. BUYING PROCESS CONVERGENCE THEORY© 2012 Holland+Holland Advertising
  41. 41. SOCIAL NETWORKS© 2012 Holland+Holland Advertising
  42. 42. SOCIAL NETWORKS BUYING PROCESS CONVERGENCE THEORY© 2012 Holland+Holland Advertising
  43. 43. WOMEN’S NEEDS© 2012 Holland+Holland Advertising
  44. 44. WOMEN’S NEEDS SOCIAL NETWORKS BUYING PROCESS CONVERGENCE THEORY© 2011 Holland+Holland Advertising
  45. 45. WOMEN’S NEEDS SOCIAL NETWORKS BUYING PROCESS PERPETUAL MARKETING MACHINE© 2012 Holland+Holland Advertising
  46. 46. EMBRACE HER POWER© 2012 Holland+Holland Advertising
  47. 47. 70% of All New Businesses Are Started By Women. Women 70% Men 30%© 2012 Holland+Holland Advertising
  48. 48. Over The Next Decade, Women Will Control 2/3 of the Consumer Wealth in the U.S. 68% 32% Women Men© 2012 Holland+Holland Advertising
  49. 49. The Majority of Women (53%) Are Primary Breadwinners Primary 53% 47%© 2012 Holland+Holland Advertising
  50. 50. UNDERSTAND HER NEEDS© 2012 Holland+Holland Advertising
  51. 51. DISTINGUISH HER FROM HIM • Almost double the amount of women (28%), compared with men (15%), say they feel squeezed by the economic climate. • Women are fundamentally more45% optimistic than men.  • Women are more intuitive. • Men have 6 items in their bathroom - women have 450! • Women use more punctuation! In text!! To express!!! Their feelings? -emotions- etc ;-)© 2012 Holland+Holland Advertising
  52. 52. UNDERSTAND HER NEEDS • Women place heavy importance on relationships. • Women notice the details. • Women want to be heard. • Women assume responsibility of 45% the household. running • Women stay with companies that exceed expectations. • Women are reluctant to give referrals when asked. You must you give her something to talk about.© 2012 Holland+Holland Advertising
  53. 53. UNDERSTAND HER NEEDS • 3 out of 4 women will recommend a brand because it supports a cause. • 8 in 10 women "wont do business with a company if values are different than their own." 45% • Word of mouth still leads the way in how women communicate brand likes and dislikes. • For success in marketing to women, listen and engage.© 2012 Holland+Holland Advertising
  54. 54. TOP THREE FINANCIAL PRIORITIES WOMEN MEN 1) To not become a financial burden 1) Maintain lifestyle in retirement to loved ones 45% 2) Maintain lifestyle in retirement 2) Make sure to outlive savings 3) Make sure to outlive savings 3) To not become a financial burden to loved ones© 2012 Holland+Holland Advertising
  55. 55. TOP THREE FINANCIAL WORRIES WOMEN MEN 1) Household expenses 1) The overall economy 2) Household debt 45% 2) Household expenses 3) Saving for retirement 3) Saving for retirement© 2012 Holland+Holland Advertising
  56. 56. Only One in 10 Female Breadwinners Feels Knowledgeable About Financial Products and Services 10% 90%© 2012 Holland+Holland Advertising
  57. 57. Women Are Less Confident That They Are Very Well Prepared In Financial Decision Making 45% 20% WOMEN MEN© 2012 Holland+Holland Advertising
  58. 58. CONFLICT #1 Women’s level of financial responsibility within the household has outpaced their investment confidence.© 2012 Holland+Holland Advertising
  59. 59. CONFLICT #2 Women lack confidence aboutachieving one of their most important financial goals: retirement security.© 2012 Holland+Holland Advertising
  60. 60. CONFLICT #3 Women focus on the family, but their risk aversion may be putting their families’ financial health at risk.© 2012 Holland+Holland Advertising
  61. 61. RESOLVE Women are more receptiveto advice than men. Advisors can help women build diverse portfolios and foster confidence.© 2012 Holland+Holland Advertising
  62. 62. CHALLENGE The key barrier to overcome is the perception of expense.© 2012 Holland+Holland Advertising
  63. 63. Give Her Enough Time If a woman says “she needs to think about it,” she is not saying no. Women complain that men move in too soon for the close.  If she’s not ready to buy, ask her “do you have any questions or concerns I haven’t addressed?” to see if she is missing crucial information, then let her go do her processing and set up another appointment.  She will appreciate this! Make An Emotional Connection Ask her questions, find out everything you can about her situation, her concerns, the people her decision will affect.  By asking questions and really listening to her answers, you are building TRUST – the most important emotion in a sale to a woman.© 2012 Holland+Holland Advertising
  64. 64. KNOW WHERE TO FIND HER© 2012 Holland+Holland Advertising
  65. 65. WOMEN RULE THE INTERNET ‘‘ Comscore, Nielsen, Media Metrix and Quantcast studies all show women are the driving force of the most important net trend of the decade, the Social Web.© 2012 Holland+Holland Advertising ’’
  66. 66. SOCIAL MEDIA Individuals Web 2.0 Technology + =© 2012 Holland+Holland Advertising
  67. 67. SOCIAL MEDIA Authentic Conversations© 2012 Holland+Holland Advertising
  68. 68. SOCIAL MEDIA The goal is to consistently and organically weave your brand into the conversation.© 2012 Holland+Holland Advertising
