Last post we looked at the fact that women, by far, make the great majority of buying and spending decisions. This fact isn’t under dispute, but what I want to point out to all marketers, is what to take into account when thinking of those realities.
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Let me show you what I mean. Would you market to Ann Coulter the same way you would to Ellen Goodman? What about Michelle Malkin and Susan Estrich? Would you market to women whose values are so starkly different in the same way?
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How about those whose values line up with the Concerned Women for America versus those that are aligned with the National Organization for Women?
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We could include libertarians Karen de Coster and Wendy McElroy.
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This in itself shows the great diversity among women. Let’s go on so you can be convinced of the point I am making to you about what it means to market to women.
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What of Hispanic women? There is great diversity there. Would you market to those in southern
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Then there are the young ladies that pledge themselves to wait for marriage to be with their man, in contrast to those who embrace all of pop culture and its extremes.
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Is there such a thing as a block of any type of female demographic anymore? Do all black women have the same values? How about Moslem women? And I am only referring to American women here.
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We could go on into society after society and reveal these segments of the female population.
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What is the purpose of this exercise? I want to convince and persuade you that there is no such thing as a woman demographic with a capital “W”. There is not this corporate “glob” called a woman, which can be marketed to as if there aren’t great differences in their values, needs, and desires.
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But you sure can ruin your relationship with those women who are loyal to your USP and then you betray the very reason they gave you their business in the first place.
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Understanding all this diversity and segmentation among women is crucial to your marketing campaigns!
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» Celebrities to be Marketing Rated from BizofShowBiz
I have thought a lot lately about the worth of endorsements and marketing in reference to celebrities. a For example I wrote recently on another blog on how women can no longer be considered a demographic group without any... [Read More]
Tracked on: February 13, 2006 10:34 PM | Permalink to Trackback