Updated: Apr 23
According to a recent 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. Tips to accomplish this, however, do not include hiring a sales manager from Thunder from Downunder, walking around quoting Nicholas Sparks, or creating every marketing piece and social media post in shades of pink.
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 some trendy 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, and we're still fascinated at the emotional response they can provoke. Let us help with your next marketing p
Make an effort for gender-balanced teams. I work with one team of gentlemen whom I have to periodically remind that a word processing document in black and white and one font does not make an attractive menu or invitation. I love and respect them, but their women clients probably do not. It takes a cohesive team with different genders and world views to figure out the right balance between flowers and monochromatic word processing documents. Also, always go with flowers. Or flying pigs.
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.