gender marketing and more part 2 of 2
Post on 11-Feb-2017
99 Views
Preview:
TRANSCRIPT
B AT T L E O F T H EG E N D E R S !
M A R K E T I N G E D I T I O N !
Males!
Females!
VS:
TABLE OF CONTENTS:Page Title: Page Number:
Gender Marketing Information 3Gender Marketing 4The Do’s & Don’ts of Marketing 12Marketing Strategies 19Marketing Differences 28Ad Examples 36
Page Title: Page Number:Gender Marketing Online 41
E-commerce Marketing 42Online Marketing Tips 48
How the Genders Differ 52Shopping Habits 53Ad Components 58
Work Cited 69
AD EXAMPLES:WOMEN- BAD & GOOD ADS
Body positive ad for womenHighlights the product and forms an
emotional connection with the consumer
Doesn’t stereotype women
Double meaning and sexualizes the female
Women don’t want a product that doesn’t appeal to them emotionally
Image sourced from: Google images
AD EXAMPLES:MEN- GOOD & BAD ADS
Unrealistic view of what most men look like
They are either too muscular or too feminine in ads
This ad is simple but tells the viewer what they are buying
Dark colors and product centeredIt gets into the details they want to seeImage sourced from: Google images
E-COMMERCE MARKETING:WOMEN-
Cost per Acquisition:
• Women love what’s new and exciting
• The right marketing position and branding, makes it easier for them to try a product
• Takes less marketing to get women to try a product
Customer Service:• If women have a
problem, they let you know
• They want acknowledgement, validation and help when they explain the problem
Emotion vs. Logic:• Women want to
see the emotional appeal
• They want to know the lifestyle behind the brand
Compiled By Author From Sources: http://hawkemedia.com/
E-COMMERCE MARKETING:WOMEN-
Lifetime Value:
• Women are willing to leave a brand if the company does something wrong
Product Navigation:
• They are looking to spend time on the websites
• A wide selection and user friendly interface for browsing is ideal for females
Social Media Strategy:
• Women love to look at products so you can push the actual brand
• Engage them on the lifestyle and product images
Compiled By Author From Sources: http://hawkemedia.com/
E-COMMERCE MARKETING:MEN-
Cost per Acquisition:
• Men are very set in their ways so its hard to convince them to try something new
• Takes more upfront cash to get a male customer base growing
Customer Service:
• They are more forgiving, will want to handle it themselves, but they also don’t give you the opportunity to make a problem right as often
Emotion vs. Logic:
• Guys shopping habits are much more logic based
• Companies need to appeal to the male consumer by stating why they need what you are selling
Compiled By Author From Sources: http://hawkemedia.com/
E-COMMERCE MARKETING:MEN-
Lifetime Value:
• Once men like something, they are a lot harder to lose
• This allows you to invest more up front, but eventually make higher returns
Product Navigation:
• Websites need to have a tight funnel and focus them on getting exactly what they want and getting out
• Small product lines and focused navigation is the best
Social Media Strategy:
• You need to engage them on their interests by posting about things they will want to read and see, and then connect it to the product (but not too much)
Compiled By Author From Sources: http://hawkemedia.com/
ONLINE MARKETING:TIPS- WOMEN
Preferred Sites:
Generalist sites that cover a range of
content categories provide the greatest
value
Time Spent on Sites:
Likely to spend more time on a page leading to companies having more time to engage They wont like a page
that’s broken up by sponsorship material
The key is to blend sponsored material into
the content
Value and Potential of
Sharing: There is an increased
chance of content being shared via social media if it is tip-based content
(recipes, parenting advice)
They can share it with a personal anecdote or a
photo
Compiled By Author From Sources: http://hawkemedia.com/
ONLINE MARKETING:TIPS- MEN
Preferred Sites:
They visit more specialist sites,
focusing on sports, news, gaming or entertainment
The sites may be unfamiliar to a
mainstream audience, but are essential reading
among certain groups
Time Spent on Sites:
Spend shorter periods online at one time
Content has to be high impact - such as with the home page
