Your brand could be headed for the mother of all bad hair days and you might not even know it.
Let me explain. (Or you can jump straight to our video interviews if you’re pressed for time.)
I recently spoke at a marketing conference in Washington and had the pleasure of listening to Mary Lou Quinlan’s incredible presentation on what women aren’t telling you. Although her focus was the nuances of consumer research, it got me thinking about all the other ways women keep secrets. Or at least stay very selective about the folks they share them with.
When it comes to customer service, there’s a phenomena that I call the “Bad Hair Day.” And although our video interviews focus completely on how women deal with their hair stylists, there are correlations and lessons for all marketers.
1. Lack of complaints does not indicate a job well done. Women are genetically hard-wired to avoid confrontation. The best example of this is that as much as we spend on hair (up to $250 for cut and color every month) and as important as great hair is to us, women will never go back and tell their stylist when they’ve done a bad job. 2. Women vote with their purses. When a woman isn’t happy with your brand/service/product, she simply doesn’t buy it again. 3. She may not talk to you, but she will talk to her friends. All of them. Women spread the word about bad service. We may be a WOM dream, but we can just as easily become a nightmare. For instance, although none of the women we interviewed about bad haircuts had gone back to voice dismay with their stylists, they had immediately told their friends. All of them. Or, as one woman said, “As many as I could.” 4. Thanks to YELP and social media, her message of woe can quickly expand beyond her friend base. 5. She sees telling others of bad service as her way of performing a public service. Complaining directly to you is “rude” and “uncomfortable.” But “warning” others is a service. It’s the nice thing to do.
Next week we’ll talk about how you can turn these insights into actionable policy changes. For now, start asking yourself if you really know what she thinks about you. Her silence could be your golden opportunity.
She’s the Chief Medical Officer of the household and Doctor Mom. And she’s finding new ways to keep herself and her family healthy even as the economy continues to run a fever. We surveyed 3000 women to find out how they were coping, and we also headed out with our cameras and microphones to talk to women on their lunch breaks and in carpool lines and classrooms. One of the most telling answers comes from the young mom who says she still takes her kids to the doctor the moment they need it, but delays care for herself and her husband.
The big message for any brand in this field is to tread with respect and a firm commitment to delivering real solutions. This consumer is extra wary right now and the best way to keep your brand healthy is to have a sincere interest in helping her do the same.
They’ve gotten a bit more savvy this year by allowing you to submit your own man to a review board for his supposed sins.
This is very funny and well-produced. It walks the line of making fun of men without being too vicious (which would be a big mistake) and without making women look like shrews. Which would, of course, be another mistake.
I had to make up stuff about my husband (yes, he’s wonderful) in order to get the customized video sent his way. We’ll see how it goes. Until then, you might also want to watch yet another really well-done customizable vid. Hans Rosenhoff sent it my way after seeing my presentation in Stockholm which featured the Mom’s Rising film. This film is in Swedish, but watch it anyway as the production values are great. According to Hans, it’s from the state-owned television company SvT in Sweden. They have a license fee system and in this film they make heroes of the viewers who regularly pay this fee. (Many people don’t.) NPR could use an idea like this.
I just got back from speaking at a great conference in D.C. on Marketing Health Care to Women . Hence, the Funny Friday video is a couple of days late. However, I can assure you that, like all the best funny stuff, this one taps the truth nerve. Today I give you Sara Haskin’s take on how big pharma targets women. I’ve worked with many good people in this industry and I’ve just met some new ones at this conference. They’re all working hard to create better advertising, but until that happens, a thick skin and a sense of humor is in order.
AWNY is the only group I know that is actively trying to do something about the dearth of women in advertising. It’s a serious subject, but this is a damn funny video. Lee Clow looks great in heels. Who knew?
In honor of the Time magazine cover story on the how women are more powerful and less happy, a funny reminder of how far we’ve come. Yet how so much remains the same if only we were honest.
This blog entry was written by our fabulous intern, Lindsay Chronister. She’s an advertising student at UT Austin. She will be graduating this May and is a part of the Texas Media Sequence. And now, a bit about Suave.
