Advertising to Today’s Female Demographic
When marketing to the female demographic, are you seeing a return on your investment? If you are failing to do so, it might be that you are marketing to them in all the wrong ways.
You might be over-generalizing and stereotyping when crafting your marketing messages, perhaps with the mindset that most women are stay-at-home moms, and that they all have the same needs as one another.
Of course, you might not be marketing to women as a group at all, so you might be missing out on sales because you’re not differentiating the messages you send out within your marketing.
Whatever the case, know this
In today’s society, women drive the majority of purchasing, according to the survey results highlighted at Inc.com, so as a business, you do need to take this seriously. If you’re not marketing in a way that supports their needs, you aren’t going to hit your sales goals.
And when you are marketing to them, you need to remember that one size does not fit all! It is important to remember that each potential female customer is an individual, with different wants, needs, and opinions that will sway their buying decision.
When crafting your marketing messages, it is imperative that you consider the differences that exist amongst all women. These include their:
- Age
- Income level
- Location
- Cultural background
- Religion
- Relationship status
It’s complicated, right? Sure it is, but if you take the time to find and learn more about your female demographic, you will be able to tailor your CPG marketing more effectively.
You need to ask yourself:
- How can my product make their lives easier?
- What wording do I need to use to encourage them to buy?
When you have answered these questions, you will be able to improve your marketing efforts.
So, don’t fall into the trap of marketing the same way that businesses did 10, 20, and 30 years ago.
In today’s society, you need to consider the following
1. Today’s spenders are not predominantly white. Black women are increasingly becoming the trendsetters, brand loyalists, and early adopters in today’s marketplace, in a survey highlighted at MEA. As a business, you need to understand how a Black woman’s values will affect their buying decisions.
2. In the wake of COVID-19, you need to understand how women are shopping differently. 79% of female consumers have stated that their shopping behavior has changed massively during the pandemic, according to the survey carried out by Bazaar Voice. What can your business do to respond to this societal shift?
3. More of today’s women are purchasing those products that were previously thought to be male-dominated, including cars, home improvement products, and electronic items. Hence the reason why many of today’s male-brands are making the effort to reach out to their female demographic. Check out the article at Ad Week to learn more.
4. Marketing campaigns need to tap into what is happening within this era of #MeToo and #BlackLivesMatter, with appropriate marketing strategies and heartfelt messages that don’t offend or discriminate.
Do you need help?
Marketing to females is complicated, but you don’t need to go it alone. Talk to the female members of your staff, and the women you know at home. And speak to me. I offer marketing consulting services to many of today’s top brands, and I can help you improve your marketing strategy to appeal to the women consumers your business depends on for sales.