takeover
Value and Potential of
Sharing: Respond to
entertainment, facts or humor
This is the type of content they are
more likely to share, for example, quiz
results
Compiled By Author From Sources: http://hawkemedia.com/
SHOPPING HABITS:SHOPPER VS. BUYER-
Shopper: Buyer:Women are considered to be a more astute and knowledgeable
shopper:It takes them longer to make a buying
decision
They do research and
compare products90% of
women do online
research before going
to a store
Their decision process:makes them
more susceptible to
emotional appeals
Men do not shop, they buy things
Go to store, get what
they need, and get out
Buying decisions are short:
they aren’t comparison or bargain shoppers
They are welling to
spend more money on a product if it speeds up
the process
They don’t like to leave
the store empty-handed either
Compiled By Author From Sources: kdmpop.com
SHOPPING HABITS:SHOPPER VS. BUYER-
Shopper: Buyer:
Compiled By Author From Sources: kdmpop.com
A woman’s approach
to shopping is part of who she
is:
Their shopping
habits don’t change as they grow
older
How she shops in her late teens is
the same way she’ll shop in her
forties This shows the
importance of earning her loyalty
Men are pragma
tic shopper
s
They experience a logical and
efficient shopping process
Men generally
shop alone, rarely
compare prices and don’t use coupons
They don’t care if the item is on
sale or what color it is
Men compare
quality, but usually only
for tools
SHOPPING HABITS:SHOPPER- WOMEN
Women reach a buying decision when they are able to
look at the overall picture
Setting up an emotional context is also a good strategyWomen aren’t too concerned
about for whom the product is for (whether it is pink or blue
for example)
• Providing them with as much background information as possible as well as product reviews would prove useful to them
• Sales staff should be educated on the store offerings and they need to be courteous and helpful
• This allows women to have a lot more options
Compiled By Author From Sources: kdmpop.com
SHOPPING HABITS:BUYER- MEN
Stores catering to men should focus their marketing efforts on store inventory depthMen are more concerned if a
product is considered feminine than
whether it is useful
• Men are more likely to leave the store with a less-than-ideal product just to avoid making another shopping trip
• So it makes sense that if you are selling to men, the product shouldn’t appear too feminine
Compiled By Author From Sources: kdmpop.com
LANGUAGE VS. VISUALS:WOMEN-
Collective concerns are
important and engage in “we” talk
They are people
centered, tend to multi-task, and can
make simultaneous
product decisions on a
project
Women are perfectionists
when shopping
They like a lot of information and will not
buy until their wish list is satisfied
Compiled By Author From Sources: kitchenbathdesign.com
LANGUAGE VS. VISUALS:WOMEN-
Most interested in what product features do
Engage in more right-brain activity such as talking to
friends, gathering opinions and visualizing themselves using the
product
Consider whether or not the experience of dealing with a
business is pleasant
More important to make a personal connection with a
female buyer
Things to Consider:
Compiled By Author From Sources: kitchenbathdesign.com
LANGUAGE VS. VISUALS:WOMEN-
Static Objects Plants Still Lives Furniture Landscapes
Pictorial Elements
Rather than Printed Words
Decorated Typography
Images of Females No Caricatures Frontal View of
Humans
Smiling Faces Flowers Windows Rooms Houses
Compiled By Author From Sources: kitchenbathdesign.com
Female Prefer Graphics That Are Related To Life:
LANGUAGE VS. VISUALS:WOMEN-
Rounded Lines and Shapes
Colorful Designs
Lots of Detail
Less Conventional Type
Ads
Soft Surfaces
Bright Colors
Light Pastel Colors
Compiled By Author From Sources: kitchenbathdesign.com
Ads Designs for Women Tend to Have the Following:
LANGUAGE VS. VISUALS:WOMEN-
They react to color-dominated images and respond to ads with information about multiple feature
Women prefer original and category-related ads
They have an equal preference for large or small groups, depicted in ads and prefer seeing harmonious relationships
