Marketing to Women
•
11 recomendaciones•2,896 vistas
Fluid presented a seminar on how female-oriented marketing and messaging has changed over the decades and on how gender differences currently affect purchasing motivations and behavior, including insights into specific social media channels that most appeal to women.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (7)
Similar a Marketing to Women
Similar a Marketing to Women (20)
Último
Último (20)
Marketing to Women
- 1. WHAT WOMEN WANT March 2015
- 2. MUCH HAS CHANGED IN THE LAST 120 YEARS…
- 3. 1890
- 4. 1920
- 5. 1943
- 6. 1960
- 7. 1980
- 8. 1994
- 9. 2004
- 10. 2014
- 11. …yet 91% of women say ‘Advertisers don’t understand us’
- 13. Joint Breadwinners Other Partner is sole breadwinner Live with family and share expenses Sole breadwinners Partner is main breadwinner THE RAISING POWER OF WOMEN IN ASIA Agree 28.3% Disagree 40.3% Neutral 31.4% Breadwinners not bakers Overall 73% of urban adult women contribute to household income. Mainland China Overall 91% of urban adult women contribute to household income. Japan Overall 63% of urban adult women contribute to household income. 41% 10% 8% 15% 8% 19% ASIA CHINA 62% JAPAN 19% Source: The Economist Intelligence Unit Limited 2014
- 14. THE RAISING POWER OF WOMEN IN ASIA Agree 28.3% Disagree 40.3% Credit cards Regionally 48% of women have their own credit cards Mainland China Japan South Korea Taiwan Hong Kong India Singapore Macau 30% 35% 37% 48% 49% 52% 52% 53% Bank accounts Regionally 67% of women have their own bank accounts Mainland China Hong Kong South Korea Taiwan Japan India Singapore Macau 47% 58% 65% 65% 60% 61% 66% 76% Women Are Financially Independent Source: The Economist Intelligence Unit Limited 2014
- 15. CHIEF PURCHASING OFFICERS Source: Brennan, Bridget. Why She Buys. Crown Business, 2011. Print.
- 16. SUPERWOMEN NEED HUGS, TOO • Juggle a constant mix of career, family and self-care • Self-Induced “Superwomen's Dissatisfaction” • Always short on time • Still face inequality at the workplace • Put themselves last in line but deep inside… • Crave for comfort and for being taken care of • Want to be heard and understood
- 18. PANTENE – NOT SORRY
- 19. UNDER ARMOUR - I WILL WHAT I WANT
- 21. DOVE’S - “REAL BEAUTY SKETCHES”
- 22. GOLDIEBLOX
- 25. KEY DIFFERENCES Multi-tasking Social Context Emotions Risk & Rewards Memory Language Understanding
- 26. COLOR PREFERENCES Source: Joe Hallock’s Colour Assignments Study, 2003 Male Female
- 27. LEAST FAVORITE COLORS Source: Joe Hallock’s Colour Assignments Study, 2003 Male Female
- 28. “CHEAP’’ OR “INEXPENSIVE” COLORS Source: Joe Hallock’s Colour Assignments Study, 2003
- 29. PREFERENCES FOR TINTS AND SHADES Source: KISSMETRICS. Anya C. Hurlbert & Yazhu Ling : Biological components of sex differences in color preference, 2007.
- 30. SHOPPING HABITS
- 31. WOMEN ARE FROM NORDSTROM’S AND MEN ARE FROM SEARS
- 32. MEN BUY, WOMEN SHOP WOMEN are more likely to: • Take 40% more time to make a purchase • Search for brands rather then looking for a product directly • Shop to improve their mood (clothes vs. food for men) • Shop online • Make a purchase based on a marketing email from a store (14% vs. 8%) • Hunt for deal and bargains online (71% vs. 57% men) • Use coupons MEN are more likely to: • Leave online reviews for the items they purchased • Buy more expensive items • More likely to “showroom” (look at items at a store, buy online)
- 33. ASIAN WOMEN SHOPPING ONLINE Lower Cost 62% Time Saving 60% Get Products They Want 59% Product Choice 56% Overseas Products 36% Why shop online? • 58% of all total online spending in Asia • Online window-shopping, 63% browse the Internet at least once a day • 49% of Asian women prefer shopping online (69% in mainland China vs. Hong Kong, Singapore and Japan, 18%) • 63% of women in China see products from abroad as superior. Source: The Economist Intelligence Unit Limited 2014
- 34. WORD-OF-MOUTH IS CRITICAL Female Consumers want to know what the product is going to do for them and how will it help them or make their life easier? They do lots of research. Place an immense amount of value on the advice of friends and family.
