Women process information in a fundamentally different way to men and need to be engaged by marketing with an innately opposite approach. They wish to trust and engage with their chosen brand for much more practical reasons then men. Experiential marketing is key to this exercise and excels at drawing in the female market.
Making 95% of household purchases, women are a crucial target market and they still tend to rate cosmetics, clothing and homeware brands most highly. However The Centre for Brand Analysis (TCBA) has also detected less stereotypical results.
The top 10 brands in 2010 with the most emotional connection to women were Google, Marks & Spencer, Heinz, Kellogg, BBC, Weetabix, Sony, Microsoft, Dulux and Nokia – not overtly female-oriented brands, but they use captivating advertising to speak to women in a lively, practical way, comments Stephen Cheliotis TCBA chief executive.
Cheliotis suggests: “Don’t just ask what women want, but what do the women who purchase your product want?”
There are products designed for women solely and there are brands that target women exclusively but as we have seen the brands most connected with women are taking another avenue. They make available real people for live consultations and don’t just refer the consumer to a touch tone phone to dismiss all woes. They are accessible.
Hotcow works with brands that want to honestly sell a product that represents quality, reliability and distinction. Women need to trust that your brand is most suitable to them and they want to know your product or service has been designed with them in mind, subtly, without coating everything in pink! Often by having questions answered or critiquing the product first hand women will form a positive association with your brand. Through experiential marketing women will fully understand, experience and connect with your brand effectively.