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Appeal to Women and Men are Likely to Bite Too

I don’t think you’d hear the execs at Apple say outright that they typically target women over men in developing their brand and products. But it is hard to ignore the fact that just about every thing they do is attractive to women. And as any savvy marketer knows: appeal to the sensibilities of a woman and you’ll likely get the guys’ attention too.

Since the company’s inception nearly 30 years ago, Apple has done a stellar job of placing a high priority on brand and design elements that women tend to inherently respond to. They have always emphasized color palette, cool music, intuitive operation, overall sleekness in design responsiveness and they boast a knowledgeable, friendly and informative sales and support staff.

The recently released iPod Nano is a perfect example. They have a massive range of metallic colors from hot pink and neon green. Even the ads have the colors dripping off the iPod in a way that’s brilliantly akin to running nail polish—a subtle yet creative touch.

Most of all Apple has given women exactly what they want over the years—user-friendly products and services that make everyday tasks more manageable for the multi-tasking women. And it’s paying off.

According to CNN.com, women are involved in more than 75% of all electronics purchases.

So marketers take note, Apple knows exactly how to appeal to both sexes by putting the female first.


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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