Marketing Your Business Successfully – Target Women
– Women make over 85 percent of the consumer purchase decisions and influence over 95 percent of total goods and services purchased. Women’s consumer and business spending is fast approaching $8 trillion.
– Realize that women think differently than men. A woman’s brain has four times as many connections between the left and right hemispheres as a man’s. A woman’s heart is in her brain – tell her a story that is filled with emotion, and explain why your brand is relevant to her, or those she loves, and the information will race through her right brain, the home of emotional memory, intuition and experience.
– Do not ignore the time women spend online connecting with, and influencing their networks. Women are the majority of Web users.
– Anything that you can offer women to help them add fun back into their lives can be a very valuable offering.
– Age is now more a mind set than a demographic. Marketers need to clearly understand the differentiation in marketing to the different life stages of women and tailor their messages and delivery accordingly.
– Do not underestimate the power of the more mature boomer woman. They are seasoned, mature, knowledgeable and do not want to be underestimated. Research shows:
o Every fifth adult in the U.S. today is a female over 50.
o The 50+ population will grow by 70 percent over the next 15 years. (When do you want your business to grow, yep, that’s right, over the next 15 years)
o Women comprise the majority of the 80 million Boomers now working their way through society and the consumer marketplace. They have established careers and money to spend on themselves, their families and their causes, as well as the ability to influence the majority of their households’ purchasing decisions.
o Disposable incomes are highest among women aged 45-54.
o In the next decade, women will control two-thirds of the consumer wealth in the U.S.
o The fastest growing demographic segment on Facebook is women over 55, growing 175 percent in the past six months.
o Not only will Boomer women continue to earn income by working, they’ll also manage inheritance windfalls from their parents as well as their husbands, who they will outlive by 6-9 years on average. (Sad, but true.)
o The 6.7 million companies owned by women account for 30 percent of all privately-owned U.S. small business, skewing heavily towards women 35-55
(Excerpts from Dawn Billings, founder of The Heart Link Women’s Network, article)