Women make, or influence, 80 percent of all consumer purchases in the United States, constituting a powerful market segment that requires special attention. But, to effectively market your product or service to women, it takes more than changing your website’s background color to pink and adding photos of smiling Andrea Learned of Learned on Women, www.learnedonwomen.com, is an expert in marketing to women and co-author of Don’t Think Pink: What Really Makes Women Buy and How To Increase Your Share of This Crucial Market (AMACOM, 2004). We spoke with Learned, who shared her insights on effectively marketing to women consumers. What is the fundamental message behind Don’t Think Pink? LEARNED: The message behind Don’t Think Pink is that marketers cannot rely on outdated assumptions and stereotypes and old data when trying to sell to women. To become more relevant to women consumers, marketers should dig deep and learn to market transparently to women audiences. One key to transparent marketing is: you don’t have to jump up and down screaming, “this is for women, this is for women” in order to market to women. Rather, get to know your female customers well and present your wares to them in a relevant way. Then, you’ll be reaching them transparently (no need for flowers or pastels). Narrow your focus and really get to know your market, gather and utilize feedback, figure out how to keep your product in the context of women’s lives, and maintain your authenticity at all costs. In doing that, marketers will discover the correct words to use in their efforts, what influences women to purchase their particular brand or product, and how to get a buzz going about the brand. Women have radar to alert them to superficial efforts and old-fashioned “pink” approaches. There is no shortcut to success – but, if you learn to market to women transparently and invest time and effort in developing a keen understanding of the women’s market, they’ll become loyal customers.Why do so many companies ignore the women’s market, or repeatedly send misleading messages? LEARNED: Many companies mistakenly assume they just need to make minor changes in their product marketing campaign; they don’t invest in really getting to know and understand what inspires, motivates, and influences the women consumers they want to reach.Companies are looking for a quick fix to get in on this “women’s market” – but it takes work and a genuine commitment to speak to women consumers in authentic, meaningful language. What common mistakes are companies making, and how can they be avoided? LEARNED: Don’t instruct your website design team to make the women’s product page pastel and add smiling photos of women. Not all women respond to pastels, and the photos may not be relevant to the women who are the brand’s potential customers. In short, don’t make product or service design changes without talking to women first. One size does not fit all; you must consider the particular characteristics of the real women in your marketplace. Women won’t realize you’ve got a great product if you market on mid-day radio, which isn’t their favorite medium. If your marketing language isn’t speaking to your brand’s female customers – it won’t be effective.Describe the opportunities for companies who commit to a woman-centered branding strategy? LEARNED: Women make or influence the bulk of consumer purchases in the United States today. Unfortunately, many companies — such as real estate, home improvement, and banking — continue to market to consumers in a male-focused manner. Women are much more likely to buy homes, do their own repairs, and take charge of their own financial planning – whether they are married or not. Since women often make decisions for the entire household, it makes sense to think about female customers first. Serve their needs, and you’ll serve the whole family.What about companies that address both men and women in their marketing efforts? How should they strike a balance? LEARNED: There are distinct gender differences between men and women in how they evaluate and choose products and services. Men tend to be more linear in their shopping habits – step one, step two, and then plunk down the credit card. Women cover those same steps and more, as they go about their purchase decision-making process. Men and women think differently. For example, women seek companies and brands that communicate a personal connection. Men consider companies that fit into their overall view of life. Women consider what a product or service stands for, and how their purchasing decisions will affect their daily lives and concerns. If you market only to a male audience, you will not appeal to the unique psychology of women consumers. Marketing to women doesn’t have to be a daunting prospect. Rather, it’s simply a return to complete marketing, or a reminder to be customer-centric. All it takes is really digging in to what women want and learning how to reach these potential customers. And, voila, women respond!
