Are you marketing to women? If not, maybe you should be. More than 80% of household purchases are made by women. Sixty percent of women are working. Approximately 40% of women live in households making $100,000 or more. More than 50% of the internet users are women. Women are responsible for at least 83% of all consumer purchases. The current amount of wealth that women control in the U.S. is in excess of $14 trillion. This is a ton of buying power. So what makes marketing to women different and unique?
Men tend to make their decisions by a very calculated plan. They are aware they need something, investigate the product then make the purchase. The use statistics and reviews to make their decision. Women tend to use many sources such as friends, trusted experts and salespeople.
Women also tend to notice other negatives that men ignore. They are more emotional about their environment. They care about little negatives more like a messy waiting room, an indifferent salesperson or a demeaning advertisement. Men don’t notice or care about these things as much. Not only are they emotional about their purchases they use emotions about their personal lives when making decisions. They think about their homes, children, husbands etc.
Women don’t respond well to pushy salespeople and pressure to close the sale. She’ll walk away if she feels that way so answer her questions but don’t be pushy.
Since women want a lot of information about a product or service before making a decision, be sure that your website gives many details about your company and its products and services because since she uses the internet so much she’ll probably be making a visit to your website first before coming to your office or store.
Women will also be more likely to share their shopping experience with friends, family and coworkers. Keep that in mind as well.
It is extremely important to keep women buyers in mind while composing your marketing strategy. They have a lot more buying power and clout than once given credit for. They are different from men and these differences drive their decision making process.
