A marketer’s dream: one person who makes 80% of an entire household’s apparel purchases, 70% of all travel decisions, and 70% of all health and wellness decisions. Well, that person exists and she is called a female. In a great Small Business Trends article, the virtues of marketing to women are discussed.
Women are first females and THEN a consumer. If you want to effectively market to females you must understand these gender differences.
1. Success. Men want to be independent; women want to be indispensible.
2. Women bond with each other by talking about emotions. Men bond with each other by engaging in activities.
3. Women care about details and want to know what something will do to for her. They respond to stories and narratives better than just product descriptions unlike their male counterparts.
4. Women can recall both pleasant and unpleasant memories with great detail. Make their experience with your brand a memorable one. If so, they are more prone to recommend your product or service through word-of-mouth.
Once you understand these differences, it is easier to adapt your marketing efforts toward this powerful and unique demographic. Here are a few tips to get you started.
- Use stories to describe your product or a new feature
- Showcase consumer benefits before detailing on how something works
- Focus on building customer relationships through frequent emails and social networking
- Allow customer reviews and display them on your website.