Marketing to Women Online

Why Volkswagen's 2013 Super Bowl Ad MIsses the Mark, Especially With Women

Let me start by saying I think Volkswagen's advertising is brilliant.  I've written about their TV commercials many times on this blog with nothing but praise.  Their advertising is full of real people we can all relate to, and is genuinely emotionally engaging.

So I was disappointed by Volkswagen's 2013 Super Bowl Get In Get Happy commercial (being previewed now) featuring a strange white guy walking through an office speaking in a Jamaican accent.  The general complaint about the commercial is that it is racist.  I'm not sure if I would call it racist.   (Volkswagen says they tested it with over 100 Jamaicans) 

Is it original?  Yes.  Is the sticky bun line funny?  Yes.   I just don't think it makes a  genuine emotional connection.   I just can't relate to that freaky dude.  

How Christian Radio Stations Can Market to Women Podcast

I recently did an Interview with the awesome Doug Hannah, host of The Christian Radio Show.  Our subject was How Christian Radio Stations Can Market to Women.  

In the interview, Doug and I talk about:

• How to best communicate with women listeners
• Mistakes radio stations make when marketing and talking to women
• The Buchanan Test - a test to make sure you are not stereotyping women
• Fundraising and how to persuade your female listeners to take action
• The four types of women and why marketing to one persona is a mistake
• What you are NOT saying - content women love that is missing from most radio programs. 
• How to make sure you are not coming across as condescending or judgemental
• Female radio hosts who drive ratings (enough with the "giggle chicks" - bring in women who are true hosts or co-hosts)

Click here to listen to How Christian Radio Stations Can Market To Women.

Shout out to The Christian Radio Show's Doug Hannah for such great questions.

 

What You Can Learn About Marketing to Women From The Golden Globes

Ok, I just gotta say it - to Tina Fey and Amy Poehler - WOOOOOOOT!

I am not one to sit through a whole awards show, but I did not want to miss a minute of the Golden Globe Awards last night hosted by the dynamic duo of Tina Fey and Amy Poehler.  I can't remember the last time I laughed out loud like that.  

As Today pointed out, it was an historic event.

Somewhere in the mists of time, two women may have emceed a major awards presentation. But we're pretty certain that as hosts of the 70th Annual Golden Globe Awards, Tina Fey and Amy Poehler are setting a new historical precedent. If nothing else, they're the funniest women to ever host a major awards show.

I hope all you marketers were watching the show and paying attention.  There were several interesting moments and themes around women that were extremely insightful.

What marketers can learn about women from the Golden Globes

Is Your Marketing to Women Judgemental?

This is not an expression you ever want to see on your financial professional's face, especially if you are a woman.

Want to turn a woman off?  Want to make her feel unsafe?  Want to make her instantly dislike you?  Say or do something judgemental.

Here's copy from an ad from a male financial advisor on a women's business owner site:

Are you frustrated by the fact that your finances are out of control?

Do you struggle to make sound decisions regarding your finances?

You’re just too busy keeping up with life’s other demands. Family, work, leisure time, health and hobbies are important priorities

Now I know hitting pain points in an ad is a powerful way to get someone's attention.  But be very careful about saying something that comes across as judging her or shaming her, especially when it comes to the two "M"s - Motherhood and Money.

Here's a suggestion for rewriting the copy above to still be powerful, but less judgmental.