Marketing to Women

Recent studies from across North America show that more than 80% of major household purchases are either made or influenced by women. Since women may purchase a product or service for very different reasons than a man this may require that you rethink your strategy for how you market or present yourself. And “pink” is not a strategy.

There is an old saying in business "If you want to know why John Smith buys what John Smith buys you need to see the world through John Smith's eyes." I would suggest "If you want to why John Smith buys what John Smith buys you need to see the world through Jane Smith's eyes!"

As with all animals there are gender differences when it comes to our brains. Male thinking evolved from the hunter /gatherer mentality. It was driven by testosterone and the adrenaline rush with winning. Her thinking was more based on the relationships of the family and others in their community. When she makes a purchase it may be first and foremost that she finds you to be someone she likes and trusts. The product, though it still must meet her needs, may only get her attention if the emotional connection is there.

Using metaphors in your advertising that relate to wars, the kill, champions etc. may not appeal to her. Customer service is of more importance to her and she is busy multitasking. If you can tailor your product to meet multiple needs she is more likely to deal with you. Your advertising needs to reflect this. You have to let her know how your product or service solves multiple problems.

If she enters your business she is more likely to make eye contact with you. She will probably notice how you and your staff look and the cleanliness of things. If she has children it’s quite possible they will be with her. Does your business have a way to entertain them safely to allow her to spend more uninterrupted time engaged with you and your product? Does your business have a clean and easily accessible washroom? If she has to worry about a washroom for her children it may mean she spends less time in your business.

Several years ago the golf industry was struggling to survive. Since men were their primary participants they had reached a plateau for growth. Callaway changed everything. They realized that women were a huge potential demographic that seemed to be participating to a lesser degree than expected. Callaway found this group had different needs or wants. They began producing clubs, bags and clothing designed specifically for women. Golf courses changed as well. They added washrooms that were actually clean not just in the clubhouse but out on the course, and a greater selection of clothing.

The Economist magazine stated in a much publicized article “Forget China, India and the Internet: economic growth is driven by women.