Sony TV Targeted at Women

The best thing about writing a blog about marketing to women online is the never ending amount of material worth commenting on (or laughing at when appropriate).  This time it’s electronic powerhouse Sony.   I’m once again in the awkward position of wanting to congratulate them on waking up and smelling the Channel number 5 and realizing women are key purchasers and influencers of electronic equipment – in this case, televisions – or to be more specific, the Sony Bravia flat screen TV.  So I’m going to give Sony a big high five.   

But before you start strutting your stuff Sony – there are a few things you might want to look at here – specifically in your marketing to women online efforts.

First what the heck is Bravia (Best  Resolution Audio Video Integrated Architecture)? 

Reuters has this to say:

Sony pitches flat TV to women. 

Sony departs from the well-worn model of gadget marketing in ads for its new flat screen television, seeking to hook women consumers with the product's slim lines as much as with its large display.

The article goes on to say:

While much of consumer electronics advertising gears its imagery and messages of technological sophistication for men, Sony's ads play on the battle between the sexes in the living room.

Touting its new brand as "The World's First Television for Men and Women," Sony has purchased all of Wednesday's advertising space on Style.com, the Web site for Conde Nast fashion bibles Vogue and W.

"Coveted by Men, Admired by Women," reads one of the Internet ads, which will run on Style.com during one of its heavier trafficked periods for the

Milan

fashion shows.

"Style is one of the attributes of the product that Sony really focused on to make this a beautiful thing in your living space," Kevin Berman, strategic marketing manager at Sony Electronics, told Reuters.

"The decision making on (purchases of) high-end consumer electronics is not so male-dominated as the rest of the advertising out there would lead you to believe," he said.

From 800 CEO READ blog Fara Warner sounds off…..

For the launch campaign of its Bravia brand of flat-screen television it rolled out the tagline: Introducing Bravia. The World's First Television for Men and Women." The tagline isn't all that enlightening. But the ads, especially online, are attention-getting because they break from the crowd of flat-screen television screen manufacturers who often tout megapixels and size. The size--some of these TVs boast 60-inch plus screens--were often the cause of arguments between men and women. I met a furniture maker who said he was doing a great business in creating cabinets that would hide these big flat screens. He says his male customers told him their wives would only agree to their buying a big tv if they also bought something they could hide it in.

So – it looks like Sony is marketing this to women by playing up the “style.”   Though it seems from anecdotal evidence that some women don’t care as much about the style as in just hiding the damn thing.     But let’s go with it and say “style” is the women’s hook. 

Try as I might, I couldn’t find the Sony Bravia internet ads.   So I can’t comment on them.  I’m hoping if you click through, the ads would take you to a dedicated landing page.  But since I couldn’t go there, I thought I’d check out the Sony website.  I was sorely disappointed.  There was no copy anywhere talking about the Bravia’s style or appeal to women.  The only copy on the website read like this:

Striving forward in the digital and flat panel television age, Sony Corporation releases its next-generation LCD display devices, and with them comes the unveiling of a fresh global identity for the range.

It has been over 50 years since the television was invented and since then, the market has experienced great change moving from analog to digital, CRT to Flat Panel. This year for the first time, Japan will ship more LCD TVs than CRT TVs, and in the years to come this will become a phenomenon worldwide.

Sony has the heritage to be at the forefront of this changing market and drive the technology. For the past 36 years Sony® high-resolution technology has been incorporated into televisions, leading to the exponential growth of the Trinitron® business. Now a new LCD TV incorporating Sony technological expertise has been developed and will be sold all over the world.

With this dynamic market, Sony is committed not only to conveying the message to consumers, but also evolving the company's mindset. This has resulted in the launch of a new brand: "BRAVIA", which stands for "Best Resolution Audio Visual Integrated Architecture".

How is this copy female friendly?  Where's the "style" she supposedly wants?   I have to agree with one CNET reviewer:

How is this for women?  looks like every other lcd tv i've seen. Maybe if the remote worked differently or the menu on the tv was easier to navigate
through....that would make sense for women....but just saying that
its for women but not really doing anything different? it just doesn't make sense....

Now, I know, being a woman, I’m not supposed to be on CNET.  So I did my female duty and went to iVillage, but my search for Sony Bravia turned up no results.

One quick aside here – I haven’t been to iVillage for a while, but I have a question…..what the HELL happened?   When did they do that redesign?   Reverse type – bad, very bad.  And the navigation?   It’s in this tiny box that’s attached to what I really thought was an ad – you can’t tell if the navigation is for the site or for the ad. But then I realized it wasn’t an ad – it was promoting the site.  But it doesn’t matter anyways because NO ONE can read that teeny tiny type on the navigation buttons.  And they don’t have it set so you can increase the text size.   Good lord….I am at a loss for words.   

To finish up with Sony Bravia – I’ll have to wait to see the TV and Internet ads and make a judgement call then, but from what I’ve seen, they are missing the marketing to women mark, especially on their website.   No helpful information explaining the differences between TVs, lost of techno jargon, no copy promoting the benefits to women.   

I had high hopes for a link called “Television Advisor tool, find the television that’s right for you”  but it simply took me to a page with a bunch of technical fields I had to fill out to “build” the TV I wanted then compare it to others - not at ALL what women clicking on this link want.    They’d prefer copy that helps educate them and makes them feel more confident in their decision.  Copy like this article “The Flat Out Truth:  10 Things To Know Before You Buy.”   Granted, this copy is aimed at a male audience, but it’s in plain English, it covers the important facts, and it’s even funny.   Put a female twist on it and women would LOVE this kind of content on your site.

Sony – I applaud you and your marketing team for realizing the importance of marketing electronics to women, but a little more research on what women want and how to speak to them online could go a long way towards increasing your success. 

Off to recover from my iVillage encounter.   

Comments

[Mary Schmidt]

Excellent points as always, Holly. And, I'd submit that's it's more than just a "marketing to women" disconnect. Sony is doing the same ol' same ol' "tech speak." Its engineers and designers think everyone else (male and female) are as fascinated by it all as they are, (or are paid to pretend to be.)

And, just don't get me started on web sites or we'll be here for a week...

[Colby]

To view many popular tv commercials, try http://www.youtube.com or http://video.google.com there's also a link you can copy for reference in your blogs. This video is a bit messed up (the audio seems out of sync) but you can view it here:
http://youtube.com/watch?v=yMlwu0-bBjY

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[lcd tv's with freeview]

Hi
Thanks for the info. Its good to see that sony have finaly realised that women do alot of purchasing and have designed a lcd for women. Im sure many more manufacturers will follow down this line. Just a quick question. Have sony actually designed a lcd targetting men?
cheers

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[pcfreeware blog]

This is quite fantastic and it could be one of those ideas which really take off.

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They should do this more often i'm sure women will adore this and become attracted to it

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