The document provides tips for effectively marketing to women. It emphasizes that women are not a monolithic group and stereotypes should be avoided. The tips encourage learning about the specific target customer, building relationships through personalization and loyalty, relying on word-of-mouth by ensuring positive experiences, gathering customer feedback, and staying attuned to trends. The overall message is that marketing to women requires understanding individual women's diverse interests rather than relying on assumptions.

2. Official Poll

3. Official Poll
How many of you consider yourselves
“Soccer Moms”?

4. Official Poll
How many of you are married to someone
who considers themselves a “Soccer
Mom”?

5. MARKETING TO WOMEN

6. Why market to women?

7. Why market to women?
Women spend 80 cents of every dollar in
the US…
…and influence up to 90 cents of every
dollar spent.

8. Women buy…
• Food
• Clothing
• Entertainment
• Childcare
• Furniture

9. Women buy…
• •
Food Houses
• •
Clothing Cars
• •
Entertainment Investments
• •
Childcare Mortgages
• •
Furniture Insurance
• Office Phone Systems

10. Marketing to women does not work.
Why?

11. GET READY FOR THE BIG
ADVERTISING INDUSTRY
SECRET…

12. Not all women are the same.

13. Marketing to women is like marketing to people…
• Who is your target market?
People
• Who is your client base?
People
• What’s a market you would
like to break into?
People

14. Marketing to women is like marketing to people…
• Who is your target market? • Who is your target market?
People Women
• Who is your client base? • Who is your client base?
People Women
• What’s a market you would • What’s a market you would
like to break into? like to break into?
People Women

15. 70% of women say that marketing does not
speak to them. Why?

16. 70% of women say that marketing does not
speak to them. Why?
Because all women are not 25-45-year-old
Soccer Moms.
Most women aren’t.

17. • YOU MUST MARKET TO WOMEN
• YOU CAN’T MARKET TO WOMEN

18. HOW TO MARKET TO WOMEN
STEPS A THROUGH M

19. NO STEREOTYPES!
• Don’t look to the past
• Don’t force perceived
female archetypes
• Don’t believe the hype

20. STEP A: NO STEREOTYPES!
• Don’t look to the past • Do introduce something
new
• Don’t force perceived
• Do consider what women
female archetypes
you know prefer
• Don’t believe the hype
• Do turn gender stereotypes
on their heads

21. STEP B: BOLD COLORS
• Leave the pastels for
marketing to babies
• Women like their
unmentionables to be
pink, not their lawyer’s
office.
• Choose a palette that suits
your business’s offerings

22. STEP B: BOLD COLORS
• Leave the pastels for • Bold colors attract everyone
marketing to babies
• Bold colors connote
• Women like their strength and courage
unmentionables to be
pink, not their lawyer’s • Use bold colors in your
office. marketing materials as well
as client spaces
• Choose a palette that suits
you business’s offerings

23. STEP C: BRING OUT THE MEN!
• Don’t assume women want
to talk to another woman
• Women often listen more to
men than women
• Women often trust men
more than women

24. STEP C: BRING OUT THE MEN!
• Don’t assume women want • Try to find a fellow to talk to
to talk to another woman the ladies
• Women often listen more to • Sad, but true
men than women
• Women often trust men
more than women

25. STEP D: KNOW YOUR FEMALE CUSTOMER
• She may not be who you think.
• Who is your customer?
• Why is she your customer?
• Once you know who and
why, you can go get more!
• How do you find out?
• Ask!

26. STEP D: KNOW YOUR FEMALE CUSTOMER
• She may not be who you think. • What does she look like?
• Who is your customer? • Where does she shop?
• Why is she your customer? • What are her politics?
• Once you know who and • What age range is she?
why, you can go get more!
• What are her resources?
• How do you find out?
• Who is her family?
• Ask!

27. STEP E: NO DOORS
• Women have been burned—they are skeptical
• Don’t trap them
• What will you say to them that no one else should
hear?
• Open doors confirm transparency
• Show that you have nothing to hide
• You can be trusted

28. STEP F: IT’S NOT ABOUT THE PRICE
• The price is not right for what you are offering
• Find out what you need to offer
• She will pay for what she wants

29. STEP G: NEVER TALK DOWN TO YOUR
CUSTOMERS
• Belittling will never close the deal
• Remove all intimidation from sales process

30. STEP H: BUILD RELATIONSHIPS
• Retain existing clients
• Women value being
appreciated
• Women reward appreciation
with loyalty
• Demonstrate, don’t just
voice appreciation

31. STEP H: BUILD RELATIONSHIPS
• Retain existing clients • The CEO knows her name
• Women value being • You know how she takes
appreciated her coffee
• Women reward appreciation • She achieves VIP status
with loyalty • She is a regular and more
• Demonstrate, don’t just valuable
voice appreciation • She gets insider info

32. STEP I: CREATE A SENSE OF BELONGING
• Turn your business into an exclusive club
• Provide members-only swag
• Introduce new clients to established clients

33. STEP J: WORD OF MOUTH MARKETING
• Women tell everyone about
bad experiences
• Women actually feel pain
when hearing about bad
experiences
• Women are 5x as likely as
men to post reviews on
websites

34. STEP J: WORD OF MOUTH MARKETING
• Women tell everyone about • Women are tireless
bad experiences promoters of their favorite
brands
• Women actually feel pain
• Women post good
when hearing about bad
experiences reviews, too
• Women are 5x as likely as • Reward referrals with gift
men to post reviews on cards, swag and discounts
websites

35. STEP K: ASK FOR AND USE CUSTOMER
FEEDBACK
• Women like to give their
opinion
• Free market research
• Softens clients to change
• Run all new ideas by as
many women as you can

36. STEP K: ASK FOR AND USE CUSTOMER
FEEDBACK
• Women like to give their • New products
opinion • New services
• New branding
• Free market research • Location change
• Policy change
• Softens clients to change • Personnel
• Hours
• Run all new ideas by as
many women as you can

37. STEP L: BE AN EXPERT
• Information is the new currency
• SMART is the new RICH
• Women want to know EVERYTHING
• Make yourself her #1 source of information
• She’ll share you with her friends

38. STEP M: IN TUNE WITH TRENDS AND
MARKETING
• Where are all of the ladies?
• Social networks
• Are they fads?

39. YES!

40. STEP M: IN TUNE WITH TRENDS AND
MARKETING
• Where are all of the ladies? • Are you ready for what’s
next?
• Social networks
• Will you already be the next
place she goes?
• Are they fads?
• Or will you have missed the
• Yes! But…
boat?

41. Passion + Knowledge Practice = Success!