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Marketing to Women

Marketing to Women


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Published by applered
How to Understand, Reach, and Increase Your Share of the Largest Market Segment.
How to Understand, Reach, and Increase Your Share of the Largest Market Segment.

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Published by: applered on Sep 14, 2008
Copyright:Attribution Non-commercial


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Anyone who has been through a few of the big “life transitions”—
marriage, moving, new baby, new business—knows how demanding
they can be. Each life event launches a host of additional needs and
generates a flood of errands and activity. Because of women’s roles in
daily life, family milestones affect women substantially more than men. For
one thing, she’s usually the one to handle all the logistics. From calling
the caterer to plotting the plantings, she’s the one who plans and man-
ages the event. For another, each time the household adds a person,
the woman’s workload shoots upward for the long term. The house-
hold needs new products and services, and as household CPO, it’s the
woman’s job to get them.
Many articles have pointed out the advantages of organizing market-
ing thinking by life stage rather than by age. With the advent of cohab-
itation, postponed childbearing, divorce, and second marriages,
current lifestyles are far too varied to peg a particular life event to a
specific age range.

GenderTrends Genius: Denise Fedewa

Cofounder, LeoShe; Senior Vice President, Planning Director, Leo Burnett,

Who’s Cutting Edge? A Case for Targeting the 45+ Woman

Marketers often feel that the key to success is to make a brand “cool.” And

to make a brand cool, they feel, it must be embraced by the very young and

the very cool fashionable women.

Yet, in our LeoShe experience, and as the caretakers of many female-

targeted brands, we have noticed there is another vast group of women who

are experimental, daring, and adventurous. They are willing to form their

own opinions versus going with the masses, and often serve as mentors,

opinion leaders, and brand advocates to other women. Even more exciting,

they are women who have considerable disposable income, and they are

willing to spend it. They’re trendsetters, they’re cutting edge . . . they’re

women in their mid to late 40s and 50s, enjoying their second adulthoods.
(See page 223 for more on interests and activities of this high-spending

market segment.)

4/The Star Gender Culture


“Milestone marketing” takes the concept a step further by focusing
on the people actually going through the event right now—not the peo-
ple who have been through it at some time in the past. Married women
have a chronic condition (if you’ll excuse the analogy); women getting
married have an acute emergency—they need help now. Marketers who
tune in to women’s immediate concerns and find a way to lend a help-
ing hand in a relevant way will earn women’s eternal gratitude.

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