The Power of “She”

Should Your Company Be Marketing to Women?

2011 was an eventful year for Mix Creative: we helped to rebrand and market a chain of retail stores, designed collateral for an awards ceremony in Los Angeles, helped to brand businesses with storefronts in Stillwater, Ottertail and Minneapolis, and continued to partner with a wonderful mix of existing clients. We also did a fair share of speaking—at the Destined to WIN conference, at a summer eWomen event, and for students at both the U of MN and MCTC. Mix Creative also received some pretty great recognition in 2011, including two design awards and a case study of our work that was included in the 2011 book, Visual Marketing.

A highlight of 2011, though, was attending Stephanie Holland’s talk at the October MIMA Summit in Minneapolis. Author of She-Conomy, a blog that bills itself as a “guy’s guide to marketing to women,” Holland eloquently presented the facts of how and why companies should market to the female consumer. Some statistics she presented:

  • 70% of new businesses are started by women
  • 85% of all consumer brand purchases are made by women
  • Women are the majority of Facebook users, and drive 62% of activity in terms of messages, updates and comments, and 71% of the daily fan activity
  • Women ages 50 and older own more than 75% of the nation’s wealth
  • American women spend over 5 trillion dollars annually
  • Women influence the clear majority of purchases in travel, homes, healthcare, consumer electronics, cars and more

But the most telling statistic from her talk was that 91% of women report that advertisers don’t understand them. Clearly, there’s some room for improvement!

Here at Mix Creative we continue to be specialists in marketing to women, helping our consumer-facing and retail clients to reach and connect with this powerful market. As Holland suggests, this means understanding women’s needs, studying the buying process, and engaging her social networks—not flooding every design with pink! We look forward to sharing our experiences and insights with you about marketing to women—and marketing in general—over the next year. Thanks so much for reading, and keep in touch!

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