Battle of the Genders: Marketing Edition! Part 1 of 2

B AT T L E O F T H EG E N D E R S !

M A R K E T I N G E D I T I O N !

Males!

Females!

VS:

TABLE OF CONTENTS:Page Title: Page Number:

Gender Marketing Information 3Gender Marketing 4The Do’s & Don’ts of Marketing 12Marketing Strategies 19Marketing Differences 28Ad Examples 36

Page Title: Page Number:Gender Marketing Online 41

E-commerce Marketing 42Online Marketing Tips 48

How the Genders Differ 52Shopping Habits 53Ad Components 58

Work Cited 69

GENDER MARKETING:DEFINITION-

Gender Marketing:

Includes studies and actions that adapt marketing

policies depending on the targeted gender

Mainly has applications in

product policies and advertising

This practice comes from the USA where it is

much more developed

Can sometimes be a controversial

subject

Has lead to bad buzzes when it

awkwardly supports or reproduces

gender stereotypes

Compiled By Author From Sources: digitalmarketing-glossary.com

GENDER MARKETING:FACTS-

Gender Marketing is not about male versus female

It is about understanding the customer

and their profile thoroughly

Marketers generally adopt neutral

marketing to play it safe

Both men and women feel that they have not

been targeted by marketers properly

Marketers should continuously strive for competitiveness and

take benefits from the changing

environment

This can be facilitated by using gender

marketing

Compiled By Author From Sources: 123helpme.com

GENDER MARKETING: PRODUCTS MARKETED-

WOMEN:

Tampons and PadsBaby Diapers

Bras and other ClothesMake-up

Perfume

MEN:

CarsSports

CologneTechnology

Razors

GENDER MARKETING:FACTS- WOMEN

Women like attention when they shop

They like salespeople who ask questions, know their merchandise, and make suggestions

Women will browse through several departments, and they’ll ask for help when they make buying decisions

Women make the majority of purchases for the home, including food, clothing, health care and toiletry products

They are decision makers on automobiles, appliances, and other major purchases

Women make up 51.4% of the U.S. population, but influence the purchase of or actually buy 85% of everything in an average American home

More and more women are turning to online shopping for its convenience

Compiled By Author From Sources: allbusiness.com Images from: Google Images

GENDER MARKETING:STATS- WOMEN

37% Pay attention to brands that

are committed

to environment

al causes

58% Of online

spending is done by women

75% Identify as the

primary shoppers for

their households

78% Of women in the US use the Internet for product information

before making a purchase

91% Say advertisers

don’t understand

them

92% Pass along

information about deals or finds to

others

Compiled By Author From Sources: http://thenextweb.com/

GENDER MARKETING:FACTS- MEN

Men usually know what they want, go directly to that department, choose their item, pay, and get out of the store as quickly as possible

They don’t like to browse selections available

Most don’t want much interaction with the sales staff, other than product information

Men usually shop for home improvement items, such as tools

They also have preferences for food and personal items

Men do shop more for electronics, and they spend more time researching these purchases

Compiled By Author From Sources: allbusiness.com Images from: Google Images

GENDER MARKETING:STATS- MEN

5% Check catalogues

for ads

44% Of young dads

are influenced by major search

engines

44% Told friends about

positive experiences

they had online

concerning products or

brands

50% Of young dads

are influenced by digital ads &

banners

54% Use social

networks when

researching products

68% Of male smartphone owners are

likely to make

purchases because of mobile ads

Compiled By Author From Sources: entrepreneur.com

MARKETING:MAKE SURE TO-

Women: Men:

Build RelationshipsCreate an Emotional AppealCommunicate Brand Value

Consider their Needs

Make Things Easy

Provide Information About the Product

Compiled By Author From Sources: marketingdonut.co.uk/ jenkinsonassoc.co.uk/ kdmpop.com/ adspeed.com

MARKETING:THE DON’T DO’S-

Women: Men:

