|
Those ‘Mad Men’ Are Crazy!
By David L. Rawle
Here’s a snippet from a promo for “Mad Men,” the new TV series about ad agencies. One seasoned agency executive asks the other, “What do women want?”
“Who cares!” is the snarky reply.
Well, I guess it’s safe to say that “Mad Men” is not a reality show. No, it’s a period piece, taking place during a time when advertisers didn’t much care about what women wanted.
Fortunately, they’ve changed. And with good reason.
Over the last three decades, men’s average income hasn’t changed much, while women’s has increased 63%. In fact, today, more than 30% of women out earn their husbands.
Women now make more than 80% of the buying decisions in U.S. households. They represent a $7 trillion market, larger than the entire Japanese economy.
They account for half the stock ownership, and by 2010, they will have half of our country’s private wealth: almost $14 trillion.
And women make the buying decisions even in categories we’ve thought of as male-dominated. Like cars and motorcycles.
We’ve read in these pages about Palmetto Ford’s wise initiative to hook up with AskPatty.com and make car buying a more female-friendly experience. Harley-Davidson has leapt into the fray as well.
Twenty years ago, Harley annually sold only about 1,000 bikes to women. Last year, that number topped 32,000. What are they doing?
Everything from a Web site that highlights lessons and stories, and connects riders to garage parties to teach women the basics of motorcycling. And, of course, they’ve made some product design changes to make their bikes more comfortable for women. Today, American women are the fastest-growing part of the motorcycle business.
Analyze the practices of companies that are successfully marketing to women, and you’ll find certain common characteristics. Here’s how you can follow suit.
First, recognize the importance of research. Successful marketers to women have carefully studied the relationship between women and their product or service.
For example, home-improvement stores learned that women feel a valued sense of independence when they are working with tools. So the stores empowered women with tools designed for a woman’s size and strength, and classes not only to teach women new skills but also enable them to share in a community.
Second, provide adequate information. Women research products and services much more extensively than men. They have huge appetites for information, and marketers need to make their information thorough, easily available and honest.
Third, take advantage of the power of the Web. Women spend more time online than men.
The Web is an ideal environment in which they can do their research and communicate with others. No wonder McDonald’s is providing free Wi-Fi access in its restaurants.
I mentioned AskPatty as a site that provides advice to women shopping for automobiles. There are numerous other women-focused sites and blogs to which women turn for buying advice. In fact, there are so many bloggers focusing on women that they held their first annual Blog Hers Conference in Chicago this summer. There were more than 750 attendees, including—yes—some men.
Fourth, set high standards. Since women do all that research, they’ll know if you’re cutting corners on quality. Or service.
Recently, the mother of a blogger had a bad experience at Best Buy, and that experience has been recounted on blogsites viewed by thousands and thousands of consumers. In today’s blogosphere, negative experiences spread like wildfire.
Fifth, focus on values. Women care about values. Look at Apple. Yes, women like the beautiful design and easy-to-use technology. But they love the passionate lifestyle message.
What do you stand for? Make it clear to yourself, and to your customers. Today, values matter more than ever.
David L. Rawle is chairman of Charleston- based Rawle Murdy Associates Inc., a marketing, advertising and public relations firm. E-mail him at drawle@rawlemurdy.com or visit his blog at davidrawle.blogspot.com.
|
E-Mail This Article
Printer-Friendly Version