Sheconomy and Marketing to Women Today

FEMALE CONSUMERS
ARE BREAKING
UP WITH BRANDS.


POTENTIAL COST TO BRANDS?

to n
Up illio
Tr ale
$12 fem g
in endin
sp


ADVERTISING HAS CHANGED
FOREVER

3 CONTRIBUTING
FACTORS


SOCIAL MEDIA


FEMALE CONSUMER


ECONOMY


3 CONTRIBUTING
FACTORS

SOCIAL FEMALE ECONOMY
MEDIA CONSUMER


“We are in a period of vast
structural change, as industries
adjust to new technology and
ﬁerce new competition in world
markets.”
1981

“Surveys tell us that consumers
are more pessimistic today than
at any time in the past 25

1973
years.”


“It is a good thing for business
and advertising that smug
satisfaction is no longer being
tolerated.”
1932

Women have changed.


Traditional Demographics Are Dead.

12+
18-24
25-34
35-54
55+

We Can No Longer
Think In Terms of Ages


We Must Think Lifestages

• 40, with a toddler at home
• 40, with kids in college
• 40 and single with no kids

83% of Women Say They are Busier
Than Ever, Yet They Are Willing
To Give Up Nothing.

83%

17%

More Women Than Men
Between Ages 25-29, Possess
Bachelor's Degree or Higher.

36%
28%


WE NO LONGER TRUST:

GOVERNMENT
CORPORATIONS
BUSINESSES

BUT WE TRUST EACH OTHER

And technology has changed
the way we communicate.

Brands Talk

And We Talk Back.


The Consumer Is In Control

WHY FOCUS ON WOMEN?


Steve Felice, President of Consumer, Small
and Medium Business, Dell Inc, suggests,

‘‘ Women will be the tipping
point of companies coming

’’
out of the recession


KICK-OFF
KICK-OFF

WOM RESEARCH

OWNERSHIP PURCHASE

WOMEN LEAD 4 OF 5 STAGES OF THE
PURCHASING PROCESS

Women Control or Inﬂuence 85% of
All Consumer Brand Purchases

85%

15%
Women
Men

Yet, Some Studies Show That 91%
Women Do Not Feel Advertisers
Connect With Them

91%

9%


DELLA
Site Revised And Then Removed.


MOTRIN
Campaign Pulled and Apology Posted


MILK
Campaign Pulled Within Days


APPLE


HOW DO WE REACH THIS
POWERFUL MARKET?


UNDERSTAND HER NEEDS

SOCIAL NETWORKS

BUYING PROCESS

BUYING
PROCESS

CONVERGENCE THEORY

SOCIAL
NETWORKS

BUYING
PROCESS

CONVERGENCE THEORY

WOMEN’S NEEDS

WOMEN’S
NEEDS

SOCIAL
NETWORKS

BUYING
PROCESS

CONVERGENCE THEORY

WOMEN’S
NEEDS

SOCIAL
NETWORKS

BUYING
PROCESS

PERPETUAL MARKETING MACHINE

EMBRACE HER POWER


70% of All New Businesses
Are Started By Women.

Women
70%

Men
30%


Over The Next Decade,
Women Will Control 2/3 of the
Consumer Wealth in the U.S.

68%

32%

Women Men

The Majority of Women (53%)
Are Primary Breadwinners

Primary
53%

47%


DISTINGUISH HER FROM HIM
• Almost double the amount of women (28%), compared
with men (15%), say they feel squeezed by the economic
climate.
• Women are fundamentally more45% optimistic than men.
• Women are more intuitive.
• Men have 6 items in their bathroom - women have 450!
• Women use more punctuation! In text!! To express!!!
Their feelings? -emotions- etc ;-)

• Women place heavy importance on relationships.
• Women notice the details.
• Women want to be heard.
• Women assume responsibility of 45% the household.
running
• Women stay with companies that exceed expectations.
• Women are reluctant to give referrals when asked. You
must you give her something to talk about.


• 3 out of 4 women will recommend a brand because it
supports a cause.
• 8 in 10 women "won't do business with a company if
values are different than their own."
45%
• Word of mouth still leads the way in how women
communicate brand likes and dislikes.
• For success in marketing to women, listen and engage.


TOP THREE
FINANCIAL PRIORITIES
WOMEN MEN

1) To not become a ﬁnancial burden 1) Maintain lifestyle in retirement
to loved ones
45%
2) Maintain lifestyle in retirement 2) Make sure to outlive savings

3) Make sure to outlive savings 3) To not become a ﬁnancial burden
to loved ones


TOP THREE
FINANCIAL WORRIES
WOMEN MEN

1) Household expenses 1) The overall economy

2) Household debt 45%
2) Household expenses

3) Saving for retirement 3) Saving for retirement


Only One in 10 Female Breadwinners
Feels Knowledgeable About Financial
Products and Services
10%

90%


Women Are Less Conﬁdent
That They Are Very Well Prepared
In Financial Decision Making
45%

20%

WOMEN MEN

CONFLICT #1

Women’s level of ﬁnancial
responsibility within the household
has outpaced their investment
conﬁdence.


