Women: The Untapped Market? August 24, 2010My MoneyOff

Your company is prepped for success: you’ve selected a stellar staff, forged a solid business model and devised a killer marketing strategy. Or have you? Despite all these preparations, many companies fail to tap into their most profitable, complex customers: women. When you redirect your ad campaign to your peers, your profits may soar!

Women account for 85 percent of all household purchases and financial decisions, according to She-conomy.

How do you decide what women need? “The secret lies in going beyond stereotypes and finding ways to understand who women truly are and what they want,” write veteran ad women Michele Miller and Holly Buchanan in their book, The Soccer Mom Myth.

Thanks to sheer biology, women’s brains process information differently than men, says Los Angeles Times. Ads, therefore, need to evoke emotion and give women enough time to think through a decision.

Women crave detail-oriented, personal and realistic ads – characteristics companies such as Apple and Dove duly note in their successful commercials.

Still think your company can’t appeal to women? Even not-so-female-friendly industries can restructure their brand to attract more female clients. Women-focused automotive site Ask Patty advises those in the industry how to cater to and retain female customers.

Bonus PINK Link: Learn more on how to brand your company, like why to avoid pushy ads and how to create customer loyalty.

By Jennifer Gambrell

“You gain strength, courage and confidence by every experience in which you really stop to look fear in the face.” Eleanor Roosevelt

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