GENDER MARKETING

The Buying Power

OfWomen!

Presented by: Sandra Morgan

91% of women say that advertisers/marketers do

not understand them

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"Marketing to women should be transparent, not pink,"

says Martha Barletta, president of The TrendSight Group in Chicago and author

of Marketing to Women: How to Understand, Reach and Increase Your Share of

the World's Largest Market Segment.

“Companies who want to reach women need to really show that they're

sensitive to the needs of this market and that they're

taking it seriously. Because if they think that it's all

about decor and all they need to do is paint their

brand pink, that will backfire on them 99 out of a

hundred times.“

Women control the purchasing decisions for:

85% of automobiles92% of vacations

89% of bank accounts62% of health care91% of homes

91% of customer electronics

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More than 50% of businesses are owned by women. High-net-worth women account for 39% of the country’s top wealth earners; 2.5 million of them have combined assets

of $4.2 trillion.

43% of Americans with more than $500,000 in assets are female

The number of wealthy women investors in the U.S. is growing at a faster rate than that of men. In a

two-year period, the number of wealthy women in the U.S. grew 68%, while the

number of men grew only 36%.

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About half are now considered heavy users of the Internet, while

heavy use of radio, television, newspapers and direct mail has

declined within this group.

Affluent working women with family incomes of $75,000

or more are growing in number, and 94.3 percent access the Internet during

an average month.

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The mom market is nowcomprised of three generations

of women raising children:

Boomer moms, Gen X moms,

and Gen Y moms.

Together this group of women controls $1.7 trillion in U.S.

spending annually!

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Women and Affluence

One huge, affluent segment wields more spending clout than any other:

Baby-Boomer women

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Over the next decade, women will control two

thirds of consumer wealth in the United States and be the beneficiaries of the largest transference

of wealth in our country’s history.

Estimates range from $12 to $40 trillion.

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What are the latest stats for women and Social Media?

64% of women on Twitter follow at least one brand on Twitter.

And these women are 48% more willing to use

a product or service from a company who

uses Twitter.

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The number of women on Facebook is growing faster than men in almost every

age group, and women now make up 56.2% of users.

Attention, marketers targeting older women:

Women age 55 and over are the fastest-growing

U.S. demographic group on Facebook in the last three

months, according to new data reported by Inside Facebook

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10 Musts for Marketing to Women on Facebook

1. Quality Counts

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2. Create an Emotional Connection

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3. Provide Utility

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4. Give Fans a Voice

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5. Listen!

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6. Complement Her Life, Don’t Complicate It!

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7. Don’t Be Redundant

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8. Keep the Shopping Experience Seamless

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9. Remember: She’s a Social Shopper

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10. Keep Your Fans in the Loop

Marketing Real Estate on Facebook

1. Encourage past clients and new clients to ‘friend’ you or ‘add’ you to their networks. Include links to your profile in your marketing materials, business cards etc. Build out a brand new online “sphere”.

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2. Creating Groups – This is the most obvious way to use the site. Create a “Houston Homebuyers” group for example and help first time buyers with their questions. Leverage your expertise to become the expert in the group.

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You could for instance create groups for:•Private past clients group•Collaborate on homes between you, your client, their spouse and any other decision makers•Your personal agent referral network•Your top personal referral sources•Your 365 things to do•Your mastermind group•Current/future clients•Your Real Estate Brokers agents only group•All the participants in a sales transaction•??

3. Creating a unique Group or Fan Page is also a great way to keep in touch with business networking contacts you meet – maybe it’s at a local Chamber of Commerce meeting or even an HAR Real Estate Networking Event.

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4. Shares – You could use Facebook to market properties to a select group or share properties with your friends . A handy bookmarklet lets you add external links to your Shares.

You could add your properties to Facebook Marketplace!

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5. If you’re a blogger, add your RSS feed to your profile. Facebook lets you add a Blog feed to your Notes. You could find new readers and even drive traffic back to your blog by sharing your posts with your network.

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Drew Meyers from Zillow wrote a great post along the same

lines – check out How to Productively Take Advantage of Online Communities

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74% of Social Media Users Expect Cries for Help to Be Answered Within an Hour

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