Presented at the Mediarun Festival CMO Congress in Gdansk, Poland. June 12-15

1. © 2013 Holland+Holland Advertising
Friday, June 14, 13

2. WHY
HOW?
AND
MARKETTO WOMEN?
Friday, June 14, 13

3. http://www.youtube.com/watch?v=UxehNq-jC7U
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4. THE RESULT?
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5. FEMALE CONSUMERS
ARE BREAKING
UP WITH BRANDS.
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6. WOMEN CONTROL OR
INFLUENCE 85% OF ALL U.S.
CONSUMER BRAND PURCHASES
85%
15%
Women
Men
Friday, June 14, 13

7. YET, ONLY 3% OF U.S.AGENCY
CREATIVE DIRECTORS
ARE FEMALE
3% FEMALE
97%
MALE
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8. 91% OF WOMEN
FEEL MARKETERS DO NOT
CONNECT WITHTHEM
91%
9%
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9. FEMALE VOICE
BUTTHE
HAS COME FULL CIRCLE
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10. 1790CERCLE SOCIAL
SOCIAL NETWORKING2013
FEMALE
VOICE
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11. BUTTHIS IS NOT ABOUTTHE
FIGHT FOR WOMEN
IT’S ABOUTTHE POWER
WOMEN ALREADY POSSESS
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12. MARKETING HAS CHANGED
FOREVER
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13. WHY
MARKETTOTHE
FEMALE CONSUMER?
Friday, June 14, 13

14. WOMEN CONTROL
MORETHAN $20TRILLION
IN WORLD-WIDE SPENDING
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15. WOMEN INTHE U.S.ACCOUNT
FORTHE SPENDING FOR:
91% OF NEW HOMES
65% OF AUTOMOBILES
92% OFVACATIONS
89% OF BANK ACCOUNTS
80% OF HEALTHCARE
Friday, June 14, 13

16. Women Will Control 2/3 of the
Consumer Wealth in the U.S.
OverThe Next Decade
68%
32%
Women Men
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17. A record 40% of all U.S. households
with children under the age of 18
include mothers who are either the
sole or primary source of income
for the family.
UP FROM ONLY 11% INTHE 1960’S.
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18. WOMEN ARE AIDING WOMEN
TO SUCCEED IN BUSINESS
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19. 70% OF NEW COMPANIES INTHE
U.S.ARE STARTED BY WOMEN
70%
30%
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20. KICK-OFF
EVEN WHEN MEN ARE INVOLVED,
WOMEN LEAD 4 OF 5 STAGES OFTHE
PURCHASING PROCESS
OWNERSHIP PURCHASE
WORD OF
MOUTH RESEARCH
KICK-OFF
Friday, June 14, 13

21. 80% OF NEW PRODUCTS FAIL
BECAUSETHEY DO NOT
CONNECT WITH WOMEN
80%
20%
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22. HOW
TO MARKETTOTHE
FEMALE CONSUMER
Friday, June 14, 13

23. 74% OF WOMEN SAY BRANDS
MUST LISTENTOTHEM, OR
THEY’RE WILLINGTO WALK AWAY
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24. KNOWTHAT WOMEN PROCESS
INFORMATION DIFFERENTTHAN MEN
Women have 4 times as many neurons connecting
the left and right sides of the brain
Rationalization
Logic
Analytics
Imagination
Insight
Creativity
Number skills 3-D Forms
Friday, June 14, 13

25. DON’T STEREOTYPE WOMEN!!
Don’t
just
paint
everything
PINK.
ALL
women
are NOT
moms.
All
women
are not
married.
Friday, June 14, 13

26. THINK LIFESTAGES
DON’T THINK AGES
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27. KNOW WHERE SHE IS
WOMEN MAKE UP 58% OF ALLTOTAL
ONLINE SPENDING SPENDING
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28. KNOW WHAT SHE IS DOING
WOMEN OUTNUMBER MEN INTOP SOCIAL
NETWORKING SITES
64%82%58%
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29. 91% OF WOMEN
FEEL MARKETERS DO NOT
CONNECT WITHTHEM
FOCUS ON HER
UNDERSTAND HER NEEDS
UNtargeted
UNconnected
UNrespected
UNinformed
UNsure
DON’T TALK DOWN TO HER
PROVIDE DETAILS
HELP HER MAKE A DECISION
Friday, June 14, 13

30. HOW DOYOU
EFFECTIVELY REACHTHIS
POWERFUL MARKET?
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31. BUYING PROCESS
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32. BUYING
PROCESS
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33. SOCIAL NETWORKS
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34. BUYING
PROCESS
SOCIAL
NETWORKS
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35. WOMEN’S NEEDS
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36. BUYING
PROCESS
SOCIAL
NETWORKS
WOMEN’S
NEEDS
24-HOUR PERPETUAL MARKETING
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37. TOP 5 DOING ITTHE WORST
ACCORDINGTO WOMEN
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38. TOP 5 DOING IT BEST
ACCORDINGTO WOMEN
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39. © 2013 Holland+Holland Advertising
@sheconomy
Friday, June 14, 13