Marketing to Women Online

Marketing Veterinary Services to Women

Recently, my 13-year-old lab mix had a bout of pancreatitis.  She was in the vet for two days.    During that time, I had to give a presentation to a health care company about marketing health care products and services to women. 

What immediately struck me was the similarity between marketing health care to women and marketing veterinary services to women.

Women are responsible for the majority of their family health care decisions.  Women are also the majority purchasers of pet products and veterinary services.  According to the 2011-2012 National Pet Owners Survey, three-quarters of primary shoppers for pet products are female.

Marketing veterinary services to women - what women want

Whether it's a two-legged family member or a four-legged family member, women want similar things from their doctor and veterinarian.  They also have similar complaints.   Here are some of the top issues for women:

Marketing Credit Unions to Women - Getting Men On Board

I've talked and worked with many people in the credit union industry, and there is a lot of interest in reaching out to women consumers. In many ways credit unions are offering the kind of financial experience so many women are looking for.

And yet, there seems to be some hesitation, especially at the top,and often from men.  In my conversation with credit union board members, here are some of the concerns they have voiced:

• If we focus on women, will we turn off men?
• Will our efforts simply drive more women to us?  Will we end up with almost all women customers?
• Will we have to change everything we do?

The answer to all of the above is "No."

• When you do it right and meet the higher expectations of women, men benefit as well
• When you attract more women, along with the women comes the business of their spouses and familiy members
• You don't have to change things that are working for you.  Simple, specific changes to your customer service, sales process and marketing can have a BIG effect.

Why aren't more men getting on board with focusing on women?

Holly Buchanan Interview on the Ms. Boss Show

I had a great conversation with the fabulous Audrey Bell-Kearney and Georgette Taylor of The Miss Boss Show.

We discussed practical tips for marketing to women, including tips for women business owners on how to market their businesses and services.

You can check out the interview here.

New Research On Marketing Healthcare to Women

I've been doing some interesting work lately with clients in the healthcare industry.  I've discovered a few universal truths:

• Women have more questions. - Make sure your website has an FAQ section (Frequently Asked Questions).
• Women want more communication - Follow up after any procedure or recommendation to see how she's doing and if she has any questions or concerns.
• Women are the healthcare compliance officers - Make sure she gets clear, detailed instructions on what to do and not to do.

TJ Couzens at Brand X Research found some similar findings in their most recent research project. 

Marketing to Grandmothers

What today's grandmother looks like

I have a question for companies and marketers who target women.   How much of your marketing budget is directed at grandmothers?   I know there are billions of dollars spent marketing to mothers, but I rarely see ads targeting grandmothers.

So I have to ask a big, "what's up with that?"   

Is it because when you think of a grandmother you picture a grey haired lady sitting at home living on Social Security? 

What marketers think today's grandmother looks like

Are You Kicking Customers Out the Door?

How you end a customer interaction is just as important as how you begin one.

After a customer has completed a transaction, do you:

1. Offer something that makes them feel you care and want to continue a relationship
2. Kick them out of the door, saying "thanks for the money, now scram."

You'd be surprised how many customer "transactions" end in situation number 2. And that's the problem, businesses look at it as a "transaction" vs. an "interaction." And they're losing money because of it.

What I learned in the Macy's women's lingerie department

I was out shopping with my mother. (How's that for a buzz kill after that nice racy header) After ringing up my mother's purchases, the sales woman came around the counter to hand my mother her shopping bag. She then offered up, "If you'd like to continue browsing, please let me know if I can be helpful with any further purchases."

This was so smart for two reasons:

How to Message Customer Rewards

 
What kind of language do you use when you talk to customers about redeeming points or employee incentives.    What message does your "messaging" send?

Incentive Intelligence has a terrific article - Do Awards Earners "Shop" For Awards?  Should They? 

If you follow my blog, you know I do a lot of research on messaging, persuasive copywriting, and word choice.  I've seen how changing even one word can make a big difference in results. 

Incentive Intelligences' Paul Hebert has this to say:

How To Gain Credibility With Your Customers

I recently wrote about the power of word of mouth, and how men trust authority while women trust common experience.

Whether you're marketing to women or to men, having someone else speak on your behalf can be incredibly powerful.  

Singing your own praises can come across as arrogant or egotistical.  Women are especially sensitive to not appearing like they are "bragging."   So getting someone else to "do the bragging" is a smart solution.

What's the best time for someone else to build you up?  During your introduction.

Are You Driving Away Female Consumers With Your Messaging?

 
The following are true incidents...

A woman and her husband walk into a car dealership. The salesman spends all his time talking to the husband. At one point he suggests the woman go into the showroom to, "pick out her favorite color."  

Only problem was, she was buying (and paying for) the car for herself.  Her husband was just along for the ride.   Needless to say, that dealership did not get her business.

Home owners in a maintenance-free subdivision that catered to many single, divorced and widowed women found letters in their mailbox from an irrigation company reminding them about their winter service.  The letter began, "Dear Sir."  

The women in the community, including married women who'd received the letter, found a more female-friendly competitor and switched their business. 

It's 2010 people.  You'd think marketers and sales people would pay more attention to the messages they send.  But there are two factors playing into marketing messages that don't connect with women.

Part of the problem is your message.  The other part of the problem is how she interprets your message.

Currencies That Buy Credibility Book Review

 
What is the most important, yet increasingly the most scarce commodity companies and brands are fighting for?

Trust.

The 2008 Edelman Trust Barometer found that only 22% of young Americans (ages 25-34) say product and corporate advertising is a credible source of information.

That dilemma is what Tom Wanek tackles head-on with his new book, Currencies That Buy Credibility.

I consumed the whole book in one sitting.  It's an enjoyable read, the examples are specific and memorable, and the recommendations actionable.  Who doesn't love that in a marketing book?

The book focuses on six currencies that buy credibility:

1. Material Wealth
2. Time & Energy
3. Opportunity
4. Power & Control
5. Reputation & Prestige
6. Safety & Well-Being

Do you walk the walk when it comes to your product or service?

How much do you believe in your company or brand?  What is it that makes you truly better than your competition?  Can you state that core message boldly?  And are you willing to back up what you say?