Marketing to women

SUMMARY: When your audience plateaus in a social network, sometimes you need more than good content and a chatty demeanor to grow it further. Sometimes, you need a good campaign.

This trade association got thousands of people to join its Facebook, Twitter and email audiences during a 90-day sweepstakes targeting U.S. moms. You'll see the campaign's viral tactics and learn why you should never forget the "sweepers." read the complete case study

SUMMARY: Fostering social change is not a common goal for brands. But if your audience is ready to discuss taboo subjects, your marketing can be a rallying point that dispels myths while boosting reputation and sales.

See how Kotex determined that its customers were ready for frank messages about women's bodies and health. The team radically repositioned its marketing and has boosted Kotex's market share. Includes tips on conducting customer research and creating content that encourages discussion. read the complete article

SUMMARY: "Not surprisingly, their first priority is food that's healthy: 86% rank healthy and nutritious as the most important characteristics, while 82% say food should establish good eating habits and 80% say cite food that fills the child up." "However, just after health, they told us that characteristics that delight their kids, such as taste and foods kids love are as important to them as ever." "Even though they make the final decision about the food that... 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: Mothers are among the most coveted consumers in the U.S. market. Their buying power tops $2.1 trillion annually. They control 85% of household income.

Part I of this Special Report will show you how to interact with and advertise to mom bloggers, and use events to get the attention of all mothers. Includes tips, stats, and plenty of examples. read the complete article

By Anne Holland, Founder

Using branded screensavers used to be one of the coolest marketing tactics out there. At its height, 600,000+ fans downloaded Tabasco screensavers each month. Then came desktop apps – my personal favorite was Vail Resort's – as well as branded IM ‘skins’ offered by marketers, such as Panasonic.

At 6 a.m. ET on Friday, September 12, 2008, handbag and design diva Kate Spade launched her version of the newest tactic to... read the complete blog post