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Marketing to Women – Not a Niche

Women are not a niche group. They control 80-90% of every consumer purchase decision being made right now. If your advertising focus is on men or is gender neutral you could be missing your target altogether.

Women control seven trillion dollars in spending – roughly equal to the entire Japanese economy. Economists site women as the single most powerful force in the global economy. In his book on consumer trends Trends, Tom Peters give statistics on why women are worth marketing to.

The following statistics show that women women are also making the big ticket item purchases in addition to everyday purchases:

  • Vacation decisions – 89%
  • Personal computers – 66%
  • Electronics – 60%
  • Home furnishings – 94%
  • Kitchen appliances – 88%
  • Healthcare purchases – 80%
  • New cars – 60%
  • New home sales – 75%

When you market to women, you are liable to get two for the price of one. How is that possible??

Because there is an added bonus when you decide to target women with your marketing. When you make an impression on women with your marketing, research shows the husband comes with her. What makes a brand more appealing to women usually makes it more appealing to everyone. You get TWO for the price of ONE. Talk about a bargain.



Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

2 Responses

  1. can’t be true for the IT hardware industry. I have no female decisionmakers in my clientbase.

  2. Success in any business does not materialize overnight. It still requires time and effort to get your affiliate marketing strategy up and running. However, if you are insistent, decided and willing to give it your all, affiliate marketing will be the perfect career opportunity for you.

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