Marketing To Women

SUMMARY: Let’s face it, the connection that consumers feel to a brand during staged philanthropy events is iffy at best. Those six-feet-long donation checks and cordial handshakes can come off as pretty darned dry.

Thank goodness that better ways to market in this fashion exist. What if you could acquire customers by making TV viewers and newspaper readers feel like they are experiencing something truly special?

See how one eretailer achieved gigantic ROI with a goodwill campaign heavy on local PR. Set-up instructions, tips, creative samples and results data: read the complete case study

SUMMARY: What if you wanted to transfer the one-to-one
relationship your reps have with their customers onto your Web site? Now, what if you needed to do that for a lot of reps, like up to 600,000?

That's the boat Pattiann McAdams, Avon's Executive Director of Ecommerce, North America, was in. In our exclusive interview, see how McAdams added that and managed to build in invoicing, returns and other back-end support. Not to mention her simple-but-striking service innovation – allowing Web-based customers the chance to receive hand-delivered orders from their personal reps.

The entire initiative has been so successful after just a few months, she’s already exploring ways to expand it to other countries. read the complete article

SUMMARY: "Among the mom segment, word of mouth about shopping, retail and apparel is highly impactful, with 69% likely to purchase based on what was heard." "Half or more of all moms surveyed report having at least one conversation per day about technology, financial services, health care, food/dining, media/entertainment, packaged goods, shopping and retail experiences." "Among pregnant and new moms, the Internet is the #1 driver of word of mouth, beating out all other forms of media, including... view the complete research record

SUMMARY: 'Marketing to Women' book author Martha Barletta has researched the very different ways men and women shop, use email, and react to marketing messages. Our in-depth article based on her findings includes:
Factor #1: How to maximize word of mouth
Factor #2: Women seek "the perfect answer"
Factor #3: Add "people" to your creative
Factor #4: Test milestone marketing

The sexes are different in more ways than you thought. read the complete interview

SUMMARY: Whoa -- according to a research study funded by Disney Online, moms who use the Internet now spend almost 74% more time online in a typical week than they do watching TV.

That's 13.2 online hours per week (including email) versus 7.6 hours watching TV. So if you're trying to reach America's mothers, the conclusion is obvious.

Here's some more data from Disney's study, including what types of creative work the best: read the complete article