COMMUNICATIONCHANNEL

ARCHITECTS

MARKETING DAY 23/03/2010

HOW TO WIN THE TRUST OF WOMEN?

WHY WOMEN

5.442.557 millions of women

Women represent 44% of working class, 40,6% are actives

80% are responsible of purchase

35% are head of family, 17,8% are alone

Superior study: 44,6%, 6,2% bachelorCim 2008 INS 2007

BECAUSE THEY ARE AN ECONOMICAL POWER

THEY ARE PURCHASE DECISION MAKER IN ALL SECTORS

42,6% main drivers are women.

23.2% new car

15.4% 2nd hand car

52% have their own bank account (the most educated 67%)

54% have their own saving account (the most educated 73%)

CIM 2008Wrouwenrapport, Fé, october 2009

WOMEN DECISION MAKER RATHER IN «MASCULINE SECTOR »

All RespondentGender

Index on > Base pop Men WomenSample/prfl 20190 100 10278 50,9 9912 49,1Pop 000/prfl 9162 100 4454 48,6 4708 51,4

%^ Idx %^ Idx %^ IdxResponsibleWinemain decisionmaker 33,1 100 35,2 106 31,2 94

Aperitive/Alcoholmain decisionmaker 28,9 100 28,2 97 29,7 103

FAMILY PURCHASE OFFICER

SOCIETY VALORIZES FEMININE VALUES

Mother

WifeFriend

Professional

Citizen

WOMEN

THEY ARE MORE THAN PURCHASE OFFICER

THE PURPOSE OF THIS STUDY

Communicate with them with empathy

CARING

MULTI-TASKING CONTROL FREAKS

EMOTION DRIVER

NEED TO TREATSOLIDARITY

FEMALE= GATEKEEPER MEN=HUNTER

« Gatekeeper of the nest » important LIFE consequences AND in their COMPETENCIES and EMOTIONS Status linked to

BRAINand

HORMONALdevelopment

Eg. : a high level of oestrogen increase the language performances but a weak level of testosterone decreases the spatial capacities

http://www.psycho-ressources.com/bibli/femmes-et-hommes.html

MEN=HUNTER FEMALE=GATEKEEPER

Testosterone

Space reasoning

Less developped senses

Competition

Interiorization

Need to act

A ball on the ground he shoots..

Œstrogen, Progesterone

Verbal reasoning, verbal memory

Developped Senses

Cooperation

Exteriorization

Need to speak and be listened

A ball on the ground : She takes in their arms …

CARING

MULTI-TASKING CONTROL FREAKS

EMOTION DRIVER

NEED TO TREATSOLIDARITY

Black=overscoreWhite=underscore

SEMIOMETRY: VALORIZED WORDS

http://www.youtube.com/watch?v=sjHiBzFDRao

GIVE REASSURANCE

GIVE REASSURANCE

Why not associate your brand with well- known experts already broacasted?

GIVE REASSURANCE

CARING

MULTI-TASKING CONTROL FREAKS

EMOTION DRIVER

NEED TO TREATSOLIDARITY

With their several lifes, they have less time…

…so, they lose less time!

SURROUNDED WITH INFORMATIONS AND ACTIVITY

SHORT IMPACT MESSAGES LONGER INFORMATIVE MESSAGESRELAY

SIMPLIFY

SIMPLIFY

Avoid too long body copy, too complicated conquest, newsletters without pertinent contents...

SIMPLIFY

GO TO THEM: IMPORTANCE OF TOUCHPOINTS

GO TO THEM: IMPORTANCE OF TOUCHPOINTS

GO TO THEM: IMPORTANCE OF TOUCHPOINTS

SPEAK TO THEIR MULTI-ROLE

Post-it communication

Ex: mobile, troley ads, radio,…

GIVE HELP TO MANAGE

Etude Medialogue/ InSites, 2202 belgian women 18-65 yo, aprill 2009

Search informations – 32%

Send privacy e-mails – 90%

Online banking – 66%Visit of new sites – 62%

Surf to relax – 61%

Search general informations – 55%

Play – 39%

Chat– 34%

Send profesional e-mails– 52%

Social networking – 43%

INTERNET A PERFECT TOOL, AVAILABLE 24H/24H

INTERNET A PERFECT TOOL, AVAILABLE 24H/24H

CARING

MULTI-TASKING CONTROL FREAKS

EMOTION DRIVER

NEED TO TREATSOLIDARITY

MENTAL LIST AND TABS IN MIND

QUEEN OF ORGANISATION

.

