Know your market
by Emma Janson-Smith
Head of Planning, Meteorite
Remember the scene in 'What Women Want' where the normally Alpha- male Mel Gibson applies eye shadow, waxes his legs and squeezes himself into tights - all to get to grips with the psychology of women and further his career in advertising? Whilst his methods may be questionable it looks as if he was barking up the right tree after all as women present a bigger opportunity for brands than ever before.
Recent NFWBO research shows that women are now the primary decision makers for consumer goods in 85% of households and influence at least 80% of all household spending. And according to Verdict, are now spending on average 10% more than men online. Combine this with the fact that their earning power is growing exponentially and it is easy to see that this is an audience that should be ignored at your peril!
So it is staggering to hear that 91% of women still feel they are not understood by advertisersi. Maybe this is due, in part, to the fact that women cannot be seen as a homogenous group that think and behave the same way. Let's face it - today's 45 year old woman is as likely to be in charge of her successful career, buying the same clothes as her daughter, listening to an eclectic mix of music on her i-pod and speed dating. And yet advertisers are still packaging her up as the archetypal housewife who is only interested in cooking, cleaning and how fresh her loo smells!
Thankfully this rising female power is changing the way companies target women. There is a rising trend for pink products including GHD straighteners and the pink BlackBerry Pearl but there is mixed opinion as to whether this is a brilliant marketing move or just plain patronising. Either way, the sales figures for such products would suggest that many women are re-discovering their inner Barbie!
When Dove bravely took the step away from hollow-cheeked, air-brushed perfection with the launch of their 'real beauty' campaign they captured the hearts and minds of women all over the world. So what did they get so right?
Martha Barletta argues that they simply understand and embrace the first of the key concepts of female gender culture:
- Better real than ideal: female gender culture is about finding something in common with others not aspiring to an ideal to set oneself apart.
- User focus not product focus: whether we are marketing cars, computers or washing powder women are more likely to be captivated by the user experience and connection between the brand and real people and situations than the product spec.
- Others matter: it is proven that women are driven by the need to create a safe environment in which they, their offspring, and other people upon whom they depend, feel safe, secure and happy. Therefore an important part of communicating a product or service can give a frame of reference of how this fits or influences her relationship with others.
- Make the world a better place: numerous studies show women are more motivated than men by the goal of giving back, so looking at charity partnerships or environmental slants is a consideration.
- Immersion instead of top-line: women are often described as whole-brained. Whereas men "see" more clearly when core information is extracted and messaging is to the point e.g. bulleted lists. Women absorb information better when presented in context highlighting lifestyle and feelings.
- Show some emotion: emotion-based advertising has a powerful pull for women, especially the creation of shared experience or feeling.
Maybe if Mel Gibson had been party to these thoughts he could have left the tights well-alone!
i Martha Barletta, Marketing to Women
Contact Emma at newsletter@meteorite.co.uk
