WOMAN! The biggest, nearest, most powerful

and most underserved market of all time!

Presenta(onwri-enandarrangedbyStefaanVandist,strategicplanneratTrinityConsult,stefaan@triity‐planning.be

The great question - which I have not been able to answer - is: "What does a woman want?” (Sigmund Freud)

What is the problem with marketing to women? The famous joke about the woman an the care sales representative is the best illustration of what is going wrong

Did you know… Women. The Ultra-Mega Niche. The under-served market of all markets. Just consider the fact that women, who comprise just over 50% of the US population,

make over 80% of the consumer purchasing decisions (and in case you're wondering, consumer spending accounts for two-thirds of US GNP). No wonder a growing number of companies have 'FEMALE FEVER'. We'll let the examples speak for themselves.

IntheUS,womandecidefor80%ofallconsumerpurchases(consumermarketis66%ofUSGDP)

NumberofworkingwomanissurpassingnumberofworkingmenintheUS

¾ofjoblossintheUSisamongmen

Companies suffering female fever…

Female marketing 1.0: make it pink

The Densia | Spain PortaJane | US One White Pearl | NL

The largest research on women of all time: Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups |

womenspeakworldwide.com

Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com

WOMAN…

•  Feel vastly underserved •  Feel patronized in the marketplace •  Feel underestimated in the workplace •  Constantly juggle conflicting priorities •  2/3 consider themselves as overweight

•  Underestimate female purchasing power •  Ignore female purchasing decision power •  Promote female stereotypes •  Use outdated marketing narratives

Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com

COMPANIES…

After all, L’Oréal was right: woman feel undervalued

It is a very old fashioned idea that women is a single minded target audience

“Women” does not exist

Different segments with different needs…

Econ

omicClass

Lifestage

Different attitudes when it comes to beauty

Integratebeautyideal

Resistbeautyideal

PretendingBeing

ConformistBeauty15%

P.R.Beauty23%

FlashyBeauty13%

DiscreteBeauty10%

Rejec(ngBeauty9%

FreshBeauty9%

ObviousBeauty18%

Thefemalebeautyuniverse

1

2

3

4

5

6

7

Female marketing 2.0?

Woman don’t want to be perfect size 6, they want to feel and look good (the fit block)

From patronizing sameness for women (skin moisturizer) to serious technology

Womanmakethedecisioninpurchaseof

94%ofhomefurnishing92%ofvaca(ons…91%ofhomes…60%ofautomobiles…51%

ofconsumerelectronics

The worst industry of all when it comes to communication with women = banking

However the shit hits the fan, private wealth in the US will grow from 14 to 22 trillion $

by 2020.

HALF of it will be owned by… women

•  Woman feel not respected by banks as full client to do business with

•  Feel treated like dummies talked down to •  Woman feel poorly advices on their situation •  Woman are annoyed by to much housefather focus and

a lack of family focus

Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com

BUT…

RULESOFTHUMBINMARKETINGTOWOMEN

•  Ifyou’retheonewhoconnectsfemaleconsumerstoeach‐other,theywillfeelconnectedtoyou

•  Ifyourmarke(ngtargetsjustoneofherlives,youmissalltheothers

•  Ifyouhavetoaskher,itisprobablytolate

•  Beingreliabletoonegenera(onwillleadyoutothenext

•  Don’tinterferehera-en(on,bearoundinherperiphery

•  Co‐parentyourbusinesswithfemaleconsumers

•  Becaring,begood,betrue

•  Don’tpatronize.Coach.

Female marketing 2.0: In men-oriented markets, serving women

as ladies turns you in a gentleman

Female marketing 2.0: In female-oriented markets, have a deeper empathy for real life-stage oriented needs

Thanks for your attention! THANKSFORYOURATTENTION

StefaanVandiststefaan@trinity‐planning.be

www.trinity‐planning.be