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Improve the Way your Organization Markets to Women… and Improve Marketing Practice Overall Based on “Why Marketing to Women Doesn’t Work” A book by Jenny Darroch Professor of Marketing The Peter F. Drucker and Masatoshi Ito Graduate School of Management Claremont Graduate University Claremont, CA 91711, USA Founder and owner of Mollior.com Email: Jenny@JennyDarroch.com www.JennyDarroch.com

MARKETING TO WOMEN: 10 Principles

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THE CURRENT CONTEXT

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We Know Women Are Important*

Women + Income •  Over half (58.1%) of all women participate in the workforce (up from 1/3 in 1970)

•  As education levels rise, so too does income

Women + Purchasing •  Account for over 85% of consumer purchases

•  Influence over 95% of the total goods and services purchased

Women + Technology •  Quick to adopt/heavy users of technology – e.g., Internet, smartphones, QR codes, and social media sites (Facebook and Pinterest, etc.)

* US Data

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Women are saying “you don’t understand me” and voting “no” with their checkbooks

Yet We Also Know There is a “Revolution of Dissatisfaction”

Women want more – more education, more income, and better ways to nurture themselves and their families. Women believe only 9% of brands are effectively marketed to them

It’s hardly a surprise that 80% of new products fail

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YOUR ORGANIZATION… AND WOMEN Diagnostic: Where is your organization on the “Marketing to Women Spectrum”?

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Which Statements Describe Your Organization?

No Yes

“We already have a lot of women customers. We constantly fine tune our approach to ensure that we are not leaving any money on the table.”

E.g., Cosmetics, household food products, women’s fashion labels and retail stores.

1 2

“We know that women are important customers in our category. We want to know how to market more effectively to them.”

E.g., Autos 1 2

“We know that women are important influencers in our category. We want to know how to market more effectively to them.”

E.g. Autos, hunting and fishing, golf, children’s toys.

1 2

“Women already use our products. How can we make women feel even more comfortable?”

E.g., Power tools, hardware, guns, Harley-Davidson, NHL Hockey.

1 2

How can we grow by appealing to women, a group we generally overlook?”

E.g., NASCAR/ motor sports.

1 2

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MARKETING TO WOMEN Part A: Identify the importance of women customers to your organization

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1. Know Your Customers?

Run the numbers. Compare your customer profile to the population at large and to your competitors’ customers.

Do you over or under represent women customers? Why is that?

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2. Who Influences, Buys and Uses Your Products?

Run the numbers (again). Do women decide what to buy or do others decide for them? Do women buy the product for personal use or for others to use?

Where is your focus: influencers, buyers, or users?

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3. Know Why She Buys

Products are solutions to customers’ problems. Do you know why customers buy your products?

Do men and women have different needs?

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MARKETING TO WOMEN Part B: Women are important to your organization… now how do you more effectively market to women?

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4. Acknowledge Differences Between Men and Women

There is abundant research on the physiological and social/cultural differences between men and women.

What gender differences are important for your brands?

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5. Treat Women as Knowledge Customers

Research suggests that women are: •  relationship focused •  team based •  use shared leadership •  believe knowledge

resides in many. These are knowledge management principles.

Do you treat women as “knowledge customers”?

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6. Incentivize Brand Advocates

Women feel that it is their responsibility to help others make “good” purchase decisions. Women also look to others to help them make the right purchase decision.

What do you do to encourage and incentivize brand advocacy?

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7. Use Technology to Support Your Strategy

Women are more likely than men to adopt technologies that enable engagement – with each other and with the brand.

Does your technology strategy facilitate engagement?

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8. Avoid Gender Washing

As much as there are differences between men and women, so too are there differences between women.

Do you treat women as if they are all the same or do you look for differences?

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9. Acknowledge Multiple and Blurring Boundaries

Women have multiple roles and move between these many roles depending on context and time. The boundaries between the roles are both fluid and ambiguous.

Do you acknowledge these multiple roles when you communicate with women?

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10. Work with Gender Convergence

In many countries, women take on roles that were traditionally for men and men take on roles that were traditionally for women. We say that this is a move away from a masculine culture toward a feminine culture.

Do your embrace the feminine in your approach to marketing?

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“By doing a better job of marketing to women, organizations will improve the ways in which they market to men.” For more information or to discuss any one of these 10 principles and how they might apply to your organization, contact: Jenny@JennyDarroch.com •  See also: www.JennyDarroch.com •  Follow Jenny on Twitter: @JennyDarroch •  You will also find Jenny Darroch’s regular posts on

Huffington Post •  And if you haven’t done so already, connect with Jenny

Darroch via LinkedIn

MARKETING TO WOMEN: 10 Principles

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