innovation within the social media space- why the masculine model of traditional marketing is dead and the world of social media allows companies to have intimate and authentic conversations with women.  There are now more women than men on most social networks. Women now represent a larger financial opportunity than India and China combined according to the HBR, companies must look outside of marketing and create innovative solutions built upon credible advocacy.

1. Belinda@ladygeek.com

3. Female Immersion Day
• Objectives:
To understand the financial opportunity of a new group of women who are non core
gamers
To explore different segments of women & bring real insight into what these women think about
their lives, gaming & fitness
•
Methodology
Financial Opportunity & segmentation (Forrester)
5 Myths of Targeting Women
A panel of 'real' women
Breakout session
Summary/conclusions
•
Inputs to the session
The Lady Geeks expertise in understanding women
Existing research (Forrester 2009, The Times/Lady Geek survey 2010)
Female gaming experts and non core gamers
Female experts in fitness

4. Which brands speak the female language?
The Times/Lady Geek survey consisted of 450 women. Questions were asked on familiarity, likelihood to recommend and feeling
towards the brand to determine which brands are speaking the female language.

6. 5 Key Insights Around Fitness
 Women feel intimidated by gyms, fitness programs, fitness DVD's
 Women look to other women for recommendation rather than traditional advertising
 Fitness works better when it is done in a social and fun way
 Weight is a very private thing in the UK (“I won't even discuss my weight with my sister”)
 Amongst women, fitness works when it is about achievements with clear goals (i.e
getting slimmer for my wedding, needing to look good in a bikini...)

7. 5 Key Insights Around Gaming
 Women who casually game do not see themselves as gamers (I'm not a gamer but...)
 Women want games that are 'fit for purpose' (“They have to enhance my life in some
way”)
 There is a lot of guilt around playing games amongst female casual gaming
(“Entertainment isn't enough of an attraction”)
 Social & social aspect is key
 A lot of women are intimidated by gaming and games per se

8. Amy-Stay at Home
mum
-Feels taken for granted at
home
-Wants her identity back
-Looking for brands that
can make her feel like
herself again

9. Ruby-Professional
mum with small
children
- Life juggler
- Feels guilty about not
having enough time for
work/husband/children
- Wants practical help from
brands

10. Final Thoughts for Your Shape

11. What Ubisoft said about the day...
Interactive &
Very thought-provoking
Loved the panel day.
Fun, insightful
Brilliant!
Liked the
variety of ways
we explored 3
audiences

12. belinda@ladygeek.com