We just finished celebrating Mother’s Day, where advertisements and offers for women just flooded the digital and print media space. From health and wellness programs, makeovers, jewelry, flowers, clothes, perfumes and chocolates – different products perhaps but with the same message of making a mother feel extra special.
There are many who think that the use of soft colors like pink and mauve, and some cursive fonts, product shots and discounts are enough to appeal to women. However, women are more discriminating. If you have watched the movie “What women want” starring Mel Gibson and Helen Hunt, and laughed at the antics of the ‘alpha male’ advertising person trying to develop a campaign for women, you will appreciate that it’s no easy task.
With growing purchase power, women are an important part of the audience and if your communication does not appeal to her, then you lose out on a massive revenue opportunity. Understanding her is critical. We see lots of research and conferences (the annual M2W, Marketing to Women conference for instance) to bridge this gap. A good start would be to review your existing communication from this perspective.
Everybody loves a story, especially women. The juicier the details, the better. However, not all women are interested in the technical specifications of the product. They’d rather know how these features will help them fulfill their needs and make their life better. In other words, focus on the human element, not the product itself.
Women take their social responsibility seriously. The ad campaign of Nihar Shanti Amla Hair Oil starring Vidya Balan is a good example. The benefits of the product are subtly woven into the ad without overshadowing the ‘helping children get educated’ message. For more details, check out this link : Nihar Shanti.
These are just a couple of points to set you thinking. Spend a little more time understanding your audience and your message is sure to win women over!