Marketing To Women

Recent studies concerning the "new world of women" have been released. Some of the major findings may be surprising to you (less so if you are a woman). Today's woman is so busy, her life is full. She doesn't have enough time for herself. She certainly doesn't have a lot of time for your marketing message. So what do you need to do to reach her?

Fact #1: Fifty-nine percent of women "rarely" or "never" read a newspaper from beginning to the end, compared to 41% of men. The traditional advertising through newspaper ads or inserts certainly won't help your marketing efforts if women are your targeted audience. However, they might read newsletters from child care establishments, yoga classes, or spas. If print advertising is a large portion of your advertising budget, think about getting a lot more targeted in the types of publications where you advertise.

Fact #2: Only half (51%) "frequently" watch a television program from start to finish, compared to 60% of men. Just 47% frequently listen to the radio for more than 30 minutes straight versus 62% of their male counterparts. There go those television and radio spots too. The only exception regarding radio spots, are the number of working women who listen to the radio all day at their jobs. Check with your local radio stations and find that station preferred by those women in your area.

Fact #3: Fifty-six percent of women surveyed rarely or never read a magazine from cover to cover, a percentage that, surprisingly, is nearly similar to their male counterparts (57%). Like newspaper advertising, consider choosing the magazines that are specifically targeted at women if you want to get your message across.

Fact #4: Women (mid-20s to mid-50's) don't have a lot of time available to absorb the information. So offering shorter chunks of information for women to digest likely will cut through the clutter. Adding pictures that capture the essence of your message will also grab their attention.

Fact #5: Women spend a significant amount of time thinking and caring for others. Marketers can tap into women by showing them how their products and services can help them take even better care of others, and themselves.

Fact #6: Women enjoy being invited to do something; to attend a special luncheon in honor of a local celebrity or non-profit agency; to have a sneak preview of next month's latest and greatest; to be given the chance to offer input into how you're doing. Invite more women to your location with a promise of something in return (a small offering, a gift, a surprise?) and you will build traffic.

Fact #7: According to Nielsen NetRatings, women now account for 52% of the 55 million Internet users at home (contrasted with 48% male). However, men spend 24% more time surfing the Internet than women. Therefore, you have to catch her and catch her fast. Research the sites like iVillage.com which are most frequented by women. Make certain your advertising has a gripping picture to capture their attention. Without grabbing their attention, they'll never read your clever advertising copy.

In summary, women are busy people. Your product or service must make her life easier. And, you must go out of your way to position your message in front of her at places she is already visiting. Oh, and last but not least, don't fail to deliver on your advertising promise when she does buy from you. She has many, many alternatives to your company.

However, if you treat her right, she will tell her friends about you. That is cheap advertising indeed!

Michele Schermerhorn calls herself a "Corporate Freedom Fighter" dedicated to freeing cubicle prisoners. She has over 30 years experience in the business world and over 12 years running her own successful online businesses. She is President of Online Business Institute Inc. (http://www.obinstitute.com), authors a marketing blog (http://www.imarketblog.com), and regularly conducts free online seminars. Online Business Institute Inc. exists to "Create Successful Online Business Owners One Person At A Time".

---

Guerilla Marketing Lesson 2: Why Do People Call Me?

Before we begin, I want you to think about how... Read More

Twelve Places to Buy a Mailing List

©2004 Jeffrey DobkinThere are two types of lists, determined by... Read More

The Magic of Using Booklets for Tradeshow Giveaways

Candy, squeeze balls, pens, and key chains -- these provide... Read More

Marketing On The Cheap: Speak Out!

No matter what business you are in, you probably have... Read More

CRM: Strategic Engine or Just Another Tool?

CRM?strategic engine or just another technology tool? How would you... Read More

The Most Powerful Marketing Weapon Ever Invented

It was probably first discovered out there in the caves... Read More

So You Want To Cut The Crap And Get Into The Money?

So, you´ve been around for a while, and maybe even... Read More

Grab Your Audience by Focusing on Benefits

Have you ever chosen to pay attention to someone just... Read More

Market Your Identity

One of the most critical but overlooked parts of business... Read More

Are You Playing Checkers or Chess?

When you think about how to attract more clients for... Read More

The Most Powerful Marketing Strategy Available To Small Businesses

Most small business owners want to generate huge profits, with... Read More

Guerrilla Marketing in Action

Guerrilla Marketing is using time, energy and imagination to market... Read More

Thinking About More Business

What does an old Russian joke have... Read More

Shopping Comes Back To The Community

THE GREAT BRITISH TRADITION OF STREET MARKETS IS UPHELD AT... Read More

Build A Successful Business By Staying Connected

Over the course of your business life you'll come in... Read More

Identify The Ideal Target Audience With These 5 Tips

Narrowing your focus to one primary group of people is... Read More

Spice It Up! Rib Festival Teaches Us About Product Value

The Rib America Festival is a fun filled family event... Read More

Create Your Own Rumors

A consultant new in the city asked me how I... Read More

Down To The Wire

When you want to win and woo new clients with... Read More

Forward Thinkers Stay Ahead of the Curve

What is it like from a marketing perspective to be... Read More

Networking Magic

YES-- it is true that Networking is an art that... Read More

What to be Successful? Marketing Makes the Difference

When you hear the word "marketing" what comes to mind?... Read More

7 Tips to Grab New Clients

As a business professional, you probably realize the value of... Read More

Using Flyers In Your Business

If you are not using flyers in your business you... Read More

Out of Sight, But Not Out of Mind

What's black and white and read all over? A newsletter... Read More