CONFLICT #2

Women lack conﬁdence about
achieving one of their most important
ﬁnancial goals: retirement security.


CONFLICT #3

Women focus on the family, but their
risk aversion may be putting their
families’ ﬁnancial health at risk.


RESOLVE

Women are more receptive
to advice than men. Advisors can help
women build diverse portfolios
and foster conﬁdence.


CHALLENGE

The key barrier to overcome is the
perception of expense.


Give Her Enough Time
If a woman says “she needs to think about it,” she is not saying no. Women
complain that men move in too soon for the close. If she’s not ready to buy,
ask her “do you have any questions or concerns I haven’t addressed?” to see if
she is missing crucial information, then let her go do her processing and set up
another appointment. She will appreciate this!

Make An Emotional Connection
Ask her questions, ﬁnd out everything you can about her situation, her
concerns, the people her decision will affect. By asking questions and really
listening to her answers, you are building TRUST – the most important
emotion in a sale to a woman.


KNOW WHERE TO FIND HER


WOMEN RULE THE INTERNET

‘‘ Comscore, Nielsen, Media
Metrix and Quantcast studies
all show women are the driving
force of the most important
net trend of the decade, the
Social Web.
’’

SOCIAL MEDIA
Individuals Web 2.0 Technology

+ =


SOCIAL MEDIA

Authentic
Conversations


SOCIAL MEDIA

The goal is to
consistently
and organically
weave your brand
into the conversation.


SOCIAL MEDIA

Success is when
consumers are
engaged and
promoting your
brand.


SOCIAL MEDIA ALLOWS FOR:
• Engagement
• Conversation
• Communities
• Relationships
• Trust
• Sharing

All of which the female is seeking.

SMM DISCOVERY WORKSHOP
SOCIAL MEDIA INTRODUCTION IN GENERAL
•

Why social media is a great tool for marketing
•

How to most effectively use social media marketing
•

How a company is built upon relationships and how social
media marketing allows for that to happen exponentially
•

People want to work with people they know, trust and like
•

The efﬁciency and effectiveness of networking through social
media
•

How to be positioned as an expert among your audiences
•

The complexities of social media marketing


SOCIAL MEDIA INTRODUCTION IN GENERAL
•

How to build a customer awareness program that is affordable,
differentiated and consistent, to both maintain existing
customers and nurture new customers
•

The importance of the involvement of the company’s principals
and/or key personnel in social media marketing and how to
implement in such a way that can be easily
maintained when they are at their busiest
•

How to create a strong appeal among your target audiences
both locally and regionally
•

The efﬁciency and effectiveness of enlarging a company’s online
footprint through social media

COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT
•

Identify target audiences
•

Identify products, services
•

Identify what expertise Diversiﬁed Labels has to offer that is
both differentiating and useful
•

Determine the best niche for your company and how it
resonates with your target audiences
•

Why create a blog as the central platform for your social
media marketing program:
•

Blogs vs Websites


•

Discuss the importance of “not selling” on the blog
•

Learning to listen, the ﬁrst step in creating your blog
•

Understanding your online audiences
•

Logistics of who writes the blog and the process
•

Efﬁciently organizing your online reading and research
•

Identify/expand upon potential blog topics
•

Engagement strategies


•

Creating an appealing position and developing the right
messages
•

Generating trafﬁc to your blog
•

Why CONTENT is king and repurposing blog content
•

When and how to utilize promotions
•

What analytics provide – creating measurements, metrics and
ROI for new business through social media. (If it can’t be
measured, it can’t be improved.)


STAGE ONE - SET UP
•

Name the blog and tagline
• Deﬁne the voice of the blog
•

Design the look and feel of the blog
• Identify categories
•

Identify appropriate social channels
•

Identify resources both internally and externally
•

Identify 30-50 blog topics
•

Draft and post 30-50 blog posts
• Create designs and skins for channels
• Start building followers and likes

STAGE TWO - LAUNCH AND MAINTENANCE
•

Post 2 blogs per week
• Continue to build follower base
•

Generate monthly e-newsletter
• Generate engagement
•

Promotions if applicable
•

Facebook ads if applicable
•

Manage and monitor all social channels
•

Monitor analytics to adjust content efﬁcacy


SOCIAL MEDIA MARKETING
Based upon your individual Discovery Workshop
findings, you should then determine the best traffic
building social network channels. As mentioned,
specific to your needs, I would recommend Twitter,
Facebook, Pinterest and LinkedIn.



VALUED RESOURCE
DEVELOP RELATIONSHIPS BLOG BUILD TRUST
VIEWED AS AUTHORITY

By using social channels to drive trafﬁc to your blog, you will then
position yourself as an authority, develop relationships and build trust
among potential clients.


BLOG

MAKE CONTACT WEBSITE MAKE A SALE

The ultimate goal of the blog is to funnel trafﬁc directly to your website.

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