In the United States women make more than 80 percent of discretionary purchases, which is why in this economy many companies are looking to amp up their female marketing efforts, according to a recent article published in The Economist. These companies are anticipating that a female-focused strategy will result in a much-needed sales boost.

 

“Frito Lay, a snack-food company owned by PepsiCo, has launched a campaign called ‘Only in a Woman’s World’ to convince that crisps and popcorn are not just for male, beer-guzzling sports fans. Office Max, America’s second-largest office-supplies company, has redesigned its notebooks and file-holders to appeal to women and has run advertisements that encourage women to make their cubicle more colourful. For the first time, McDonald’s was a sponsor of New York Fashion Week in February, promoting a new line of hot drinks to trendsetting women.” 

 

The great thing about marketing to women is that they’re loyal, and if they like you, word of your product or service will spread like wildfire. You have to be careful though. Marketing to women isn’t as easy as simply feminizing your product (a.k.a. turning it pink and purple and slapping a pretty bow on it). Marketing to women requires an understanding of how women think as consumers. For example, women want to know the details, and they aren’t afraid to ask for them. So they demand more in terms of information and customer touch points. With this in mind, you can develop your product, service and/or Web site in such a way that information delivery and customer service have a strong presence.

 

Whatever you decide to do in an effort to bring women to the forefront of your marketing efforts, don’t just copy tactics and programs that have worked for others. Instead, bear them in mind and focus more on learning as much as you can about the women who buy your particular product or service and cater to their needs.

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