Superbowl Marketing to Women! Finally!

February 1, 2014 § Leave a comment

14182472-mmmainWhy are brands marketing to women for the Super Bowl?  It’s not all chips and dips.  Women are an important target because according to Nielsen demographic data, 46 percent of the Super Bowl viewing audience is female, and more women watch the game than the Oscars, Grammys and Emmys combined!  

What makes women so important?  Women influence the majority of purchases across all categories.  And even more importantly, women out-tweet men by 60%.  According to Adweek, of the 20.9 million Super Bowl-related tweets sent during last year’s game, nearly 30 percent were about the ads.

So among the spots on Super Bowl Sunday will be spots that are clearly appealing to a female audience.  Many of these have already been viewed millions of times.  Marketers are grabbing the gusto both pre- and post-game.    Here are just a few of Sunday’s popular spots:

1.  Cheerios – “Gracie”.  The sweet little girl in the interracial family finds out that she is getting a new baby brother — and something else.

2.  Budweiser – “Puppy Love”.  Budweiser is out to pull our heartstrings with this Clydesdale-puppy love fest.

3.  Chobani Yogurt – “Chobani Bear”.  Bob Dylan helps Chobani sell yogurt to women in this spot.

4.  Dannon Oikos – “The Spill”
Greek yogurt is big this year with another Oikos spot that boasts celebrity spokesperson John Stamos. This year, Oikos is stepping up their game with a“Full House” reunion featuring Bob Saget and Dave Coulier.

5.  Butterfingers Marriage Counseling.  Okay, this is a football game spot?

6.  VW Wings.  An ode to A Wonderful Life has engineers getting their wings when a Volkswagen turns 100,000 miles.

Marketing to Working Moms: New Scarborough Study!

January 29, 2014 § 1 Comment

Working Moms may have had a “pink collar” image in former generations, but today’s working mom is quite a different person.  They are more educated,  more affluent and more wired than ever before.  Working Moms represent 40% of moms.

Scarborough has surveyed this group and come up with some interesting statistics that marketers need to market to women, particularly working moms.  Here are just a few to whet your appetite.   For more, see the infographic below.

95% of working moms agree that spending time with their family is their top priority

27% of working moms are much more involved in their finances.  

72% of their households contributed to a charity in the past 12 months.

Working moms are spending less for name brands.  They use coupons and shop at Nordstrom Rack, Kohl’s Macy’s and TJ Maxx Home Goods.  

Working moms shop online and own smartphones, laptops, iPads and more.

Working moms are 22% more likely to attend professional sporting events and 24% more likely to have watched ESPN in the past 7 days.

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Marketing to Hispanic Women: The Power Grocery Shoppers

January 23, 2014 § Leave a comment

Hispanics are a growth target for consumer product brand marketers.  A new eMarketer study finds that Hispanics do more grocery shopping than the average US shopper and they spend 20% more during routine trips.  For marketers, it is also important to know that they are heavy online users as well.

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Hispanics have a strong family culture.  Some say that 75% of  their families have a traditional sit-down meal every day.  And Hispanics also take their friends and family with them when they shop.  Hispanics grocery shop with family or friends on nearly 80% of their shopping trips.

1460998_737861562909145_449029842_nTheir social nature also extends to social media.  eMarketer estimates that in 2012, 68.9% of Hispanics were using social networks, compared with 66.2% of the total US population. They are also more likely to post reviews and participate with brands.  A Post brand manager for Honey Bunches of Oats reported that their Spanish Facebook page garnered more than three times the engagement levels of their non-Hispanic page.  Currently the page has 211,000 likes.

Mobile is also an important part of their digital profile.  Their use of mobile and smartphones while shopping is higher than any other ethnic group.  They are more likely to compare product prices, call or text a family member about a product and look for a coupon.

Are you leveraging your Hispanic audience?

Marketing to Women in 2014: Shopportunity!

