Who kicked serious booty this year with their marketing to women campaigns? I'm happy to report I've seen more positive and effecitve marketing to women efforts this year than I have in the past. From TV commercials, to social media campaigns, to books about marketing to women - here are the folks I think deserve a shout-out in 2010.
Drum roll please......
Best Marketing to Women TV Commercial
This one is a tie. Both commercials hit the mark but for different reasons.
Michelle Wie Kia Soul
This is the first time, ever (and I do mean ever) that I've seen a car commercial that actually made me want to go out and buy the car. I've been preaching for years about the marketing to women opportunities at the LPGA. Kia tapped into the marketing power of Michelle Wie, who is not only attractive, she knocks the snot out of a golf ball.
You know you have truly made it in life when your voice mail says, "I'm out of the office either traveling the world or surfing. Leave a message and I'll get back to you when I return."
That began my first phone contact with Bev Sanders the Founder and Marketing Director at Las Olas Surf Safaris for Women. Las Olas is recognized as the world's premier surf camp for women. How cool is that?
Marketing surfing to women
Las Olas does a terrific job of marketing to women. Here's why:
Quite possibly the best marketing to women book of the year comes from Stephen Reily and Carol Orsborn, PH.D. from Vibrant Nation. What Boomer Women 50+ Know, Think, Do & Buy provides an insightful and in-depth look at women 50+.
What I like most about this book is that you hear directly from Vibrant Women, in their own words. Even with my extensive background in marketing to women, I learned quite a few new things. As the authors state in the introduction:
VibrantNation.com is the biggest website that gathers women 50+ exclusively. As a result, those of us who manage the site spend all day not just immersed in the world of women 50+, but listening to what they talk about when they know they are talking only with women their age. We have our finger on the pulse of a fascinating, vibrant tribe of women who populate a Vibrant Nation almost forty million strong.
Key insights from What Boomer Women 50+ Know, Think, Do & Buy
What brands do women love? It's no suprise to me that tech companies are topping the list accrding to the Women at NBCU Brand Power Index.
Women at NBCU, NBC Universal’s female-targeted ad sales, marketing and research initiative, unveiled the October results for its new monthly brand index, the most comprehensive marketplace measure of the brands most important to women. The data underscores that technology is a hot topic among women, with seven technology brands making the top 25, including Verizon, AT&T, iPhone, Microsoft, Sprint, Samsung and Droid.
For the month of September, the following consumer brands made the top 25: 1) Walmart 2) Target 3) Verizon 4) eBay 5) Coca-Cola 6) Ford 7) AT&T 8) iPhone 9) Pepsi 10) iPod 11) McDonald’s 12) Honda 13) Bank of America 14) Toyota 15) Comcast 16) Sprint 17) Netflix 18) Sears 19) Microsoft 20) Tylenol 21) Samsung 22) Amazon.com 23) Dodge 24) Kohl’s 25) Droid
Just in time for the holiday season, Amazon’s Kindle was the biggest month-to-month mover on the index, catapulting 216 spots from #386 to #170.
I've been a long time fan of Kindle advertising. I noticed way back when it first came out that Amazon had ads featuring women's hands. You may think this is a small thing, but women notice these details, especially since ads usually feature a man's hands holding the gadget.
