Kim T. Gordon: Marketing
Chick Magnet
How can you attract women to your business?
Women control America's purse strings. In fact, nine out of
10 women identify themselves as the primary shopper for their
household, and that includes purchasing or influencing sales of
more than half of all consumer electronics and 75 percent of all
over-the-counter drugs, as well as 80 percent of overall consumer
goods, including vehicle purchases. In the past five years, the
number of women-owned businesses increased at twice the rate of
firms overall. And according to the Center for Women's Business
Research, women entrepreneurs use many of the same brands in their
businesses as they do at home. So chances are, whether you target
businesses or consumers, improving the way you market to women can
have a tremendous impact on your company's success.
Women customers buy quite differently than men. For women, price
and availability are just the beginning. They approach a purchase
as if they're entering into a relationship, evaluating it based
on in-depth information about the product or service and the
company behind it. An effective public relations program that
communicates who you are and what you stand for is essential to
wooing female consumers. And advertising success comes from
eliminating the hard-sell approach and supplying the information
women require to make educated decisions. As a result, it may take
longer for you to win a new female customer, but once you do
she's more likely to remain loyal.
Whether they're
entrepreneurs, employees or stay-at-home moms, women make buying
decisions based on vastly different criteria.
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Saving time, offering convenience and providing good service are
paramount considerations for most female shoppers. Because
three-quarters of women ages 25 to 54 work full or part time while
remaining largely responsible for their households, they appreciate
businesses that help them save time when shopping and products or
services that make life more convenient. Savvy retailers adjust
their store hours and locations to meet the needs of their
customers.
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Responsive service is essential to women shoppers, who want to
know you'll go the extra mile to make them feel welcome. And
because they have a greater tendency to learn from one another than
men do, positive word-of-mouth plays a key role in winning women
customers, as does finding a sense of community or connection with
your company as well as with each other.
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