why she buys: female shopper marketing
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Why she buysFood For Thought
By Huanchao Tang
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Should We Care?
Don Draper: “what do women want?”
Roger Sterling: “who cares?”
-Mad Men
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Why Is It Important?
Gender is the most powerful determinant of how a person view the world.
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How To Look At It? Psychobiology
Anthropology
Socioeconomic
Communication
Marketing
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Distinct Brains Emotion
Memory
Speech
Multitasking
Socializing
Body language
Spatial problems
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Gender Canyon #1 Women avoid conflict situations.
Social harmony Avoid violent images and languages
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Gender Canyon #2 Women’s relationship is the ritual of self-disclosure
High level of oxytocin Talking about feelings Empathy
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Gender Canyon #3 Women have a higher verbal fluency than men.
Detail-driven Practical benefits Storytelling
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Gender Canyon #4 Men strive to be independent; women strive
to be indispensable. Word of mouth Human help
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Gender Canyon #5 Women have better memories for details of both
pleasant and unpleasant experiences. A larger hippocampus Finely tuned detail-noticing machines
Think about customer service
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Female Economy
61% of purchases influenced by women
45% of purchases made by women
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Female Economy The feminization of the workforce
“Forget China, India and the Internet: economic growth is driven by women.”
-Economist
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Female Economy Self-centeredness
Delayed marriage means more money spend on “me”
Materialism Lower birthrate means fewer kids but more “stuff”
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Marketing To Women
Gender Appeal vs. Sex Appeal Gender appeal: a type of marketing that resonates strongly
with the culture of a particular sex. Sex appeal: a marketing tactic that defines words, images,
or people that others find arousing. What is hot and what is not?
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Marketing To Women More about gender appeal
Its messages and images tap into a gender’s collective consciousness.
Marketers often overlook gender. Gender is one of the primary filter through which people
understand and interpret life.
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Marketing To Women
Key idea #1: Storytelling is one of the most powerful techniques for
creating an emotional connection with women.
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Marketing To Women
Key idea #2: Ideas focused on human experience are the ones that
translate most easily around the world.
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Marketing To Women
Key idea #3: Give both a head and a heart. Lead with emotional, and
close with rational.
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Marketing To Women
Case: MasterCard “Priceless” campaign
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Takeaways
Women buy or influence the purchase of most consumer products.
Mastering female culture is the key to success for brands that depend on women consumers.
Women around the world are more similar than they are different.
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Thank You