January 5, 2014 § Leave a comment

The landscape is changing.  We tend to shop everywhere we go and the shopper’s path to purchase is changing radically.  There are many signs of the change.  Amazon is now providing grocery delivery in select metro areas.  Netflix is the darling of broadcast entertainment at the moment.  Online sales and show rooming are the norm for any selling season.  Just in time shopping is where it’s at.  And men are growing in importance in weekly shopping.

So here’s some Shopportunities for Marketers in 2014 based on the new Nielsen Category Shopping Fundamentals study exploring the varied mindsets of today’s U.S. shoppers when it comes to making purchases for their everyday needs.

Planned vs. Impulse Shopping.  Consumers plan to buy 72 percent of the category purchases that end up in their cart before they even head to the store.  When you need toilet paper, a prescription refill and dog food, it’s not an impulse buy.   However, that leaves 28% of purchases in the “shopportunity” category.  They are the impulse category.  Here’s a handy chart prepared by Nielsen.1385396054052

Men Shopping More Often.  Men just shop differently than women – they are less about the shopping experience.  Men tend to shop functionally, planning purchases based on replenishment. They are less likely to focus on traditional promotions and coupons, which are effective with female shoppers.  So the marketer’s job is to remind the male shopper he needs to replenish supplies. It seems that men also tend to pay more attention to in-store marketing intended to inform or attract purchases.  It’s true in our household.  I bet it is in yours as well.

Millennials Love Coupons.  Millennials have been caught in a decade long budget squeeze.  They are 1.6x more likely to be influenced by a coupon.  The way offers are delivered are different.  Millennials are looking online, taking advantage of loyalty groups and checking in with social sites like Foursquare to see if they are eligible for a coupon.  And because the millennial is more open to new products, a coupon or promotional offer is a great way to invite trial.

Buying Loyalty.  Some 82 percent of North Americans find money-saving deals worthy of their participation in loyalty groups.   Beyond lower prices, respondents favored enhanced customer service (44%) and free shipping incentives (42%).  Free shipping incentives are important to 46 percent.

Hispanic Shopping Influence Growing.  Hispanics compose nearly 17 percent of the United States population and are among the nation’s fastest-growing demographic groups, according to the Census Bureau.  And Hispanic buying power is creeping skyward as well.  For instance, they do more grocery shopping than the average US consumer and they spend 20% more on routine trips. All this has made the Latino consumer extremely attractive.  But one size marketing does not fit all.  There are nuances that make it important to know your Hispanic market which will change by store and by region.  Kmart and RoomsToGo are both using Sofia Vergara, star of the popular television show “Modern Family”, because she is one of the few that is authentically Latin American and part of mainstream culture.  In addition, while Hispanics have traditionally been more price conscious, they can also be very brand loyal, and marketers need to know the facts.

Price Checking and Private Label.  Shoppers are 40% more likely to price check when buying private label.  U.S. shoppers do less price checking in-store and more coupon consideration pre-store when purchasing branded products, probably because of the preference and higher value of brands.  However, private label is open to more price shopping.

Happy New Year!

December 31, 2013 § Leave a comment

champagne-glasses-ready-to-bring-in-the-new-year-sandra-cunninghamA little New Year’s Trivia from The Lipstick Economy to dazzle your friends.  And a wish for Peace, Prosperity and Friendship in the New Year!

Who knew?  It seems that the first New Year’s was first celebrated about 4,000 years ago as an 11-day festival in Ancient Babylon.  It turns out that the Babylonians are not just responsible for the celebration itself, but also one of its most popular traditions: The New Year’s Resolution.  So, what was the most common resolution back then?  Well, it wasn’t to lose weight or quit smoking.  Nope, year after year the Babylonians promised to return borrowed farming equipment.

The Babylonians didn’t have the Roman calendar so they actually celebrated in the spring.  It was Julius Caesar who made January the first month of the year.  He named the month for the Roman god of doors and gates (or entrances and exits) Janus.  Janus was often portrayed with two heads, one looking forward and one backwards, which Caesar thought was appropriate for looking back and forward.

