You have done your research. You know that women have an outsize influence on purchasing decisions and so you’ve conducted a single-gender focus group to understand the needs and wants of your target female consumers. Now that you have this background knowledge in place, what do you do with it? How do you effectively ensure that your marketing appeals to women? In today’s blog, learn what you need to know about positioning your product to ensure a lasting appeal to female shoppers.
Do use technology
Women are much more likely than men to use technology while shopping, such as apps that automatically download and apply coupons and QR code scanners. They also tend to be more engaged with corporate digital marketing efforts on social media sites like Facebook, Pinterest, and Twitter. Savvy marketers know that taking advantage of technology can lead to a better response from female customers.
Don’t assume all women are the same
While there are certain broad consumer trends that women tend to follow, assuming that women are all the same will lead to stereotypical marketing efforts and ineffective strategies. Your single-gender focus group will illuminate the many different perspectives of your female target audience, so be sure to focus on women’s different needs in your marketing efforts.
Do offer incentives
Women are far more likely than men to recommend a product or service that they love to others, and this can be a great source of new leads for your business. To make the most of your current happy customers, offering referral incentives will encourage women to tell their friends and family about your services.
Don’t be scared of data
When it comes to marketing to women, there’s no one-size-fits-all approach. That’s why it’s important to continually gather data on the effectiveness of your campaigns and tweak your strategies according to the needs of your unique female consumers.
About Observation Baltimore:
At Observation Baltimore, we understand that the success of your research is directly tied to the quality of your participants. Recognized as one of the top Maryland market research facilities and rated “One of the World’s Best” by Impulse Survey, we believe that Experienced Recruiting Makes the Difference. Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services. Just six minutes from BWI airport and AMTRAK, our Baltimore research facility has a great location. Most importantly, we understand market research!