Women Marketing to Women

It was only a short time ago that women received the right to vote. I remember when a married woman signed all legal documents as Mrs. followed by her husband's name. In addition, it was extremely rare to employ female professionals... doctors, attorneys, engineers, and CEO's.



I recently attended a college graduation where the graduates were 748 young women and 384 men. And who receives the majority of college and advanced degrees today? Women. Yes, you've come a long way baby!



Women control 83% of all consumer purchases.



.. homes, cars, healthcare, and finances. Recent statistics show that goal-oriented companies benefit when women market to women. A Fortune 500 study found that companies with women in senior management had a higher return on equities by more than one third because they excel at being consensus builders, conciliators, and collaborators.



As a women executive, here are some proven tips for the successful creation of your collateral/branding materials. Do extensive research. Stress the benefits. Show how the product or service will fulfill a need.



Use testimonials and endorsements. Offer incentives. Most important, take the time to really listen. Success is a team effort and women are champions as team players!



Test. Test. Test. You can have a focus group of women who comment on your promotional materials. Track. Ask where they saw your online or printed materials. It was probably in articles, magazines, and sites that attract women. Do a demographic study to find out what women read, what they buy, what hobbies they have and the brand names that attract them and why.



By the way, savvy men will also read your materials and buy your product or service.