Archive for the ‘Marketing Tips’ Category
The largest emerging market in the world
Most women do not feel identified with brands that do not represent a realistic and credible.
Women constitute the largest emerging market in the world, more than China and India combined. Represent 51% of the market and make 80% of purchases. In the next five years an annual purchase volume of female segment will increase to 15,000 million dollars, nearly 11,000 million euros, around the globe.
In addition to the 1,000 million working women who are today in the world, will move to 1,200 million over the next four years. Data obtained from a study conducted by The Boston Consulting Group which included 15,000 women and 5,000 men in 22 countries during 2008.
They decide not only which brand of washing machine soap or margarine comes home, but the brand of car, computer, household appliances … even buying the house in which we live. Women as consumers, now comprise the largest commercial opportunity of our time.
Meeting the women, understand their way of thinking, knowing what motivates their buying decisions, identify what makes them choose a brand and not another … are key issues today in the marketing and brand communication.
Despite the millions of euros, dollars, yen or rupees that depend on them, marketing departments and agencies do not communicate with them as they should. Most women do not feel identified with brands that do not represent a realistic and credible.
A recent study by the American Marketing Association states that women do not feel represented by the marks.
It is beyond doubt that men and women have (or should have) the same rights. But make no mistake, we feel and think differently. These differences are well important to be taken into account in brand communications with your target audience.
To this we must assimilate and connect with women and communicate in their language, reconsidering all the strategies used so far.
Imagine two ads in a video camera magazines. In the first we have a large photo of the camera and down a paragraph with their technical characteristics. In the second ad the main photo is of a girl smiling. The text says: “I will never forget the face of my mother when I was born.”
Below is a small photo of a baby in the arms of his mother, who looks thrilled. And below, another picture, this time the video camera and a small text with three or four of its most significant features. When Sony changed the first announcement for the second, increased sales of your product by 25%.
Myopia of men to women
Lacking fresh ideas, brave and inspiring advertising of products aimed at women. Women escaping the advertising that tries to portray an emotion without getting provoke or are presented as a stereotype of a male model.
The lack of diverse gender and gender differences in the purchasing process is amazing.
The results of the investigation of the Stanford Graduate School of Business at the University of Illinois at Chicago, suggest that gender difference plays a key role in the use of language.
Participants were asked to rate which of two notices of blood donations found it more convincing. The basic information of each ad was the same, just worded differently.
One ad, titled “My feelings about blood donation,” began with “I feel that donating blood is one of the most important contributions I can bring to society.” Then he added more arguments framed in terms of feelings, for example, “I feel that blood donation is the most fantastic thing I can do with 30 minutes of my free time.”
In the other case the message was titled “My thoughts on donating blood,” and began with “I believe that donating blood is one of the most important contributions I can make to society” and was in the same line ” I think blood donation is the most fantastic thing I can do with 30 minutes of my free time. ”
Apart from using the word “feeling” or “thinking” throughout the message, the content of the arguments was the same, but most women, with an emotional predisposition, were more persuaded by the text to “feel”, while that a majority of men, more cognitive, were favored by the “thinking” as the best argument.
10 mistakes in marketing to women
The study by The Boston Consulting Group, shows 10 typical mistakes made when trying to create and sell products designed “for women” from a male perspective.
1. Ignoring the importance of emotional
While people can realize their regular shopping routine to replace the products, she is carried away by the feelings that cause you purchase.
You have to evoke emotions and provoke the senses, using visual language and talk “with” them, not “to” them.
Women are also more sensitive and better interpreters of nonverbal communication, picking up subtle nuances from tone of voice or facial expression and appreciation of nature.
2. Cut prices to make up sales
The promotion of sales through promotions or offers sometimes takes the opposite effect than expected in women. Them, demanding quality, might think that low prices show mediocre products.
3. Products do not change year to year
Extend the development cycle of a product made few changes to it from one season to another, is difficult to differentiation from competitors. Women seek novelty, the best and left captivated by the innovation.
4. Feminize men’s products
Another common mistake is to adapt products originally developed for men, women, changing the size, shape, packaging, color or marketing strategy. In most cases, when a woman believes that the product was not originally created for her, tend to reject it.
5. Err on the differentiation
Those responsible for marketing of many brands ignore the importance of studying cultural gender differences to capture the female audience effectively and achieve marketing inclusive of women and men.
This is not to say “now we are female” or pink paint all their products, but in asking the right questions: Are our products best suited to the female audience? Do we communicate with consumers effectively? How can we target the female audience and make them feel heard and heeded? What emotions and trends motivate their final purchasing decision
6. Clumsy communication
In much of the advertising women are invisible or stereotypes of male models.
Is more effective than those who establish the brand communication to women, think and feel like them. One of the main reasons for this is that awkward communication agency creative teams are made up mostly by men.
Counting on women, teaming with men, we get to talk to everyone, not just to them or them. Women should participate in the design of the image given of them represent the publicity to get a realistic and credible.
7. Neglect the need to create products that save time
Despite some redefinition of gender roles at home, largely domestic tasks are still performed by women. Therefore, these are opting for those food products and save time in meal preparation and household cleaning.
Companies can not ignore the difficult balance between family life, work, social and personal if you want to create a bond of loyalty with them.
8. Ignoring the importance of social
Women are much more social than men. There are more and better potential ambassadors of our product ambassadors.
Recommend more and feel better doing it. But there’s also the bad news. Faced with a bad experience with our brand is more likely to destroy our reputation.
With most women users, social networks like Facebook or Twiter have reinvented the classic one-way communication, transforming it into an act of exchange, to share in community. Brands must adapt to this new scenario.
9. Forget the aesthetic designs
Neuroscience reveals differences in mental processes for the appreciation of beauty, sounds, sense of humor, language processing or the appreciation of colors.
According to studies on women is a certain tendency toward empathic thinking and systems thinking man. Consumers man focuses his priorities when shopping on the functionality, durability and price. In contrast, the consumer appreciates the aesthetics of the product as part emotional buying decision.
10. Underestimating the importance of love
The woman believes that love is the most important aspect of his life. But love in all its facets, like a mother to her child, the love of family, brotherly love … Married women with children, especially, are more receptive to products and services that say “I love you.”
Segment Marketing
The rapid changes in the characteristics and audience tastes have become more complex the job of marketing. Beyond knowledge and application of classical tools, now more than ever, we need to know very well the market and keep abreast of continual changes. Only then can create brand-specific solutions for each age for each case.
Segment Specialization means a shift in advertising agencies and communication with the relevant markets of its customers, moving from supply to demand strategic application object. In the background is just the essence of the philosophy of marketing: to isolate related consumer groups to identify their common interests and can make communication more efficient and accurate. At all times have a detailed knowledge of each homogeneous group, their needs, tastes and lifestyles, ultimately, their behavior compra.Conocer what and how they think the women in our society and get the best value for money great market power is a reality that no business can ignore. It is indispensable to restructure the strategies to be present in your mental map of purchasing decisions become your favorite brand and turn them into fans. Today speaking female is more economical.