Brand vs. Discounts – Guys, For Women, It Is NOT All About Price

According to Chris Dickey, in a recent AdAge article, 2010 is the year for retailers to rethink pricing, discounts strategy and start rebuilding their brand value. He states: “Today many retailers find that their most immediate issue is working their way back out of discount-driven brand-price erosion.” This really shouldn’t be a surprise to anyone. Learning that consumers were seeking lower prices, many marketers hastily responded with what they “assumed” that meant to women. Companies simply offered discounts, coupons and slashed pricing with little regard to their brand, but more importantly with little understanding of women. As a result, companies

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Men, Women are Different Today. Marketing That Worked in the Past Will Not Work in the Future.

Today’s women are dramatically different. And their shift cannot be categorized by a simple comparison to their predecessors of the 50s, or the 90s or even the people they were at the turn of the millennium. Today’s women have changed from the consumers we recognized as recently as just one year ago. The economic crisis has radically altered how women think and feel. The concurrent phenomenon rapidly evolving within the 2.0 technologies of the Internet over the past few years has allowed women an enormous space to not only voice these opinions and emotions, but to act on and share

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Men, Today Marketing to Women is About Lifestages, Not Ages.

Traditional demographics are dead. There’s no longer a group that is simply female 25-54, so marketers need to focus on a woman’s life stage, not her age. One 40-year old female may have a toddler and another may have a student in college. While they are the same age, their life stages are significantly different. Because of this shift, customer service is the new sales and women’s purchase patterns have evolved to a relational role. To accommodate their audiences, marketers need to develop daily relationships with today’s woman, a person who is dramatically different than she was even a year

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Men, Do You Have Questions About Marketing To Women?

Now is the time to ask. I am in Chicago and for the next 2 days will be listening to speakers or attending workshops with some of the top leaders and researchers in the world of marketing to women. They will be discussing the topics listed below. I plan to tweet during the convention, and if you have any specific questions please feel free to send them to me @sheconomy or follow hashtag #m2w for the most updated info. What Women Want in the Digital Age How Marketers Can Harness the Power of Digital Influencers Leveraging Women as Consumer Advocates

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Advertisers Shouldn’t Abandon Women. Build Relationships Through Social Media

You’ve heard it before, and you will most likely hear it again and again throughout these rough economic times. Advertisers who continue their branding efforts during a recession will emerge as winners. But do you know why? Other than the obvious, continued name awareness, I believe one of the major reasons is… women don’t want to be abandoned. Research reveals that women are indeed stressed out about the economy. And as the primary household purchasing agents, what women are looking for from advertisers is an appropriate balance of empathy and optimism. Brands that suspend communication or inadequately connect with women

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