By Kerri Krom, Women's Marketing Research Director & Ann D'Adamo, Senior Marketing Manager
Say what you mean, and mean what you say. That proverb is particularly true when marketing to women. Messaging that comes across as trite or perpetuates outdated or negative stereotypes will instantly turn her off – and away from your brand. Equally important are corporate policies that align with her values – research shows that women want to feel good about the products they buy and companies they support.
We know that women are today’s power consumers – controlling 85% of all U.S. spending and influencing 95% of U.S. household spending – and smart brands know they need to court them to win their loyalty. How can your brand authentically connect with today’s savvy female consumer? Women’s Marketing Research Director, Kerri Krom, offers insights on getting your brand recognized, sending the right message, and authentically connecting with your consumer when marketing to women.
There’s power in positivity when considering how to market to women! The excitement and viral social media activity generated by Always’ #LikeAGirl campaign and Dove’s “Real Beauty Sketches” are more than enough proof that women respond to messaging that uplifts and empowers them. In a recent survey on female shopper’s attitudes conducted by the website SheKnows, 71% of respondents said that brands should be held responsible for promoting positive attitudes to women and girls, and 52% said they purchased a product because they liked how a brand and its ads portrayed women. Moreover, a full 92% were aware of at least one pro-female ad campaign.
“When a brand speaks to consumers on a peer-to-peer level, rather than speaking down to them, women are much more receptive to a brand’s message and ultimately are more likely to consider purchasing a product from that brand,” says Krom.
Authentic Communication Is Key
All relationships are formed on the basis of mutual interest and trust. When marketing to women, authentic communication across her preferred touchpoints (i.e. video, mobile, print) is key to establishing your brand’s image as trustworthy and relevant. Today’s female consumer views that relationship as a two-way street. Responding to questions and concerns raised on social media and providing trustworthy content that speaks to their interests and specific needs will build stronger, more meaningful relationships between brands and consumers, and drive engagement, persuasion, and conversion.
Demonstrate Shared Values When Marketing to Women
As more women understand—and use—their purchasing and social media power for corporate activism, brands need to communicate their values to female consumers. Research shows that women want to feel good about the products they buy and are embracing socially conscious brands. Fifty-five percent of women are more likely to purchase brands that support a cause they care about. Millennials are more likely to purchase from an altruistic company—with 43% agreeing, versus Boomers with only 1-in-3. Companies that are becoming more socially conscious today, will positively affect their bottom-line, and in turn, their local and global communities. Marketers can build credibility through authentic partnerships with cause-focused organizations.
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