Google+ Consumer Psyche: Marketing to women

Leader

Tuesday, September 23, 2008

Marketing to women

“CEOs and marketers first need to acknowledge that women really are the boss when it comes to buying. Second, they need to understand that women are different from men in many psychological and behavioural ways that affect their relationships with brands,” he advises.

One of the many examples in the book is about how GM connected with its target of professional female audience when marketing sports utility vehicles. “It offered $100 spa certificates to one million women for test-driving a GMC vehicle.”

Another example is of Volvo, which found that women wanted the same premium design features like climate control and leather upholstery as men did, Ellwood narrates.

In contrast, with regard to the budget-level vehicles, “women expected much less than their male counterparts,” the author continues, “be it about engine performance, seat comfort, and the latest safety features.”

Iain Ellwood in Wonder Woman: Marketing Secrets for the Trillion-Dollar Customer

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