Use Different Approaches for Different Women
When designing a marketing strategy it is vital that you recognize that not all women are the same. Different women have different tastes, preferences and interpret information differently. Not forgetting that the women have different ages as well as backgrounds. It is wrong to assume that if you design just a general strategy targeting all women in general it will work. This is only a recipe for disaster for you and your business.
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The approach you use should be able to encompass all the different women there are who might be interested in your product. Make them interested and ensure that they stay that way. Strive to make your product as well as your site a daily part of their lives.
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It is estimated that nearly 46% of all women check their smartphones every morning when they wake up. 31% of women check their computers for new information or trending topics on social media sites such as Twitter. This clearly indicates that if you want to gain a huge following you need to have a strong and effective mobile marketing campaign.
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Other important determinants of how well your strategy will be accepted include age and demography of the women you are targeting. A woman’s age will influence how she should be approached in terms of the marketing strategies to be applied.
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This clearly influences the approach you as the marketer are likely to use in order to get access to your desired age group. This means that you need to know exactly the age group you are targeting. In addition to this, it is reported that many working ladies are the ones who look for information from their smartphones. On the other hand, stay at home mums or wives are most likely to use their computers for the same purpose.
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There are various channels you can use in order to access your target audience. All channels seem to intertwine. This should prompt you to use all channels to spread your message. If a woman sees your message or brand repeatedly in the various channels she uses, she is more likely to remember the product and the brand.
There is a lot of information that marketers need to have at their fingertips in order to effectively infiltrate the women market. Amazingly, this market is worth over $7 trillion in America. The situation replicates itself in many countries in the world.
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Many big companies have used these tips successfully. One tip that businesses should utilize is being able to identify exactly the type of women who are likely to buy the product they are selling. Many companies often overlook this fact despite it being key to the success of any marketing campaign.
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Women need to feel that their own individual needs will be met when they purchase an item. They are more likely to feel this if the marketing strategy adopted reaches out to them on a personal level. One company that has taken time to research about the type of women it is targeting is the Salomon Ski company. The company is now boasting of the higher annual sales mainly due to the increase in clients many of whom are women.
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Another common mistake made by many start up or small businesses is creating a different brand for the women customers. This works only in a few circumstances and the women at times feel left out of the experience all together. The companies are doing this in a bid to focus more of their energies on the boy brands. These companies do not realize that this is a waste of money. Just make a product that can be used by both sexes without any discrimination.
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One company that has managed to do this with relative ease is Apple. More and more women are purchasing iPods throughout the world. This is because the device is not biased according to sex.
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As we have seen previously in this book, it is absolutely vital to understand the audience and demographics that you are targeting whilst also being as inclusive as possible to maximize your potential customer base. Not only should age and generation be considered, but it is key that you also look at the significant purchasing differences between gender. By understanding these differences you can again ensure that you are making the most of your marketing efforts.
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Uni Wise adheres to the spirit of “platform sharing, resource sharing, and value co-creation” and provides various online media promotion knowledge and concepts, enabling enterprises to stand out in the fiercely competitive market at the lowest cost and achieve more business opportunities.
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