Over the past 50 years, women have taking on an increasingly important role as consumers making the purchasing decisions for their households. We can understand them being the main grocery and toiletry buyers, but studies now show that they are responsible for up to 85% of all purchases made in the US.
Not every woman spends her spare time at malls and department stores, of course, but marketing to women can be one of the top secrets to success in your business once you appreciate just how much female consumer behavior is driving the economy. They make purchases in just about every area, including cars and sports gear – once male-dominated markets.
In this guide, we will be looking ways to market to women effectively, making sure your marketing message hits the right target in the right way.
SECTION 1: WHY TARGET YOUR MARKETING MESSAGE TO WOMEN?
Marketing is the art and science of promoting and selling products or services to consumers, either individuals (B2C) or businesses (B2B). Marketing includes both research and advertising. It often involves building a brand to achieve recognition of what it stands for and how it is different from other brands, in order to increase sales and retain customers (customer loyalty).
Women generally love to shop. They buy for themselves, and a wider circle of people that will change as she matures from teen to young adult, wife, perhaps mother, soccer mom or career woman, and so on. Some of her buying habits will be formed early, such as using products that her mom did, or finding products she loves and sticking to them.
Women will also buy a lot of items compared with a man because they tend to choose “specialist” products, such as moisturizer for face, body, and under the eyes; hand cream; cream for stretch marks, scarring, or bleaching dark spots, and so on. The older a woman gets, the more likely she is to buy (expensive) products that are supposed to fight the signs of aging.
Some women will also “go green” and buy personal care products, household cleaners and so on, that have not been tested on animals and are good for the environment.
Knowing what these women need and care about, as well as their problems and motivations, allows you to tap into a lucrative market eager for solutions that really work at a price that they can afford, and which offers good value for what it is.