The Secrets of MARKETING TO WOMEN

By Popcorn, Faith; Marigold, Lys | USA TODAY, November 2000 | Go to article overview

The Secrets of MARKETING TO WOMEN


Popcorn, Faith, Marigold, Lys, USA TODAY


Companies can't sit back the way they once did and expect to do business as usual and still keep their female customer base.

IF THERE'S ONE motto I'd like to see on every desk (corporate or home office), it is EVEolution EVEryday. It would serve as a reminder that the concept of marketing to women is something that should be held up as a benchmark for virtually all business decisions made today.

It was through my marketing consultancy that I began to realize how neglected the female market truly is. On the one hand, I watched as the statistics that tracked women's economic power kept going through the roof. On the other, I would sit in meeting after meeting of the Fortune 500 where women were constantly described as a "niche market," "segment," or "special interest group." Beyond being insulting, it simply isn't true. How could women be considered a sliver of the market when:

* They buy or influence the purchase of 80% of all consumer goods, including major car purchases. Women actually buy 50% of all cars sold.

* Females purchase 51% of all consumer electronics. I am not just talking toaster ovens. This includes half of the personal computers. Surprising to many, today's young generation of girls is edging slightly ahead of their male counterparts in amount of time spent online. Even more startling, women over 55 are the fastest-growing group on the Net.

* Women influence 80% of all family health care decisions and buy 75% of all over-the-counter drugs. They are the ones who know how to mix and match herbal remedies, vitamins, and minerals. The issue is control--of bodies and selves.

* The most powerful symbol of economic clout--stock ownership--shows that 48% of investors in the stock market are female. Half of all women own mutual funds in their own name. These numbers are growing rapidly. Just peek into any Fidelity center and see who is standing on line, checks in hand.

* In families where both spouses work, the wives out-earn their husbands in 22.7% of these households. Women head 40% of those households with assets of over $600,000.

* There are more than 9,000,000 female-owned businesses in the U.S., generating 3.6 trillion dollars in annual revenues. "Niche" market, indeed.

Even when businesses come to realize that they should be marketing to women, another question quickly arises: How to market to them? Is this a big problem? I call it a huge opportunity.

Besides the overwhelming economic reality, there is a second reason that EVEolutionary marketing is so critically important to the marketplace. It's the biological one. Women are different from men--very different. Like all the great truths, it is simple, but complex. The point is that females process information differently because their brains are wired differently. They hear, acquire, and use language in their own way, which accounts for the fact that girls generally speak earlier than boys, articulate their feelings more easily, and see themselves more as links, not as loners.

This isn't merely idle patter. It is wild in its implications, yet a subject that rarely comes up in any marketing plan or strategy session. That is not so surprising. Tell a marketer that he needs to develop a program based on the neurological differences between women and men, and he will get a panicked look in his eye.

EVEolution can turn that blink of panic into a depth of prosperity. Women have greater economic traction than ever before, and they can't be approached by using the same traditional strategies that have worked with men. So, what's next? How does a brand, service, or company turn its business around and become more relevant to the women who will decide its fate?

Remarkably, perhaps even shockingly, this subject has been virtually ignored by writers and business journalists. This has been one of the biggest business gaps (and gaffes) of the last 10 years.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

The Secrets of MARKETING TO WOMEN
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.