The U.S. women’s soccer team had the whole country cheering this past weekend as this gritty and talented group of young women brought home the 2015 World Cup trophy.
It was a dazzling display of athletic dominance that made the whole country proud, from the president down to the neighbor across the street.
Me, too, for that matter, and I barely know a hat trick from a hat rack.
But as these women captured the attention of newspaper and TV sports reports, I couldn’t help thinking that it’s easy to forget just how dominant women are as an audience for your marketing efforts.
Because when it comes to buying decisions, women downright rule – and it’s not even close.
Yet we don’t always keep that in mind as we plan our marketing campaigns.
In fact, the failure to target women is the No. 1 mistake marketers make because women buy 85 percent of everything, says Marti Barletta, author of the book “Marketing to Women: How to Increase Your Share of the World’s Largest Market.”
You’ve got to admit, 85 percent is impressive by anyone’s standards. With women accounting for such a huge slice of the spending decisions, you definitely want to get their attention.
So how do you go about doing that? I would suggest you ask yourself these questions (some of which apply just as well to men) as you develop your marketing plan:
- What is my message? Your message needs to be more than “My product is great for all women.” What’s the problem it solves? For this, you could take a lesson from commercials for laundry detergents, where a stubborn stain just won’t come out until the advertiser’s brand magically removes it. Problem presented, problem solved. If you don’t sell a product, but you’re a professional, you want to emphasize the value you and your service offer. One good way to do that is to define what sets you apart from your competition.
- Who is my audience? Again, you might answer “all women,” and you might not be wrong. But Barletta says the second-biggest mistake marketers make is focusing too much on Millennials, who are younger and perhaps considered more likely to be swayed by changing fashions and trends. A fault in that theory is that young women, in general, have less money than older women, such as baby boomers. (Of course, there’s nothing wrong with going cross-generational here. Perhaps young women are the ones more likely to be interested in your product, but mom or grandma could be induced into buying it for them.)
- Which media outlets are best for reaching women? Print is a great way to reach a female audience because most newspapers carry columns or features that appeal to women. Meanwhile, a plethora of magazines target women, such as Women’s World, Women’s Health, Self, O – The Oprah Magazine and Martha Stewart Living. Daytime TV talk shows attract large audiences that are primarily female, so landing a spot as a guest on one of those is perfect for reaching women. While most social media sites are essentially genderless, you could take steps on Twitter and Facebook to target female-oriented groups. Pinterest is the one social media site that can truly be said to be female focused with home décor, DIY projects and other topics that women tend to be more interested in than men..
Don’t get me wrong. I’m not advocating that you exclude men from the marketing thought process. But with women handling purchases 85 percent of the time, you must appeal to them if you hope to succeed and come away a champion.
85 percent yours,
P.S. If you want advice on getting the most out of your marketing efforts, give us a call at 727-443-7115 ext. 211 or contact us today!