Marketing to Women Online

I Want to Be a Phoenix

 
If you spend any time online, you've seen their banner ads everywhere. University of Phoenix has been pushing their online curriculum for a very long time.  But something interesting happened recently.....their ads actually made an emotional connection.

In their "I am a Phoenix" campaign, the University of Phoenix has tapped into one of the strongest motivators known to man - the desire to belong.

And that's not all, they also tapped into the powerful motivator of self identity.   My prediction is that this one-two punch will be very successful. 

Making an emotional connection and setting themselves apart

I'm the Kind Of Person Who......

The recent M2Moms conference found that :

• 60% of moms feel that marketers are ignoring their needs.
• 73% of moms feel that advertisers don't really understand what its like to be a Mom.

Bottom line - advertisers aren't connecting with moms.  Moms don't see themselves in the ads.

I believe this is one of the main reasons why so many marketing to women campaigns fail.  The images/characters in the ads don't reflect the kind of person she believes herself to be (or strives to be) 

I'm the kind of person who....

How does she see herself?  What is her self-perception?  What values does she see in herself?   How does she answer the question....I'm the kind of person who.......

For example.  I see myself as a good dog mom.   When my lab got home from knee surgery this summer, she was in bad shape.  So I pulled a mattress off the bed so I could sleep next to her on the floor.  I'm the kind of person who.... goes above and beyond (and what other people might consider over the top) for the dog I love.  

When I see a commercial featuring a person who goes above and beyond for her dog, I see myself in that person.  The mental association is - women like me who are good to their dogs use this product, thus, I can picture myself using this product. 

Female Humor

In my research on why moms blog, I've come across some of the funniest material I've ever seen.

This makes me happy for so many reasons.  So many of the movies and TV shows and, yes, commercials that are supposed to be "hilarious" can't even get a harrumph out of me.    (With the exception of Nurse Jackie which is just pure brilliance.)

I have also been studying humor writing.   And one of the things that makes material funny is that it strikes us as true.   I suspect that's why I enjoy so many humor blogs written by women.    There's just this sense of "I have SO totally been there."   

Using Boob Jokes to Sell - Dining Room Furniture?

I kid you not.

La Difference is a contemporary furniture store in Richmond, VA.   Their advertising has always been stylish and fun.   But I really have to scratch my head about their latest campaign selling dining room furniture promoting it as "the perfect set."

If La Diff is targeting men, they may get the fellas' attention with this ad, but I suspect the only "perfect set" the guys will be desiring won't include matching chairs.   That's the problem with using sex to sell to men.  It may get their attention, but they often don't remember the product.

If La Diff is targeting women, well, my only conclusion is they aren't targeting women.   Which is too bad since women buy 80 percent of all furniture sold, according to the American Furniture Manufacturers Association (AFMA).

If La Diff is trying to create "buzz", (and I suspect this is probably closest to the truth) well, they've got me talking about the ad.  But  I'm talking about it because I won't be shopping at La Dif anymore, which is sad because I've always loved that store.  

Marketing Pet Products to Women

 
This afternoon I saw Martha Stewart on CNBC, along with her two dogs Francesca and Sparkey, promoting her new partnership with Petsmart.

Next to the financial industry and the auto industry, I believe the pet industry has the most potential to reach out to and truly tap into the power of women consumers.  

I was reminded of this when looking at the Whiner & Diner website promoting eco-friendly pet accessories.

Everything in her home is a home decor item - everything.

Whiner & Diner features pet accessories made out of wine crates. I was instantly captivated by their elevated dog feeders made of authentic wooden wine crates.

A Woman's Nation - The Shriver Report

If you are involved in selling to, marketing to, working with, hiring or having a relationship with women - you need to be following the coverage of A Woman's Nation - The Shriver Report.

The Shriver Report presents an accurate and detailed portrait of American women and families at this transformational moment in our history.

Here's an interview with Maria Shriver discussing the report.

Why You Need to Be "Her People"

One of my favorite commercials is for American Express and features Ellen DeGeneres.  After Beyonce invites her out and requests - " Have your people call my people," Ellen goes on a search for "her people."

Women are in need of "people."   Women are often the caretakers, the organizers, the planners.  Sometimes they need someone to caretake, organize, and plan for them. 

I was reminded of this on a recent speaking trip to Corpus Christi, Texas.  Apparently, Corpus Christi is on the Gulf of Mexico.  Seriously.  Who knew.  I suddenly found myself with half a day of free time and a gorgeous waterfront to peruse, but nothing but heels and business suits in my suitcase.

Where were my people to say, "Holly, Corpus Christi is on the water and the weather is supposed to be beautiful.  Be sure to pack some cool casual clothes and sensible footwear so you can explore the waterfront."

Marketing to Women Online - Middle Sister Wines Case Study

 
Women, websites and wine are three of my favorite subjects.  So when I met Susan Lombardi at a recent conference and found out she was working on a website for a new wine company targeting women, I sat my butt down and settled in for a lively conversation.

Middle Sister Wines has done a masterful job of creating a brand and an online presence to connect with women consumers.

Estee Lauder Creates a Powerful Social Media Campaign

For me, a successful social media campaign is one which drives people to take a specific action.  Hopefully, that specific action can be tied to an increase in sales.

For example, the KelloggCares Facebook page asked fans to donate $5 or more to feed the hungry and receive $5 in coupons for Kellogg products.  It drove a specific action which resulted in product sampling.

Estee Lauder is the latest example of a company who understands how to successfully tap into the power of social media to drive specific consumer action.  

Are You Losing Your Customers at "Hello"

When my book The Soccer Mom Myth first came out, I did a reading at a book store which was attended by an old friend of my father.  This guy had been in advertising for a long, long time.

After my presentation, he came up to me to tell me how much he enjoyed it, and that he disagreed with everything I said.

"Um, OK" was about all I could manage.  How could he have disagreed with everything?  All of the points presented in the book are backed up by research - from neurology to behavioral scientists to my own research and online testing.

What was the problem?  I lost him at "Hello."  

He disagreed with my very first premise, which is that men and women have different buying processes.