Women are responsible for 85% of buying power. In fact, American women spend about seven trillion dollars per year. So if you think you do not need to dedicate time and money to address women in particular with your products and services, then you might as well be throwing money out the window.
Mad 4 Marketing can put those dollars to better use by devising advertising tactics specifically geared toward women. As a woman-owned and women-run marketing agency with an eye on the trends of gendered buying, we believe we know a thing or two about marketing to women. Here are just a few helpful tips:
Market to Women in a Modern World
One commonly made mistake is when companies assume that marketing to women means separating them according to attributes that were outdated about a century ago. Obviously, women are not black-and-white cookie-cutters of one another—and they should never be pandered to as stereotypes. Remember, women aren’t all mothers and housewives. Even though they make purchasing decisions for men and children, they have their own unique standards and don’t want to be addressed as conduits to the men and children in their lives. In fact, treating all women like Susie Homemaker can actually dissuade a female audience from working with your business. Women don’t just want kitchen appliances and pink products and handsome male models. When you market to modern women, you have to keep in mind relevant, recent analytics about what women are responding to in advertising and how they think about their purchasing power. Relying on research rather than creating a caricature of your female audience is essential.
Think About How to Market to Women – Not What
There is no need to market different products to men than to women. Assuming that a woman wants a silver minivan while men want a blue sports car means that you are alienating large segments of the population. Instead, marketing must simply speak in a certain way to its intended audience. The fact is that women communicate differently than men. Within creative, women want to see organization; for example, they are more likely to buy from a website that is easy to use than their male counterparts, who may linger longer on a less-organized site. Women also like strong, appealing visual design and are more affected by aesthetics than men, who may zero in on the product specs. Contrarily, women like to know about value rather than attributes. Most importantly, women want to build a relationship with your brand. Creating an ongoing bond—such as through membership or rewards for return business—may encourage the female buyer.
Since its inception in 1992, Mad 4 Marketing has focused on keeping the female perspective in mind, and we consider ourselves experts in marketing to women. The company devotes ongoing energy and resources to understanding how women think about buying and investing. Contact Mad 4 Marketing to learn how our insight about marketing to women can help your business grow like MAD.