- 35. DIGITAL DIVAS
- 36. to scan coupons or QR codes INTERACTING WITH BRANDS ONLINE Men prefer quick access to deals or information, while women prefer social media encounters with brands. follow a brand for deals buy from the brands that they interact with on social media share purchasing activities with other women on social networks recommend a brand through social media taking action on paid advertising Source: Pew Research’s Internet Project 2013 Survey Nielsen Q4 2013 Cross-Platform Report 2014 Mobile Behavior Report by ExactTarget
- 37. TOP SOCIAL MEDIA PLATFORMS 32 34 58 46 49 51 54 68 66 42 54 51 49 46 Instagram Pinterest Snapchat Facebook Twitter Tumblr LinkedIn Female Male Source: ComScore
- 38. WOMEN ARE USING SOCIAL MEDIA DIFFERENTLY Women are more likely to use social media for relationships, sharing, entertainment, and self-help. Sources: Nielsen 2013 and Pew 2013 Female Male
- 39. CASESTUDY: LULULEMON - INSTAGRAM • Not a product, but a lifestyle. • Showcase parallel interests that go with the brand – healthy recipes, training tips and inspiration. • Consistent Use of Colors • Keeps it real • No explicit Product Pushes
- 40. LULULEMON – FACEBOOK & PINTEREST
- 41. TYPES OF ADS RESONATING WITH WOMEN Source: Nielsen
- 42. PRECISE INTEREST BASED TARGETING = INCREASED ROI
- 43. The more often women interact with your brand online, the more likely they are to carry that experience into their everyday lives.
- 44. LIFE STAGES
- 45. SINGLE WOMEN
- 47. MUMS • Brand loyalties are "up for grabs” when women become pregnant / mothers • Mothers heavily relay on personal recommendations and word-of-mouth • 64% of mums ask other mothers for advice before they purchase a new product • 63% consider other moms the most credible experts when they have questions • Mums trust what they read online When looking for new product / brand recommendations… GO ONLINE RELY ON WOM PASS INFO TO OTHERS LIKELY TO BUY SEEK INFO 84% 63% 56% 55% 39% Word Of Mouth
- 48. WHEN REWARDED, MUMS ACT 92% BUY 40% REVIEW 50% LIKE 45% SWITCH 26% PIN 25% TWEET Source: PunchTab 2013
- 49. MILLENNIAL MUMS • Wipe the slate clean of stereotypes, instead focus on the mother-child relationship • Emphasis on convenience, life management and financial health • More likely to be brand advocates • Buy significantly more based on price than they do on quality. • Cause-based Marketing: 92% Millennial mothers reportedly want to buy products that support charities or bigger causes. 93% % typically share information about products or services (in-person, online or both) CLOTHING, SHOES, AND OTHER ACCESSORIES HEALTHY AND BEAUTY AIDS GOODS FOR THE HOME WEBSITES OR SOCIAL NETWORKING SITES PRODUCTS OR SERVICES FOR DIGITAL DEVICES 89% 84% 82% 82% FINANCIAL INVESTMENTS/ SERVICES LIFE INSURANCE COVERAGE 53% 52% Source: Exponential Interactive
- 50. WORKING VS. STAY-AT-HOME MOTHERS 7 9 9.1 5.3 4.9 4 4.5 5.6 3.9 2.8 Foundation Lipstick Eye Shadow & Eye Liner Cosmetics & Makeup Manicure & Pedicure 12 6.1 7.7 7.3 3.9 3.2 4.7 6 Yoga Running Exercise Weight Loss 9.1x 9.0x Source: Exponential Interactive
- 51. MUMS ONLINE • Half of all online women are mums • Top platforms: Facebook, YouTube, Twitter, Pinterest, children apps • 65% of mums learn about a product or service through social media • Almost 75% of online mums feel online marketers don’t understand what it’s like to be a mum! Mums love blogs! • 1 in 3 bloggers are mums • 77% of mum bloggers will only write about products or brands she supports • 55% made purchases because of recommendations from a personal review blog Why mums buy online? Convenience, more choice, less chaos + cheaper
- 52. 50+ Life Begins!
- 53. HOW TO GET IT RIGHT.
- 54. THOSE WHO DON’T…
- 55. BE AUTHENTIC – WALK THE TALK
- 56. GIVE YOUR CUSTOMER A FACE ADJUST AND PERSONALIZE MESSAGING GET THE INSIGHTS CREATE FEMALE PERSONAS
- 57. KNOW WHAT MEDIA SHE CONSUMES ALL DAY LONG Source: Nielsen
- 61. …NEEDS
- 62. …AND WANTS
- 64. EMPOWER AND SUPPORT THEM
- 66. DESIGN PRODUCTS THAT APPEAL TO THEM
- 67. DESIGN SPACES THAT APPEAL TO THEM
- 68. DON’T BE AFRAID TO SELL MEN PRODUCTS Laneige offered a twist by marketing its men’s Skin Care products to women interested in transforming their boyfriends.
