You’ve heard me mention “our local newspaper” (the Las Vegas Review Journal) several times – whether here on this blog, or over on the Online Internet Marketing blog. While its reporting has certainly changed over the course of time (heavy on the right wing to say the least), they also insert the Las Vegas Sun (a more balanced view of the world in my opinion). Also the Sun’s editorials and opinions tend to be much more “hey, this is the real way life is” versus… well don’t get me started – this isn’t a political post this time.
But today is one of those days where I found some interesting advertising facts (in the Sun) that I’d like to pass along.
It has to do with demographics and marketing and advertising to the right group of people… women. Purchases, health care choices, appliance buying, and holiday travel plans are largely determined by the woman of the house.
Here’s a breakdown, because stats are always fun:
o 80% of purchasing, done by women
o 80% of health care choice, again chosen by women
o 61% of retirement plan selection… yep women decide
The problem lies in capturing the attention of a woman. No longer do we live in a Leave It To Beaver world. More than half of today’s workforce is comprised of women. This means they are not home watching TV and commercials during the day, and many hold first or second jobs at night.
Also women multi-task better than men. They can talk on the phone, do housework or be online, cook, etc., etc. Yes, right now at this very moment as you’re reading this post – if you’re a woman – I bet someone is asking you a question, or the phone is ringing, or someone just needs something done by you right now.
It’s tough, but true.
So what does that mean to you and your online advertising? Well the most obvious… target women.
It’s catching their attention that’s going to be the most challenging. Repetition seems to play a key role in connecting with the female buyer of any household. The article even goes so far as to suggest “sandwiching a mail campaign with a phone call both before and after the mail piece arrives.”
This assumes you’re using offline methods to break the ice. It also assumes that you already have their contact information. Never, ever assume a woman likes her day interrupted with an unanticipated, unasked-for telephone call. If you think yes, you’re wrong.
I don’t know how many times I’ve received a phone call (more of late) where the guy (yes it’s usually a man on the other end of the line) assures me that I’ve indicated through some process online that I’m interested in a home business. Again, I can assure you I have not or did not.
What most likely has happened – the only logical thing to assume – is that I filled out something somewhere online and that company and/or individual sold my information to a clearinghouse for emails, names, and phone numbers. In other words, sold my information to a third party I did not indicate I wanted to hear from.
Knowingly or not, when these folks pick up the phone they are taken aback when I mention I’m already running multiple online businesses (MyWizardAds for one, and Whole-Hog-Blogs for another). And, no sorry, I don’t know where you got your information from, but I’m certainly not shopping thank you very much.
Anyway, I digress. The point here is when it comes to getting what you need – a new client, a new customer, a new affiliate – work at targeting women into your strategy for success. Be open and willing to establish communication first – get friendly, not creepy lol – and use these demographics to your advantage.
The article finishes up with a cute line that I’ll quote here:
After all, the pants the men proverbially wear were probably bought by women.”