Does it Pay to Market to Women?

Every business has a target market and specific demographic they cater to and focus their marketing efforts on. However, the question becomes is that working for you?

Women are responsible for an estimated 85% of consumer buying decisions in the US.

Behind ever business success story lies the hidden truth. Do you have a segment of your marketing that is targeted to women? They are the the golden ticket to your success. There is no reason to deny it.

Women may represent only half the total consumer market, but in actuality, women make (or influence) the vast majority of purchasing decisions. Tom Peters, author of the bestseller In Search of Excellence, cites women in America as the largest single spending bloc on the planet. As he sees it, “Its just plain stupid not to cater to them.”

How to Target Women

  • Relationship Building – Take the time to make an emotional connection and always be authentic. Women are smart, they see through the BS quickly and don’t easily trust.  When marketing to women, treat them like people, not “women”. via @JudyGrundstrom
  • Practicality- How does your business service or product add to their lifestyle? Is it practical and long-term? Women take into account a balance of lifestyle and have spirituality attachments. Make your case, but don’t over sell.
  • Social Media - Influenced by peers, most women make their decisions on brands by reading blogs, viewing Twitter posts and discussions on Facebook. Additionally, social media will enforce their perception of the brands they are committed to, as well as introduce them to new brands. Read more about why social media is so valuable.
  • Don’t Stereotype – Remember that women have many roles, interests and experiences!  The Bechdel Test deals with the stereotyping of women in advertising, movies and entertainment. Take the time to read this post and view the video clips… especially the mini van!

The Skinny Girl Buying Power

A gap in the spirit market, Bethenny Frankel developed a product that specifically targets women and focuses on the health and fitness aspect. She is a branding and marketing super-girl!

Home Depot Builds Relationship with Women

Using social media to interact with women, Home Depot has made an effort to develop successful relationships.

Verizon to Target Female Demographics

Even down to the color of the phone and focusing on Apps that gear to women, Verizon is testing and working directly with their audience.

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