Comments on: Can Marketers Serve the Female Economy?

By: MarthaGriffith (MarthaGriffith)

MarthaGriffith (MarthaGriffith) — Wed, 02 Dec 2009 02:55:56 +0000

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Women drive marketing strategy-why can't we b n positions of power n marketing firms-Wonder if I'll c change in my life [link to post]

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By: Suki Fuller

Suki Fuller — Tue, 01 Dec 2009 10:14:25 +0000

This also means that I don’t want pink, sky blue or glitter on my sneakers, Adidas, Nike or New Balance.

Unfortunately, this I am experiencing while here in China.

Stop that. I just want sneakers with great traction so I can run.

By: digitalsista (Shireen)

digitalsista (Shireen) — Tue, 01 Dec 2009 07:39:24 +0000

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@GeoffLiving @LizScherer I hope you are both doing well from all that food ;) and family of course

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By: organicmania (Lynn Miller)

organicmania (Lynn Miller) — Tue, 01 Dec 2009 03:45:29 +0000

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And here's another take on the same HBR piece re Female Economy, this time from @GeoffLiving [link to post]

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By: digitalsista (Shireen)

digitalsista (Shireen) — Tue, 01 Dec 2009 03:40:11 +0000

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yes! working on a prezo abt this! Resulting from our @growsmartbiz chat! Can Marketers serve #fem2 Economy [link to post] @GeoffLiving

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By: Kat Gordon

Kat Gordon — Mon, 30 Nov 2009 23:08:27 +0000

Love the examples, both good and bad. Here’s another tidbit for companies who want to connect with women: more than three-quarters of women say that advertising doesn’t depict them accurately. Why? Many believe it’s because only 3% of creative directors at ad agencies are female. I am one of them. And we need more!

By: Andrea Learned

Andrea Learned — Mon, 30 Nov 2009 23:06:42 +0000

The cool thing about Banana Republic’s focus on the full customer experience from standard sizes to store/site layout and sales associates – is that serving the higher standards of their female customers also serves their male customers. Given the choice, men like a lot of the same things when they shop (they just never thought to ask, or tell, brands – as women have been doing a lot more lately). As for Curves – which has an appropriately women-only focus – it emphasizes strength, fitness and goals – and not “woe is me” and “how will I ever lose the weight?” That brand has the tone and language right in reaching its target market – a very specific group of women (not all women everywhere). Curves did its research and was inspired and guided by the very women it serves, so it gets it right without cliches, stereotypes or assumptions. You are so right, Geoff, the women’s market is key right now – and one of the reasons is that it represents the high standards of the toughest customers of either gender.

By: Julia

Julia — Mon, 30 Nov 2009 22:15:45 +0000

Even industries that specifically target women get it wrong all the time. Look at maternity and juvenile, for example. Forty Weeks (yes, that is me) is focused working with brands to elevate their messaging – and to help them move beyond the very dated and ineffective language of “ducks and bunnies” or pastels when communicating to expectant women. This journey began in 1998 and continues on today — old, safe habits are hard to break. And as brands like Bugaboo, Fleurville and tuetonia (among others) have shown – the ROI is there for the taking.

By: emodkate (emodkate)

emodkate (emodkate) — Mon, 30 Nov 2009 22:06:35 +0000

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Can marketers adapt to a genuinely female-driven market? (I think that means no more pink laptops etc) [link to post]

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By: lizscherer (Liz Scherer)

lizscherer (Liz Scherer) — Mon, 30 Nov 2009 22:05:35 +0000

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Interesting perspective on marketing to women by @geoffliving [link to post] @andrealearned, you may want to weigh in

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