by Kelley Connors
Women as consumers are different
from men as consumers in so many ways! Men are more direct-driven to their
destination goal, while women meander and enjoy the journey. Women are
multi-taskers and jugglers trying to stay in control while working hard at
many different things in their life.
As a marketer, you must first
understand women as consumers. You must know why health and wellness is
important to them in their multi-dimensional roles as consumers, caregivers,
career women and community leaders. Gone are the days when most women were
stay at home moms or at least similar in their life paths and stages.
Today’s women are interested in health for a variety of reasons that relate
to their multi-dimensional lives.
Here Are My Top 4 Essential Strategies to Reaching and
Engaging Women as Consumers:
1. Involve women in
“co-parenting” or creating your messages with you.
Informal, interactive research
providing springboards for spontaneity helps create a more transparent,
empowering and compelling messages your audience (women) wants to hear and
trust. This is one of the most intuitive, and most effective marketing to
women strategies. Remember, women love to share ideas, spontaneous feelings,
dreams, fears an most of all information. Today’s women are seeking
information and readily sharing what they have read in health or self-help
books, women’s magazines and on the Internet.
To create a dynamic exchange of
information and ideas and to maximize spontaneity, host these natural
“gatherings” in settings such as coffee lounges, spas and wellness centers,
living rooms and restaurants. You may even want to create a mini “TV talk
show” and discover salient issues that can propel your marketing efforts and
build your business.
2. Position your message in a
woman’s “peripheral vision.”
Neither a full frontal attack nor
splashy, expensive product or service-focused advertising will capture a
woman’s attention and loyalty. Marketing to women successfully requires a
careful consideration of their beliefs and values. This includes:
approaches to connecting with the social and community causes that are
important to women.
Aligning your brand’s essence
and key messages to those social and community causes.
Reinforcing the role of a
total wellness and lifestyle solution, rather than a product-centric or
service-centric brand approach.
3. Target women in “life
stages”, not “age stages.”
Identify the life stages, your
targeted women prospects are living in today.
For example, your targeted women
prospects may be in their fitness phase -- the phase that usually takes
place early in a woman’s life when it’s all about her own healthy body. Your
prospects could be in their “family-centric” stage, which normally ranges
from the early 20’s to the 40’s when family comes first and children are
Or she could be in the discovery
stage, which is more about the woman's refining and expressing who she is.
Or, your targeted women prospect may be a seasoned woman who is experiencing
a surge in vitality in her love and sex life after 50.
4. Think mother-daughter
influences can be found between women and their daughters, and between women
and their mothers. Information and advice, especially related to healthcare,
is solicited. It flows freely from one generation to another. Reinforcing
this idea, Medelia Monitor Research recently revealed that 64 percent of
women surveyed talk with their mothers on a daily or weekly basis. More than
41 percent say their moms are their best friends.
Final Marketing to Woman Thoughts: Spark Dialogue,
Inspire Action & Profit from Women Consumers
Remember, women are newly
empowered decision-makers, purchasers, and influencers. You can leverage
that empowerment to your advantage.
Building a brand, enhancing an
organization's reputation, and building trust take more than sending out
controlled messages that speak to women in their multiple roles. Winning
their minds and hearts means connecting with them and with their
influencers. This will give you greater credibility, visibility, and
involvement in your targeted prospects’ lives.
Whether you are providing products
or services that help women at home, work or play, you will be able to break
through the spin to build trust and profit greatly from women consumers if
you take my advice and connect to them at all levels.
About the Author
With an extensive background in
healthcare public relations, marketing, advertising and marketing to women,
, communications expert Kelley Connors can help your company or organization
connect to women and their influencers. If you’re a pharmaceutical company,
women’s health and lifestyle businesses or health advocacy organization
looking to secure market share and influence, go to