Toasting also goes back to ancient history.  Ulysses drank to the health of Achilles in The Odyssey.  In Rome, drinking to someone’s health was so important that the Senate demanded that all diners drink to their emperor, Augustus, before every meal.  The word toast came about because in the 17th century, it was common to plop a little toast or crouton in your drink as a snack.  For your toasts tonight, just remember what W. C. Fields said:  “I never worry about being driven to drink; I just worry about being driven home.”

Happy New Year puppyFor those literature lovers, you know that Robert Burns wrote Auld Lang Syne but here is a bit of Alfred Lord Tennyson to show you how he rocked it back in 1849.

Ring out, wild bells, to the wild sky,
The flying cloud, the frosty light;
The year is dying in the night;
Ring out, wild bells, and let him die.

Ring out the old, ring in the new,
Ring, happy bells, across the snow:
The year is going, let him go;
Ring out the false, ring in the true.

Ring out the grief that saps the mind,
For those that here we see no more,
Ring out the feud of rich and poor,
Ring in redress to all mankind.

Ring out a slowly dying cause,
And ancient forms of party strife;
Ring in the nobler modes of life,
With sweeter manners, purer laws.

Ring out the want, the care the sin,
The faithless coldness of the times;
Ring out, ring out my mournful rhymes,
But ring the fuller minstrel in.

Ring out false pride in place and blood,
The civic slander and the spite;
Ring in the love of truth and right,
Ring in the common love of good.

Ring out old shapes of foul disease,
Ring out the narrowing lust of gold;
Ring out the thousand wars of old,
Ring in the thousand years of peace.

Ring in the valiant man and free,
The larger heart, the kindlier hand;
Ring out the darkenss of the land,
Ring in the Christ that is to be.

 

Marketing to Women: Top Ten 2013 Lipstick Economy Posts

December 27, 2013 § Leave a comment

A little retrospective on what you thought was most interesting in The Lipstick Economy this year. These are the top posts on marketing to women from this year.  A confusing year for women – Sheryl Sandberg told us to “lean in”,  Miley showed us how to twerk and Yahoo’s Marissa Mayer extended paid leave for parents and banned telecommuting.  

iStock_000012573383XSmallMarketing Travel to Women: Eight New Trends You Need to Know.  According to the Travel Industry Association, there is an estimated 32 million single American women who have traveled at least once in the past year, and some three in ten travel five or more times a year.  The average adventure traveler is not a male but a 47-year-old female and they have different expectations from travel than men.

Marketing to Women: Growth of Women in Marketing.  Almost a third of all Americans are employed in marketing-related positions.  That’s a staggering number if you think about it.  And it is a path for women to grow up the corporate ladder.   A recent study by a recruiting firm found that more top executives have come out of marketing than of any other area.

Marketing to Women: Why Marketers Don’t Understand Women.  For the first time in history, women now outnumber men in the workforce. Women are more educated, accounting for approximately 58% of students in two- and four-year colleges.   We account for 85% of all consumer purchases.   Purchases include homes, healthcare, cars, travel and computers.  And 96% list “being independent” as their single most important life goal.  But research says 91% of women don’t think marketers understand them.

M_BeyonceSuperBowl_101612Marketing to Women: Women Watching Super Bowl Too!  More women are watching the Super Bowl than the Academy Awards! In 2012, 54 percent of the roughly 111 million viewers who tuned in to watch the Superbowl on Fox were men, compared to 46 percent women.

Marketing to Women: Your Elevator Speech in 15 Seconds.  Sometimes the most important things are not addressed in business.  This handy guide to creating your elevator speech in 15 seconds is vital.  At New Year’s when you are at that party and someone asked you what you do, what will you say?

