Our Startup Princess Retreat next week features presentations by Holly Buchanan, the co-author of The Soccer Mom Myth. Holly is based in Virginia and has 20 years experience in marketing and has clients such as Volvo, 1-800-Flowers and has many more based all over the world. The Soccer Mom Myth (co-authored by Michele Miller) was released this Spring and if you haven’t purchased a copy yet, I highly recommend it. It is the best marketing to women book I’ve ever read because it is up-to-date with online and offline strategies has REAL case studies and REAL how-to information to guide business owners and marketing professionals in creating great marketing strategies and campaigns. Retreat attendees will receive a complimentary copy of this book, but the rest of you unable to join us can find one on Amazon. 
The book discusses the stereotypes that are often found in advertising to women (one of the biggest being that we’re all “soccer moms”), why is this the case? The book says its because often marketers lump all women into one category and then they wonder why women aren’t relating to their campaigns or responding to their messages. It’s time to reconsider our approach.
Some ideas shared in the book to win women’s attention, respect, and dollars are:
- Become an expert and share information that creates value before asking her to buy, she may not be converted to your company at the first visit, offer her something so she’ll want to return
- Contribute to charity, women often appreciate that their dollars benefit others
- Create a sense of belonging and community with your product/service
- Consider the power of word of mouth campaigns with women, who often ask their friend’s opinions on products, trips, services, etc. (that is why product reviews on blogs can be so effective)
- Ask and use customer feedback, often women like to know you’re listening to them and doing something to improve your service or product
- If you aren’t already selling online, start! Your missing out on women who love to shop when it’s convenient and appreciate the anonymity of the web plus no pressure sales
One of the key things they emphasize about websites and marketing copy is ‘Are you answering her questions?’ in your product descriptions, on your homepage, contact info,, etc. ‘Are you considering what she needs next?’ Where will she go from a particular web page, do you make a recommendation?
Holly will be at the retreat to share more about the female consumer–what she wants and what she needs and how to effectively reach her online and off, we’re really looking forward to it and hope you can join us.
I think a great example of a company that really dropped the ball on marketing to women is VW, with its Brooke Shields “Routan Boom” campaign.
That the campaign takes a mocking and disdainful tone toward women, and especially mothers, isn’t what’s surprising—lots of ads do that. It’s that they’re doing it in an ad for a MINIVAN. You don’t have to be a marketing genius to know who the prime minivan market is.
Seriously, watch the ads and tell me you disagree with me: Routan Bust