- 69. SO WHAT DO WOMEN REALLY WANT? Making Connections Relationship with a brand High Design Aesthetic Brands for a Better World Family Friendly Great Value Real Women Inspiring Environments
- 70. GET IN TOUCH. Maja Husar T. +852 2378 2305 maja.husar@fluidhk.com
Notas del editor
- http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1 1890s: Led by Susan B. Anthony, the National American Woman Suffrage Association was formed in May 1890. At the same time, this ad from 1893 clearly says that a woman's place was in the kitchen, far from polling sites. Read more: http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3UsnCwz5S
- 1943: This ad, created by J. Howard Miller for Westinghouse Electric, was designed to boost morale during wartime as women took over jobs vacated by men who joined the military. As one of the first depictions of an empowered woman in an ad, the poster was revived by the feminist movement in the 1980s. Read more: http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3UojtvgzA
- 1943: This ad, created by J. Howard Miller for Westinghouse Electric, was designed to boost morale during wartime as women took over jobs vacated by men who joined the military. As one of the first depictions of an empowered woman in an ad, the poster was revived by the feminist movement in the 1980s. Read more: http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3UojtvgzA
- 1960s: At this point women were voting, sexually liberated, and intellectually relevant — but they better not be pear shaped! The '60s marked the beginning of an intense period of diet-oriented advertising targeting women. Read more: http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3Uok9IJMk
- 1980s: Enter a new kind of woman, who can have it all — be a mother, a professional, and ... wear power suits. Read more: http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3UokhJ8k3
- 19941994: Eva Herzigova's curves caused a sensation when she posed for Wonderbra's "Hello Boys" campaign. Read more: http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3Uokrq1Kd
- 19941994: Eva Herzigova's curves caused a sensation when she posed for Wonderbra's "Hello Boys" campaign. Read more: http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3Uokrq1Kd
- 2012: JC Penney featured a lesbian couple in its 2012 Mother's Day campaign. The ad drew protests, but consumers who liked Penney's campaign -- which also featured Ellen DeGeneres -- far outnumbered them. Read more: http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3UolUfAiM
- http://www.economistinsights.com/sites/default/files/Laurel%20West%20-%20VIPShop%20report%20English%20Dec15%20V01.pdf Much of the rise in women’s spending power can be traced back to a common cause: more Asian women joining the workforce, and at more senior levels. While women have traditionally been underrepresented in the Asian workplace, recent trends have been encouraging. Women held 29% of senior management positions in Asia by 2013, a higher rate than in North America and Europe2 . In mainland China alone, women’s average Changing demographics, control over 1 purse strings contribution to household income has jumped to 50% from just 20% in 19803 . The results of our survey reflect these changes. The sampling for the survey mirrored the urban female population between the ages of 18 and 60 in select Asian countries* in 2014 in terms of age, marital status, number of children and income.4
- http://www.economistinsights.com/sites/default/files/Laurel%20West%20-%20VIPShop%20report%20English%20Dec15%20V01.pdf More importantly, beyond simply contributing to the family kitty, women are showing increasing independence in handling their finances. Just over two-thirds reported having their own bank accounts (this ranged from 76% in mainland China, to a low of 47% in Macau), and 48% held their own credit cards. Most are in charge of budgeting decisions on groceries, clothing and accessories, cosmetics and children’s products, and are at least co-decision makers in most other product categories like electronics and travel services. Women in mainland China seem to have a particularly large say in household spending a majority also control household budgets for electronics and travel purchases./sites/default/files/Laurel%20West%20-%20VIPShop%20report%20English%20Dec15%20V01.pdf
- http://www.thefemalefactor.com/statistics/statistics_about_women.html Nowadays women are more independent, economically powerful and a much bigger influence on consumer demand. In the U.S. women control 85% of household purchasing decisions, In Asia roughly 75% of women identified themselves as the primary shoppers for their households. Women influence 91% of all home purchases. Women make (in the U.S.): 70% of all travel decisions 52% of all new vehicle purchases (influence 80%) 61% of all consumer electronics purchases (initiate or influence) Source: “On the rise and online: Female consumers in Asia” report Brennan, Bridget. Why She Buys. Crown Business, 2011. Print. Economist Unit: Women are controlling spending in a variety of categories where you would expect them to, such as clothing and accessories, cosmetics and groceries. But they also have an increasing influence in bigger ticket items such as electronics. Many brands are realising this and making efforts to better understand what is important to female consumers Women account for 85% of all consumer purchases including everything from autos to health care: 91% of New Homes 66% PCs 92% Vacations 80% Healthcare 65% New Cars 89% Bank Accounts 93% Food 93 % OTC Pharmaceuticals
- The average woman in this group mentally juggles a constant mix of career, family and self-care decisions at any one moment - as a result, these women have little time for commercial messages. In addition to work & family induced stress, they suffer self-induced stress - Superwomen's Dissatisfaction - Women are often their worst enemy because they feel that they need to be superwomen: i.e., a perfect woman, hybrid being, unique crossbreed of "executive woman", "supercharged mother" and "femme fatale” Women often put themselves last in line. However, they crave for comfort and for being taken care of They want to be heard Inequality at the workplace – salaries; dismal numbers of females in leadership roles Did you know that… just 60 seconds of exposure to ads featuring underweight models can change perceptions of attractiveness for the worse in women?
