Often when I give presentations on marketing to women, I feel as if I'm preaching to the converted, so to speak.
Mostly, the people that attend our workshops already believe in the purchasing power of the female consumer. And mostly, the people that attend these workshops are - you guessed it: women.
Today I came across an article by Holly Buchanan titled "How to sell men on marketing to women". It's a great article by a lady who knows her stuff. And she tackles issues we still face so often today. It's well worth a read!
Another must-read this week is this report by Ad Age, called "The New Female Consumer: the rise of the real mom."
The report focuses on Generation-X and the Millennials, and although the research was conducted in the US, in my opinion still provides some great insights in to the collective psyche of these two generations.
Monday
On selling marketing to women - to men.
Wednesday
The truth, the whole truth and nothing but the truth.
Marketing measures much of its relevance and success by doing consumer research. From surveys and questionnaires to focus groups, we want (no we need) to know what our consumer is thinking. But what if the consumer we're asking isn't telling us the truth...? What if the method we're using to get information is no longer appropriate or effective. Chances are that we're then also producing data that does not reflect the truth, or even a part of it!
At Muse Communication we've long said that traditional focus groups no longer deliver the depth of data they should. We have a different way of approaching qualitative research (contact us if you want to know more). This article on Forbes.com, called "Listen up marketers: women aren't telling you the whole truth", touches on a few very relevant points to consider - and gives a few tips on how to improve the information you gain from your research.
If you think your female consumers aren't telling you the whole truth, then maybe its time to look at the way you're asking them...That's where the problem lies!
Thursday
Social media: the new matriarchy?
An interesting report on social media usage trends throughout Europe.
The bottom line?
1. Internet usage is still largely task-based. News consumption, research & information gathering prior to purchase and staying in touch with friends are the most frequent activities.
2. We research EVERYTHING - from snack foods to holidays - online.
3. Comfortable strangers. The fabric of our social network is changing significantly. In the UK, for example, people stay in touch "face-to-face" with 21.4 people, while they stay in touch online with 49.3 people.
So what about women and social media?
It's definitively a new matriarchy! See "Information is beautiful"
Women now outnumber men on:
Facebook: 57 percent women users.
Twitter: 57 percent women users.
Flickr: 55 percent women users.
When we look at the influence of social media on Generation-Y women's behavior (view the stats here), we see exactly how powerful a communication tool social media networks are becoming...!
How to appeal to Hot Chicks (101).
I'm back from my Africa-adventure and ready to dive back into the wonderful world of marketing and marketing-to-women!
What a better way to start off again than by reintroducing Sarah Haskins and her "Target Women" spoof project. Sarah has been in the news lately as "
Here is her latest spoof "Hot Chicks!"