Marketing to Women: Six Things to Know About #Hashtags.  Hashtags are everywhere.  Some 24% of tweets contain hashtags. And 71% of people on social media use hashtags.  Even Facebook instituted the lowly pound mark that has become a strong marketing tool.  Do you know when to hashtag and not to hashtag?

Marketing to Women: One-third of All Women Are Single “Indies”.  It’s a new day for women and there is even a new term for the group that are over 27, not married, not living with a partner, and without children.  They are called the Indies.  This group has been growing and currently include some 31 million women, about a third of all adult women.  They now surpass the number of married moms!

Marketing to Women: Emotional Connection Important for Healthcare.  A recent study shows that 85% of consumers say it is important or very important to them to do business with a company for which they have strong emotions, per survey results from rbb Public Relations.  And the industry for which it is most important is healthcare.

Marketing to Women: Power to the PANKs.  PANKs, Professional Aunts No Kids.  They are actively involved in the lives of children around them.  In fact, one in five women is a PANK, or approximately 23 million Americans.  PANKs are roughly half of all the women who are not a mother or grandmother.  This group is actually growing as women are choosing to stay single or marry later.  PANKs spend $9 billion on toys and gifts for children annually.

Marketing to Women: Top 10 Culinary Trends for Restaurants.  The top 2013 trends included healthy kid’s food, iced tea, gluten-free, Greek yogurt and more.

Holiday Marketing to Women: 5 Things You Need to Know This Year!

December 14, 2013 § 1 Comment

santa_good_boys_girls‘Tis the season of lists so I thought that we might make a list of important learning from this Holiday Season of Marketing so that we could use it all next year.  So here is my list.  Feel free to add your learnings to the list.

1.  Pinterest is the thing of Sugar Plums and Dreams.  This female-focused audience is now 70 million strong and retailers need a Pinterest strategy.  Holidays, DIY and Recipes are some of the top searches on Pinterest.  And 47.7 percent of shoppers say that Pinterest content has inspired holiday gift purchases.  Here’s an amazing fact - Amazon has been among the most popular holiday season e-retailers for passed-along Pinterest content, drawing more than 16,300 pins/shares a week since Thanksgiving, per Searchmetrics’ research.  Walmart is second and Apple is third.

2.  Gift guides are an important sales tool.  Some of the most-opened emails during the holiday season are gift guides.  Use your imagination for special groups, categories and price ranges.  Also popular are gift guides for gifts under a certain price like $50 or $100.  Pinterest would be a great place to create gift guides.

3.  It’s online!  Black Friday gave way to early Thanksgiving openings and Cyber Monday.  These shopping holidays saw some new trends this year.  Seventeen (17%) of consumers are expecting to increase their online purchases this year, including 2o% among more affluent households. For the first time, more consumers will shop online (47%) than at discount/value department stores (44%).  While consumers did more of their pre-Thanksgiving shopping at online retailers than at mass merchants or department stores, they will do more last-minute shopping at mass merchants and department stores (presumably because they won’t have time to wait for the shipping). (Integer Group, M/A/R/C Research.)  Oh, and there’s a new term to learn – Green Monday (the Monday with at least 10 days until Christmas).

4.  Price checking abounds and Amazon is a clear leader in online shopping.  Some 87% of consumers agree that they will always check Amazon before making most online purchases (MarketLive/e-tailing group.)  Retailers’ sales and promotions are the most likely factor to influence shoppers’ holiday spending (44%), ahead of household expenses (27%) and existing debt obligations (14%). (Discover).

5.  Free shipping is now the standard;  7 in 10 shoppers expect free shipping online, and 47% expect free returns. (Deloitte.)

Bonus Trend:  One third of holiday shoppers will be buying gifts for themselves this year, while spending the rest of the budget on friends and family.  However, holiday shoppers value generosity and social consciousness from their favorite brands.

There are only ten days left until Christmas.  Make the time count – smile more, laugh more, treasure the time and be generous of spirit during these last days before Christmas.

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