Seven Tips for Marketing to Women
With these gender differences in mind, Deutsch offers the following seven factors retailers seeking to make their brands more appealing to female customers should be aware of:
Pattern. Marketers should recognize that women have the ability to perceive more than the metric of a product attribute or an instance in time. They appreciate the underlying pattern (idea) that gives rise to the fleeting moment.
Authenticity. Beyond immediate appearance, marketers should realize that persona, biography (or history), and current contingency must all be factored into a brand, and that universal principles underlie particularities.
Quality, not just quantity (size). Marketers should understand that for women, bigger and more is not necessarily better. A steady build is often better than an impulsive response.
Connectedness, not just individuals. Marketers should know that communality can reign over dominance. Women see people as all bound together.
Society, not just markets. Marketers should recognize that markets are numbers, but numbers are not people. Women are people and have personal feelings and social intentions.
Quality of life, not just accumulation. Marketers should learn that women have material and spiritual needs made up of individual wants and musts which are cast in the context of a social matrix.
Reasonableness, not extremism or absolutism. Marketers should see that all issues have grays, and exaggerations to one side or the other only cover-up the reality of subtlety and nuance to which women are attuned.
Gen-Y Women Respond to Interactive, Non-Intrusive Campaigns
