DOs and DON’Ts when Marketing to Women

Recession has forced a lot of companies to rethink their marketing strategies. Instead of concentrating solely on the masculine market, more and more companies today are shifting to the female demographic. They are now realizing the impact that women have on consumer purchases, which basically accounts for 85% of all purchasing decisions. Women also account for $7 trillion in consumer and business spending in America, thus, forcing business owners to tap into this market’s full potential.

However, there are notable mistakes that companies commit when trying to sell to women. Some insist on using dull advertising posters or brochures when what their prospects want are fun and entertaining ads. These mistakes, though often negligible, can still hurt sales if not corrected at once. Here are the dos and don’ts when marketing to women.

DO know who will buy your products. This is the first step in a successful marketing campaign. Figure out whether women are your primary target customers or are just accessory to the sale. A marketing campaign conducted by Nivea for Men in 2008 targeted women consumers in an attempt to engage and educate men about their daily face care regime. 42,000 women, each given a trial pack to take home to their partners, were the focus of the 6 month Word of Mouth Campaign. After the campaign period, results showed that 55% purchased at least one Nivea for Men Product within 38 days after attending the presentation and 58% have gone to recommend the product to their friends. Realizing the role women play in purchasing decisions will help you maximize your marketing campaign. 

DO understand the difference between men and women. Previously, Nike was a brand associated with men, sports, and performance. The company admitted to taking 50% of the men’s fitness market share in the US in 1980. However, aside from catering to the male market, Nike also attempted to create shoes designed to female customers, but all efforts were futile since their designs were essentially smaller versions of their men’s shoes, which were shaped differently to a woman’s foot. In 2000, the company started creating shoes using molds made from women’s feet and added fashionable colors and designs to their designs. They also created ads that showed ordinary women taking part in sports. The result is a successful ad that brought more female customers into the company.  

DON’T exaggerate. Don’t try too hard when marketing to women. It’s best if you look at them just like any other demographic. Sure, they are different than men, but they don’t want to feel that they’re different; they don’t want products slammed right in their face. A subtle marketing approach will be more effective than a patronizing and noisy one.

DON’T just use statistics to convince prospects. Instead, explain to them how your products can benefit them in an entertaining, engaging, and convincing way. Numbers won’t help capture their attention. Even if you fill your printable poster templates with impressive statistics, they still won’t mean anything to your prospects. Rather than preaching, surprise and entertain them and you’ll likely warm their hearts and get them to act at once.

Follow these dos and don’ts and your female customer base will surely grow in no time.


Sign in to comment