iOS app Android app

Marketing to Women

Selling to Women... It's Time to Get Scientific and Serious

Jenny Darroch | Posted 10.16.2014 | Business
Jenny Darroch

In the few books written on selling to women, I see a heavy reliance on gender stereotypes. These books also fall into the same old trap of assuming that all women are the same -- and so recommend a worn out "one size fits all" approach.

Marketing to Women, or Should I Say Marketing to People With a Female (or Male) Brain?

Jenny Darroch | Posted 10.08.2014 | Business
Jenny Darroch

My first recommendation for marketing to women is to determine where your female audience sits on the emphasizing-vs.-systematizing spectrum. Put another way, how dominant is the "female" brain among your target market?

Marketing to Women... Some Advice for the Auto Industry

Jenny Darroch | Posted 09.26.2014 | Business
Jenny Darroch

When marketing to women, don't assume all women have the same needs. Look for differences between women and develop products and marketing approaches to suit a greater variety of needs.

7 Recommendations for Treating Customers as Knowledge Workers (i.e., Knowledge Customers)

Jenny Darroch | Posted 10.07.2014 | Business
Jenny Darroch

While I was writing my latest book, Why Marketing to Women Doesn't Work, I came up with a term I quite like called "Knowledge Customers," which borrows from earlier work on the Knowledge Worker.

The Changing Face of Women Consumers... and What This Means for Marketing

Jenny Darroch | Posted 09.09.2014 | Business
Jenny Darroch

About a month ago, McKinsey released a report from its September 1966 archives called "The Changing Face of Marketing." The first section called "The Dominance of the Customer" really caught my attention. Some of the headlines of this section are:

Big Data and Online Disinhibition: 'Who Am I?' When I Post Comments Online

Jenny Darroch | Posted 10.05.2014 | Business
Jenny Darroch

Big data is not a replacement for behavioral data, such as user and usage data, or psychographic data, which includes information on attitudes, values, opinions and lifestyle.

What's the Stink About Pink?

Jenny Darroch | Posted 09.27.2014 | Business
Jenny Darroch

When marketers use pink to signal their products are "female friendly" they fall squarely into the trap of stereotyping women as being feminine, kind and nice.

Can Women Have it All? Can Men Have it All?

Jenny Darroch | Posted 09.21.2014 | Women
Jenny Darroch

As we head into a world where women increasingly out-learn and out-earn men, yet want to balance a career with family, we will hear more about work-life balance issues. But work-life balance affects men just as much as it affects women.

Practicing 'Just in Time' Marketing to Women by Focusing on Her Subjects of Interest Rather Than Her as an Object

Jenny Darroch | Posted 08.20.2014 | Business
Jenny Darroch

Eliminating waste by adopting just in time marketing means to avoid portraying women in different roles "just in case" she is in that role at the time you market to her. What this means is that instead of focusing on women as the object, focus on the subjects of her interest.

Avoid Gender Washing: Making Sense of Marketing to Women by Understanding the Three Waves of Feminism

Jenny Darroch | Posted 08.10.2014 | Business
Jenny Darroch

Realizing that women make around 85 percent of all purchase decisions but unsure of how to effectively market to women, many managers end up adopting a strategy of "gender washing."

Why Every Lady Should Know Her Liquor and the Companies Exploiting Those Who Don't

Kayleigh Kulp | Posted 09.22.2013 | Women
Kayleigh Kulp

Men at women may sit at the bar counter together, but they are still a world apart when it comes to their drinks. The liquor companies perpetuate the stereotype that women are impressionable and don't care about complexity and quality.

LOOK: Just What Every Woman Needed

Margaret Wheeler Johnson | Posted 04.01.2013 | Women
Margaret Wheeler Johnson

To suggest that tools for adult women should look different from tools for adult men is basically to divide the housewares aisle the way toy marketers advertise the action toys to boys and pink plastic "glass" slippers to girls: It treats adult female consumers like children.

Designing Your Product for Men or How to Kill Your Company

Camilo Acosta | Posted 04.07.2013 | Business
Camilo Acosta

Female stereotypes don't work. To appeal to women, you need to test, do customer development, and learn what works for the female audience in your market.

LOOK: This E-Cigarette Is For Ladies Only

The Huffington Post | Posted 12.27.2012 | Women

Today in "absurd products arbitrarily marketed to women," we bring you ... the ladies-only electronic cigarette. For those of you who have been puffin...

Fun For Women After 50

Candy Spelling | Posted 10.07.2012 | Entertainment
Candy Spelling

In our shared experiences as wives, sisters and mothers, we know the significance of having emotional support. As empty-nesters, widows and survivors, we also know the importance of giving ourselves permission to laugh again, have fun again -- and live again.

Ten Reasons I Will Not Be Buying A Pink Fishing Rod

Lori Day | Posted 06.17.2012 | Women
Lori Day

The flashing lights in the pink reel do not attract fish. They might or might not attract men, but that is not why I fish.

Why Advertising Companies Need Women

Christine Bronstein | Posted 05.12.2012 | Women
Christine Bronstein

Because of this dearth of female voices, companies are spending billions creating ads that can be nearly as offensive or clueless as Limbaugh's remarks.

What Do Women Really Want?

The Huffington Post | Rieva Lesonsky | Posted 01.20.2012 | Small Business

What do women want? We may be getting closer to an answer to the eternal question, thanks to a recent study. “Today’s Women: Newfound Power, Persi...

8 Products Women Really Don't Need

Posted 01.01.2012 | Women

There is a history of misguided attempts by companies to market to and create products for women (check out this chin-reducing device and the Glamour ...

Five Things Companies Need to Do to Speak to Women

Belinda Parmar | Posted 12.31.2011 | Business
Belinda Parmar

Just because we've got breasts doesn't mean we have special needs. We're different but we don't want to feel we're that different.

Pink is Not Actually A Color, So Why Is It Everywhere?

Jessica Pearce Rotondi | Posted 12.19.2011 | Women
Jessica Pearce Rotondi

Scientists have found that pink is not actually a color.

WATCH: 9 Unfortunate Birth Control Commercials

Posted 11.30.2011 | Women

In honor of Advertising Week 2011, a time when advertisers gather to exchange ideas, celebrate great work, and discuss industry goals, we've decided t...

Bye, Bye Blue Liquid: Always Runs First Feminine Hygiene Ad To Show Blood

The Huffington Post | Laura Stampler | Posted 09.05.2011 | Women

If marketing campaigns have taught us anything about periods, it is that menstruating women love to dance, are drawn to white spandex and, oh yeah, bl...

The Betty White vs. Joan Rivers Superbowl: Women and Aging

Carol Orsborn | Posted 05.25.2011 | Media
Carol Orsborn

Aside from boldly featuring women in their seventies and up in their advertisements, which is to be lauded, standout commercials from the past two Super Bowls share something else in common: neither has anything to do with fashion or beauty.

PR Playbook

Karen Robinovitz | Posted 05.25.2011 | Style
Karen Robinovitz

When all was said and done, it was a $15 press kit. Yikes. Need I say again that there were 1,000? Remember that savings I was dipping into? It was near gone.