Now that you’re convinced that marketing to women is a golden idea, the next step is figuring out what exactly that means for your business. Some industries are going to be trickier than others. For instances your business may already have a strong female demographic built in, in which case you’re not starting from scratch; you’re not trying to figure out where these women are but just better reach out to them. In other cases, you might be trying to figure out if you’re your industry even applies.
I guarantee you that every industry applies. If you can’t see it it’s because you’re still thinking technically. This is where catering to women is fundamentally different. Even the most technical tough as nails woman is still emotionally driven. We’re hard-wired to consider all aspects, all feelings, and all factors before making a decision. This means that to market to use, you need to first understand us.
Let’s look at a couple of examples. One of the strongest news currents right now covers two things: addiction and prison. You’d think these are mostly male dominated areas, but think again. Both of these affect the families, and the family’s emotional welfare and larger decision-making falls under the domain of women. So if you’re catering to this market, consider how these two industries affect women – and not just the people at the receiving end of the legal system or those suffering from addiction.
Let’s keep moving forward. Education is another big issue. This almost certainly falls under the domain on mothers who are the key decision makers. If you want to market to women here, the main thing is giving them security in their choice. So you’re not just marketing yourself like an education; you’d need to be surrogate parent that continues guiding and shaping the child, even if that child is now at a college level. Being a mother never stops and you’d ultimately have to think like if you’re marketing is aimed at mothers.
Now what if you have an agency that offers creative services or professional advice. This might seem a little trickier but it’s really not. In this case you can’t really have a blanket approach but you can still have an approach.
Here’s what would change. You’d need to consider each woman that you’re working with as a client. Consider their preferences and their communication styles. A case in point: there was a client contact who a marketing agency worked. This client was the main point of contact between the agency and the multi-billion dollar business. She was a fantastic lady but she was going through an immense amount personally and professionally. Her young child was diagnosed with leukemia and we later found that that she was facing a lot of non-cooperation and challenges professionally that prevented the marketing agency from getting the information and materials they needed to get the job done. Even though you have this information presented to you in a couple of lines, it took the agency over a year to figure this out. In the meantime, the client was frustrated and the relationship was tense. It didn’t need to be if someone just steps forward to cultivate a relationship with women to see what else is going on in their lives.
Once the agency had this information, they were able to craft campaigns that helped out everyone and didn’t rely on information and material gathering from others. They were able to present campaigns that didn’t require frequent communication with the client. And everyone was happy, and the bond between the client and the agency grew deeper. The moral of the story is take the time to get to know your client, your audience and the women who make up your business. Not only is it good for business, but it also makes doing business easier. In the case of the marketing agency, it’s an agency’s job to understand psychology to do their business – to be effective marketers. And they were able to do that. If they can understand their client, they can understand the client’s audience.
For any other business, your job is to understand your audience and doing that will take a level heightened interest in what motivates or frustrates them.
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