Marketing To Women 2.0 Lisa Johnson
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Transcript of Marketing To Women 2.0 Lisa Johnson
THE LAND OF PUSH
THE LAND OF PULL
PEOPLE HAVE SHIFTED
Isolated to connected
Unaware to informed
Passive to active
CONNECTED IN THREE WAYS
1. Connected to technology and new media 24/7
2. Connected to each other in tight circles and loose connections
3. Connected to brands as peers, advocates and partners
THE CONNECTED GENERATION
Age
Technology-driven lifestyle
Worldview
WHO IS A PART OF THE CONNECTED GENERATION?
THE CONNECTED WORLDVIEW
Experience
Expression
Connection
Transparency
Reinvention
WHAT DO THEY SOUND LIKE?
THE SOCIAL CUSTOMER MANIFESTO
I want to have a say
I don’t want to do business with idiots…
POP QUIZ!
One point for every “yes” answer
Six or more and you are connected!
ARE YOU A PART OF THE CONNECTED GENERATION?
MARKETING TO WOMEN 2.0
1.0 An established truth about women consumers
2.0 How connected young women are living out this trait in fresh ways
Love is creating a strategy for applying this insight to move women from “liking your brand” to “loving your brand”
HER NETWORK
1.0 She shares word-of-mouth at twice the rate of men
2.0 Her tight circles and loose connections = word of mouth on steroids
Love is KEEPING IT UNDERGROUND by providing compelling experiences for the insiders
Dove “Evolution”
HER BUSY LIFE
1.0 She is crazy busy and craving ways to save time
2.0 She is editing and innovating in order to save herself and others time
Love is SIFTING THROUGH THE CLUTTER and identifying the top picks
She is seeking her “twinsumer”
HER EXPECTATIONS
1.0 She has a longer list
2.0 Using her giant virtual megaphone she both rewards and criticizes brands
Love is delivering new experiences, entertainment, and education to BRING IT TO LIFE
HER DESIRES
1.0 She wants to experience your brand messages and say “That’s Me”
2.0 She wants you to fan her flame in print, pixels or film
Love is SHINING THE SPOTLIGHT and putting her into your story
Shaun White
Lisa Johnson
HER HEART
1.0 She wants your brand to act responsibly and support worthwhile causes
2.0 She is seeking volunteer and giving opportunities that deliver a paycheck of the heart
Love is designing GIVE BACK opportunities that are smarter, hands-on and personal
HER CREATIVE GENE
1.0 She is a powerful source of insight and wants to be heard
2.0 She wants to co-create your brand as a peer and partner
Love is creating an architecture of participation so you can BUILD IT TOGETHER
REACHGROUPCONSULTING.COM