- In 2014 and 2015 marketers increasingly create campaigns empowering women Pantene (Not Sorry) Under Armour (I Will What I Want) Always (#likeagirl) GoldieBlox (toy company commercial) Dove (Real Beauty)
- #ShineStrong is the second Pantene’s ad after #WhipIt https://www.youtube.com/watch?v=rzL-vdQ3ObA
- Under Armour Women's slogan and current campaign is I WILL WHAT I WANT. It's a positive reinforcement that one WILL achieve whatever she puts her mind to. https://www.youtube.com/watch?v=ZY0cdXr_1MA https://www.youtube.com/watch?v=H-V7cOestUs
- The #LikeAGirl campaign is tearing down the stereotype that girls aren’t as capable as boys. Changing the perception of the phrase “like a girl” makes girls feel more confident about themselves Always has come out with a new #LikeAGirl ad, and like the ad it aired during the Superbowl on the pure awesomeness of girls, this one shows that millions of girls around the world are rising together to show us how empowering it is to be “like a girl.” The original Always "Like a Girl" commercial—which broke last summer and got 56 million views on YouTube before getting a plum Super Bowl ad slot According to that study, 76 percent of women and 59 percent of men ages 16-24 said the video changed their perception of the phrase "like a girl." Also, 81 percent of women said the video can change the way people think about the stereotypes surrounding women's physical abilities.
- Dove’s “Real Beauty Sketches,” produced by Ogilvy & Mather, became the most-watched online ad ever and went on to receive the top honor at Cannes Lions last year. Women’s magazines like Cosmopolitan—where I guest-edit a quarterly “Careers” section—have begun to satisfy the growing desire of female readers to feel empowered by running content that takes them seriously.
- https://www.youtube.com/watch?v=IIGyVa5Xftw
- "There is not a smarter sex," there are major differences between the male & female brain. Women’s and men’s brains are indeed wired in fundamentally different ways. The research showed that on average, female brains are highly connected across the left and right hemispheres, and connections in male brains are typically stronger between the front and back regions. Men’s brains tend to perform tasks predominantly on the left-side, which is the logical/rational side of the brain. Women, on the other hand, use both sides of their brains because a woman’s brain has a larger Corpus Callosum, which means women can transfer data between the right and left hemispheres faster than men.
- Brain Size & Brain Connections: Women’s brains are 8% smaller than men’s, but have more interconnections. Women perform better at “bigger picture” & situational thinking while men do better on more specific spatial thinking (problem solving, and pattern prediction involving objects and their spatial relationships). Multi-tasking: Men tend to be better at learning and performing a single task, like cycling or navigating, and women are better at juggling different tasks at once. Social Context: Women are better at social thinking & interactions than men, while men are more abstract and task-orientated. This is why women are normally better at communication while men more often prefer relying on themselves to get things done. Emotions: Women typically have a larger limbic system than men, which makes them more in touch and expressive with their emotions. Women are usually more empathic and comprehensive in thinking, while men focus on exact issues and disregard impertinent information. Men have a difficult time understanding emotions not explicitly verbalized but can think more logically, while women have a more wholesome view of thinking & understanding but their emotions can sometimes influence decisions. Math Skills: A brain area called the “Inferior-Parietal Lobule (IPL)” is normally larger in men than women. This area is thought to control mathematical processes, which explains why men typically can perform mathematical tasks better than women. Pain: Women tend to perceive pain more intensely than men. The Amygdala is the brain area activated when pain is felt. The right Amygdala is activated for men and the left Amygdala is activated for women. The right Amygdala has more connections with external functions while the left Amygdala has more connections with internal functions. Coordination & Movement: Men are generally better with coordination, controlling their movements, and have faster reaction times. Language: Women are more attuned to words and sounds and are normally better at learning languages. This is also why men tend to have a harder time expressing emotions verbally. Memory: Women generally have better memory than men. They have greater activity in the brain’s hippocampus, which is part of the brain that helps store memories. Studies have shown women are generally better at recalling words, names, faces, pictures, objects, and everyday events. Sense of Direction: Men has shown to have better visual-spatial & geographic memory and thinking, meaning they tend to have a better sense of direction and remembering where locations and areas are. Risks & Rewards: Men has a brain wired for risk-taking more than women. Male brains get a bigger burst of endorphins, sensation of pleasure, when faced with a risky or challenging situation. And the bigger the reward is, the more likely a man will take a risk. Senses & Sex: Men focus more on their visual sense, among other senses of perception; while women tend to use multiple senses. In terms of sexual activity, men are prevalently turned on by what they see, whereas women are turned on by multiple sources: ambience, touch, scent, as well as visual perception.
