bggd #7 “why women own 19 pairs of shoes” by sabine clappaert & courtney davis

Why Women Own 19 Pairs of Shoes

(and other secrets revealed)

“We don’t like the way you sell, but God, we like to buy.”

Muse Communication is a communication agency

specialized in smart marketing to women.

• Sabine Clappaert, Courtney Davis

• Founded in 2006

• Small, specialized marketing communication agency

• Located in Gent, Belgium

Muse Communication - Introduction

• XX and XY – where is the difference?

• Women as consumers

• The buying process

Overview

XX and XY – where is the difference?

XX and XY – where is the difference?

Men - spotlight Women - floodlight

Men - spotlight • Efficient at focusing, think localized, specialized

• Bond by “doing” stuff • Perspective of the individual (soloists)

• Social currency: facts, figures, features

Women - floodlight • Integrate information, think distributed, connected

• Bond by talking and sharing • Perspective of the group (ensemble player)

• Social currency: stories, personal details

XX and XY – where is the difference?

Men

Hierarchical thinking

Women

Relational thinking

Women

Similar / different from

Know her / don’t know her

Far / near

She says: “All for one, one for all”

Men

Higher/lower

Faster/slower

First/second

More/less

He says: “Survival of the fittest”

XX and XY – where is the difference?

Men – see competition as

POSITIVE.

Women – see peer group

competition and envy as

NEGATIVE

• XX and XY – where is the difference?

• Women as consumers

• The buying process

“Whatever women want, women get.”

Overview

Women as consumers

Life and Time Factors

Fact: Women like being busy and don’t like

being portrayed as not coping with

their lives.

Women as consumers

Social Values

Fact: Smart marketing to women capitalizes

on women’s need to belong, to connect,

to share.

Women as consumers

Synthesizer Dynamics

Fact: Women experience a brand using many

parameters: their intuition, opinions of

others, and all 5 senses.

Women as consumers

Communication Keys

Fact: Women enjoy stories, personal

details and emotional connections

with others.

• XX and XY – where is the difference?

• Women as consumers

• The buying process

“A minute of perfection was worth the effort.”

Overview

The buying process

Question: What are the differences in the way men and women shop?

Answer: Men “hunt”, while women “gather” in their approach to shopping

Men say: “Make it quick, make it easy” Women say: “there is pleasure seeking, examining, comparing and selecting”

Interesting fact: research shows that when 2 women shop together, they spend more TIME and MONEY than a woman who shops

alone or with her husband.

The buying process

Men: A Good Solution

activation nomination investigation

A Good Solution

decision

Women: The Perfect Answer

The Perfect

Answer

SEEK - EXAMINE - INVESTIGATE - COMPARE - IMAGINE - BUY

The buying process

Men: Grab and Go Women: Dwell and Seek

The buying process

The butt-bump theory: give me time, give me information, give me space!

“Good communication is as stimulating as

black coffee, and just as hard to sleep after.”

We hope you found our presentation interesting!

Conclusion

In Conclusion…

Muse Communication is a full-service communication agency specialized in

smart marketing to women.

www.musecommunication.com

www.musecommunication.blogspot.com

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