Marketing to Women Online

Moms - Do You Belive Mattel's CEO?

If you know moms, you know the number one rule with moms:

#1 Rule:  "Don't mess with my kids."

To say Mattel has a huge problem on its hands with their recent product recalls would be an understatement.   But I believe the true measure of a company is how they handle a crisis.  Mattel went the tried and true way of the "personal message from the CEO."

But from the response I've gotten on my Grokdotcom post, the "personal CEO message" may actually have done more harm than good. 

Watch the video and judge for yourself.   And be sure to read the comments. 

JC Penney - Do You Like This Ad?

This TV ad from JC Penney showed up as the number two favorite in IAG's Top 10 Most-Liked New TV Ads. 

I haven't found a whole lot of advertising aimed at teen-aged girls to be effective.  (more big news on that coming soon)   But this ad made it on to my radar screen as having potential.

I'm a little older than the girls they are targeting, but I'm curious - what do you think?  Thumbs up or thumbs down?

This Is Why We Love Guys

I write so much about women that I thought today I'd take a break and write about guys.

There were two things today that reminded me there are just some things only guys can come up with.  You just have to love 'em.

One was this video in Advertising Age where Ad Age staffers Jonah Bloom and Ken Wheaton try to destruct an "indestructible" ad promoting the new Stone Cold Steve Austin film.

it was Maxim's claim that the ad couldn't be destroyed that caught our attention. Appearing in "The Tough Issue," which hits newsstands Sept. 20, the ad is supposedly printed on special tough-guy paper and can't be torn or ripped by mere mortals.

Well, here at Adages we weren't about to let such a claim go untested. So Ad Age Editor Jonah Bloom and I pitted manhood and dignity against a magazine ad. The results were entirely predictable.

Predictable or not - it's a great little video of man pitted against paper. 

The second example of stuff only guys could come up with comes in the form of a short film called Fast Crapper.  It is a film about, well, fast crappers.

An outhouse race takes place in Conconully, Washington every January. People build out-houses, put them on skis and push them down the road in midwinter. One person rides inside and two push. Then buckets are placed over the pushers head. There aren't many rules. Just a toilet seat, paper and somebody on the pot. Anything can happen. Set ready. Set. Go

Now, I'm not sure if the idea for the outhouse races came from a guy or a girl, but I guarantee you, the person who said "Wait!  Let's put a bucked over the pusher's head!  That'll really be cool!" - I guarantee that was a guy.

So thanks guys for, well, being guys.  You rock.

Marketing Jewelry to Women

Why do so many jewelry ads feature some pouty-faced model who looks, well, pouty?   If she's wearing a gorgeous, expensive piece of jewelry, why does she look so unhappy?   

They never smile, these jewelry models.    I struggle to understand just what emotion they are trying to convey.   They seem to share the same problem so many fashion models share - the inability to express an emotion on their face other than looking distant, haughty, or just plain bored.

Why does this matter?   When it comes to marketing jewelry, women want to know -  what does wearing that jewelry communicate about them?   

Every piece of jewelry tells a story.   Read more in my Grokdotcom.com post Marketing Jewelry to Women. 

Financial Ads Don't Speak To Women

94% of women feel financial ads aren't targeted toward them.   

94%.

Read 'em and weep financial services companies.   

A recent study by Oxygen (as reported by Advertising Age) found 94% of women felt financial ads weren't targeted toward them.   83% said they couldn't relate to the scenarios depicted in the ads.

You think?  Really?   That ad with the older gentleman with the salt and pepper hair sitting in his living room with a live bull next to him wasn't a scenario you could relate to?   You didn't think that ad was speaking to you?

That ad with the guy standing by his grill bitching about his broker didn't speak to you?

Emotional footage of male golfers celebrating competitive victories? Not working for you? 

Using a stern-faced Law and Order actor as spokesman didn't scream to you that this was the right company for you?  Really?

The study, "Girls Just Wanna Have Funds," was headed by the network's VP-research, Karen Ramspacher.

Would You Buy a Pink Putter?

Calling all women golfers!   Would you buy a pink putter?   What if it was tied-in with a cause like breast cancer.  Would that make a difference in your decision?

Sweet Spot Golf has created new pink putters.   They are a sponsor of the National Breast Cancer Foundation.   I applaud anyone who supports breast cancer research.   But I see Sweet Spot Golf making the same mistakes many other companies make in their cause related marketing.

Mistake #1 - Unclear relationship between the purchase of the product and the charitable organization. 

Sweet Spot Golf only has this to say: 

Sweet Spot Golf is a proud sponsor of the National Breast Cancer Foundation. When you purchase this putter or any of our clubs in pink, we all give together to make a difference in fighting breast cancer.

So....how exactly will buying this putter "make a difference in fighting breast cancer?  Does a portion of the proceeds of the sale go to the National Breast Cancer Foundation?  What exactly does being a "sponsor" mean?  How much money does Sweet Spot Golf give?   Why breast cancer?  Is there a tie-in between the brand and cause?  Or are they just doing it so they can get more publicity for their products?