- 1) One's environment-cultural perceptions-plays a strong role in dictating color appropriateness for gender, which in turn can influence individual choices. 2) Key observations: blue for men stands our far more than for women most significant gender difference is yellow being preferred to orange by women (they put orange at the bottom) and orange preferred to yellow by men 4.3% of women associated purple with courage or bravery Certain colors DO broadly align with specific traits (e.g., brown with ruggedness, purple with sophistication, and red with excitement). But nearly every academic study on colors and branding will tell you that it's far more important for your brand's colors to support the personality you want to portray instead of trying to align with stereotypical color associations. One of the better studies on this topic is Joe Hallock's Colour Assignments - http://www.joehallock.com/edu/COM498/preferences.html
- 1) One's environment-cultural perceptions-plays a strong role in dictating color appropriateness for gender, which in turn can influence individual choices. 2) Key observations: blue for men stands our far more than for women most significant gender difference is yellow being preferred to orange by women (they put orange at the bottom) and orange preferred to yellow by men
- 1) One's environment-cultural perceptions-plays a strong role in dictating color appropriateness for gender, which in turn can influence individual choices. 2) Key observations: blue for men stands our far more than for women most significant gender difference is yellow being preferred to orange by women (they put orange at the bottom) and orange preferred to yellow by men 4.3% of women associated purple with courage or bravery Certain colors DO broadly align with specific traits (e.g., brown with ruggedness, purple with sophistication, and red with excitement). But nearly every academic study on colors and branding will tell you that it's far more important for your brand's colors to support the personality you want to portray instead of trying to align with stereotypical color associations. One of the better studies on this topic is Joe Hallock's Colour Assignments - http://www.joehallock.com/edu/COM498/preferences.html
- Additional research in studies on color perception and color preferences show that when it comes to shades, tints and hues men seem to prefer bold colors while women prefer softer colors. Also, men were more likely to select shades of colors as their favorites (colors with black added), whereas women were more receptive to tints of colors (colors with white added) https://blog.kissmetrics.com/gender-and-color/?wide=1 Tints – with white added – soothing, soft, youthful Shades – with black added – deep, powerful, mysterious
- http://www.theawsc.com/2014/08/01/advertising-and-the-female-gaze-women-demand-more-from-brands-as-their-piece-of-the-purchasing-pie-grows/
- Women as a whole are considered more sophisticated shoppers than men, taking longer to make a buying decision. Women rely on multiple sources of information, are both procedural and disciplined in their decision-making process. Women more regularly take a more holistic view of the researching/shopping experience than men who tend to compartmentalize their attention. Source: Payment Sense (62% of Groupon subscribers are women) Over the course of their life time a woman will spend approx. three times as much on clothing than a man. (UK) Buy electronics as much as men; much more likely to pay for an app
- On the rise and online: Female consumers in Asia http://www.slideshare.net/Management-Thinking/on-the-rise-and-online-female-consumers-in-asia
- http://www.asianentrepreneur.org/how-men-and-women-use-social-media-smartphones/ a greater percentage of women say they do not take action compared to men across the board. For example, 48 per cent of women say they never take action on social media ads, compared with 42 per cent of men. For ads featured on more traditional media, 40 per cent of women say they never take action based on newspaper ads, compared with 32 percent of men. More women (59 per cent) also do not take action on mobile phone text ads compared with men (52 per cent). – FinanceOnline.com and RubyMediaCorporation.com Pew Research’s Internet Project 2013 Survey Nielsen Global Survey 2013 Nielsen Q4 2013 Cross-Platform Report 2014 Mobile Behavior Report by ExactTarget
- http://financesonline.com/uploads/social-media-infographic.jpg Source: comScore On instagram: Energy drinks and sports-related brands have the largest male following Cosmetics and fashion brands have the largest female following Pinterest has adjusted its Guided Search system to serve results that differ depending on whether the user is female or male.The change is part of efforts by Pinterest to attract more men to its network (according to comScore 71% of Pinterest’s 72.5 million users in December were women). Over 90% of the 150 million people on Instagram are under the age of 35, which makes it an attractive platform for many apparel, entertainment, and media brands focused on the 18- to 34-year-old age bracket. Now that Instagram has begun testing ads, it's a good time to dig deeper into its audience. Though it's owned by Facebook, Instagram is a mobile app with distinct demographics. We find that Instagram is largely made up of urban, youthful demographics, with a significant skew toward women. Our report also spotlights the opportunities that lie ahead for Instagram and other social networks, how demographics affect usage patterns, and why some platforms are better for brands than others.
