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It’s As Easy As Just Asking…

What do you do when you need/want to know what someone else wants? If you’re smart, you just ask and listen. In regards to the female consumer, it’s a question that doesn’t get asked nearly enough. When you do get around to asking, “What do women want?” listening to the the answer can help you realize a more profitable bottom-line.

In 2006, the New York Times ran an article titled What Do Women Want? Just Ask. In the article they featured Shane Homes, an almost 30-year veteran in the housing industry. Shane Homes had spent the better part of their existence filling the Canadian landscape with “cookie-cutter” homes. Then, after attending a speech about the escalating buying power of women, Shane Wenzel, the company’s namesake, decided it was time to change his company’s ways. He began to ask women what they wanted in their house. In reference to Shane Homes’s new plan of action, Ms. Joanne Thomas Yaccato, the consultant and author who advised the company, says,

“Shane Homes had the revolutionary idea of asking women what they wanted in a home. The revolutionary part is that they not only listened, they actually built the darn thing.”

Though Shane Homes is not alone in their quest to make their female consumers #1, they were certainly one of the first. As a result of his pioneering attitude, Wenzel’s company has already reaped the benefits. The company’s revenue doubled in six year to more than 180 million Canadian dollars in fiscal 2005-2006.

To read about more companies who are putting women first, please read this NY Times article in its entirety.



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

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