A helpful free book by Insights in Marketing . The book Getting Women to Buy: Better Insights to Transform your Marketing, helps marketers decode the personalities of women buyers by organizing them into five categories or prototypes who adhere to certain predictable buying codes.
Chris Holt writes … Women wield considerable buying power across all categories of goods, and analysts predict they could collectively spend $7 trillion annually by 2020. For those who are not effectively marketing to women, it means they will lose out on opportunities for revenue and growth.
Insights in Marketing found that women are unsatisfied with how many companies pitch their goods to them. Businesses who want to win the favour of women must learn to go to the social hubs where female audiences hang out and master the behavioral protocols to entice those women to become fervent brand ambassadors.
Transform Your Marketing to Women | @AskJamieTurner http://t.co/g3b2GBsUJy … pic.twitter.com/tIBokWcjM3
— Will Corry (@slievemore) February 27, 2014
To have the chance to leverage the spending power of women now and in the future, businesses have no choice but to:
1) shape messages that resonate by appealing to women’s authentic core personalities, and
2) Strategically woo women on online social platforms.
A helpful free book by Insights in Marketing helps with the first objective. The book Getting Women to Buy: Better Insights to Transform your Marketing, helps marketers decode the personalities of women buyers by organizing them into five categories or prototypes who adhere to certain predictable buying codes.
Learning the culture of each female personality profile – the Achievers, Conservatives, Predictables, Stressed Women and Experience Seekers – can help businesses customize messages with emotional and psychological appeal.
Image of women
Achievers
This female personality type is ambitious and organized, representing just over 25 percent of women. Marketers can appeal to these women not with just images and superficial descriptions of products but with bulleted and thorough facts about specifications.
Conservatives
This personality profile includes the conventional women who most value family, morality, tradition and spirituality. products should be promoted as items that help women nurture and comfort children, spouses and other loved ones.
Predictable Women
This category, which also comprises about one-fifth of all women, represents women who are most at ease when their lives adhere to a regular pattern. To appeal to these women, advertisers should consider pitching classic products that have stood the test of time and are reliable.
Women under Stress
About 17 percent of women confessed to Insights in Marketing that they are stressed and overwhelmed by life. Marketers may consider these women, which make up 16 percent of all females, for focus groups.
After tailoring marketing to the five profiles identified by analysts, marketers can turn their attention to winning women over in social media. Right now, visual sharing is hot and women are excited about Pinterest, Instagram and Vine.
Heeding these tips and integrating them into your company’s marketing plan can encourage more success among female audiences.
Chris Holt is a Senior Marketing Consultant at Insights in Marketing, a Chicago area marketing research consultancy