Don’t StereotypeDon’t go to Extremes Don’t Forget Women Shop

Don’t use Clichés

Don’t be Cute

Don't use One Ad for

All

Compiled By Author From Sources: marketingdonut.co.uk/ adspeed.com

MARKETING STRATEGY:WOMEN-

Family and employment

status are the most

important factors when

trying to appeal to women

Effective marketing to

women is about setting

high standards and consistently delivering on

promises

The perceptive

nature makes them more receptive to contextual

brand messaging

Women are also excellent at detecting

inconsistencies in the

marketing message

Companies need to

determine what is

important to them and

focus in on providing results in

those areas

Companies need to: have

a good marketing

scheme, back up promises

and build relationships

with them

Compiled By Author From Sources: http://ijbssnet.com/


If your product performance and retail

experience do not match your message

you have lost her trust and she will find

another place to spend her money

If women trust your product and find it to be a quality product they are willing to pay a premium

for the product



The traditional approach of marketing to women through daytime television is no longer effective

Women do not like to be reminded of their age or excluded based on their age

It is best to treat women as equals and avoid stereotypes

Women prefer to be a part of a group rather than singled out and they should be marketed to as a collective group



The best marketing approach for women is word of mouth:

Having an updated, easy to navigate website, and

taking advantage of social media outlets to advertise

are the best strategies

This allows women to feel like they are part of the advertising and connect with other women who

have similar interest and purchasing habits

Traditional marketing mediums such as

television and radio can help to get name

recognition but need to be supplemented with online marketing to be effective with the modern women


MARKETING STRATEGY:MEN-

The most important factors to

men are age, income and education

Majority of decisions made by

men are for themselves

Men seek enlightenme

nt, experience, and success on their own

terms

They define themselves as principle-driven and

identify themselves as family-centric

Men also make

impulsive purchases



The best way to market to them is to break them into age groups

Separating into age groups is done because of how each group likes to spend their recreational hours

Companies must decide on a marketing strategy across an ever-increasing number of mediums



Age Group: Interests: How to Market to Them:

Other:

12 to 24 Interested in video games and sports

Billboards in video games and online ads are the best mediums for this audience

Diverse but they tend to have the same interest

25 to 44 Internet is their number one activity followed by watching television

Traditional television and print ads mixed with online advertising to reinforce the message is the best way to reach them

Activities that keep the interest of this group are much broader and there is a less distinct favorite activity

45 to 64 Television is the main activity but they are starting to use the internet as well

Mostly television ads will work but also being aware that they are online

Changing likes is making it difficult to market to them



Things to keep in mind when marketing to men:

Men judge a shopping experience in utilitarian terms

They judge things such as the

availability of parking, length of

checkout lines, and the stock of the

items they came to buy

It is also important to market to men in

such a way that isn’t perceived as too

feminine or to over the top


MARKETING DIFFERENCES:WOMEN-• Care more about comparison shopping, bargain

hunting and getting a lower price at outlet stores

Brand vs. Price:

• Women don’t care if a product is “manly” or “too feminine”

Metro vs. Hetro:

• They consider how practical the product is • Its important that it be useful and needed for

them to buyPracticality vs.

Luxury:

Compiled By Author From Sources: smallbusiness.chron.com/

MARKETING DIFFERENCES:WOMEN-

Detail vs. Simplicity:Female brains have

stronger connections between the right

and left hemispheres: means, their language and

memory is in touch with their emotions

They also have a larger hippocampus

region, which translates to better

recall of detailed information

For marketing: use loads of detail and

emotional cues


MARKETING DIFFERENCES:WOMEN-

Emotion vs. Function:Women are looking for an emotional, tactile experience when they shop: Consider how she

will use the product differently

They are looking for decisions that are

"right for their families" or that

"help them bring out the best version of

themselves“

They want goods that make their

friends happier, get the job done faster and provide a little

bit of encouragement along the way


MARKETING DIFFERENCES:MEN-

• Men are willing to shop at traditional department stores to find well-known brand names, regardless of the price

Brand vs. Price:

