MARKETING TO WOMEN: Huffington Post Blogs MARKETING TO WOMEN: A Synopsis of Huffington Post Blogs

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1 MARKETING TO WOMEN: A Synopsis of Huffington Post Blogs Inspired by: Why Marketing to Women Doesn t Work A book by Jenny Darroch, Professor of Marketing The Peter F. Drucker and Masatoshi Ito Graduate School of Management Claremont Graduate University Claremont, CA 91711, USA Jenny@JennyDarroch.com 1

2 1. Avoid Gender Washing: Making Sense of Marketing to Women by Understanding the Three Waves of Feminism First wave of feminism: the suffragettes Second wave: focused on men vs. women. Third wave: looked for differences between women using demographics such as race and sexual orientation. Fourth wave : look for differences between women based on need. Date: 6/10/14 2

3 2. Practicing 'Just in Time' Marketing to Women by Focusing on Her Subjects of Interest Rather Than Her as an Object Who am I? when you market to me a mother, wife, employee If you pick the wrong me you might offend me, especially when selecting user imagery that could end up stereotyping. Instead, why not focus on the subject of my interest (e.g., my children) rather than me? Date: 6/20/14 3

4 3. Can Women Have it All? Can Men Have it All? The majority of women are now in paid employment. This will only increase as women out-learn and outearn men. Men are spending more time with their children. Some are primary caregivers. Work-life balance affects both men and women. We need to work together on common issues. Date: 7/22/14 4

5 4. What s the Stink about Pink? Marketers shrink it and pink it to signal to women that their brands are female friendly. But pink is laden with stereotypes: feminine, tender, nice, sweet, nurturing, compassionate. Take care: the use of pink might be appropriate but it might also insult and alienate. Date: 7/28/14 5

6 5. Big Data and Online Disinhibition: 'Who Am I?' When I Post Comments Online Women are more likely than men to adopt technologies that enable engagement with each other and with the brand. When she leaves online posts, can you identify gender and other demographics? Is she being honest with her feedback? Do you know who she really is? Date: 8/6/14 6

7 6. Abercrombie & Fitch: A Sad Lesson In Branding Not so much about marketing to women but my response to Abercrombie & Fitch holding onto its near luxury lifestyle brand promise and suffering financially. I wish them well as they evolve this time, fewer products will carry the Abercrombie & Fitch logo. Date: 9/2/14 7

8 6. The Changing Face of Women Consumers and What This Means for Marketing In response to a 1966 McKinsey & Co article, I review key demographic trends related to women. In conclusion I ask: where are you on the Marketing to Women Spectrum? Do you understand the role of women as influencers, buyers and users of your brand? Are you communicating effectively with women? Date: 9/9/14 8

9 7. Apply the Principles of Knowledge Management Build trust. Women want a trustworthy and authentic experience. Create common ground. Empathize with her. Make it easy for her to get information and focus on what s important Provide incentives and reward her loyalty Let her learn and make mistakes Let her share and be part of the team These are the principles of knowledge management. Do you treat women as knowledge customers? Huffington Post 9/25/14 9

10 8. Marketing to Women Advice for Auto Industry After absorbing myself in data on women and cars, I outline four Marketing to Women growth opportunities for the auto industry 1. Attract a larger share of her wallet 2. Reduce her post purchase dissonance 3. It s time to focus on the service experience 4. Don t treat all women the same Huffington Post 9/26/14 10

11 9. Marketing to Women, or Should I Say Marketing to People With a Female (or Male) Brain? As I look for differences between men and women, I started reading research on male and female brains. Some people have brains that are considered more female and some have brains that are considered more male. Furthermore, we can train people to behave in a more male/ female way. How would you define your women customers? As women continue to make progress with education and in the workforce, what changes might you expect? Huffington Post 10/08/14 11

12 10. Selling to Women... It's Time to Get Scientific and Serious Most academic research on sales and sales management is dated, and focuses on B2B environments and investigates men selling to men. As women s lives become more multifaceted, selling to women becomes complicated. Implementing sales training programs that play to gender stereotypes is no longer good enough. Instead, focus on the many differences between women. Huffington Post 10/16/14 12

13 11. Marketing to Women: What to Do/What Not to Do Without Appearing Too Contradictory When I talk to organizations about Marketing to Women, this is what I recommend: (1) Run the data, identify where your organization is on the marketing to women spectrum, then set marketing to women goals. (2) Now put gender aside and segment markets based on need. (3) Now reintroduce gender to: (a) identify segments; (b) avoid the use of stereotypes and minimize the risk of alienating any audience; (c) embrace gender differences when implementing marketing tactics; and (d) adopt a more feminine approach to marketing.. 13 Huffington Post 10/27/14

14 12. Madam Secretary, Gender and Power. Implications when Marketing to Women Madam Secretary is my new favorite television show because it deals with issues of women as leaders, highlights different communication styles, and profiles a woman who has a supportive partner at home to take care of a lot of family and domestic responsibilities. Madam Secretary also reminds us that as more women take on leadership roles, women as a group will become more heterogeneous and this will only exacerbate the current challenges marketers have when marketing to women. Huffington Post 11/17/14 14

15 13. The Marketing to Women Landscape for 2015: Trends, Challenges and Implications 2015 will bring a renewed interest in marketing to women because of the amount of data being collected on customers that returns us to a focus on demographics to explain consumer-behavior. Because of the changing face of women (and men), I use this post to caution managers against over using demographics (in particular gender) to explain consumption. Huffington Post 12/31/14 15

16 Consumer Trends and Implications for Marketing Practice in 2015 I couldn't t resist writing this blog. I follow consumer trends throughout the year and decided to assembled a list of 10 trends I believe are worth noting. Importantly, I add questions you can ask within your organization to assess the impact of the trend (if any) on your marketing strategies. Huffington Post 1/5/15 16

17 Jenny Darroch Advisor... on how to better integrate women into your marketing and sales activities. Speaker to your stakeholders on how to more effectively market to women. Thought Leader an active researcher, who spots trends and links them to marketing strategy, then writes books, blogs, and articles about what she sees. Professor of Marketing and Founder of Mollior.com See wwwjennydarroch.com E: P: (909)