- Men are more likely to use social media for business reasons or for dating Sources: Nielsen 2013 and Pew 2013 not far behind, 37 percent of women think the primary benefit is being alerted to coupons, promotions and deals by connecting with brands on social media. women not only use social media more often than men, but they use these sites in more ways. More women also use the top social media sites and dominate the visual-type social websites, which are the fastest growing social networks today. women lead the trend of accessing social media via mobile. Some 46 per cent of women use their smartphones to check their social account versus 43 per cent for men. Likewise, 32 per cent of women use a tablet versus 20 per cent of men for the same reason. Most marketers aren't sure their Facebook marketing is effective: Only 34% of marketers (slightly more than one in three) think that their Facebook efforts are effective. • Original written content is most important for social media marketing: A significant 58% of marketers stated that original written content is the single most important form of content, followed by original visual assets (19%).
- A survey by Teen Vogue found that Instagram inspires more product purchases than any other social media platform. Seven in ten users are women age 18-44 with household incomes of $75,000+ and who are actively looking to be surprised, diverted, and delighted. Use http://websta.me/ to look for most used hastags relating to your main hashtag
- Source: Nielsen - Globally http://www.digitalmarket.asia/social-women-mobile-men-nielsens-take-on-female-male-digital-divide/#sthash.QLf1ItDh.dpuf
- Not only is this important for brands in countries that tend to skew heavily in one direction or another, it’s also important for brands in more evenly split countries. Even though your Facebook audience breakdown skews towards one gender, your Instagram following might be the opposite. Find out for sure by taking the time to evaluate it.
- (On Facebook alone, women are 55 percent more engaged than men) age group and demographic
- Singles- Busy, but with flexible schedule; they spend more per year than single men, single women have expendable income and that they are, indeed, spending it Single women are skeptics. Only 27 percent report they learn a lot from advertising, versus 59 percent of women who aren't single. Only 18 percent of single women actually trust advertisers, versus 24 percent of women who aren't single. Trust levels vary by age with millennials showing the most opportunity. Single women are experimental and opinionated. 60 percent say they experiment with new things. 65 percent claim they're not afraid to express their opinions. 30 percent share opinions about products or services through online reviews and ratings. 36 percent say others seek their advice before making a purchase.
- http://www.fluid.com/blog/moms Chart Source: PunchTab 2013, New parenthood is one of the few moments when a person's brand loyalties are "up for grabs," so retailers try to target those customers early. moms adopt new technologies faster than average. They keep their smartphones by their side at all times to look up information on-the-go, post photos of their kids and stay connected with friends and family. They quickly transition to their tablet to shop online, browse family dinner recipes, and search for birthday party ideas. They interact with bloggers, brands, and loved ones. They check email, watch videos, and read the news. They manage their family’s calendar and keep their photo memories. Mom is the ultimate Household CEO and many of her actions take place online with technology that didn’t exist 5 or 10 years ago. 93% OF MOMS are likely to switch brands supporting a cause (Cone Cause Evolution Study 2010)
- Source: PunchTab 2013
- Digital natives, 80 Million strong, born between 1980- 1995 are entering their prime consumer years, having children of their own, and shifting priorities as they move solidly into adulthood. In dining and entertainment, apparel, and digital products—the change is more dramatic, price dropping as much as 20%.
- http://exponential.com/advertising/millenialmomswhitepaper/Millenial%20Moms%20Whitepaper.pdf We found corporate-working mothers are much more concerned with researching cosmetics; they are 9.1x and 9.0x more likely to research eye makeup and lipstick, respectively. This is likely because their day jobs outside of the home require more public primping. Furthermore, the demands of stay-at-home parenting tend to be more physical in nature, making elaborate make-up routines less practical.
- Source: Nielsen, PunchTab 2013 55% of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog 90% of moms are online (vs. just 76% of women in general) 51% of all online women are moms
- The 55 to 75 year-old female has seen her role change from homemaker to purchaser of security, convenience and luxury items. They are educated, have a high income, and make 95 percent of the purchase decisions for their households. Once the college bills are out of the way and children launch their own households, the discretionary spending power of 50-plus women soars. They spend 2.5 times what the average person spends. Women are the primary buyers for computers, cars, banking, financial services and a lot of other big-ticket categories. The Baby Boomer Generation has more money, leisure time and technology than any other generation in history. They can not only stay in touch with family and friends but actually continue to pursue their careers while traveling.
- Gender-neutral vs making it a female pink” thing
- Put women at helm CEO Diageo is the world’s leading premium drinks company,
- use personalisation tools to target female consumers with specific messages
- http://marketingland.com/nielsen-time-accessing-internet-smartphones-pcs-73683 Social media are used daily by 64 percent of US adults (on the PC) according to Nielsen. However mobile devices are driving growth, with 47 percent of smartphone owners using social media daily. Echoing other studies, Nielsen also found that Americans’ social media usage is diversifying. Facebook still dominates. Yet the gap in terms of time spent on the various sites is less in a mobile app context than it is on the PC
- 2012 Nike ad Supposed to show real women however did spark from controversy. Reads (eg) “I have Thunder Thighs. And that’s a compliment because they are strong and toned and muscular. And though they are unwelcome in the petite section they are cheered on in marathons. Fifty years from now I’ll bounce a grandchild on my thunder thighs and then I’ll go out for a run.” “My legs were once two hairy sticks. They weren’t very good at jump rope but by the time I reached the age of algebra, they had come into their own. And now in spin class, they are revered, envied for their strength, honored for their beauty, hairless for the most part except that place the razor misses just behind the ankles.”
