Women are the world's most powerful consumers, influencing over 83% of consumer purchasing decisions. Here are 4 insights key in developing effective and resonant campaigns for women.
(PRWEB) November 10, 2004 -- Women are the world's most powerful consumers, influencing over 83% of consumer purchasing decisions. Women even purchase or influence the purchase of more than half of male-dominated products such as cars, lawn mowers, computers, and other electronics.
Asterisk Creative has created several women-focused campaigns for clients like Modern Salon and Spa, the Bradford Clinic and WILI, all of which go beyond telling women customers that the product is for them." Instead, they focus on a deep understanding of their values and what they are actually trying to get done in their lives.
Here are 4 key insights in developing effective and resonant campaigns for women.
Narrow your focus.
No matter how hard you try, you wont be able to market toward a broad spectrum of ages, life stages or cultures all at once. So, decide upon those women that will likely be the early adopters or best fit for your produce or service.
Design your customer experience around those key scenarios or life stages that occur in the community of women on which your brand is focused. Do you fit into her life as she is buying a new home, adopting a child or starting a new business?
Your brand should be doing everything possible to avoid becoming too much like the bland, serve every woman everywhere," campaigns of other brands. If you want to reach more women, introduce their favorite flavors instead of turning everything into vanilla.
Use Email.
Find out what your targeted women want, and find the best way to reach them. Email marketing is fast becoming a favorite venue. Reports coming out this year continue to show that women are big e-mail users. The numbers dont lie; more than 60% of the online sales last year were made by women, and over 40% were members of email newsletter programs. Modern Salon and Spas email list has grown by 70% in the past year, now boasting approximately 3,000 members.
Some of the information women share in e-mails is information on where to buy, or in other words, shopping advice. By targeting the womens market you increase your reach extensively because any woman who reads your ad and likes what she sees is more likely share it with others far more often than any man.
Build Feedback Into Your Process.
Any sales and marketing expert will tell you that trust is a prime factor in making sales. People buy from those they trust, and this applies to women especially. Create loyalty programs with special offers, offer free shipping, and ask for feedback. Feedback mechanisms on Modern Salons website have contributed to increased appointments and a more intimate understanding of what customers want and expect on each visit.
Be Authentic.
Share your brands attitude, and honestly reveal both its strengths and weaknesses. Loosen up your stiff corporate collar, invite your customers into your brand story and introduce the key people who have made it a reality. The community you are trying to reach will appreciate such forthrightness, and that will also help them build trust in the people behind the brand.
The Bradford Clinic website features a step-by-step description of a patients first visit, complete with photographs and downloadable forms. After adding this feature to their site, the Clinic found that patients were saving 15 minutes per visit by having the forms already filled out and were more comfortable with the doctors because they knew what to expect.
Conclusion
When your company is truly making the effort—thinking more about its women customers, communicating more regularly with them about what they want and how they want to learn about your products or services—your marketing efforts are likely to be relevant and authentic in their eyes.
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