Skip to content

ACTION STEPS FOR MARKETERS: TO REACH WORKING WOMEN

July 28, 2010

 

 from advertising age:

http://adage.com/images/bin/pdf/aa_working_women_whitepaper_web.pdf

 “THINK OF YOUR PRODUCT AS A SERVICE

Invest in more services, no matter what you sell. In providing value-added services pre- and post-purchase,

you will not only differentiate your brand but also strengthen your relationship with the consumer so that it becomes more substantial and inevitably more longterm. Consider what services you can offer independent

of purchase to extend goodwill toward the brand and heighten consideration. For example, create or align

with social-media platforms that help women engage with the consultants they trust the most: their peers.

 ASIDE FROM THE IMMEDIATE PRODUCT BENEFIT, OFFER MORE

Today’s working women understand that life is a series of tradeoffs, both big and small. Highlight the residual

benefits they gain from your brand. For example, Frigidaire has offered a “More Me-Time” guarantee, claiming the

time-saving features of its new appliances will save moms at least eight hours a month. What is your higher purpose?

For example, the Stouffer’s “Let’s Fix Dinner” campaign extols the benefits of families eating together.

 GIVE THEM PERMISSION TO DELEGATE

Data indicates that Millennial men are more helpful around the house than their older counterparts, but

don’t leap prematurely to messaging aimed at men. Working women still spend more time doing chores

than men—provide them with tools to let go of the inclination to do it all and to simply delegate some

responsibilities, whether to a spouse/significant other, a child or a brand. For example, Bounty’s “Honey-Do List”

enables delegating to the spouse/significant other and the brand.

CHANNEL THEIR HUMILITY INTO FEARLESS FINANCIAL DECISIONS

When it comes to managing their finances and preparing for retirement, working women believe

there’s always more to do. Help women channel that humility—which often translates into thoughtfulness

and diligence—into confident financial decisions by providing them with more information, tools and

counsel. Be wary of addressing women as insecure or earnest or of sounding too grave; the tone can be fun

and fresh—for instance, encouraging friends to get financially savvy together. Be explicit about how their

financial decisions can lead to real-life rewards—for example, ability to afford a child’s college tuition, an

early retirement, a vacation home.

 THE WORKPLACE MIGHT BE THE BEST PLACE TO START A

CONVERSATION

The multitasking tendencies and work-life blur of today’s working women extend to their media consumption,

especially for Millennials. This means there’s significant opportunity to start a conversation with them while they’re

at work and continue it into the evening after work. Offer them a break between answering e-mails and attending

meetings—something they not only want but are also accustomed to doing. Create content or incentives that are

interesting or exciting enough to become a habitual part of the workday. For example, Gilt Groupe sends its members email alerts for 36-hour flash sales.

 DON’T BE AFRAID TO BE FUNNY ABOUT A WORKING WOMAN’S REALITY

As brands already often do with the male demographic, engage women by using comedy to cleverly articulate what

they feel. There’s a certain humor in the chaotic reality of the working woman’s day. Acknowledge with humor the sheer impossibility of doing everything and her demanding responsibilities and hectic lifestyle.

 DON’T JUST REFLECT THEIR REALITY; MAKE IT BETTER

Demonstrating how your brand can help simplify or improve her complex life is likely to resonate, even if the

imagery or archetype doesn’t mirror her specific reality (as long as it’s not offensive). There’s an opportunity to

tell working women they can make small choices that will have big effects on their day-to-day lives.

 CREATE MODERN ARCHETYPES

Just because half of women are in the work force doesn’t mean communications must always depict them in

professional attire; similarly, you don’t have to present them in the home just because they are the operational and

emotional cores of the home. Today’s women are more layered than ever, and the current archetypes do not

necessarily apply to her—it’s not as black and white as the 1950s homemaker versus the suit-clad power woman.

Consider a new approach in your representation of women.

 DON’T DISTINGUISH WOMEN AS ‘WORKING’

Today, women control $4.3 trillion of the $5.9 trillion in U.S. consumer spending, or 73% of household spending; they

also make up nearly half of the American work force. Men are not deemed “working men,” so why the need to make

the distinction with women?”

– ANN MACK, DIRECTOR-TRENDSPOTTING, JWT

Advertisements
3 Comments leave one →
  1. July 28, 2010 4:16 am

    Nice writing. You are on my RSS reader now so I can read more from you down the road.

    Allen Taylor

  2. July 28, 2010 4:28 am

    Hello, you blog is really great, I was wondering if you could give me links to some other sites like yours?

  3. July 28, 2010 2:32 pm

    thanks for information

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: