Marketing to women and targeting female customers
HOW TO REACH WOMEN
Gone are the days when companies should rely entirely on magazines, TV, direct mail, and/or radio ads. These methods should not be discounted entirely, however, because in the end, most mediums will work if it is a great campaign and relates to women.
The internet in particular has changed behavioral and buying patterns for billions of people. Consider these options:
- On-line shopping - Women have taken to the internet in an amazing way, and now account for over half of all shoppers online. It is appealing to women as there are no crowds to fight and they can spend time on other priorities. But a site must be user-friendly, including telephone numbers for human assistance to place orders, cost sensitive shipping and return policy options.
- Great products and great service leads to word-of-mouth - When women have great experiences, referrals are made through all the social media tools (blogs, podcasting, on-line editorial, etc.) as well as in person. Think of customers as an advocacy group. You can’t get better advertising than third party marketing and endorsements from satisfied customers - by far the most effective marketing vehicle for reaching and influencing women. Providing an “e-mail a friend” option on your corporate site is one way to facilitate this.
- Hyperlinked e-newsletters and e-mail campaigns - Women like to be informed and educated, as well as emotionally connected. Show emotion, humour and sincerity in everything you develop and send out.
- Focus groups - Women like dialogue and to give their opinion, especially if it affects them socially and/or economically. Get them interested in your brand, your corporate social cause, etc.
Whatever medium is used, keep in mind that cultural context is important. Customise appropriately for local markets and different segments (i.e. the elderly women versus a teenager; Hong Kong versus Dubai).
© Copyright 2010. Standard Chartered Bank. Written by Barbara Mowat. All rights reserved. No part of this work may be reproduced, distributed, amended, modified, edited, adapted, or transmitted in any form without the prior written consent of Standard Chartered Bank. .