I'm a woman and I pay attention to those who market their products and services to me and those who look right beyond me. I have been in situations over the years with my husband making a substantial purchase of some kind and the sales person never makes eye contact with me. I've been stereotyped time and time again.
This uneducated marketing approach is amazing considering that in a recent survey conducted by Boston Consulting Group, they found women make the primary decision when purchasing 94% of home furnishings, 92% of vacations, 91% of home buying, 60% of automobiles and 51% of consumer electronics. Similar results have been reported by gender marketing expert Marti Barletta founder of the Trend Sight Group.
Marketing to women should be a strategy of any business that has a product or service that women will make the buying decision on. There are many ways to connect with women including creative promotional product giveaways. I'm not suggesting that every promotion should be pink and cute; rather a promotional giveaway must speak to woman with whom you are trying to connect your brand with. For instance, if you sell computers offer women a unique colorful flash drive as a promotional giveaway for their business. Women are savvy consumers and want to be treated as such. Another idea for the financial industry would be to provide women with preprinted information guides which are useful and empowering them to make wise choices.
Also according to the Boston Consulting Group's survey, women were also "dissatisfied with the performance of the healthcare industry." Women are tired of the amount of time they spent waiting for doctors. The healthcare industry has experienced more attention in the past couple of years due to health care reform debate and the attention has not always been positive. Clinics and hospitals alike could benefit from some much needed marketing attention to let consumers know they are valued and respected.
Another marketing genius Tom Peters said "American women are, in effect the largest national economy on earth." Perhaps you need to rethink your marketing plan and address the impact women have on the economy and ultimate spending power with your company.
JoAnne M Funch is an expert and out of the box thinker in creating brand recognition with promotional product advertising. To receive a free copy of 10 Powerful Marketing Ideas To Increase Your Visibility & Income visit http://www.girpromotions.com
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