  69. 69. SOCIAL MEDIA Success is when consumers are engaged and promoting your brand.© 2012 Holland+Holland Advertising
  70. 70. SOCIAL MEDIA ALLOWS FOR: • Engagement • Conversation • Communities • Relationships • Trust • Sharing All of which the female is seeking.© 2012 Holland+Holland Advertising
  71. 71. SMM DISCOVERY WORKSHOP SOCIAL MEDIA INTRODUCTION IN GENERAL • Why social media is a great tool for marketing • How to most effectively use social media marketing • How a company is built upon relationships and how social media marketing allows for that to happen exponentially • People want to work with people they know, trust and like • The efficiency and effectiveness of networking through social media • How to be positioned as an expert among your audiences • The complexities of social media marketing© 2012 Holland+Holland Advertising
  72. 72. SMM DISCOVERY WORKSHOP SOCIAL MEDIA INTRODUCTION IN GENERAL • How to build a customer awareness program that is affordable, differentiated and consistent, to both maintain existing customers and nurture new customers • The importance of the involvement of the company’s principals and/or key personnel in social media marketing and how to implement in such a way that can be easily maintained when they are at their busiest • How to create a strong appeal among your target audiences both locally and regionally • The efficiency and effectiveness of enlarging a company’s online footprint through social media© 2012 Holland+Holland Advertising
  73. 73. SMM DISCOVERY WORKSHOP COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT • Identify target audiences • Identify products, services • Identify what expertise Diversified Labels has to offer that is both differentiating and useful • Determine the best niche for your company and how it resonates with your target audiences • Why create a blog as the central platform for your social media marketing program: • Blogs vs Websites© 2012 Holland+Holland Advertising
  74. 74. SMM DISCOVERY WORKSHOP COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT • Discuss the importance of “not selling” on the blog • Learning to listen, the first step in creating your blog • Understanding your online audiences • Logistics of who writes the blog and the process • Efficiently organizing your online reading and research • Identify/expand upon potential blog topics • Engagement strategies© 2012 Holland+Holland Advertising
  75. 75. SMM DISCOVERY WORKSHOP COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT • Creating an appealing position and developing the right messages • Generating traffic to your blog • Why CONTENT is king and repurposing blog content • When and how to utilize promotions • What analytics provide – creating measurements, metrics and ROI for new business through social media. (If it can’t be measured, it can’t be improved.)© 2012 Holland+Holland Advertising
  76. 76. SMM DISCOVERY WORKSHOP COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT • Creating an appealing position and developing the right messages • Generating traffic to your blog • Why CONTENT is king and repurposing blog content • When and how to utilize promotions • What analytics provide – creating measurements, metrics and ROI for new business through social media. (If it can’t be measured, it can’t be improved.)© 2012 Holland+Holland Advertising
  77. 77. SMM DISCOVERY WORKSHOP STAGE ONE - SET UP • Name the blog and tagline • Define the voice of the blog • Design the look and feel of the blog • Identify categories • Identify appropriate social channels • Identify resources both internally and externally • Identify 30-50 blog topics • Draft and post 30-50 blog posts • Create designs and skins for channels • Start building followers and likes© 2012 Holland+Holland Advertising
  78. 78. SMM DISCOVERY WORKSHOP STAGE TWO - LAUNCH AND MAINTENANCE • Post 2 blogs per week • Continue to build follower base • Generate monthly e-newsletter • Generate engagement • Promotions if applicable • Facebook ads if applicable • Manage and monitor all social channels • Monitor analytics to adjust content efficacy© 2012 Holland+Holland Advertising
  79. 79. SOCIAL MEDIA MARKETING Based upon your individual Discovery Workshop findings, you should then determine the best traffic building social network channels. As mentioned, specific to your needs, I would recommend Twitter, Facebook, Pinterest and LinkedIn.© 2012 Holland+Holland Advertising
  80. 80. SOCIAL MEDIA MARKETING VALUED RESOURCE DEVELOP RELATIONSHIPS BLOG BUILD TRUST VIEWED AS AUTHORITY By using social channels to drive traffic to your blog, you will then position yourself as an authority, develop relationships and build trust among potential clients.© 2012 Holland+Holland Advertising
  81. 81. SOCIAL MEDIA MARKETING BLOG MAKE CONTACT WEBSITE MAKE A SALE The ultimate goal of the blog is to funnel traffic directly to your website.© 2012 Holland+Holland Advertising
  82. 82. © 2012 Holland+Holland Advertising

×