Affiliate Summit East 2010

Strategies for Marketing to Women

Tricia Meyer, MeyerTech, LLC

Kristin Kinsey, MadHatter Consulting, Inc.
Laura Parvey-Connors, Vanns, Inc.
Agenda

• Introduction (Tricia)
• What Women Are Buying (Tricia)
• Content and Layout (Laura)
• Social Networking (Kristin)
Introduction and What Women are Buying

Tricia Meyer
Page Title Goes Here
How Big is the Market?

• 85% of all brand purchases are made by

women *
• American women control $7 billion in
annual online spending *
• “Women represent the largest market
opportunity in the world.” **

* Unicast, June 2010

** Harvard Business Review, September 2009
Consumer Spending
Worldwide
(Harvard Business
Review, Sep. 2009)
What Are Women Buying?
Women account for 85% of all consumer purchases
including everything from autos to health care:*
• 91% of New Homes
• 66% PCs
• 92% Vacations
• 80% Healthcare
• 65% New Cars
• 89% Bank Accounts
• 93% Food
• 93 % OTC Pharmaceuticals

*Marketing to Women Conference

Cycle of Buying By Moms

• Second Trimester: Cribs, Changing Tables,

Rocking Chairs, Carseats (Nursery Items)
• Third Trimester: Stoves, Cars, Homes (Big
Ticket Items)
• Baby: Video Cameras, Laptops, Webcams,
Cameras (Sharing)
• Toddler: Roku, Roomba, Car MP3 Players
(Household)
• Big Kid: PSP, Wii Fit, Xbox, Portable DVD
Players (Entertainment)

BabyCenter 21st Century Mom™: Tech Mom Report

2010 Gadget Wish List
• Laptop
• Nintendo Wii Fit
• HDTV
• Blu-Ray
• External hard drive/Back-up
• iPhone
• HD Digital Camcorder
• Portable DVD player
• Garmin/GPS
• Digital camera

BabyCenter 21st Century Mom™: Tech Mom Report

 Sunshine Rewards Case Study

• 30,000 Transactions Analyzed

• Average number of sales transactions per female
member: 2.7
• Average number of sales transactions per male member:
0.4
• Top merchants for both male and female sales: Best Buy,
eBay, Kohls, Quill, Shoebuy, Target, Walmart
• Top female merchants: drugstore.com, iTunes, Barnes &
Noble, Old Navy, QVC, Snapfish
• Top male merchants: 4inkjets, Home Depot, Newegg.com,
Sam’s Club, Sears
Content and Layout

Laura Parvey-Connors
Pink Painting - The Dodge LaFemme
“By Special Appointment to Her Majesty... the American Woman."

Produced in 1955 and 1956

“Shrink it and pink it” -- is limiting and stereotypical
Women want to shout - “That’s ME!”
It’s not about being pink - its about being relevant
• The benefits, not the features
• How is this going to make my life more meaningful?
• How is this going to save me time?
• Tailor your design to her
• Make it intuitive
• Tell the whole story
• Sell the lifestyle, then the product
• Think about a woman’s lifecycle
• Single, married, pregnant, mother, grandmother
• Show real people
• Authenticity
• Think about how it makes her feel
• Honor the way women want to communicate with your brand
Features communication
UN65C8000

65" 1080p LED 3D-HDTV

• 65" plasma panel
• Full 3D-HD 1920 x 1080p
• 16:9 Widescreen Aspect Ratio
• 240Hz
• Samsung web apps
• Real Black filter
• 4 HDMI / 2 USB
• SRS TruSurround HD
Benefits communication
UN65C8000

Stay Connected
Available on select TVs, Skype™
on Samsung TV lets you make
video calls from the comfort of your
living room, right from your TV. It
lets you make calls to other Skype
users—for free. You’ll also see HD
quality video and chat with four
built-in microphones from your
couch. And with the USB there’s no
need to download software—it’s
already built-in. Call friends and
family almost anywhere in the
world right from your living room.
Social Networking

Kristin Kinsey
Women & Social Networking

86% of Women have at least one profile on a social

networking site.

72% of those Women, log in at least one time per day.

53% log in multiple times per day.

* SheSpeaks Second Annual Media Study October 2009

Women Dominate the Space!
 Beca
me a
Fan
Prod of a
uct o
r Bra
nd

View
e
Piec d an Int
e of eres
Lear N ti
ned ews tha ng
Soci Abo tIO
al Ne ut nl
twor on the y
king
Site

Lear
n
Prod ed Abou
uct taN
ew

Join
e
Prod d a Grou
uct o p
r Bra for a
nd

Com
m
Prod ented A
ucts bo u t

Actu
a
Prod lly Purc
uct hase
d a

Bou
g
Cou ht a Prod
pon
Face C uct w
book ode Fou ith a
or Tw nd on
something they read on a Social Networking Site.

itter

Post
ed a
Cou
po n Co
de
50% of Women online, have purchased a product because of

* SheSpeaks Second Annual Media Study October 2009

Women Want to Hear …
 From REAL women.

 From other women LIKE THEM.

 From other women that have the

same products/brands.

 Specific stories about the product/brand.

 The truth. The whole Truth, and nothing

but the truth.
Facebook, YouTube, and Blogging, OH MY!
Contact Information
• Tricia Meyer
Twitter: SunshineTricia
Email: tricia@tricia.me
• Kristin Kinsey
Twitter: KC
Email: kk@madhatterconsulting.com
• Laura Parvey-Connors
Twitter: laurapconnors
Email: laura@meldmediagroup.com
• Kim Salvino
Twitter: Kim_Salvino
Email: Kimberly.Salvino@buy.at
Poll: Q&A for Strategies for Marketing to W...