It’s been reported that up to 85% of all BRAND purchases are made by women! (Not certain of the complete accuracy of this statistical source. –However, even with leeway, it’s highly significant!)

I remember back in the 80’s when women weren’t taken seriously as a market segment by most companies.  They were virtually ignored by larger corporations (with the exception of cleaning products, etc.).  At the marketing firm I worked at, we were extremely progressive, presenting the value of the women’s market and an exciting new strategic approach. –It was breakthrough!  We helped large corporations accelerate their relationship and alliance building by entering “circles of trust” (important for any target market). This overall strategy of healthy “RELATIONSHIP MARKETING” still holds water today.

You can develop a competitive-edge by targeting the Women’s Market. -Especially since so many companies are still missing the boat (in my opinion).  …Perhaps the lack of women creative directors at large corporations (only 3%), has impacted their focus and results?

If women use your product or service –or– if they’re gatekeepers, researching and recommending purchases for men, pay attention…  “Engage in SMART-MARKETING,” as Lorrie Thomas, founder of Web Marketing Therapy says.

Address women’s needs, lifestyles, interests and desires. Incorporate women’s vast and growing use of the web.  We all know the Internet is being used as a time-savor and deal-finder (logical, especially these days, right?).  Yet, the Internet also helps to develop and support relationship building and integrate all areas of marketing.

As people grow and change, our marketing needs to do the same.  Anticipate needs, be ahead of the curve for greater success.

KNOW & UNDERSTAND THE WOMEN’S MARKET…

1) Think “Life Stage” Not “Age.”

Simply bulking women into age groups is no longer effective for targeting.  For example, many women are postponing child-bearing and becoming mothers later in life.  Many choose to go back to school for higher degrees or become entrepreneurs and start new businesses (at all ages).  Focus on the stages of women’s lives, not so much on their ages.

2)  Females Exceed Males in Higher Education.

58% of college grads are female. What might this mean for your business?   …”Education” may be one of the values they feel most passionate about (if not for themselves, their children). When marketing, find ways to align with your target market’s values and lifestyle.

3)  Women-Owned Businesses Represent Big Dollars for Our Economy.

48% of all privately-held firms are at least 50% owned by a woman or women. They create and build businesses and they buy product.  The following are just some examples of the annual expenditures derived from women-owned enterprises:
a)    information technology = $38 billion
b)    telecommunications = $25 billion
c)    human resources services = $23 billion
d)    shipping = $17 billion

Between 1997 and 2004, the estimated growth rate in the number of women-owned firms was nearly twice that of all firms (17% vs. 9%), employment expanded at twice the rate of all firms (24% vs. 12%), and estimated revenues kept pace with all firms (39% vs. 34%).   ***Statistics provided by The Center for Women’s Business Research.

4) Women’s Jobs Are Generally More “Recession Friendly.”

It’s been covered in the news and elsewhere that women in this economy seem to have more job security.  Some researchers even believe women may surpass men in the job force (according to this New York Times Article).

5) Women are Not Responsive to Degrading Humor.

In a study based on Super Bowl Ad responses, women (particularly over the age of 30) had negative responses regarding degrading, put-down humor.  –Their responses to “empathic humor” and heartwarming or inspiring ads are well-received by women. –The two together seemed to be golden!

6) Senior Women -A Population That’s Rapidly Growing.

Women on average, live five to six years longer than men.  With the baby boomer generation, the % of senior women will increase massively.  Even in 2000, it was reported that there were almost twice as many women as men over age 85.

7)  Money Management and Retirement Decisions are Resting More Significantly on Women.

Today’s decisions about money management and retirement investments become far more significant in the long run for women. Many women are likely to become single in their lifetime.  1 of every 2 women over 65 years old is divorced or widowed. (*Sadly, women also make up 75% of the elderly poor today. –-Hopefully, self-reliant women will  help influence and change this statistic.)  *Read about these statistics and more, provided by the Chicago Sun-Times.

BEFRIEND WOMEN…BUILD RELATIONSHIPS!

When developing a relationship with women… it’s exactly that.  –It’s showing you know them, understand them and can respond effectively to their needs and interests.  As a business owner or marketer, become a relationship developer or a “match-maker.” Seek to build customer enthusiasm with a little magic and ongoing romance with your company and brand.

It may sound funny, but to create a powerful brand of value and loyalty, you need to evoke true emotional affection! Whether your company is small, medium or large, it’s highly valuable to create a brand. It’s the immediate identity the market has of your company.  A good brand identity with a heart-felt customer affinity is like a currency — it translates into greater opportunity and success!

Create a Love for Your Business & Your Brand!

As part of your brand-building strategy, strive not only to be well liked, but to also be LOVED. Tap into the love of what you do and whom you serve… and focus on creating a company culture that people want to be a part of! (Think of the passion ‘Apple’ fans have…)

With decades of relationship marketing experience, I can say that to accomplish this, you need to develop your distinctive personality and true connective outreach in service of your customers. Build relationships with customers, support their real needs and desires while solving problems and generating enthusiasm.

Just as in life, customer relationships are the ‘ships’ that carry us through the roughest business waters.

Branding with relationship marketing goes beyond image. By it’s very essence, substance is more important than just an image. A false and disconnected image can only last so long. It has to ring true, especially with today’s customers who are more educated and discerning than ever.

I am happy to see in my research more advertising agencies and businesses starting to embrace the emotional, true connective nature of good, healthy marketing.  Kevin Roberts, Worldwide CEO of the advertising agency Saatchi & Saatchi recently created lovemarks.com, which highlights the connections and stories that people have around the world with various businesses and products. –Love the concept.

Energy in Motion is “E-MOTION”!!!!!

Web Marketing Related Posts:

1. What’s in a Brand? 4 Essential Elements for Building a Powerful Personal Brand to Enhance Your Online Reputation
2. SMALL BUSINESS: Create a Powerful “ORGANIZATION” by Tapping into it’s Meaning
3. Get your small business brand building up in this down economy

A group that plays well together works well together!

Years ago, I worked for someone who loved the saying ”A group that works well together plays well together” and I never really understood what she meant (probably because I didn’t like playing with her!) until I began working with people that I LOVED to play and work with! 

The old saying, “You can make some of the people happy some of the time or none of the people happy none of the time. but you can’t make all of the people happy all of the time,” is completely true.

The tough love here is that if you build a website for everyone, it will appeal to no one.

It’s critical to focus on your audience and optimize your content and design for them.  This doesn’t mean you should ignore the wider group of users; your site should be accessible and inclusive, but its primary goal is to grow your business to those who are most likely to participate in your business.

A common pitfall is that companies sometimes focus on creating a website that appeals to themselves and their colleagues. Often, these websites don’t tailor to the target user at all.  The result is an inappropriate design that caters to company employee’s personal preferences, and content that makes sense only to those who work there. Too often designs that would otherwise hit the mark with the target user are rejected for the wrong reason (eg: because the boss “doesn’t like orange.”)

A sound investment in a web solution is focused on the target user. Make the time to get to know who that is and what they want, not just in your products and services, but from your web presence. Don’t sacrifice liking your web presence, just be sure the first question you ask yourself when making decisions about it is, “will this delight our users?”