How Do You Reach a ‘Multi-Minding’ Woman?

As I sit here writing this blog, a million and one thoughts are running through my mind that have nothing do with the task I am actually performing.

“What’s for dinner tonight?” “I wonder how the proposal is coming?” “The sun has finally come out!” “Did I reschedule that appointment?” “Wow, my feet hurt.”…

And these are just a few of them. In Kelly Skoloda‘s book “Too Busy to Shop“, she introduces who she refers to as a “multi-minding” woman. According to Ms. Skoloda, a partner at Ketchum PR firm, these women are aged 25-54 and are constantly thinking multiple things. When reviewing “Too Busy to Shop” Mr. Martin Bihl seems a bit disappointed that she hasn’t provided us with insights on why women are this way. But I have to say, that is a subject more likely to be found in psychological and neurological based books. The important thing is that as a woman she recognizes these truths and makes a compelling argument to consider “multi-minding” when marketing to women.

I was also a bit amused that Mr. Bihl felt the need to have had more specific age breakdowns as he felt that 25-54 year olds were too broad of a range. He points out that 25 year olds think about different things than 54 year olds and therefore surmises Ms. Skoloda cannot say they think the same way. Again, the point is, not “what” they are thinking about but that they are thinking about several things at the same time. This is not an really an age thing, Mr. Bihl, but a female thing. It is, what it is.

So, how does a marketer break through the internal chatter and find a resting place inside the female consumer’s mind?

First of all, don’t talk at women, talk to them. Engage your female consumer and listen when she talks back. Pseudo-conversation is no longer acceptable. Marketers must truly listen and take into account the answers that they receive. Conversing half-way has the potential to create a disconnect between you and your consumer.

Secondly, go where the she goes! No use in starting a conversation if no one’s there to listen. Women spend a lot of time on-line immersing themselves in social media. An astonishing 86% of women are now using popular social networks, a 48% increase compared to 2008.* Marketers must step into the world of social media. While social applications such as FaceBook, Twitter, and Plinky may be “trendy”, social media and online engagement are here to stay. Welcome to Web 2.0.

*SheSpeaks’ 2009 Social Media Study

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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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2 Responses

  1. […] television with their families?” I would think that the answer is…no. As I mentioned in an earlier post, women are “multi-minders.” Though there may be something on the tv, it doesn’t mean that […]

  2. Love the phrase – Multi-minding.

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