I have tried to find the source for this study, but it eludes me. I will credit the author if I find her, but in the meantime I think this is important information to share.
(Note: Within minutes of this post I was informed that the author is Marti Barletta from her book “Marketing to Women: How to Increase Your Share of the World’s Largest Market.” According to Marcia Sutter, Director Client Services of the TrendSight group “Chances are that women are the primary purchasers for virtually everything that your readers are selling. They control more than 80% of all consumer spending and represent the majority of corporate decision makers as well.” You can pick up a copy of Marti’s book and visit her website at www.trendsight.com to learn more about this lucrative market.)
When developing your marketing strategies, regardless of your product or service, consider the differences in the marketing stimuli between men and women. If your primary target market is women then the following information will enlighten you.
1. Product Design/”Packaging” – Though “woman-specific” products rarely necessary, definitely opportunities to enhance female-friendly features and functionality.
2. Positioning – Rather than the “Winner” promise so frequently featured in male-centric advertising, women respond better to a “Warmer” approach – more people, less testosterone.
3. Advertising & Direct Response – Message, Media and Execution aligned with elements of female gender culture will draw more attention and response than messages traditionally created for men. Database technology offers relationship-building opportunities – key issue to women.
4. Word of Mouth – Women transmit opinions and experiences more than men. Affects their own current decisions – and many others’ future decisions.
5. Publicity – Women respond to “Corporate Halo” communications – Good deeds, community involvement, evidence that women’s issues are taken seriously.
6. Sponsorships & Alliances – Visibility and credibility more meaningful among women.
7. Education – Women value education, insight and advice – separate from a sales pitch.
8. Website – Even greater relevance to women than to men. Driven by women’s greater need for convenience, 24/7 access, connectivity, drive for information, and preference for avoiding high-pressure sales negotiations.
9. Promotion – Time-sensitive incentives motivate women to take action now, move ahead in the decision process.
10. Sales Environment – Retail design, merchandising strategies, on-site communications all affect women’s decision-making proportionally more than men’s.
11. Sales Experience – Traditional “tell and sell” techniques are often counterproductive with women customers.
12. Customer Service – Women have higher expectations of “post-purchase follow-through.”
Together, male/female differences in gender culture and response to marketing stimuli affect a woman’s choices for every purchase decision she makes.