Yes, we know the Suave campaign has been around for a while, but we’re talking about it anyway. Why? Because there are not a lot of campaigns like it. Why? We have no idea. It’s brilliant!
In 2007, Unilever’s Suave set out to find the answer to this question: Can motherhood and womanhood co-exist? Yes, but 84% of mothers have admitted to letting themselves go, yet 76% think it’s just as important that mothers take care of themselves as well as their families. Can you spot a discrepancy here? Suave spotted an opportunity.
In an Ad Age article Gigi Caroll says “I’m a mother, not a moron.” There are no perfect moms and moms are tired of being portrayed as such. She says moms want “a dose of reality.” Suave offers this in their campaign. In the Suave anthem commercial (http://www.youtube.com/watch?v=-3dxavCZ84k&feature=fvw) a woman is featured as she progresses through dating, engagement, getting married and having kids. It features her in all the chaos of being a mom and shows how this can affect her hair and ultimately, how she feels as a woman. The commercial is humorous and full of truth. Here’s the best part…
-93% of moms said they feel good when they take care of themselves
-76% feel happier and more attractive
-60% feel more feminine
-Over 50% feel they are setting a good example for their children
Here’s what Jennifer, a mommy blogger had to say…
“Maybe it’s a bit simplistic to think that simply washing my hair with a Suave shampoo is going to help the woman in me come out, especially since I spend the vast majority of my days covered in spit-up. However, the fact that this ad campaign speaks to the fact that I deserve more than daily laundry and tantrum control, leaves me wanting to hi-five the ad executives who realized this often overlooked fact. Since hi-fives are unlikely, I’ll just continue to buy my Suave Sleek Shampoo, Conditioner, and Smoothing Liqui-Gel.”
We love the Suave campaign because we can totally relate. What so many marketers miss every day is that moms (and all consumers, ahem, people) are not just another demographic. They have real lives and real problems and real needs. Are you addressing them?
In our recent research, we found that women feel the best thing a company can do for them is solve a problem. That’s why women love the Suave campaign. Suave acknowledges the hectic life of a mother and her common budget constraints and solves the problem with affordable hair care solutions that can make her feel beautiful without feeling guilty about it. Perfection!
I’m working on a presentation I’ll be giving in Sweden next month and I’m looking for examples of of well-executed humor in campaigns targeting women. They are rare, but, as I’ve mentioned before, this one makes the cut . It’s a customizable “Mother of the Year Award” viral video from MomsRising.org. The one I got named me, Mary Dean, as the honored recipient.
And that’s not even the funniest part.
Do you know of a commercial, viral video, print ad, or radio spot that does a good job of using humor to connect with you as a woman or a mom? I’d love to hear your thoughts.
I was delivering a keynote in Dubai a couple of years ago and one of the other presenters at the marketing conference used this video in her presentation. I thought it was a brilliant, succinct and funny summary of most marketer’s myopia when it comes to connecting with women. Once you’ve had a good laugh, go back and consider some of the points it makes. My particular favorite is the roll of humor. Women would actually welcome much more humor in advertising and marketing. It’s just that the little boy gags ad agencies produce rarely reach, much less tickle, our funny bone.
What brand do you need to break up with today? They just wanted to get into your purse.
I’ve just started a new feature on this blog. The Funny Friday Video. I’ll try to keep them marketing related, but I reserve the right to go for a cheap laugh every now and then.
Today, we’ll stick to the subject. Sort of.
As most of you know, I am a huge fan of Apple’s advertising and marketing. I think they are one of the only companies who understand the art of marketing to Gender 2.o. Their marketing and products are just as appealing to women as they are to men because Apple keeps it human.
Apple’s success makes this video true. And the truth is at the root of most humor.
Enjoy! And have a super, awesome, beautiful, easy weekend. (That over-the-top salutation will make sense after you watch the video.)
Go where few men have gone before. Learn how paying attention to the myriad details that create customer loyalty among women can also be used to heighten your brand's appeal to almost everyone, regardless of chromosomes. I call it Marketing to Gender 3.0. Hopefully you'll just call it smart.
