Mais conteúdo relacionado Semelhante a Sheconomy and Marketing to Women Today (20) Sheconomy and Marketing to Women Today3. FEMALE CONSUMERS
ARE BREAKING
UP WITH BRANDS.
© 2012 Holland+Holland Advertising
4. POTENTIAL COST TO BRANDS?
to n
Up illio
Tr ale
$12 fem g
in endin
sp
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10. 3 CONTRIBUTING
FACTORS
SOCIAL FEMALE ECONOMY
MEDIA CONSUMER
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12. “We are in a period of vast
structural change, as industries
adjust to new technology and
fierce new competition in world
markets.”
1981
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13. “Surveys tell us that consumers
are more pessimistic today than
at any time in the past 25
1973
years.”
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14. “It is a good thing for business
and advertising that smug
satisfaction is no longer being
tolerated.”
1932
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18. We Can No Longer
Think In Terms of Ages
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20. • 40, with a toddler at home
• 40, with kids in college
• 40 and single with no kids
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21. 83% of Women Say They are Busier
Than Ever, Yet They Are Willing
To Give Up Nothing.
83%
17%
© 2012 Holland+Holland Advertising
22. More Women Than Men
Between Ages 25-29, Possess
Bachelor's Degree or Higher.
36%
28%
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24. WE NO LONGER TRUST:
GOVERNMENT
CORPORATIONS
BUSINESSES
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25. BUT WE TRUST EACH OTHER
And technology has changed
the way we communicate.
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26. Brands Talk
And We Talk Back.
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29. Steve Felice, President of Consumer, Small
and Medium Business, Dell Inc, suggests,
‘‘ Women will be the tipping
point of companies coming
’’
out of the recession
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30. KICK-OFF
KICK-OFF
WOM RESEARCH
OWNERSHIP PURCHASE
WOMEN LEAD 4 OF 5 STAGES OF THE
PURCHASING PROCESS
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31. Women Control or Influence 85% of
All Consumer Brand Purchases
85%
15%
Women
Men
© 2012 Holland+Holland Advertising
32. Yet, Some Studies Show That 91%
Women Do Not Feel Advertisers
Connect With Them
91%
9%
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33. DELLA
Site Revised And Then Removed.
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34. MOTRIN
Campaign Pulled and Apology Posted
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35. MILK
Campaign Pulled Within Days
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37. HOW DO WE REACH THIS
POWERFUL MARKET?
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41. BUYING
PROCESS
CONVERGENCE THEORY
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43. SOCIAL
NETWORKS
BUYING
PROCESS
CONVERGENCE THEORY
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45. WOMEN’S
NEEDS
SOCIAL
NETWORKS
BUYING
PROCESS
CONVERGENCE THEORY
© 2011 Holland+Holland Advertising
46. WOMEN’S
NEEDS
SOCIAL
NETWORKS
BUYING
PROCESS
PERPETUAL MARKETING MACHINE
© 2012 Holland+Holland Advertising
48. 70% of All New Businesses
Are Started By Women.
Women
70%
Men
30%
© 2012 Holland+Holland Advertising
49. Over The Next Decade,
Women Will Control 2/3 of the
Consumer Wealth in the U.S.
68%
32%
Women Men
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50. The Majority of Women (53%)
Are Primary Breadwinners
Primary
53%
47%
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52. DISTINGUISH HER FROM HIM
• Almost double the amount of women (28%), compared
with men (15%), say they feel squeezed by the economic
climate.
• Women are fundamentally more45% optimistic than men.
• Women are more intuitive.
• Men have 6 items in their bathroom - women have 450!
• Women use more punctuation! In text!! To express!!!
Their feelings? -emotions- etc ;-)
© 2012 Holland+Holland Advertising
53. UNDERSTAND HER NEEDS
• Women place heavy importance on relationships.
• Women notice the details.
• Women want to be heard.
• Women assume responsibility of 45% the household.
running
• Women stay with companies that exceed expectations.
• Women are reluctant to give referrals when asked. You
must you give her something to talk about.
