Most of my clients are entrepreneurial women, who essentially market to other women. As a result, I have done extensive research on the buying behaviors of women and how they differ from men. In retrospect, EVERYONE needs to learn how to market to women. Why?
- Women process information and make purchasing decisions differently than men
- They are responsible for 85% of all brand purchases.
- Women start businesses twice the rate of men. *lightbulb to those running B2B businesses*
- With couples, women have the veto power. If she doesn’t like it, THEY are not getting it. (this is true between my mom and dad, lol)
In advertising, you should note that men are a lot more receptive towards women design aesthetics, than the women are towards male designs. So in theory, male designed advertising out there are ineffective towards women. ** You should also note, that the advertising business is a man’s world, comprising of mostly men while the consumer economy is a woman’s. El problemo? I think so.
° 59% of women feel misunderstood by food marketers
° 66% feel misunderstood by health care marketers
° 74% feel misunderstood by automotive marketers
° 84% feel misunderstood by investment marketers
° 91% of women in one survey said that advertisers don’t understand them**
Not trying to alienate my male marketer counterparts, they are 100% perfectly capable of marketing to women but its clear that the further away you are from the target market the harder you would have to work to reach them.
No comments:
Post a Comment