by Robert Craven, Kiki Maurey and John Davis
It is time to design products and marketing campaigns that actually appeal to the buying needs and habits of women. Women do buy differently from men - they like to research more and are less likely to be influenced by ads. So, one lesson is that less direct/ print/traditional advertising will be effective and subtler ways of 10 communicating, such as word-of-mouth marketing and viral marketing, might work.
In the States, women are dramatically changing how products are designed and marketed. It is only a question of time before this theme reaches across the Atlantic. In 2001, 3.6% of all new products were specifically tailored to women. That number more than doubled to 7.9% by 2005, according to Datamonitor's Productscan Online. Some were just a marketing hook to target women, but others fare better.
In 2006, 80% of women planned on doing some home-improvement project, and 75% of them did it themselves. Barbara K's 30-piece tool kit is designed to help. These tools are 30 not only better looking but are also made for a woman's hand and strength, and weigh a little less than regular tools.
Harley-Davidson, long a symbol of 35 male pride, has added a section on its website dedicated to women motorcyclists, with tips on how to ride a bike safely with the right gear. Women now buy 10% of all Harleys sold, which is a stark contrast to a mere 2% in 1985.
Barclays' market research suggests that the majority of women do not want woman-specific products. Female business owners have a continued desire to be treated as equals with their male contemporaries. Marketing Director at Barclays Local Business, John Davis, comments: “We know that women small business customers are less risky and more profitable for us, so it makes business sense to attract women to buy from us. We do put effort into communicating specifically with women. Examples are sponsoring "Women In Business Awards" and running marketing seminars. What we do not do is provide specific financial products aimed at women only; our range of products has been designed to be flexible enough to accommodate the individual requirements of each customer.'
from Critical Eye
女性真正想要的东西！
作者：罗伯特·克雷文、基基·莫雷和约翰·戴维斯
是时候设计出真正吸引女性购买需求和习惯的产品和营销活动了。女性的购买方式与男性不同——她们喜欢更多地进行研究，不太容易受广告影响。因此，一个教训是，更少的直接/印刷/传统广告将会有效，而更为微妙的沟通方式，如口碑营销和病毒式营销，可能会奏效。
在美国，女性正在显著改变产品的设计和营销方式。这个主题跨足大西洋只是时间问题。根据Datamonitor的Productscan Online数据，2001年，有3.6%的新产品是专门为女性量身定制的。到了2005年，这个数字翻了一番，达到了7.9%。其中一些只是用来吸引女性的营销噱头，但其他一些则效果更好。
2006年，80%的女性计划进行一些家庭改善项目，其中75%的女性自己完成了这些项目。芭芭拉·K的30件工具套装就是为此设计的。这些工具不仅外观更好看，而且专为女性的手型和力量而制作，重量比普通工具稍轻。
长期以来，哈雷戴维森一直是男性自豪感的象征，如今在其网站上专门添加了面向女性摩托车手的部分，提供如何安全骑行和选择合适装备的提示。现在，女性购买的哈雷摩托占总销量的10%，这与1985年的仅为2%形成了鲜明对比。
巴克莱的市场研究表明，大多数女性不需要专门为女性设计的产品。女性商业主人持续希望被与男性同行平等对待。巴克莱地方业务的市场总监约翰·戴维斯评论道：“我们知道，女性小企业客户对我们来说风险较低，利润更高，因此吸引女性购买对我们来说是有商业意义的。我们确实会努力与女性进行专门沟通。比如赞助“女性商业大奖”并举办营销研讨会。但我们不会提供专门针对女性的金融产品；我们的产品范围已经设计得足够灵活，以适应每位客户的个体需求。”
摘自《Critical Eye》