Guy’s Guide to Marketing to Women

Brittany Bookout , Account Services Supervisor from Holland + Holland Advertising visited our JMC 492 class. Holland + Holland Advertising brands themselves with the phrase “Marketing to Women… She-conomy style.”

Here are just a few things that I learned from the time spent with Ms. Bookout:

-85% of all brand purchases are made by women.

-The Purchase Process :

1. Woman has idea to have a vacation (kick-off)

2.Research

3. Purchase (Man shows up)

4.Ownership

5.Word-of-mouth (Tell our friends)

*Women control 4 of the 5 stages.

-Distinguish the differences between men and women:

1.Men buy. Women shop.

2.Men are hunters. Women are gathers.

3.Men use internet to transact. Women use internet to connect.

– We must look at women’s life stages, not ages. It is important to realize that not all women are moms. The prime time to target women is when they are between the ages of 50-64, because this is generally when women are the wealthiest.

-Try to understand her. Details are very important to women. It is also very important to form relationships with women. Brands need to meet the needs of the women they are marketing to.

*Three out of four women will recommend a brand that supports a cause.

-Reach out to her. You can reach out with customer service, word of mouth (authenticity and transparency) and internet (2-way conversation)

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