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Dos And Don’ts Of Marketing To Women
When it come to marketing products for women, there are a few fundamental mistakes that companies make time and time again. This is a problem, because if your products are aimed almost exclusively at women but you’re failing to appeal to them, they may turn away from your brand altogether.
Here are some of the dos and don’ts to consider if you want your products to be a hit:
Don’t Just Use Pink: Unless you’re aiming your products at the under-fives market, the days when pink was a signifier for a ‘woman’s product’ are long gone. Indeed, you will find that a lot of women would be automatically put off or insulted by the Barbie aesthetic. Instead, go for a look that is sleek, streamlined or quirky in some way.
Do Create Emotional Appeal: Women do tend to form an emotional attachment to products, and they’re therefore more likely to buy something that appeals to their emotions. Your marketing campaign, therefore, should make an effort to engage with your target audience on this level. This can be achieved through a strong storyline, something they can identify with personally and a well-chosen soundtrack when it comes to television advertising.
Don’t Shrink It: Many companies still mistakenly believe that women are attracted to things in miniature, and so conclude that shrinking down their products and packaging is an easy way to boost sales. No so. Women don’t want ‘cute’ – they are more likely to favour something that looks cool or sophisticated, and above all something that is going to work in the way that it claims to.
Do Communicate Brand Value: Whilst packaging is certainly important, remember that shoppers in general today (both male and female) are much more savvy: they won’t automatically be dazzled by a nice package. Instead, to get women to buy your product you have to show how it will benefit them: in other ways, what value does it bring to them? How are they making a saving? What does it do that similar products don’t? This is more important to the modern woman than a pretty package.
Don’t Be Too Obvious: ‘Subtlety’ should be the watchword when marketing to women these days. There is no need to push something exclusively as a ‘women’s’ product. This can come across as rather patronizing, and after all for many kinds of products a woman’s priorities are the same as a man’s. Try to go for a more nuanced approach.