Welcome to issue 19 of shemarketing enews.
Hello
Last month we hosted the inaugural marketing to women full day bootcamp in Sydney.
Our terrific speakers generously shared their experiences, insights and secrets on successfully marketing to women. Amy Smith, managing director of Jenny Craig took us behind the scenes of some highly innovative campaigns for Kellogg's Special K and Nike Women. She was inspiring. Jill Emberson shared the Wizard Women journey. As past head of communications for Wizard Home Loans, Jill told us how the initiative positioned Wizard as the number one choice of non-bank lender for Australian women.
For many delegates the highlight of the day was the one hour panel discussion on women and media. We brought together three of the industry’s best minds to debate and discuss new trends and strategies to reach the hearts and minds of women. As you can imagine, this session could have easily lasted all day on its own!
For me, the consistent theme emerging from the bootcamp was that the central question about marketing to women has shifted from 'Why?' to 'How?' No longer do we need more evidence about the potential value of better marketing to women. We need to know how to do it. How do women want to be spoken to? How do they choose one brand over another? How can I get my brand on the Friday night dinner party conversation? How can I grow my brand through word of mouth and advocacy?
Of course these issues are complex and multi-faceted and don’t come with a simple answer.
What we did learn from the Wizard and Special K examples is that innovation and ideas on marketing to women can come from anywhere. Sometimes the opportunity is right under your nose but it takes the ability to step back and see the issues from a broad perspective that makes the invisible visible. For the most up-to-date look at women from this angle, check out www.shevesdrop.com .
One thing’s for sure – if you want to build a solid, loyal female customer base, your commitment needs to be long-term. One-off initiatives may deliver you some quick wins but will not ultimately produce sustainable market share growth.
Later today I fly to Chicago for the international marketing to women conference (www.m2w.biz) where I'm the only Australian speaker. I'll catch up with good friend Martha Barletta, the global marketing to women guru, along with a host of international speakers and experts presenting the latest trends and case studies in global marketing to women.
On my return I'll share conference insights and trends in a series of exclusive half day executive round tables in Sydney (May 28), Melbourne (June 25) and Auckland (June 17). The round tables will be limited to just 20 people and will be a first-in-first-served basis. We are also offering industry-exclusivity which means you will have no competitors at the table.
To register simply call Stephanie Ziade on (02) 8394 6211.
Stay warm as winter approaches.
Regards,
P.S. If you missed our full day marketing to women bootcamp, you can purchase a DVD of the day. Call Helena Low on (02) 8394 6200 to order your copy.
| | Women and their online
behaviour - some surprises
revealed. A growing, cashed-up
consumer segment. More information about our
research, strategy, creative,
design, marketing, media, pr
and events services. Sydney, Melbourne, Auckland.
| | | Women and their online behaviour// Some surprises revealed!
In our recent study of Australian women, we explored what women are doing online and how they are using the internet as part of their purchase decisions. In particular, we wanted to explore online behaviour across different life stages.
Firstly, the obvious one – shopping. Some marketers would have us believe that shopping centres and supermarkets are in decline and the majority of time-poor women are clicking their way through their weekly grocery lists, clothing needs and other household items with glee and satisfaction at the convenience and time saving. And of course given the exceedingly high usage rates of younger women on the internet, surely they are purchasing all the latest clothes, make up and gadgets online?
Not exactly. Yes, more women are using the net to research products and services, but they are still enjoying the tangible and relaxing aspect of the real shopping experience. Let’s face it - it’s a little hard to get as emotionally turned on browsing through the David Jones website for cosmetics as it is soaking up the smells, atmosphere and surroundings of the cosmetics counters in-store.
The comparison across lifestages also raised a few eyebrows. You may be surprised to know that the 50+ Young at Hearts shop online nearly as much as 18-27 year old Socialites (40% and 47% respectively). They also use the internet just as much for email as Socialites (97% and 92% respectively). In fact, the online behaviour of Young at Hearts in many ways mirrors that of Socialites, yielding similar response results for online dating, online gaming, wine clubs and bill paying.
