Official Poll

Official Poll

How many of you consider yourselves “Soccer Moms”?

Official Poll

How many of you are married to someone who considers themselves a “Soccer Mom”?

MARKETING TO WOMEN

Why market to women?

Why market to women?

Women spend 80 cents of every dollar in the US……and influence up to 90 cents of every dollar spent.

Women buy…

• Food• Clothing• Entertainment• Childcare• Furniture

Women buy…

• Food• Clothing• Entertainment• Childcare• Furniture

• Houses• Cars• Investments• Mortgages• Insurance• Office Phone Systems

Marketing to women does not work.

Why?

GET READY FOR THE BIG ADVERTISING INDUSTRY SECRET…

Not all women are the same.

Marketing to women is like marketing to people…

• Who is your target market? People

• Who is your client base? People

• What’s a market you would like to break into? People

Marketing to women is like marketing to people…

• Who is your target market? People

• Who is your client base? People

• What’s a market you would like to break into? People

• Who is your target market? Women

• Who is your client base? Women

• What’s a market you would like to break into? Women

70% of women say that marketing does not speak to them. Why?

70% of women say that marketing does not speak to them. Why?

Because all women are not 25-45-year-old Soccer Moms. Most women aren’t.

• YOU MUST MARKET TO WOMEN

• YOU CAN’T MARKET TO WOMEN

HOW TO MARKET TO WOMENSTEPS A THROUGH M

NO STEREOTYPES!

• Don’t look to the past

• Don’t force perceived female archetypes

• Don’t believe the hype

STEP A: NO STEREOTYPES!

• Don’t look to the past

• Don’t force perceived female archetypes

• Don’t believe the hype

• Do introduce something new

• Do consider what women you know prefer

• Do turn gender stereotypes on their heads

STEP B: BOLD COLORS

• Leave the pastels for marketing to babies

• Women like their unmentionables to be pink, not their lawyer’s office.

• Choose a palette that suits your business’s offerings

STEP B: BOLD COLORS

• Leave the pastels for marketing to babies

• Women like their unmentionables to be pink, not their lawyer’s office.

• Choose a palette that suits you business’s offerings

• Bold colors attract everyone

• Bold colors connote strength and courage

• Use bold colors in your marketing materials as well as client spaces

STEP C: BRING OUT THE MEN!

• Don’t assume women want to talk to another woman

• Women often listen more to men than women

• Women often trust men more than women

STEP C: BRING OUT THE MEN!

• Don’t assume women want to talk to another woman

• Women often listen more to men than women

• Women often trust men more than women

• Try to find a fellow to talk to the ladies

• Sad, but true

STEP D: KNOW YOUR FEMALE CUSTOMER

• She may not be who you think.

• Who is your customer?

• Why is she your customer?

• Once you know who and why, you can go get more!

• How do you find out?

• Ask!

STEP D: KNOW YOUR FEMALE CUSTOMER

• She may not be who you think.

• Who is your customer?

• Why is she your customer?

• Once you know who and why, you can go get more!

• How do you find out?

• Ask!

• What does she look like?

• Where does she shop?

• What are her politics?

• What age range is she?

• What are her resources?

• Who is her family?

STEP E: NO DOORS

• Women have been burned—they are skeptical

• Don’t trap them

• What will you say to them that no one else should hear?

• Open doors confirm transparency

• Show that you have nothing to hide

• You can be trusted

STEP F: IT’S NOT ABOUT THE PRICE

• The price is not right for what you are offering

• Find out what you need to offer

• She will pay for what she wants

STEP G: NEVER TALK DOWN TO YOUR CUSTOMERS

• Belittling will never close the deal

• Remove all intimidation from sales process

STEP H: BUILD RELATIONSHIPS

• Retain existing clients

• Women value being appreciated

• Women reward appreciation with loyalty

• Demonstrate, don’t just voice appreciation

STEP H: BUILD RELATIONSHIPS

• Retain existing clients• Women value being

appreciated• Women reward

appreciation with loyalty• Demonstrate, don’t just

voice appreciation

• The CEO knows her name

• You know how she takes her coffee

• She achieves VIP status• She is a regular and

more valuable• She gets insider info

STEP I: CREATE A SENSE OF BELONGING

• Turn your business into an exclusive club

• Provide members-only swag

• Introduce new clients to established clients

STEP J: WORD OF MOUTH MARKETING

• Women tell everyone about bad experiences

• Women actually feel pain when hearing about bad experiences

• Women are 5x as likely as men to post reviews on websites

STEP J: WORD OF MOUTH MARKETING

• Women tell everyone about bad experiences

• Women actually feel pain when hearing about bad experiences

• Women are 5x as likely as men to post reviews on websites

• Women are tireless promoters of their favorite brands

• Women post good reviews, too

• Reward referrals with gift cards, swag and discounts

STEP K: ASK FOR AND USE CUSTOMER FEEDBACK

• Women like to give their opinion

• Free market research

• Softens clients to change

• Run all new ideas by as many women as you can

STEP K: ASK FOR AND USE CUSTOMER FEEDBACK

• Women like to give their opinion

• Free market research

• Softens clients to change

• Run all new ideas by as many women as you can

• New products• New services• New branding• Location change• Policy change• Personnel • Hours

STEP L: BE AN EXPERT

• Information is the new currency

• SMART is the new RICH

• Women want to know EVERYTHING

• Make yourself her #1 source of information

• She’ll share you with her friends

STEP M: IN TUNE WITH TRENDS AND MARKETING

• Where are all of the ladies?

• Social networks

• Are they fads?

YES!

STEP M: IN TUNE WITH TRENDS AND MARKETING

• Where are all of the ladies?

• Social networks

• Are they fads?

• Yes! But…

• Are you ready for what’s next?

• Will you already be the next place she goes?

• Or will you have missed the boat?

Passion + Knowledge × Practice = Success!