Strategies for Marketing to Women

Affiliate Summit East 2010

Strategies for Marketing to Women

Tricia Meyer, MeyerTech, LLCKristin Kinsey, MadHatter Consulting, Inc.Laura Parvey-Connors, Vanns, Inc.Kim Salvino (Moderator), buy.at

Agenda

• Introduction (Tricia)• What Women Are Buying (Tricia)• Content and Layout (Laura)• Social Networking (Kristin)

Introduction and What Women are Buying

Tricia Meyer

Page Title Goes Here

How Big is the Market?

• 85% of all brand purchases are made by women *

• American women control $7 billion in annual online spending *

• “Women represent the largest market opportunity in the world.” **

* Unicast, June 2010** Harvard Business Review, September 2009

Consumer Spending Worldwide

(Harvard Business Review, Sep. 2009)

What Are Women Buying?

Women account for 85% of all consumer purchases including everything from autos to health care:*

• 91% of New Homes• 66% PCs• 92% Vacations• 80% Healthcare• 65% New Cars• 89% Bank Accounts• 93% Food• 93 % OTC Pharmaceuticals

*Marketing to Women Conference

Cycle of Buying By Moms

• Second Trimester: Cribs, Changing Tables, Rocking Chairs, Carseats (Nursery Items)

• Third Trimester: Stoves, Cars, Homes (Big Ticket Items)

• Baby: Video Cameras, Laptops, Webcams, Cameras (Sharing)

• Toddler: Roku, Roomba, Car MP3 Players (Household)

• Big Kid: PSP, Wii Fit, Xbox, Portable DVD Players (Entertainment)

BabyCenter 21st Century Mom™: Tech Mom Report

2010 Gadget Wish List• Laptop• Nintendo Wii Fit• HDTV• Blu-Ray• External hard drive/Back-up• iPhone• HD Digital Camcorder• Portable DVD player• Garmin/GPS• Digital camera

BabyCenter 21st Century Mom™: Tech Mom Report

Sunshine Rewards Case Study

• 30,000 Transactions Analyzed• Average number of sales transactions per female

member: 2.7• Average number of sales transactions per male member:

0.4• Top merchants for both male and female sales: Best Buy,

eBay, Kohls, Quill, Shoebuy, Target, Walmart • Top female merchants: drugstore.com, iTunes, Barnes &

Noble, Old Navy, QVC, Snapfish• Top male merchants: 4inkjets, Home Depot, Newegg.com,

Sam’s Club, Sears

Content and Layout

Laura Parvey-Connors

Produced in 1955 and 1956 •

Pink Painting - The Dodge LaFemme“By Special Appointment to Her Majesty... the American Woman."

“Shrink it and pink it” -- is limiting and stereotypical

Women want to shout - “That’s ME!”It’s not about being pink - its about being relevant

• The benefits, not the features• How is this going to make my life more meaningful?• How is this going to save me time?

• Tailor your design to her• Make it intuitive

• Tell the whole story• Sell the lifestyle, then the product

• Think about a woman’s lifecycle• Single, married, pregnant, mother, grandmother

• Show real people• Authenticity

• Think about how it makes her feel• Honor the way women want to communicate with your brand

Features communication

65" 1080p LED 3D-HDTV• 65" plasma panel• Full 3D-HD 1920 x 1080p• 16:9 Widescreen Aspect Ratio• 240Hz• Samsung web apps• Real Black filter• 4 HDMI / 2 USB• SRS TruSurround HD

UN65C8000

Benefits communication

Stay ConnectedAvailable on select TVs, Skype™ on Samsung TV lets you make video calls from the comfort of your living room, right from your TV. It lets you make calls to other Skype users—for free. You’ll also see HD quality video and chat with four built-in microphones from your couch. And with the USB there’s no need to download software—it’s already built-in. Call friends and family almost anywhere in the world right from your living room.

UN65C8000

Social Networking

Kristin Kinsey

86% of Women have at least one profile on a social networking site.

72% of those Women, log in at least one time per day.

53% log in multiple times per day.

* SheSpeaks Second Annual Media Study October 2009

Women & Social Networking

Women Dominate the Space!

50% of Women online, have purchased a product because of something they read on a Social Networking Site.

* SheSpeaks Second Annual Media Study October 2009

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From REAL women.

From other women LIKE THEM.

From other women that have the same products/brands.

Specific stories about the product/brand.

The truth. The whole Truth, and nothing but the truth.

Women Want to Hear …

Facebook, YouTube, and Blogging, OH MY!

Contact Information• Tricia Meyer

Twitter: SunshineTriciaEmail: [email protected]

• Kristin KinseyTwitter: KCEmail: [email protected]• Laura Parvey-ConnorsTwitter: laurapconnorsEmail: [email protected]• Kim SalvinoTwitter: Kim_SalvinoEmail: [email protected]

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