According to a 2019 blog on Forbes.com, women drive a staggering 70-80% of all consumer purchasing. That’s not terribly surprising considering women typically buy for three generations – their children, themselves and their partner, and their parents and in-laws. That’s a lot of purchasing to make! To appeal to over three-quarters of the population, your marketing and sales techniques had better be #onpoint with women. Here are three tips to keep in mind!
Three Tips to attract the purchase power of women
Women don’t like pink. In fact, only 7% would name pink as their favorite color. Instead, try focusing on killer color schemes for digital and print marketing. Check out Pantone's colors of the year for inspiration. Pair Coral with slate blue or go classic with Ultra Violet with gray. Try tropical greens and blues with sharp white accents. Neutrals with a pop of color – think citron and silver or tangerine and taupe – are eye-catching and modern. Anything from the 1980’s is regrettably trending as well. We at Flying Pig have been studying colors for over twenty years (literally, we wrote a thesis on the evolution of color names in college), and we're still fascinated at the emotional response they can provoke.
Make an effort for gender-balanced teams. I work with one team of gentlemen. I love and respect them, but more opinions typically create the best solution. It takes a cohesive team with different genders and world views to figure out the right balance to appeal not just to women buyers but your ideal customers regardless of gender.
Adopt a higher exception for customer service within your business. Women have a higher level of expectation for customer service, and according to the World Economic Forum, women work an average of 8 hours and 39 minutes a day. If you don’t portray your business as finding solutions for the busy women of today, you will soon become obsolete. It goes back to the old standby “sell your benefits, not your features.” What does your business do for the woman consumer?
In conclusion, knowing your clients and what they want is almost as important as knowing your product. Take a step back and evaluate your sales and marketing team to insure you’re doing all you can to maximize your market share with women consumers.