Here are a few things to remember when vying for the attention of the female buyer:
- Relying on old research and typecasts is the fastest way to get a woman to ignore your message. Women have become numb to traditional advertising.
- Minor changes to copy and creative won’t work. Study how the modern woman thinks.
- Connect. Women seek out personal connections. They are interested in what brands stand for and how products may affect them day-to-day.
- Presentation must be pertinent, applicable and in context with their lives.
- Keep it real. Women have developed a kind of radar that instantly detects and rejects superficial selling techniques.
Stephanie Holland, Holland + Holland CEO/Creative Director, is a serious marketing guru with an extremely thorough methodology and ever-present sense of humor to balance it all out. She has headed up Holland + Holland Advertising for 25 years.
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