Marketing & Selling to Women

andHow

Perhaps you`re in an industry where women are your primary customers -
think Spanx or Foot Petals - or maybe you`re in a business sector, such
as financial services or automotive, that has yet to realize it`s full
potential with female customers and you want to capitalize on the
opportunity.  Or maybe you`re a woman who has suggestions or
feedback for an industry based on your personal experiences, both good
and bad.  I hope this can be a place to ask questions, share ideas
and discuss business trends, research and opportunities around the
women`s market.  I have a couple of thoughts but would love to
hear from the community about what`s on your mind around this topic.

Thanks!
Tami

keycon

Tami,
What would be your marketing advice/plan to an automoive collision repair center for marketing to women customers? How can these shops draw more women to their doors?
Thanks - R@ 

keycon

Chris - go girl!
That`s the most passionate post I have ever read from you. Wow! I love it!
I couldn`t agree with you more. The times are changing. Thanks for your honest opinion. I do appreciate the comments.
I hate those "batrooms", too. Everyone is just hanging around
R@

David

Lisa Johnson`s seminar entitled "Don`t Think Pink" is a good introduction to the spending power of women and the unseen influence (at least to many businesses) they wield over the economy.  It`s mostly common sense stuff built up so it`s a good introduction to the right way to market to women in general as well as all the sub-segments.

keycon

Thanks David, I`ll check her out - appreciate the note.
R@

andHow

Chris - excellent advice. A perfect example of the fact that if you
just ask women, they`re more than willing to tell you exactly what they
need.   Women take a 360-view
of the sales process, so marketing to them without creating the setting
to back it up can only backfire.  Two anecdotes that may be
helpful and relate specifically to small businesses:  The first is
a ski store that increased their women`s business by 25% simply by
cleaning  out their dressing rooms, which they`d been using to
store boxes of excess inventory that blocked a portion of the mirror,
and had covered in posters highly appealing to teenage boys (read: lots
of half clad teenage girls).  Just having the space to try on the
products in an uncluttered environment free of  "girlie"
paraphenalia was enough to move the needle.  And they certainly
didn`t turn off guys or teenage boys with their new cleaner dressing
rooms.  Everyone wins.  The second is a plumbing company in
the Midwest who realized that the experience of having a serviceman
come to your home - plumbing, cable or otherwise - was not only
typically inconvenient (we`re all familiar with the good old 9-4
window, right?) but they didn`t necessarily arrive in a manner that
made women home alone feel very secure (knock, knock - is this guy in a
blue shirt  and jeans the one I`m waiting for or some creep trying
to get into my house?).  This company instituted a policy of a)
committing to a specific time for the appointment, b) the office
calling 10 minutes prior to announce the arrival and give the name of
the serviceman, c)all of the servicement wore the same uniform with the
name of the company and their name stitched prominently on one pocket,
d)the car or van they arrived in was clearly marked with the company
name and they parked right in front of the house so their vehicle was
in view behind them as they approached the door.  They were able
to leverage this higher level of service in a manner that distinguished
them from competitors, without literally saying, "hey, you don`t have
to be scared of our guys."  They marketed the convenience and
professionalism of their service and let that say it all.  In the
collision repair setting I think all of Chris`s suggestions are
perfect. I`d also add creating a clear, easy-to-understand pricing
policy that takes the mystery out of what you`re actually buying and
just keeping basic promises.  How many times do we hear one quote,
leave our car and get called back with another, higher quote?  Or,
are told the car will be ready by a certain time and arrive only to
find out it won`t be done for another two hours?  This may mean
eating the profits on an estimate that wasn`t done correctly.  Or
bringing a loaner car out to the customer if schedules fall behind, but
being able to say you stand by your word would be an incredible
advantage in marketing to any audience, male or female.

Lastly, David brought up a great resource in Lisa Johnson`s
seminar.  She and co-author Andrea Learned have a book by the same
name which I`d recommend picking up as well.  (When you do, check
out the blurbs on the back - one is from me)

Thanks everyone for the great discussion.  Looking forward to more.

cheers,
tami