© 2012 Holland+Holland Advertising
54. UNDERSTAND HER NEEDS
• 3 out of 4 women will recommend a brand because it
supports a cause.
• 8 in 10 women "won't do business with a company if
values are different than their own."
45%
• Word of mouth still leads the way in how women
communicate brand likes and dislikes.
• For success in marketing to women, listen and engage.
© 2012 Holland+Holland Advertising
55. TOP THREE
FINANCIAL PRIORITIES
WOMEN MEN
1) To not become a financial burden 1) Maintain lifestyle in retirement
to loved ones
45%
2) Maintain lifestyle in retirement 2) Make sure to outlive savings
3) Make sure to outlive savings 3) To not become a financial burden
to loved ones
© 2012 Holland+Holland Advertising
56. TOP THREE
FINANCIAL WORRIES
WOMEN MEN
1) Household expenses 1) The overall economy
2) Household debt 45%
2) Household expenses
3) Saving for retirement 3) Saving for retirement
© 2012 Holland+Holland Advertising
57. Only One in 10 Female Breadwinners
Feels Knowledgeable About Financial
Products and Services
10%
90%
© 2012 Holland+Holland Advertising
58. Women Are Less Confident
That They Are Very Well Prepared
In Financial Decision Making
45%
20%
WOMEN MEN
© 2012 Holland+Holland Advertising
59. CONFLICT #1
Women’s level of financial
responsibility within the household
has outpaced their investment
confidence.
© 2012 Holland+Holland Advertising
60. CONFLICT #2
Women lack confidence about
achieving one of their most important
financial goals: retirement security.
© 2012 Holland+Holland Advertising
61. CONFLICT #3
Women focus on the family, but their
risk aversion may be putting their
families’ financial health at risk.
© 2012 Holland+Holland Advertising
62. RESOLVE
Women are more receptive
to advice than men. Advisors can help
women build diverse portfolios
and foster confidence.
© 2012 Holland+Holland Advertising
63. CHALLENGE
The key barrier to overcome is the
perception of expense.
© 2012 Holland+Holland Advertising
64. Give Her Enough Time
If a woman says “she needs to think about it,” she is not saying no. Women
complain that men move in too soon for the close. If she’s not ready to buy,
ask her “do you have any questions or concerns I haven’t addressed?” to see if
she is missing crucial information, then let her go do her processing and set up
another appointment. She will appreciate this!
Make An Emotional Connection
Ask her questions, find out everything you can about her situation, her
concerns, the people her decision will affect. By asking questions and really
listening to her answers, you are building TRUST – the most important
emotion in a sale to a woman.
© 2012 Holland+Holland Advertising
66. WOMEN RULE THE INTERNET
‘‘ Comscore, Nielsen, Media
Metrix and Quantcast studies
all show women are the driving
force of the most important
net trend of the decade, the
Social Web.
© 2012 Holland+Holland Advertising
’’
67. SOCIAL MEDIA
Individuals Web 2.0 Technology
+ =
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68. SOCIAL MEDIA
Authentic
Conversations
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69. SOCIAL MEDIA
The goal is to
consistently
and organically
weave your brand
into the conversation.
© 2012 Holland+Holland Advertising
70. SOCIAL MEDIA
Success is when
consumers are
engaged and
promoting your
brand.
© 2012 Holland+Holland Advertising
71. SOCIAL MEDIA ALLOWS FOR:
• Engagement
• Conversation
• Communities
• Relationships
• Trust
• Sharing
All of which the female is seeking.
