The shopping season is on us and I just realized that there is nothing out there in terms of brand marketing that appeals to our lady shoppers. No attractive messages, no right directions in pitch , nothing in terms of specialized products.


As a marketer and a woman , one would think by now I’d have perfected the art of how to stitch the two seamlessly and present it as a package . But Nah.. unfortunately that didn’t happen either. It has actually been a never-ending quest for me to probe & understand how to connect the two.


In this post, I present some of my observations and criticism of my clan ( including me– call it self evaluation) while attempting to retrieve the underlying reasoning for this advertising stalemate.


As per the latest CIA world Factbook , the overall world population of male, is just a single percentage point ahead of female.


At the same time, studies reveal that 85% of purchasing decisions are made by women. Ideally, this should translate to major marketing efforts being geared towards this audience power center.


Well..unfortunately that’s not exactly how it works!


90% of marketer choose to ignore this segment. Some just alienate them, while others throw biased campaigns that simply do not work.


Here’s a basic question: How can seasoned marketers be so naïve as to not capture this potent revenue resource? Is it complacency or failure to foresee ramifications?


A few years back, I had the chance to spend some time in Saudi Arabia – A country not exactly well known for its outlook and integrity towards their female population. Yet, be it at the grocery store, or choosing the right school for the kids or for bigger decisions like buying a house or a car, you could feel the powerful throb of women in control. Targeted brand campaigns to this hub of power? – Almost nonexistent. Agreed, that there are serious social issues that still remain to be addressed in that country ,but we are focused on just the market paradox today.


Take for example, the two Asians giants, China & India . While basking in the glory of their increasing influence on the world economy, they have conveniently chosen to ignore and disregard the fastest growing segment in their own den. Campaigns lending meaningful insights for the female audience are few & far between. Majority of Indian brand campaigns, apparently targeted towards women, are biased, primarily sexual, and cradles in the arms of mostly reluctant, non-engaged audience.


Here in my own backyard, we have not done a very flattering job either. CNN ran a story the other day, on how singles group made history with the first ‘cougar cruise’. It was a sold out event. Cougars are defined as older women pursuing younger men. What makes them a lucrative marketing audience? Well.. they come with no strings attached and plenty of money power. They also have certain living standards to adhere to and a younger crowd to please . How did the mature cruising industry fail to strategize the potential of this throbbing crowd? Mostly, because travel industry, in general, have been pretty sluggish in reaping the so called “women-centric” marketing benefits.


Maybe, it’s time to pitch right, think simple and scratch beyond the surface for the common traits that make up a woman. Our marketing gurus need to cover a few more basics than what they have done so far:


So.. for the first time I gave myself a hard look( just the woman me and left out the marketer) and tried to answer this question “ How can a brand communicate to me most effectively”. Here are some of the answers I have come up with:


· Cover more than just the basics. Up-sell me. Give me tons of choices


I think non-linear. My brain structure allows me to probe a wide swath of pros & cons before making decisions. While buying a car, I think of instances where my friend’s friend might want a ride and I need to show off that leather seat, or how to fit the little hamster cage so that the junior travelers stay engaged during a long haul.. You get my point.


· Never ever pitch Pink to me


( unless it’s related to the pink ribbon shop.) You categorize me with your bias. I feel ostracized.


· Even if I appear aloof & reluctant, I love attention


Give me your best personalized customer service but never, and I repeat, never, try to pressurize me.


· I love brands


It appeals to my class. Offer me the choice of brands and then step back and let me decide.


· Use the right prop to pitch


Kids & pets when used in wrong pitches can spin things out of control for you. Do your homework.


· Give me the option to “bring a friend along”


I would love my best friend to buy that dress or come along in that vacation or get that same model of mobile device, albeit, different color.. So, give me the right deal to double it up..I help you by doubling your audience , you help me back. It’s called cashing in on behavioral trends. Have you ever seen two male friends shopping together for the same brand? If yes, they are a rare breed ; Kidnap them and pack them off to an island; Invite all brand managers to poke their brain for a year.


· Be genuine


Irrespective of our formal degree, we all have a PhD in spotting fake attempts to impress. Your message should be simple, transparent and original.


Those were my lists.. How about yours’? Did I nail it down or do you think I digressed..?


Write back & let me know..


Till then,


Women rule!


-Bibi Mukherjee