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Men, You Need to Understand Women to Connect with Them

sheconomy-connecting with womenWomen place more weight on relationships. Because of this, good marketing plans go beyond traditional advertising. They have a long-term strategy of brand building that combats the media fragmentation becoming more and more prevalent today. Simply put, the female consumer is in control of how and when she receives content. Male marketers would be wise to consider the following:

  • 91% of women say advertisers don’t understand them.
  • Women stay with brands that meet needs and exceed expectations.
  • Women think just shopping at Whole Foods or Trader Joe’s makes them feel healthier–regardless of what’s in the cart.
  • Women are reluctant to give referrals when asked. But if given a reason to talk, they will surprise and delight.
  • 3 out of 4 women will recommend a brand because it supports a cause.
  • Women concerned about toxin-free cleansers are willing to pay 15-20% more for safer products.
  • 8 in 10 women “won’t do business with a company if values are different than their own.”
  • Word of mouth still leads the way in how women communicate brand likes and dislikes.
  • For success in marketing to women, listen and engage.

Information compiled from several speakers at the 2009 Marketing To Women Conference—Chicago

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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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3 Responses

  1. […] by knowing who the female consumer of today is, believing she is reacting differently than men, understanding her,  knowing how to connect with her on the Internet, strategically meeting her there and finding […]

  2. […] effort to know who the female consumer of today is, believe that she reacts differently than men, understand her, and know how to connect with her on the […]

  3. After almost 30 years in the Male tech world, while on a 66 month sabattical, discovered exactly how true this is. The result is In Business4Good Enterprises, which contributes 33% of net profits/sales to women’s causes around the world.

    Here’s a working demonstration.

    http://www.computerhelpers4good.net

    Patrick D.
    Chief Encouragement Officer
    In Business4Good Enterprises

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