In the AMC hit movie "Crazy Man", this is a TV movie about the life of Madison Avenue in the 1960s. The star of the show contemplates at the advertising pitching conference. "What do women want?"
This is the same problem that has plagued advertisers, marketers, shopkeepers and entrepreneurs for years. And will continue to bother us for more years.
David Ogilvy, the famous advertising giant, the founder of Ogilvy. Known for being quoted at the conference. "The consumer is not an idiot, she is your wife.
As a person who evaluates countless ads and attempts to reach and communicate with these audiences. I try to determine what women want.
Over the years, through learning, tracking and error, and being knocked several times, this report is designed to help those who want to find their way in the dark.
The key role of women in spending
This chapter contains Michael Silverstein's exception to the treasure hunt.
Women are of course the center of household consumption and consumption. They are responsible for 100% of real household income growth between 1974 and 2004.
They control and influence more than 75% of discretionary expenses and are the owners of material acquisitions.
Women study their products carefully, they have a keen instinct for value, and have a clear understanding of their personal preferences. They can successfully implement the brand or new product concept within a few months of launch. Or they can smash a flawed idea in 90 days or less.
They are trying to live a rich and balanced life, which is obviously their own life. They develop well-planned coping strategies and sensible buying strategies to help them buy most of what they want, to live their lives almost as much as they want, and to avoid as much financial pressure as possible.
Women are the main factors influencing shopping and consumption:
If a woman over the age of 18 considers herself to be the main shopper in the family, it is 85%.
o 90% of married women consider themselves to be major shoppers.
o 80% of consumers buy products that are made or influenced by women.
o 51% of consumer electronics products are purchased by women.
o Women buy 50% of all cars and affect 80% of their sales.
o 48% of stock market investors are women.
o More than 40% of households with assets of at least $600,000 are headed by women.
If you are selling any of these products instead of focusing your marketing information on her, then if your competitors start today, you will fall into a rude awakening.
Which media does she want to pass her message to?
Vertis Communication in Baltimore completed a detailed customer focus study, which was released in 2007, which they found:
o Despite the influx of e-advertisers in the past decade, 85% of women aged 25-44 read print direct mail marketing articles.
72% of respondents said they have responded to direct mail campaigns with "buy one get one free" offer
Sixty-three percent of respondents said they have responded to direct mail, which offers a percentage discount on merchandise. [higher than 54% in 2005]
o 57% of women aged 35-64 prefer companies that express their interest to send follow-up communications via direct mail to meet their needs.
o In contrast, 38% of men prefer general direct mail follow-up
o Personalized follow-up information is more effective than general follow-up information.
o 56% of women said that email is an acceptable form of follow-up communication. The ratio to men is 52%.
o Only 5% of women like SMS as a follow-up
o 53% of women can use email.
o 40% of adults are willing to provide credit card information online; this is down from 52% in 2003.
What does this mean for me?
At the end of the day, you need to drive sales to your door, call to ring or customers enter your restaurant and store. We have a saying, just that our CODA "doesn't happen before someone sells something." With us, someone is our advertiser.
When you market to women, there are some ideas that can help you bring her to the door.
o Respect her. Listen to her feedback and opinions and treat her like the most trusted business consultant because she is. She will let you break you. Therefore, she is asked to respect the dignity and dignity she described. Talking to her is not only her husband, because she is writing a check.
o Talk to her. Focus on her, her needs and needs, and make a real conversation in your communication process. She wants a lot of things but the real price is the highest. Remember, she has a "false" meter that can read fakes a mile away. Communicate the value you bring, not the list of features. Build feedback in the process.
o Quality is the key. She is willing to pay for it. In the case of Whole Foods, their stack has grown by 1,552% over the past decade. She only wants to provide the best service for her family, rational and has no time to do poor crafts, services or goods. Believe me, she will tell everyone that she has been wronged. Quote Shakespeare's words, "When a woman laughs, hell is not furry." Therefore, she is provided with the quality and products she describes and wants.
o Communicate with her the way she wants. She does not have time to accept direct mail. While many other methods are sometimes more sexy, they do work. Consolidate the entire campaign, but let it revolve around response-driven direct mail. Use it to open a conversation with her, then use other methods to add direct mail to let her continue back to you. If direct mail is not part of your marketing communications tool, then you are doomed to fail.
o Understand that she is part of many communities. If you do all the right things to reach out and serve her, she will do the right thing for you. She will share her experiences with all of her communities. From the sidelines of football matches and football matches, to the salon or for lunch with her girlfriend. She will share everything.
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o Real and unique. In Chicago, I need more than Target, Whole Foods, Starbucks, No Pudge Brownies, Costco and Tealuxe. Know your identity and your clientele and continue to enhance your experience. It's all about real experiences. The most important thing is to know who she is and what she wants.
Next step
We wish you a journey in this wonderful market. You should go to those who do well and those who need some help to conduct field trips. Learn for everyone and create your own community. Listen and learn as much as you can. When you make mistakes and learn from them, do it yourself.
Orignal From: Marketing to women through direct mail
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