Hawaii vacation advertisement (Matson Cruise Line, 1949)
It used to be that women primarily spent their husband's money. These days, women are making and spending their own money... now more than ever. Marketing to women used to be a secondary consideration, but now it's clear the women are the market.
Yes, women are complex creatures, but marketing to them is not rocket science. Features and elements women want in a product or service don't stray too far from those that men want. Over the years, the marketplace has made women believe that womens' products are more expensive or dumbed-down versions of the products sold to men. Rather than alienate women, marketers should accept and honor the ways women are different in why and how they buy.
TRENDS by Tom Peters and Marti Barletta
It used to be that women primarily spent their husband's money. These days, women are making and spending their own money... now more than ever. Marketing to women used to be a secondary consideration, but now it's clear the women are the market.
Yes, women are complex creatures, but marketing to them is not rocket science. Features and elements women want in a product or service don't stray too far from those that men want. Over the years, the marketplace has made women believe that womens' products are more expensive or dumbed-down versions of the products sold to men. Rather than alienate women, marketers should accept and honor the ways women are different in why and how they buy.
TRENDS by Tom Peters and Marti Barletta