Marketing to Women 2.0: Her Desires
The Connected Generation Podcast: Marketing to Women 2.0 Topic: Tell Her Story, Episode 46
1.0 = Classic truth about women
She wants to experience your brand story/messages and say “That’s Me”
- Engage her imagination with real stories and testimonials from people like her, who have used your brand to solve problems, save time, or make their life more meaningful.
- Specific, quirky personalities and stories are better than more vanilla, “universal” composites.
- Music, humor and design are underutilized strategies.
- Provide stories that show her a side of herself that isn’t always acknowledged or portray a person she aspires to be.
- Make sure you include specific details that show quirks, humor, courage, etc.
- Often the best stories come by wathing your brand in use and in context. Engaging stories that women relate to often come from seeing pictures and/or video of the featured products in use.
2.0 = Fresh ways connected women are living out this truth
She wants you to fan her flame and tell her story in print, pixels or film.
- Behold the power of invitation. Invitations are most powerful if they are delivered to a small, exclusive group. They are still effective when offered to a specific network, but invitations are least valuable when thrown out indiscriminately to the masses. Remember this principal when you invite people in your brand community to share their story in an email, in pictures, or through a video.
- Behold the power of being “chosen.” It is fine to have your info posted, but so much better to be in a select group that was chosen by the experts or those who are respected in the field to be spotlighted. Restructure your “open call” for content to include a spotlight on the funniest, the best insight, the ultimate design etc.
Strategy: SHINE THE SPOTLIGHT and put her into your story.
- Glamour “Reel Moments” asked women to share a story about a time in their life that was significant to them. Famous actresses such as Jennifer Aniston and Gwyneth Paltrow became the directors to put the stories to life.
This post was written by Lisa Johnson
Share This
Get our RSS
[...] (C. David Gammel) wrote an interesting post today on Marketing to Women 2.0: Her DesiresHere’s a quick [...]
#2765 | Soilcoins.Com » Marketing to Women 2.0: Her Desires (10/1/07)