Sources: Pourquoi les hommes n’écoutent jamais rien et les femmes ne savent pas lire les cartes routières,Allan et Barbara Pease

They must pay attention to the finest details

Not amazing that the cerebral scanner of women show an

activity of 90% even in a quiet state, confirming that women

reveive continously informations of their

environment and that they analyze permanently

To make an efficient purchase, women take time to collect informations (friends, articles, sites,...)

VS

400 GRP

PROVIDE THEM PERTINENT INFORMATION TO OPTIMIZE PURCHASE

Transparency = relation based on trust

ESTABLISH DIALOGUE WITH THEM

GIVE THEM OPPORTUNITY TO CONTROL

CARING

MULTI-TASKING CONTROL FREAKS

EMOTION DRIVER

NEED TO TREATSOLIDARITY

MORE DEVELOPED SENSES

SPEAK TO THEIR SENSES

Esthetism,

Appetite appeal…

http://producten.hema.nl/

. Women are more communicating but more indirect

VALORIZE THEIR EMOTIONAL SENSITIVITYDON’T HESITATE TO BE IMPLICIT

Women detect easily inconsistency.

If your communication doesn’t fit with qualities of

your product and shop experience, you lose their

trust.

http://www.youtube.com/watch?v=uV3VPfEJWy8

BE EMPATHIC AND CLOSE TO THEM

ASSOCIATE YOUR BRAND WITH CAUSE

CARING

MULTI-TASKING CONTROL FREAKS

EMOTION DRIVER

NEED TO TREATSOLIDARITY

Medialogue Study on 6561 women, 14 october 2008

WOMEN = RELATIONSHIPS

To connect themselves to a social network is the favourite leisure of 43% of them

Sources:Medialogue, Les nouvelles valeurs d’Eve, 2008Medialogue, Que font les femmes online, 2009

Activités online Total 21-29 30-39 40-49 50-59 60-64

Web sites 55,30% 146 138 120 90 79E-mail 44,60% 153 139 119 85 47Messenger 18,90% 200 109 86 50 16Chat 16,60% 186 97 82 44 15Forum 7,70% 192 99 87 35 10Blog 7,60% 170 62 43 26 3

SMS 7,20% 162 134 92 91 25

Cim 2008

WOMEN’S SOLIDARITY

« Gain the trust of one woman and you gain the trust of all who trust her. »

WOMEN’S SOLIDARITY

CREATE COMMUNITY

On P&G products "for moms » onlyVocalpoint had more than 600,000 members in 2006.

INSTALL FORUMS

GIVE WOMEN’S OPPORTUNITY TO SHARE

ORGANIZE EVENTS

CARING

MULTI-TASKING CONTROL FREAKS

EMOTION DRIVER

NEED TO TREATSOLIDARITY

At this moment, they stop to control everything and are more dillettante. They find often this ressourceful moments via the pleasure shopping

60% of women shop min 1X per month or more

NEED TO TREAT

MOODVARIATION

FOODVARIATION

CREATE THEATRALIZATION

CREATE MAGAZINE UNIVERSE

The main role of female magazines is the same experience, be a huge window where women walk pages to pages.

TALK TO THEM IN ANOTHER CONTEXT

ASSOCIATE YOUR BRAND WITH PRETTY MOMENTS/PLACES

REWARD THEM

DM exemples

Caring Give reassurance

Caution label, testimonials; use experts associated with media

Transparence

Multitasking Give support Simplify/ Availability

Internet

Mobile

POS

Touch points

Control freaks Give relevant information

DMBrand site

Sample

Emotional driver

Speak to sensibility

Dramatize/ Stories

Implicit communication

Look of communication (PLV, DM..)

Solidarity Connect them Social Media

Events

Need to treat Valorize them Theatralization

Touch points

Magazines

INSPIRATION TOOL

BRANDDNA

CARING EMOTIONDRIVER

NEED TOTREAT

CONTROLFREAK

SOLIDARITY

MULTI-TASKING

Does my product fit with one of the insights?

Am I bought becauseof an insight?

Can I use an insightin buying process?

What Insight can Iexploit for packaging?

One insight is fullfilled,can I jump to another?

Am I clear enoughin my communication?

Can I create partnershipsBased on common insights?

MEDIA INSPIRATION GIRD

PRODUCT

OBJECTIVESMESSAGE

MOOD

•Which media is the •most adapted to

•Create awareness?•Inform?•Seduce?

•Which media is the most adapted with the mind of women when they consider my product category?

•To deliver my message, do i need to use different media or one is enough?• Do women have time to focus •on my message? How to have more chance to be listened/seen?

•In which state of mind will woman when she’ll see/ listen my message(Multitasking? Need to treat? Control freaks?...)