- It’s easy to overlook (especially if you’re male) the fact that almost two-thirds of all home improvement decisions are made by the female member of the household. So any go-to-market strategy must include this critical segment. Historically, however, THD focused its marketing efforts on attracting the “tool belt” and weekend handyman crowds and paid little attention to getting women into their stores.\ 2014 campaign to play on women’s stereotypical problems. One part of a larger initiative to increase female shoppers. http://www.management-issues.com/opinion/6965/how-appealing-to-women-has-helped-the-home-depot/ Although seemingly typical- these efforts seem to be working.
- Ikea is a gender neutral brand that have released ad campaigns that are specifically targeted at women. This 2010 ‘need more space’ campaign created by TBWA\Istanbul agency can be interpreted in 2 ways – both girls shoes, or his and her shoes. Either way this is clearly a female friendly ad indicating the need for more space- Ikea furniture. Small space advertisements show every living scenario, from young families to dorms https://www.youtube.com/watch?v=BQjBrt9LriY Ikea has also published some not-so-obvious campaigns (well aside from the sleep well stay young campaign!) Magazine rack ad: http://www.coloribus.com/adsarchive/prints/ikea-magazine-rack-2057555/ “the point of buying expensive magazines is so that your friends can see that you buy them” For the homaholics: http://adland.tv/adnews/tbwa-lisbon-portugal-blogging-ad-agency/1099668408 Sleep happy: https://www.behance.net/gallery/1487421/IKEA-Sleep-Happy-Campaign
- This is advertising convention center space. Although seemingly gender neutral, females are typically more sensitive to interior design and aesthetics. http://adsoftheworld.com/taxonomy/brand/vancouver_convention_centre
- Multiple adverts focused on women 2013 Women’s football ad http://www.bestadsontv.com/ad/52138/adidas-Women-All-In-For-My-Girls used #mygirls 2011 “when you love your game, whatever the game, put your all into it” http://youtu.be/QJ2MfG2qW8E shows inspirational female athletes and stars- powerful. Includes typically male sports eg boxing, football.
- https://youtu.be/pO3oCcGMY9g - Virgin startup ACCELARATOR This is the promotional video to apply for the funding- all examples are women. http://www.virginstartup.org/about/
- design products (and marketing campaigns) that actually appeal to the buying needs and habits of women Mixed gender drinking occasions are becoming more and more frequent and when women and men drink together, men tend to follow their partners lead in their choice of drinks, meaning both tend to drink less beer in favor of other categories such as wine and spirits. Women generally have subtly different taste palates to men, meaning that they often prefer more complex, less bitter and well balanced flavoured drinks. RESPONSE; Radlers, flavoured beers and ciders has proved popular with both men and women. This doesn’t mean taking a simplistic gender specific view or targeting women overtly, but creating inclusive, authentic, mixed-gender drinks that keep the beer category relevant as consumer behaviours and preferences change. Cider and beer tend to be a male drink however Stella Artois have, when promoting their ‘Cidre’ range in summer 2013, released some print ads that are focused at women. The ad had dual targets- move men on to cider from beer and move women to opt for cider over a glass of wine. Although these print ads were women focused, the main campaign was on-brand, focusing on ‘the simple life’ (a simple recipe for a sophisticated taste) directed at men: https://www.youtube.com/watch?v=g3YbLkdqK68 The real interesting point here is the use of the wine glass as a woman-focused prop. Drinkers across both genders are looking to consume less volume of product, with this being particularly true among women. Varying the glassware to hold smaller amounts, or changing the traditional drinking conventions in disruptive ways, would also help brands gain traction in the Unisex Economy. Many women do choose to drink beer, but it is their preferred drink on only around a quarter of occasions, compared to around 70% of occasions for men. Men are also known for following their partner’s choice of drinks meaning they are more likely to drink wine/ other options when drinking their partner. http://www.sabmiller.com/beer-blog/article/to-grow-the-beer-category-we-have-to-make-beer-more-relevant-to-women Women generally have subtly different taste palates to men, meaning that they often prefer more complex, less bitter and well balanced flavored drinks (eg Grolsch Radler). Grolsch by SABMiller is tapping into the popularity of Radler by introducing Grolsch Radler, designed by Cartils, in the Dutch market. SAB’s group marketing director Nick Fell said: “We know there’s untapped potential in beer and it’s time to change the image of beer as just a drink for guys watching sport. Why shouldn’t beer be a great choice with food or something that has much more appeal for women?” http://www.independent.co.uk/news/business/news/brewing-giant-sab-miller-wants-women-to-drink-more-beer-in-new-product-launch-9779222.html However having said all of this the branding is not focused on women, instead it is simply ‘not offensive to women’ https://www.youtube.com/watch?v=1IIhWk4f3Co It has been marketed as an every day, take-it-easy drink. Fosters Although aesthetically this design relates less to the male market, the video advertisement is still very much directed at men. https://www.youtube.com/watch?v=eJS1slpJIns This is an extension of their ‘good call’ campaign- 2 humorous Australian men. 1 ‘real’ man (chubby, ‘lad’) and one very good looking one (probably for the ladies!) Jillz does not contain hops. Hops are used as the bittering agent of beer therefore this is a specifically women targeted cider. 