We've been 'bouncing ideas' around for clients for 25 years. For the first 20 or so years, we had long-standing, rewarding relationships with clients in a smattering of different segments including home decor, electronics and manufacturing. Business was bustling. But change was in the air.
Six years ago, we had an "a-ha!" moment when we came across this bold statement by the reknowned business guru, Tom Peters: "Marketing to women is unmistakably Economic Opportunity #1 - and there's NO close second." He emphatically pointed out that, while the lion's share of consumer purchase decisions are in women's hands, the majority of marketers are attempting to connect with these influential super-spenders using male communication models. This penny-dropping-moment changed our business and our focus.
Since Mr. Peters made this bold prediction, the economic climate and the media landscape has morphed AGAIN. Costly, traditional, push-based marketing messages are being ignored or passed over by consumers. These outbound marketing strategies have become less and less effective.
The internet and social media have become the new go-to places, for busy, discerning, recession-weary consumers.
By not understanding female consumers, companies are leaving money on the table and aren't benefiting from the multiplier effect each female consumer sets into motion. What a woman buys, a woman “sells”. When she's pleased with products and services, she happily spreads the word. Her endorsement is the most powerful marketing tool you could ask for. Every new woman customer you acquire creates a multiplier effect of sales referrals and extra business.
Jack and Jill have changed in the last 50+ years. Jill's online now, buying for her family, herself and her business. You don't need to know Jack; you need to know Jill, and know her well. Don't get left behind.
We are talking about real money here.