Learn to think like women – A guide to targeting your biggest growth opportunity
Date:
Tuesday 3 June 2008
(8.45 - 10.45)
Location:
Institute of Advanced Legal Studies
University of London
17 Russell Square
London
WC1B 5DR (Council Chambers)
In traditionally masculine markets like cars, DIY, technology sectors and financial services, women now represent a very significant primary and secondary audience growth opportunity*.
However, knowing valuable women are out there, and knowing how to win these women over are two very different things. For businesses operating in categories more used to targeting men, the task of targeting women can raise many more questions than answers.
'Is it patronising to talk to women differently to men?'
'Should we make our marketing more 'emotional' to appeal to women? And if we do how do we tell them about the product?'
'Do women really respond that differently to men in my market?'
'Does my call centre need to speak differently to men and women?'
'How do I start to understand the way women think in this market?'
'Will it turn men off if I reflect this alternative female way of thinking explicitly in my marketing?'
This free seminar will provide a practical, how-to guide to targeting female customers. It is based on a two-year study conducted by the presenters of this session about how women think, make decisions and are motivated, and what all of that means for business. The study was published by Marshall Cavendish in 2006 in the book 'Inside Her Pretty Little Head'.
With case histories and examples of brands that over-perform against the female audience, Jane and Philippa will demonstrate some of the fundamental dos and don'ts of marketing to women, within sectors you wouldn't automatically associate with the female consumer.
*More than 80% of DIY projects are catalysed by women; Women influence more than 80% of all consumer electronics purchase decisions; Women are responsible for 66% of all computer purchases; Women influence 60% of car purchase decisions; 89% of new bank account decisions are influenced by women
Who should attend?
This free seminar will be particularly valuable to all marketers who either operate within traditional masculine markets or are new to these sectors and:
- Acknowledge that they need a different approach for their female consumers but until now were unsure of what that might be or how to go
about it - Believe that their existing communications work, but recognise that investing a morning to better understand how to increase sales by positively engaging women is time well spent
Biographies
Philippa Roberts &
Jane Cunningham
PrettyLittleHead is a consultancy that specialises in the female audience and the application of gender understanding to the issues and opportunities of business. The company was conceived, and is run, by Jane Cunningham and Philippa Roberts.
Philippa and Jane conduct research, run workshops, training sessions and consultancy projects for clients who wish to attract female customers and female employees.
Before running PrettyLittleHead, Philippa and Jane spent the majority of their careers working in advertising at BMP DDB where Jane was a board account planner for new business and subsequently Managing Director of Tribal DDB, and Philippa was Head of Account Management and responsible for running many successful pitches. Most recently, they worked together as Planning Director and Client Service Director of Ogilvy.
Jane has been interviewed by Martha Kearney on Woman's Hour for Radio 4, and Rosie Boycott in 'The Trouble with Being a Woman' for Channel 4 on the subject of advertising to women, its strengths and deficiencies.
Philippa is a member of Women in Advertising and Communications London (WACL), an organisation comprising the 120 most influential women working in marketing and communications.