2009 Very female friendly advertisement https://www.youtube.com/watch?v=8R_wS6ku4Qc http://adsoftheworld.com/media/tv/jillz_sparkling_apple_cider_jillz_loves_football Carlsberg's 'metrosexual' lager brand ‘Copenhagen’ made its debut in the UK market in 2012. Launched in Denmark in 2011. According to Carlsberg, the design is intended to reflect the Danish capital’s ‘urban, cosmopolitan and designer image’. The branding incorporates Copenhagen’s latitudinal point, 56° north. Attract a female market. https://www.youtube.com/watch?v=QCzGg8JbDu8 Somersby cider is a brand of 4.5% abv cider by Danish brewing company Carlsberg Group. Developed in 2008, it was originally developed for the Danish market, but today has been launched in more than 46 markets. In 2012, Carlsberg UK developed and introduced a new version of Somersby Cider specific to the United Kingdom market. Their brand is very uni-sex, promoting ‘good times’ over ‘lad’ culture. Funny video ad that plays on the technology hype https://www.youtube.com/watch?v=Y3rNQ2pTyAY Hummingbird Blonde Lager - http://blogs.crikey.com.au/thestump/2009/10/16/this-ones-for-da-ladies/ Australian brand (Victoria). Here’s the pitch from National Distilleries: “Australian women drink over 44 million cases of beer a year but there wasn’t one beer made especially for them. Lower in carbohydrates, a smaller 275mL bottle, light and fresh tasting with a hint of citrus – Hummingbird Blonde Lager by Cruiser is something for the girls to enjoy.” This example shows how when stereotypical male brands make something obviously female, it can come across patronizing. Best bet = gender neutral campaigns.
- TESLA – none of the aggressive and patronizing car dealership design, female sales people; the store is designed like a space for exploration, discovery, and fun that does not know sales assistants, only male and female experience guides The most important design element in traditional dealerships, for instance, is the displayed engine - a symbolic reminder that cars are really “owned” by men, not by women, it is ta display of intimidating aspect of technology. With its de-totemized retail experience and actively taking the attention away from the engine, it reframes the Tesla vehicle from a male fetish object to an object over which both men and women can have equal authority undermining longstanding traditions that divide competences between work and home - neoliberal orientation is beautifully illustrated in Tesla’s design suite, an area in the back of the store that allows couples to co-create their own Tesla on a touch screen. car dealerships are traditionally thought of as transactional spaces – spaces where men can negotiate and make deals with other men. making traditionally male servicescapes attractive to women is never just a matter of “helping women,” thereby reinforcing problematic gender stereotypes. Rather it is about redefining assemblages of meanings, objects, and people in ways that resolve longstanding power imbalances between men and women. Servicescapes are designed spaces that affect the perceptions and purchasing behavior of consumers by accessing their emotions through the use of environmental stimuli. TESLA HAS created a retail environment for automobiles that is highly captivating not only for men but also for women. Across Asia, nearly half of women say they feel pressured and stressed in traditional shops 27% of Asian women feel store staff talk down to them because they are women
- 2013 - https://www.youtube.com/watch?v=7W-SQkonhQ0 Partnering with Korean superstar known for flawless skin Song Joong-Ki Laneige produced a tongue-in-cheek “heartthrob tutorial” video for Youku user-generated photo contest with the hashtag #Turn Your Man Into a Heartthrob#. A “Heartthrob Index Test” on Sina Weibo helped participants rank entries, and those who scored high could win samples of Laneige products. 25,000 women submitted photos of their partners for the campaign, which was featured as a Flash of Genius in our Digital IQ Index®: Beauty | China report. L’Oréal Paris launched a campaign around a debate about whether men should wear BB cream to promote its new product. Nivea partnered with Sina Weibo influencers to promote its men’s skincare line.
- Making connections High value products A high design aesthetic (in addition to functionality) Brands/products that make the world a better place (even if in some small way) Family-friendly amenities and service options Great value An engaging and inspiring retail environments Advertising served up with realistic portrayals of women http://www.theawsc.com/2014/08/01/advertising-and-the-female-gaze-women-demand-more-from-brands-as-their-piece-of-the-purchasing-pie-grows/#oFMFRjpbXqVQRrWD.99