Apr. 24th, 2007

I don’t want candy!

Mother’s Day ads. Brings to mind flowers, candy, jewelry, foofy pampering stuff… But that’s not what I want. Not one bit.

Don’t give me candy to make my waist expand even further. Send me no flowers that last a few days at best. And even though jewelery won’t wilt or make me fat, I don’t really wear much of it. And don’t get me started on pampering.

Since I am a Working Mom, my pampering time is almost nil; by default, I usually take
care of myself last (I am at the bottom of the totem pole below my
preschooler Nora, my uber-industrious husband Dell, and
Otto, the family English Bull Terrier).

Now, a new cell phone would be great, since mine is getting tired.
Or a new laptop to help me keep track of the family calendar and sundry
needs. Or Tivo (I know – are we the only household in San Francisco that owns a TV and doesn’t have Tivo?). Give me technology tools to help me make our collective lives better.

MarketingProfs is speaking my language in this article entitled "The (Shiny and New) Way to a Woman’s Heart" by Marti Barletta, author of PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders (Jan. 2007), and the founder and CEO of consulting think-tank The TrendSight Group. Marti insightfully writes:

"Guys, listen up… the way to a woman’s heart is not through these traditional ‘feminine’ gifts. What’ll really make her swoon and sigh is sleek, metal, shiny, and fast—women want the latest and greatest consumer electronics and have the hots for high tech, just like men."

Consumer Electronics Association (CEA) states that women buy 57% of consumer electronics, and according to Best Buy, women influence 90% of consumer electronics purchases. In fact, in 2004, the CEA started its annual "Technology Is A Girl’s Best Friend" campaign and awards program, which gives awards in eight product categories for excellence in marketing-to-women.

Marti goes on to show some hits and misses on marketing-to-women in the article, and here’s a prime example of a hit (coming from a "real, not ideal" woman, I can totally relate to this ad):

"My favorite consumer electronics ad comes from Epson.


This ad is chock full of examples of marketing-to-women principles:

* "People power"—Women are hardwired to respond to people as the most important and interesting clement in life. Focus on the prospect, not the product.

* "We not me"—Women are the family "memory keepers," and they look for ways to create experiences where everyone can have a great time.

* "Real not ideal"—Women respond better to advertising that features real people, real situations, real product usage, and real reactions. This ad is genuine, and the people in it look like they could be my next door neighbors."

Thanks Marti for writing this article. Who knows, maybe I will get a cell phone for Mother’s Day instead of a bouquet. And if I don’t, I will just go out and buy it myself – Word from Da Muddah!

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