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.  

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.

Chocolate Bar for Women?

Here's an interesting story about Cadbury's new Crispello and how it is being marketed to women (in the UK) - A Chocolate Bar for Women: At Least It's Not Wrapped in Pink by Susan Berfield.

Are you wondering why women need their own chocolate bar? Me too. Well, turns out Crispello isn’t actually a bar, it’s “three curved crispy wafer shells, each one filled with a smooth creamy center, dipped in Cadbury milk chocolate,” according to a statement from the company.

It's always a little dangerous to create a product, "just for women" unless women truly do have a unique need that is different from men. I've found a better way is to simply market a product to women without calling it a "product for women only." 

Susan G. Komen - Death of a Brand

Whenever I am asked for an example of a strong women's brand, I point to Susan G. Komen for the Cure®.  Here's why it's such a strong brand:

• They have a very clear and focused mission.  The foundation exists to support women with breast cancer and stop women from dying from breast cancer.  Every single woman I know has either had or been close to someone who has been diagnosed with breast cancer.  This is a mission universal to women everywhere.
• It is a brand run by, driven by, and supported by women.   Are there super guys who are involved as well?  Absolutely.    But the heart and soul and machine that drives this organization are women.
• An inspirational figure head.  "Susan G. Komen fought breast cancer with her heart, body and soul. Throughout her diagnosis, treatments, and endless days in the hospital, she spent her time thinking of ways to make life better for other women battling breast cancer instead of worrying about her own situation."
• A powerful brand identity everyone could relate to.  When you say, "I am a supporter of Susan G. Komen," you are saying "I am taking an active role in supporting women with breast cancer.  I am a powerful force working to prevent women from dying from breast cancer. I am joining with other like-minded women and men to create a positive change."   

Coldwater Creek and Stereotyping Girls

I have to start out by saying I'm normally a fan of Coldwater Creek's advertising. So I was intrigued by their new TV commercial, "Sisters." It's a great premise, a family of 5 girls and the story of how they try to outdo each other.

 

I was waiting for great things, until the spot listed out what the girls competed with each other about -

Women Mock American Apparel "Plus-Size" Campaign

 

Here's a marketing to women tip - when you're creating a campaign, trying to be "clever" is never a good idea. 

American Apparel conducted a contest to find a plus-size model to be included in their promotion for their larger sizes.  Fun idea.  Get your target audience involved.  Sounds like a winner.  But then they came up with their "clever" slogan for their contest, "The Next BIG Thing" (Yes, they used "BIG" in all caps).

Get it - it's a contest for plus-size models who can be a "big" thing. Isn't that clever? Isn't that catchy?

There's only one problem, it's actually condescending to the very customer they hope to attract through the campaign. And women let them know it.

Infertility Site Leaves Me Almost Speechless

I'm at a loss for words. 

Increaseyourchances.org is a website targeting couples with infertility issues.  It features a man dressed up as a bee and a woman dressed up as a bird  facing infertility issues.

No, I am not making this up. 

At best, they are trying to lighten up a heart-breaking issue.  

At worst, they are using a stupid joke to try to connect with couples devastated by their inability to conceive a child.

I haven't faced this issue myself, but I've talked with many of the infertility bloggers as well as close personal friends struggling with infertility.   It is a long, awful, expensive, gut-wrenching experience.  

If a group wanted to create a viral, important, educational website, there are SO many amazing things they could do.  There is so much emotion and passion connected with this issue. 

CBS Gives Makegoods for Back to Back Men in Underwear Ads

I can't even believe we're having this conversation.

During the Super Bowl, CBS ran an ad for Dockers next to an ad for Career Builders.  You'd think there wouldn't be any conflict between those two advertisers.  But the problem wasn't the industries, but rather the creative.

Both commercials focused on men in their underwear. 

Here's the Dockers ad.

According to the Ad Age article CBS Offers Dockers Free Air Time After Underwear Imbroglio,  the placement of the two ads was a concern:

Super Bowl Ads Target Hot New Consumer Group - Beavers

 
  
Well....I wanted to write about how well the Super Bowl ads did in connecting with women consumers.  Unfortunately, I didn't see any ads that were targeting women.   Really.  Even Dove was promoting skin care products to men.  Ok, there was one commercial for a chick flick called The Back-up Plan, but it was so horrible I have erased it from my memory.

I thought it was a little odd that the advertisers completely ignored half the audience.

Yes, women influence 80% of all spending, control 51 percent of the wealth in this country, and one in four women out earns her husband.  But, for whatever reason, advertisers and their agencies seemed to feel this wasn't an audience they wanted to reach out to. 

Um....Ok.

They DID, however, reach out to another consumer group - Beavers.  Ok, they're really a rodent group, not a consumer group, but still.   Several of the ads featured beavers -   beavers looking for jobs, beavers buying cars, beavers using technology products. 

Perhaps there's some research out there I missed.  Here I've been focusing all my efforts on women.  Maybe advertisers know something I don't know. 

Party Like It's 1909

To all my fellow travelers who are braving this blizzard - I salute you.  My personal travels started Saturday at 6 am and I just made it home.  

I was grabbing a bite to eat in one of the airport bars when I saw a middle-aged couple walk up to the bar.   They didn't even sit down.  They just ordered a shot of tequila each, downed the shot (the woman hacking slightly - guessing she doesn't do a  lot of shots) and walked right back out.

I thought to myself, "I know exactly how you feel."

In attempting to change my flights online, I had an interesting experience with US Airways.  The site could not pull up my reservation.  I couldn't figure out what was wrong til I looked closely at the screen. See if you can spot the problem.

That's right - the calendar was for December....1909.

I actually sort of feel for the airlines right now.  The weather was not their fault.  But defaulting to 1909....that's just too good to pass up and not say anything.