T A R G E T I N G W O M E N I N H I S T O R I C A L LY M A L E

C AT E G O R I E S

26th November 2014

G E N D E R I S N O L O N G E R A B I N A R Y E Q U AT I O N

N O W A D AY S , M A S C U L I N I T Y A N D F E M I N I N I T Y C A N B E U N D E R S T O O D

A S A S P E C T R U M O F AT T I T U D E S A N D T R A I T S

F E M I N I S AT I O N H A S I M PA C T E D A W I D E R A N G E O F B E H AV I O U R S I N

T H E W O R K P L A C E , AT H O M E , I N P O L I T I C S , A N D I N M E D I A

from....

• ‘Me’ culture

• Competition

• Rational thought

• Stiff upper lip

• Brands as fixed, authoritarian

entities

• Focused activity

to…

• ‘We’ culture

• Collaboration

• Emotional feeling

• Open and Intuitive

• Brands as flexible, more

open, friendlier

• Wider context

Female values are creating new and

better opportunities for brands

A N D Y E T … T H E R E I S S T I L L A H U G E O P P O R T U N I T Y

91%

of women feel that advertisers don’t

understand them

Source: Barletta

6

S O T H AT ’ S T H E T H E O R Y …

H o w d o I g o a b o u t i t ?

7

Myth #1

“I worry that if I target

women, I will

alienate men”

8

Women are the most discerning consumers you will ever have

You need to be consistent and help a consumer join the dots

9

Myth #2

“I’ve heard about

marketing to women!

Isn’t it all about

painting it pink?”

10

FALSE! Targeting women successfully needs to be much more subtle & nuanced

“Don’t pink it and shrink it”

Celine Del Genes, Reebok Global

Head of Marketing

SEGMENTATION CAN BE A KEY TOOL IN DRIVING OUT NUANCES &

DIFFERENCES

11

12

Myth #3

Isn’t it all for

political show?

13

Opportunity: Create a dedicated champion or role within your organisation to cascade belief

14

Opportunity: Hire people to work on

your business who intuitively ‘get it’

15

Targeting women is a

huge commercial

opportunity which

affects the bottom line

…and what could be more

persuasive than that?

17

W H Y S H O U L D TA L K I N G T O W O M E N B E

A N Y D I F F E R E N T ?

A R E W E TA L K I N G T O T H E M A S P E O P L E

O R A S R O L E S ?

18

Talking to women

doesn’t have to be like

an awkward first date

19

Take them for a drink… get into

their world

5W’s

Atmosphere

Understand the occasion

20

Combining traditional research

with immersions can be far

more informative

Observe

Context

Cultural exchange

21

In Home

• Relaxed, environment

• More Familiar Surroundings

• We are not forcing them into in

“our” space

22

Observe them with tier products

• How do they interact with the

products and brands that they use?

• How does it make them feel?

23

Friendship groups

• Observe their behaviour

• Challenge each other

• Richer stories

• Values & connections

24

Semiotics – Inside Out

• Understanding what needs to be done

• Where we are now

25

Semiotics – Outside in

• Looking at other categories

• Examining common pitfalls and

• best practice

• Transferable learnings

• Future facing

26

W O M E N & W H I S K ( E ) Y

A C A S E S T U D Y

B U I L D I N G A P O R T R A I T O F T H E F E M A L E W H I S K Y D R I N K E R

27

I N D E P E N D E N T

& S T R O N G M AT U R E & W I S E E L E G A N T & S E X Y

B U I L D I N G O P P O R T U N I T I E S T H R O U G H T H E L E N S O F H O W W O M E N

I N T E R E A C T W I T H T H E C A T E G O R Y

28

STATUS & POWER

Not a rookie drink

Challenging tastes

Challenging assumptions

B U I L D I N G O P P O R T U N I T I E S T H R O U G H T H E L E N S O F H O W W O M E N

I N T E R E A C T W I T H T H E C A T E G O R Y

29

SEXY & SASSY

Sexy & confident women

Appeal to men as much as women

B U I L D I N G O P P O R T U N I T I E S T H R O U G H T H E L E N S O F H O W W O M E N

I N T E R E A C T W I T H T H E C A T E G O R Y

30

INDEPENDENT HIPSTER

Confident in choice

Less obvious

More knowing

31

B R A N D S W E T H I N K

H AV E G O T I T R I G H T

A M E R I C A N E X P R E S S

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C o n t e x t u a l i s a t i o n o f t h e b e n e f i t s

S T A T U S … A C H I E V E M E N T … .

S U C C E S S … . C O N T R O L … .

P E R S O N A L R E W A R D … .

H U M A N I S I N G T H E B E N E F I T S

from to

TA G H E U R

33

Ta g d i a l s u p t h e b r a n d p o s i t i o n i n g w i t h a f f i l i a t i o n w i t h d i s c r e t e

a u d i e n c e s a n d i n t e r p r e t s d e s i g n , b r a n d v a l u e s a n d c a m p a i g n s

d i f f e r e n t l y f o r m a l e a n d f e m a l e a u d i e n c e s

Inclusive

advertising

Gender-led

design

Playing to women’s

love of trying things

on

DO THINGS BETTER

FOR WOMEN, YOU DO

THINGS BETTER FOR

EVERYONE

T A R G E T I N G W O M E N I N H I S T O R I C A L LY M A L E

C AT E G O R I E S

26th November 2014