Men and Women are different when it comes to processing information and responding to marketing messages, according to gender marketing specialist Amanda Stevens, who was recently in New Zealand as a guest of the Marketing Association. The CEO of communications consulting Splash believes that businesses could be missing a big slice of female clientele by ignoring some unique aspects of the female psyche.

Splash Consulting Group is about to launch it's New Zealand office and has appointed a yet to be named general manager. Initially Splash NZ will have its creative handled in Sydney but will duplicate creative services in Auckland once the company has landed a couple of local clients.

Splash has developed a marketing approach based on generic and neurological differences that result in men and women reacting differently to marketing messages, particularly with regards it brand loyalty. A two year research study conducted by Stevens shows major difference in the way female organize and process information. Men tend to use language to transmit facts and data, while women use language to bond and build relationships.

Splash, which opened its Australian doors just over 10 years ago, works with a number of clients, including Vodafone and Wizard Home Loans, on female specific marketing campaigns. Stevens has also published a book titled SheMarketing, The Science of Marketing to Women.

In New Zealand, Splash is looking to work with a number of clients, particularly in the areas of banking, insurance, automotive, property and pharmaceuticals - industries she believes need to market differently to women.

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