So is it ok to gender target your marketing? The short answer is ABSOLUTELY!!!!
Don’t get me wrong, I am a very strong supporter of equality, but I’m also a realist. As a general rule, men and women react differently to sales techniques, discount offers, colours, stock art, and even store layout. This is why it is ok to gender target your marketing.
If you’re not convinced, try it out with your partner next time you go to the shopping centre. Watch what marketing they react to, and instead of looking at the product their selling, have a look at how it’s placed and what it says. Why doesn’t it appeal to you?
The ultimate marketing to women sin is to “Shrink it and Pink it”. Seriously, we’re not all THAT into pink. Besides, even as early back as 1927, parents were told to dress boys in pink, as it was a stronger colour, and girls in blue as it was more dainty.
Also, there’s no need to make it overly feminine or make one “just for the girls”, like we’re a separate breed. Don’t over think your marketing to women by making your product scream, “look at me, I’m relevant to women.” Women don’t really want to be alienated that much and are more likely to avoid your product on purpose.
Too much choice is no choice at all. Generally speaking, men will sift through the pile, looking for the black box, in a basket of black boxes, which is the exact black box they are looking for. Women won’t. Having a hundred near-identical products will turn your female customers away. They like choice, but the differences must be obvious and be logical, so they can quickly narrow down their selection to exactly what they need.
Lastly, gender target your marketing to women by missing out the statistics. Women honestly don’t care if 50% of women like this product. What we do care about is how it can benefit me, make my life better, more fun, easier and engaging.
Women like an emotional connection and I don’t mean you have to bring out the baby animals for every piece of marketing. If your marketing surprises me or makes me laugh, I’m more likely to respond than if it preaches to me on how I should behave or what I should be doing.
When marketing to women, get specific. Women don’t like to be put into a generic “female” box. Work out exactly who your perfect female is, and market to her. If she is a 25 year old with one kid in primary school and husband, and likes to go to the gym on Wednesdays, and coffee with the girls on Saturdays… then target HER. Don’t worry about ignoring the rest of the women out there, because they won’t fall for your “one size fits all” marketing approach anyway.
Use the personal approach when marketing to women. Women prefer to be helped and guided without pressure when inside the store. They will make their own decision in their own time. Men prefer good parking, easy access, clear information, and a quick sale, this is why it’s useful to gender target your marketing.
Women are more likely to give to a cause than men, but it should also be relevant to the product. I’ve seen pink garbage trucks, drilling rigs and even toilet paper.
Know your niche market, as there’s no quicker way to lose an audience, than by showing you don’t actually “know” them. For example, if you’re targeting women who sew, then you may need to know they prefer to be called “sewists” and not “sewers”. I’ll bet you didn’t know that one, did you?
If you do decide to gender target your marketing, make sure you are actually placing your marketing in the right location. A printed flyer in the letter box that gets delivered on bin day, is less likely to work than a specifically targeted Facebook advert. And you’ll manage to save your marketing dollar at the same time.
I’m going to throw some statistics at you now, so women, you’ve got the gist of this article so you can feel comfortable in heading off to do something else now.. 🙂
I hope this article has helped you re-think your current marketing approach, and maybe you will even start to gender target your marketing. Marketing is all about knowing everything you can about your niche audience, what they like, and how they speak. Don’t over generalise, lets narrow it down and get personal.
I’d love to hear about your marketing bloopers, how you have tried to gender target your marketing, or some you’ve seen.
Thank you for reading ‘Is It Ok To Gender Target Your Marketing’ – Contributed by AndyK Graphic Artist
You can view AndyK Graphic Artist in the WBA Member Directory
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