© 2012 Holland+Holland Advertising
72. SMM DISCOVERY WORKSHOP
SOCIAL MEDIA INTRODUCTION IN GENERAL
•
Why social media is a great tool for marketing
•
How to most effectively use social media marketing
•
How a company is built upon relationships and how social
media marketing allows for that to happen exponentially
•
People want to work with people they know, trust and like
•
The efficiency and effectiveness of networking through social
media
•
How to be positioned as an expert among your audiences
•
The complexities of social media marketing
© 2012 Holland+Holland Advertising
73. SMM DISCOVERY WORKSHOP
SOCIAL MEDIA INTRODUCTION IN GENERAL
•
How to build a customer awareness program that is affordable,
differentiated and consistent, to both maintain existing
customers and nurture new customers
•
The importance of the involvement of the company’s principals
and/or key personnel in social media marketing and how to
implement in such a way that can be easily
maintained when they are at their busiest
•
How to create a strong appeal among your target audiences
both locally and regionally
•
The efficiency and effectiveness of enlarging a company’s online
footprint through social media
© 2012 Holland+Holland Advertising
74. SMM DISCOVERY WORKSHOP
COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT
•
Identify target audiences
•
Identify products, services
•
Identify what expertise Diversified Labels has to offer that is
both differentiating and useful
•
Determine the best niche for your company and how it
resonates with your target audiences
•
Why create a blog as the central platform for your social
media marketing program:
•
Blogs vs Websites
© 2012 Holland+Holland Advertising
75. SMM DISCOVERY WORKSHOP
COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT
•
Discuss the importance of “not selling” on the blog
•
Learning to listen, the first step in creating your blog
•
Understanding your online audiences
•
Logistics of who writes the blog and the process
•
Efficiently organizing your online reading and research
•
Identify/expand upon potential blog topics
•
Engagement strategies
© 2012 Holland+Holland Advertising
76. SMM DISCOVERY WORKSHOP
COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT
•
Creating an appealing position and developing the right
messages
•
Generating traffic to your blog
•
Why CONTENT is king and repurposing blog content
•
When and how to utilize promotions
•
What analytics provide – creating measurements, metrics and
ROI for new business through social media. (If it can’t be
measured, it can’t be improved.)
© 2012 Holland+Holland Advertising
77. SMM DISCOVERY WORKSHOP
COMPANY SPECIFIC SOCIAL MEDIA ASSESSMENT
•
Creating an appealing position and developing the right
messages
•
Generating traffic to your blog
•
Why CONTENT is king and repurposing blog content
•
When and how to utilize promotions
•
What analytics provide – creating measurements, metrics and
ROI for new business through social media. (If it can’t be
measured, it can’t be improved.)
© 2012 Holland+Holland Advertising
78. SMM DISCOVERY WORKSHOP
STAGE ONE - SET UP
•
Name the blog and tagline
• Define the voice of the blog
•
Design the look and feel of the blog
• Identify categories
•
Identify appropriate social channels
•
Identify resources both internally and externally
•
Identify 30-50 blog topics
•
Draft and post 30-50 blog posts
• Create designs and skins for channels
• Start building followers and likes
© 2012 Holland+Holland Advertising
79. SMM DISCOVERY WORKSHOP
STAGE TWO - LAUNCH AND MAINTENANCE
•
Post 2 blogs per week
• Continue to build follower base
•
Generate monthly e-newsletter
• Generate engagement
•
Promotions if applicable
•
Facebook ads if applicable
•
Manage and monitor all social channels
•
Monitor analytics to adjust content efficacy
© 2012 Holland+Holland Advertising
80. SOCIAL MEDIA MARKETING
Based upon your individual Discovery Workshop
findings, you should then determine the best traffic
building social network channels. As mentioned,
specific to your needs, I would recommend Twitter,
Facebook, Pinterest and LinkedIn.
© 2012 Holland+Holland Advertising
81. SOCIAL MEDIA MARKETING
VALUED RESOURCE
DEVELOP RELATIONSHIPS BLOG BUILD TRUST
VIEWED AS AUTHORITY
By using social channels to drive traffic to your blog, you will then
position yourself as an authority, develop relationships and build trust
among potential clients.
© 2012 Holland+Holland Advertising
82. SOCIAL MEDIA MARKETING
BLOG
MAKE CONTACT WEBSITE MAKE A SALE
The ultimate goal of the blog is to funnel traffic directly to your website.
© 2012 Holland+Holland Advertising