• Men can be sold traditional "women's products" like beauty products and vacuum cleaners if advertisers promote the functionality, engineering and brand-name image, using men who aren't overly burly or overly feminine

Metro vs. Hetro:

• Men want the luxury of the product they won’t care much if its practical as long as it’s a named brand

Practicality vs. Luxury:


MARKETING DIFFERENCES: MEN-

Detail vs. Simplicity:Men have

superior spatial ability and

problem-solving processes

Keep advertisements

simple, but show important design elements

Ads need to be understood and

represent a product men

will use


MARKETING DIFFERENCES: MEN-

Emotion vs. Function:Men aren't looking for words like "touch" or

"smile" in ad copy

Men are looking for the function of the product

not the emotion

They want to make sure it

works for them and they can

get it fast


CONTACT US FOR THE FULL PRESENTATION:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

WORK CITED:

• All Business. Dun & Bradstreet. Web. 12 May 2016. <https://www.allbusiness.com/the-differences-in-selling-to-men-and-women-14315235-1.html>.

• "Five Do's and Don'ts When Advertising to Men." Ad Server, Ad Serving & Banner Ad Manager Solutions. Web. 12 May 2016. <https://www.adspeed.com/Blog/Five-Do-s-Don-ts-Advertising-1748.html>.

• "Gender Importance In Marketing." 123HelpMe.com. 11 May 2016 <http://www.123HelpMe.com/view.asp?id=165231>.

• Kraft, Heather, and J. Micheal Weber. "A Look at Gender Differences and Marketing Implications." International Journal of Business and Social Science. 21 Nov. 2012. Web. <http://ijbssnet.com/journals/Vol_3_No_21_November_2012/26.pdf>. PDF Vol. 3 No. 21

• "Jenkinson & Associates." Dos And Don'ts Of Marketing To Women. Web. 12 May 2016. <http://www.jenkinsonassoc.co.uk/article/dos-and-don-ts-of-marketing-to-women>.

• "Marketing Differences by Gender | Kitchen Bath Design News." Kitchen Bath Design News. Web. 12 May 2016. <http://www.kitchenbathdesign.com/expert-advice/article/11064592/marketing-differences-by-gender>.

• "Marketing to Men Vs. Women." Small Business. Web. 12 May 2016. <http://smallbusiness.chron.com/marketing-men-vs-women-1011.html>.

WORK CITED:

• "Men vs Women, 6 Key Differences in ECommerce Marketing - Hawke Media." Hawke Media. 2013. Web. 12 May 2016. <http://hawkemedia.com/men-vs-women-6-key-differences-in-ecommerce-marketing/>.

• "Men vs. Women: Aligning Your Retail Marketing Strategy." KDM. N.p., n.d. Web. 12 May 2016. <http://www.kdmpop.com/2015/05/Men-vs-Women-Aligning-Your-Retail-Marketing-Strategy.cfm>.

• "Real Business." Tips on How to Target Different Genders in Marketing Strategies -. Web. 12 May 2016. <http://realbusiness.co.uk/article/24862-tips-on-how-to-target-different-genders-in-marketing-strategies>.

• "Top 30 Stats You Need to Know When Marketing to Women." The Next Web RSS. 2012. Web. 12 May 2016. <http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/#gref>.

• “Truth about Marketing to Women." Marketing Donut. Web. 12 May 2016. <http://www.marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/the-truth-about-marketing-to-women>.

• "What Is Gender Marketing Definition ?" What Is Gender Marketing Definition : The Digital Marketing Glossary : Illustrated Terms and Definitions. Web. 12 May 2016. <http://www.digitalmarketing-glossary.com/What-is-Gender-marketing-definition>.

• "When Marketing to Men, Keep These 10 Stats in Mind (Infographic)." Entrepreneur. 2013. Web. 12 May 2016. <https://www.entrepreneur.com/article/226528>.

Battle of the Genders: Marketing Edition! Part 1 of 2

Marketing

Transcript of Battle of the Genders: Marketing Edition! Part 1 of 2