Marketing to Women 2.0: Her Longer List
The Connected Generation Podcast: Marketing to Women 2.0 Topic: Her Longer List, Episode 45
1.0 = Classic truth about women
She has a longer list
- Research has shown that women typically have higher expectations around the sales process than men. For example a husband and wife may be looking at flat screen TV together. In general, they may have five top things on their list that matter to them—price, value, design, performance, warranty. What is important to understand is women will often have more things on their list beyond the usual criteria. She may have 3 or even 6 (or more!) additional criteria that play into her final decision. These extras (I didn’t like the way the sales person treated me, that brand has a history of unethical practices in manufacturing, I hate the design of that site, the music in that store dries me insane, etc.) play into her decision. If your brand understands what is on her 6-10 list they can create incredible competitive edge in reaching women and actually over-deliver to men at the same time.
- Here is the bottom line: If you have done a good job of reaching his five needs have your reached her longer list with 10 criteria? No. However, if you focus on delivering to her longer list have you met his five needs? The answer is a resounding yes. Therein lies the magic of marketing to women. If you transparently fulfill her longer list by focusing on what is relevant and compelling to her, you can potentially make your brand stronger for all customers.
- For example, research shows women will only spend 4 seconds on a website before deciding to stay or leave where a man will spend ten seconds. If you can reach her in 4 seconds you will definitely be able to keep him engaged during his 10 second window.
2.0 = Fresh ways connected women are living out this truth
Using her giant virtual megaphone women both reward and criticize brands. Whether women are blogging about a product or leaving a customer review, they are not spending the majority of their time talking about the 1-5 on the list online instead it is the 6-10 that get the airtime.
- Let’s face it, number one through five are a given. (You don’t see endless posts about products on sale or not having to return something.) She is writing, talking and blogging about brands that address her additional criteria. Today, if you do a great job of serving something that is farther down her list but still important (such as free tailoring for life, delivery and in house assembly included or a secret sale every year for the top customers) it can really get the online buzz and offline talk roaring.
Strategy: Deliver new experiences, entertainment, and education to BRING IT TO LIFE for her
- Apple computers does a great job of making something hi-tech like computers/technology feel high touch. Their Apple stores created a learning space through the friendly and helpful genius bars, in store workshops where classes are offered, one-to-one personal training, and the specialized studio classes where creative “black belts” connect to each other often with more high profile teachers. For example the famed director Spike Lee might offer a movie directing studio at the Apple store to local film makers in LA.
- Electronics giant LG offers a great Bring it to Life strategy through the LG Wash Bar in Paris. At this reconcpeted laundrymat customers can listen to music played on LG equipment and enjoy a complimentary drink while they wait for their laundry to be washed in an LG machine and dryer. The Wash Bar’s main attraction for bored laundry drones is a 40-square-meter showroom with LG TVs and PC monitors. For the in-the-know gang, every Tuesday customers who dress in white are offered free Whiter than White cocktails.
This post was written by Lisa Johnson
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[...] Women and has some really interesting advice and information. She wrote a blog post a few days ago Marketing to Women2.0: Her Longer List which talks about the idea that women expect more out of products and services then men. It is [...]
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[...] me wrote an interesting post today onHere’s a quick excerpt… truth about women She has a longer list Research has shown that women typically have higher expectations around the sales process than men. For example a husband and wife may be looking at flat screen TV together. In general, they […] [...]
#2707 | TV » Marketing to Women 2.0: Her Longer List (09/27/07)