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Before we get started on a brand new year in marketing to women, we really should take a look back at lessons learned from 2009.
And who better to give us a review than Professor Sarah Haskins?
My favorite online TV personality (and brilliant writer) shares her take on what we learned in 2009, and what we have to look forward to in 2010.
In the end, all we can say is that it’s going to be another interesting (and probably controversial) year in marketing to women. We can always count on that.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
Was glad to see you sharing this video.Can you believe the Reebok ads? I’m writing an open letter to their CMO about it right now. I wish there were some way to track the $ these guys leave on the table every time they approve campaigns like this. In the case of Reebok, the shoe will still sell because it’s a good product idea (come on, who wouldn’t want a shoe that tones your butt with every step?) but the right advertising could have made it a real movement. Instead, I’ll be sure to remind every woman thinking about these shoes that they can get the same thing (minus the sexism) from Skeetchers and MBT.
Being a guy and only seeing what is relevant to me, I missed most of those ads (thank God). That is one scary video montage.
It is so hard to believe people still spend millions on ad campaigns like those. My guess is that no one with any resources has come up with anything better to bite into their market share, so they mistakenly think that their campaigns work.
The only way I see these guys on top (I’m assuming “guys”) getting a clue is to find some smaller companies with courage and leverage them with resources like Michelle and others to help them grow their market share by actually appealing to women in ways women want.
Bite into the big guys’ market and maybe things will change (maybe).
Mary – like I said, this coming year of marketing to women always promises to be entertaining, if not controversial!
Phil – you’d might be surprised to learn how many women also work on these campaigns. No matter what the gender, marketing executives too often fall into the trap of “creativity” rather than working to persuade customers to buy the products or services of their clients.