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How To Market To Women
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Article 3: The Social Sex
Women are social beings. Key relationships are their top priorities. As Martha Barletta writes in her book “Marketing to Women” (Dearborn Trade Publishing, 2003), “Her clan is always with her.”
The female customer is generally thinking not only of her own needs, but also of the needs of her family members, friends, co-workers and employees. When she buys a cell phone, she sees it as a way to connect with others. She considers not just the flavor and price of a restaurant meal, but also how nutritious it will be for her partner or children. An ideal vacation should offer relaxation for the adults and mental stimulation for the kids. And when a woman goes shopping, she gathers data for herself and her “clan.”
In “Marketing to Moms” (Prima Publishing, 2002), Maria T. Bailey describes her habit of visiting parks to observe the mothers of young children: “I recently ... listened to three mothers evaluate Disney’s newest theme park, Animal Kingdom. As one mother detailed every aspect of her recent visit to Orlando, the other two mothers listened attentively and asked for hotel, restaurant, and car-rental recommendations. Within a three-minute conversation, five different consumer brands were given the seal of approval by a happy mom—and two other families became customers.”
This underscores a vital point: Women’s word-of-mouth is probably the most effective form of marketing you’ll find. Insurance industry research, for example, shows that women provide an average of 28 referrals, compared to men’s 13.
And because women are relationship oriented, they’re much more loyal than male customers to brands they like. Not to mention that it’s easier to stick with a brand that works than it is to waste time looking for a replacement.
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