Marketing to Women Online

The Importance of Images When Marketing to Women

I had an interesting discussion with a client about an image on her website.   I felt the image did not fit with the "brand" of her company.   It was a close up of a naked woman's lower face and shoulders.  She had one hand placed across her chest, her chin was slightly lowered and her shoulders slightly hunched.   

To me, the image conveyed "vulnerability".   This went against the "strong, take control" image of the brand.   In the end, I lost the battle.  It was just my opinion.

But what stayed with me was the power of that image.   It got me thinking, when marketing to women, do images matter even more than when marketing to men?   I don't think so when speaking of images in general.  HOWEVER - when that image is of a person, I think it does matter more.

Do You Comment on Blogs?

Do you comment on blogs?  If so, why?  if not, why?   That's the question Bryan Eisenberg asked.   The responses are fascinating.   

I've written before about why women do and don't comment on blogs.   I was curious to see if women and men had different responses and if there were any patterns.  Now, I didn't use any scientific processes, but did notice a few things....

It seems the female respondents were more likely to add positive "great post" supportive comments.  Some of the guys felt that was a waste of time.   

Some of the guys felt comments as a whole were a waste of time and didn't bother reading them.

This one response from a woman struck me as especially representative of female communication style

Why don't I add comments more often?
a) when a blog hits a hot button, an issue that I'm passionate about and I feel that I should stand up for it or stand against it I will comment.
b) I generally do not add comments because it isn't that important for me to look really smart or really dumb.
c) I responded to this because it asked specific questions and asked for my opinion.

I think that may be on of the best insights from this post - if you want someone to comment, if you want them to share their opinion - just ask.   It certainly worked for Bryan.

Are Your Employees Hurting Your Brand?

In the famous words of Depeche Mode

everything counts in large amounts

What is a brand?  It is the experience a customer has with your product/service/company.   Women notice everything.   They have more connections between the right and left hemispheres of the brain.   They have better peripheral vision than men.   

So, when marketing to women, it is even more important that your brand experience be consistent, from the packing of the product, to the cleanliness of your restroom.   

As Inside Out Branding points out - even the sales woman in the dressing room can make a big difference as to whether you become a loyal customer or walk out the door empty handed. 

Are you tracking every customer touch point?