The obvious opportunity this points to is generational marketing – tapping into the powerful dynamic of mothers and daughters. They are both online as much as each other. The daughter may be using the internet a little more for social networking but her mum doesn’t mind because it keeps her daughter occupied while she is surfing www.rsvp.com.au
The segment that is shopping up a storm online is the Independent Princess – cashed up single 30-somethings that don’t have the skepticism of the safety of online shopping that keep Socialites at bay. Their internet usage for shopping is a staggering 71%, versus 49% for the average.
For your full copy of the new report, Click: Marketing to Women Online (just $49),
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or call (02) 8394 6200.
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| | | 30 something single women// a growing, cashed-up consumer segment
The recently-released Mosaic 2008 Australian demographic analysis reveals that unmarried women now outnumber married women for the first time since World War I.
The research reveals 51.4 per cent of women are opting for the singles lifestyle in a new phenomenon billed as "Bridget Jones meets Sex and the City".
The survey also estimates that up to a quarter of women will never have children, while total SPUDs (Single Person Urban Dwellings) account for more than 25 per cent of all dwellings in Australia - a figure that is expected to soar over the next 30 years.
Today’s 30-something woman is earning, spending, socialising and, through choice or fate, is more likely to be accumulating a nice new sofa than a husband and children.
As the emerging gap between adulthood and marriage widens, this new segment is one that cannot be ignored by marketers. The Independent Princess is here to stay and given her reliance on her inner circle, with the right word of mouth dynamic she represents a multi-layered sales opportunity for any brand.
To learn more about what is going on in the lives of the Independent Princess, call Research Director Jessica Lai on (02) 8394 6206 for a copy of the latest segment report.
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| | | SheMarketing Loves
Beaver ad just too real for some
The new campaign for U by Kotex features a woman with a pet beaver – taking it shopping, to the beach and to the nail salon. A cute, furry beaver. Goodness gracious, did someone just say ‘beaver'? Well believe it or not, that was the reaction of the hundreds of people who lodged complaints to the Advertising Standards Bureau. I'd actually like to meet each one of these people who, seemingly, are offended by a well-executed and commonly-used euphemism for a female vagina but not offended by a shampoo commercial that tells us it will make our hair 22% shinier or a mascara ad that claims to lengthen lashes by 30%. Is it just me or do other people shake their head? Your lashes are the length they are!
Congratulations to Kotex for a funny, real, albeit brave campaign. We were getting a bit tired of girls on the beach on horseback.
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| | | SheMarketing Loathes
I was recently in Auckland for meetings and nearly drove up a median strip when I spotted this billboard. Given that over 50% of flavoured drinks are purchased by women, I wondered how this campaign ever got a green light.
Storytelling is powerful when you're marketing to women. Just be careful what story you are telling.
| |  | About Splash
Splash Consulting Group is Australasia's leading communications consultancy specialising in SheMarketing(TM), the science of marketing to women. In fact, we coined the term SheMarketing in 2000 after a two-year research study into how the neurological differences between men and women affect responses to marketing.Our services include research & strategy, creative & design, marketing & media and pr & events. We work with clients who predominantly market to women, or clients who realise they have a competitive opportunity to more effectively market to the female segment.
Our clients include Wizard Home Loans, Foxtel, Sydney Cricket Ground, Pevonia, Electrolux, Godfrey Hirst, Fowler and Caroma. We have offices in Sydney, Melbourne and Auckland, and are backed by the strength of our investment partner, Drake International.
To find out more, visit shemarketing.com.au or shemarketing.co.nz or call us toll-free (Australia wide) on 1800-SPLASH or (New Zealand) 09 379 1387.
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| Contact Splash
SYDNEY
Street Address 586 Crown Street, Surry Hills NSW 2010
Postal Address PO Box 278, Surry Hills NSW 2010
Freecall 1800-SPLASH
Intl phone +61 2 8394 6200
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Ph +61 3 9245 0245
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