Emotional mirroring is very important for women, so showing positive emotional contexts of women enjoying an activity will be powerful
Compiled By Author From Sources: kitchenbathdesign.com
LANGUAGE VS. VISUALS:MEN-
More individualistic and engage in
“I” talk
Men are object centered
They focus on accomplishing a single task at
a time
Compiled By Author From Sources: kitchenbathdesign.com
LANGUAGE VS. VISUALS:MEN-
Minimal details about a product; they are interested in
how it works
Make one decision at a time on a product when doing a
project
They will want to know the mechanics behind the
products
Men tend to do the research, analysis, product comparison,
choose a brand and then rationalize the decision
Things to Consider:
Compiled By Author From Sources: kitchenbathdesign.com
LANGUAGE VS. VISUALS:MEN-
Vehicles Printed Words
Standard Typefaces
Images of Males
Caricatures of Human
Forms
Humans Shown in
ProfileSkyscrapers and Towers
Technology and
MachinesViolent Themes
Compiled By Author From Sources: kitchenbathdesign.com
Male-created Graphics Often Incorporate:
LANGUAGE VS. VISUALS:MEN-
Hard Surface
s
Machine
Esthetic
Functional
Objects Moving Objects
Deep Dark
Colors
Clear Surface
s
Straight
Angular Lines
Compiled By Author From Sources: kitchenbathdesign.com
Ads Designs for Men Tend to Have the Following:
LANGUAGE VS. VISUALS:MEN-
Males respond to images that are form dominant
They prefer more conventional ads
To deliver Information it needs to have simple facts with just one or two features highlighted
They respond to attribute-oriented and comparative copy, depictions of competitive situations and large groups
Compiled By Author From Sources: kitchenbathdesign.com
WORK CITED:
• All Business. Dun & Bradstreet. Web. 12 May 2016. <https://www.allbusiness.com/the-differences-in-selling-to-men-and-women-14315235-1.html>.
• "Five Do's and Don'ts When Advertising to Men." Ad Server, Ad Serving & Banner Ad Manager Solutions. Web. 12 May 2016. <https://www.adspeed.com/Blog/Five-Do-s-Don-ts-Advertising-1748.html>.
• "Gender Importance In Marketing." 123HelpMe.com. 11 May 2016 <http://www.123HelpMe.com/view.asp?id=165231>.
• Kraft, Heather, and J. Micheal Weber. "A Look at Gender Differences and Marketing Implications." International Journal of Business and Social Science. 21 Nov. 2012. Web. <http://ijbssnet.com/journals/Vol_3_No_21_November_2012/26.pdf>. PDF Vol. 3 No. 21
• "Jenkinson & Associates." Dos And Don'ts Of Marketing To Women. Web. 12 May 2016. <http://www.jenkinsonassoc.co.uk/article/dos-and-don-ts-of-marketing-to-women>.
• "Marketing Differences by Gender | Kitchen Bath Design News." Kitchen Bath Design News. Web. 12 May 2016. <http://www.kitchenbathdesign.com/expert-advice/article/11064592/marketing-differences-by-gender>.
• "Marketing to Men Vs. Women." Small Business. Web. 12 May 2016. <http://smallbusiness.chron.com/marketing-men-vs-women-1011.html>.
WORK CITED:
• "Men vs Women, 6 Key Differences in ECommerce Marketing - Hawke Media." Hawke Media. 2013. Web. 12 May 2016. <http://hawkemedia.com/men-vs-women-6-key-differences-in-ecommerce-marketing/>.
• "Men vs. Women: Aligning Your Retail Marketing Strategy." KDM. N.p., n.d. Web. 12 May 2016. <http://www.kdmpop.com/2015/05/Men-vs-Women-Aligning-Your-Retail-Marketing-Strategy.cfm>.
• "Real Business." Tips on How to Target Different Genders in Marketing Strategies -. Web. 12 May 2016. <http://realbusiness.co.uk/article/24862-tips-on-how-to-target-different-genders-in-marketing-strategies>.
• "Top 30 Stats You Need to Know When Marketing to Women." The Next Web RSS. 2012. Web. 12 May 2016. <http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/#gref>.
• “Truth about Marketing to Women." Marketing Donut. Web. 12 May 2016. <http://www.marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/the-truth-about-marketing-to-women>.
• "What Is Gender Marketing Definition ?" What Is Gender Marketing Definition : The Digital Marketing Glossary : Illustrated Terms and Definitions. Web. 12 May 2016. <http://www.digitalmarketing-glossary.com/What-is-Gender-marketing-definition>.
• "When Marketing to Men, Keep These 10 Stats in Mind (Infographic)." Entrepreneur. 2013. Web. 12 May 2016. <https://www.entrepreneur.com/article/226528>.
top related