I recently wrote a tip for American Express’s Open Forum, an online hub for business owners and thought it would be worth sharing here as well. I also encourage you to visit the complete post submitted by Linsey Knerl titled: 31 Exceptional Strategies for Marketing to Today’s Woman.
Here’s the deal. I think most women today would like to say to marketers and brands, “Don’t tell me, show me. Don’t talk it, walk it.”
Women are some of the busiest people on the planet and they (like all of us) are bombarded with about 5,000 marketing messages a day. Breaking through that kind of clutter takes more than a strong message, it takes action. Here’s an example. If you have a product that can make her life easier (and by the way, “makes my life easier” was a top purchase intent motivator in a recent study my company did with women) then don’t just tell her, show her. Kraft did this recently with great success. While other companies were trying to connect with women and moms by pushing out messages to her mobile phone, Kraft took action. Instead of pushing out a mobile message about how their products make meal time easier, Kraft created an iphone app called “iFood Assistant” that actually made meal time easier by putting 7,000 recipes at their fingertips. This app quickly gained the hearts of women and soon held the No.2 spot in the Apple App Store Lifestyle section. According to Kraft, more than 60% of the users are still engaged with the app six months after they downloaded it.
That’s the kind of one-on-one engagement with the brand that you could never get by simply talking at her.