Author’s Note: Women expect a lot from their products and services. So when marketers create offerings to meet women’s criteria first, they’re likely to have something that other demographics will go for, too. That’s the premise of this piece, the cover for Ad Age’s 2006 special report on marketing to women.
For all that blather about alpha males, adult men are a beta demo. There are 6 million more women aged 20 or older than males. What makes the 21st century woman a consumer phenomenon is her own deep pockets, born of greater education and clout in the workplace. The rise of the female consumer phenom–or she-nom–merits an overhaul in strategic thinking. Marketers must keep feminine preferences in mind not just for “women’s products,” but for items ranging from digital cameras to beer, that have traditionally been pitched aggressively to guys.
“The concept of marketing to women as your lead user is the way of the future,” says Bridget Brennan, founder of consultancy Female Factor Communications. In virtually every category, smart marketers will put women in the bull’s-eye, not on the periphery, she says.
Many marketers fear that direct appeals to women will alienate men, but the opposite is true, Ms. Brennan says. Products with a feminine veneer are apt to turn off not just men but women who suspect these are watered-down versions of the real deal, she says.