What Women Want: the New Terms of Engagement Part III

May 5, 2008

            Similarly, Oxygen Media's cable network used extensive research in rebranding to hyper-focus on young "trenders who consume heavily and influence others' spending patterns." In late April, the network unveiled a multiplatform strategy to reach "Generation O" everywhere they are and a new tagline, "Live Out Loud," to describe its audience as women who like to look good, feel good and have fun living life on their own terms.

            WE tv, a leading woman-focused entertainment network, is relaunching its Web site this spring to reflect psychographics based on "accumulation" habits and using its research in upfront presentations to guide media buyers.

            "We've gotten some significantly positive reactions from advertisers," says Kennetta Bailey, WE tv's senior vp of marketing. "Several key ad agencies and clients have taken a look at the research and said, 'I get it.' We never abandoned demographic research, but supplementing it is a smart way to go."

            Online tools and research methods help marketers focus on engaging women in long-term relationships with their brands, targeting the highest-value customer rather than
mass-marketing. Imagine having access to real-time, real-life conversations to help you shape your marketing plans.

            MarketTools, a research company, provides its clients with analysis of mothers' "unguided" messaging on blogs and has access to 10,000 moms whose comments can be more helpful than a traditional focus group, says Emily Morris, director of product marketing for online communities.

            Through the Mom's Insight Network, one education client tweaked its ads based on what the mothers said. "They didn't like the ads that focused on kids doing poorly and then getting caught up to speed," Morris says. "The moms wanted the kids to focus on success and on feeling good about themselves."

            Some brands are almost anthropological in their research. A baby-wipes brand enlisted mothers to wear a headset that recorded their activities while they changed diapers. Contrary to what the women claimed they did (always using a changing table), they actually were changing the baby on the floor or on top of the washing machine. And as they did so, they struggled with the baby wipes packaging, which required two hands. The manufacturer changed the packaging and probably saved the brand.

            About.com recently began offering clients the Guru Insight Network, a mechanism for mining data from its 700 "guides," or content experts. "For a client who's interested in women and how they behave online, we can reach women in so many different areas of their lives," says Peter Weingard, vp of marketing. "It's very interesting data."

            A food company wanted to know when people were accessing online recipes. It turns out that cooks were planning the evening meal at work in the middle of the day. "That becomes a very targeted advertising opportunity," Weingard says. "By the time they've gotten home, it's too late."

            Authenticity is also key. "Perfect imagery has long been dictated by men," says

Mack. "Air-brushed images, that sort of thing - the game is up. People now realize, 'I may have cellulite or sagging here or there,' but it's OK. That's reality."

            Recent ads such as Dove's "Campaign for Real Beauty" have set a benchmark. The Dove message sets aside expectations that all women should aspire to look like supermodels. Similarly, Curves International's campaign focuses on health and fitness rather than weight loss. Mattel's "We believe in girls" message and Rice Krispies® engage parents to enjoy their kids' childhood together.

            David Reis, president of DEI and a word-of-mouth marketing pioneer, works with Kraft to create interactive vehicles that connect with consumers. "Remove the veil," he advises. "If you want to successfully market to women, you have to not BS them. You cannot deceive them and have them expect one thing and deliver another… Honesty is so well-received. People are so sick of the BS."

            One especially skeptical market may be millennial girls. "Modern girls are unlike any consumer the marketing industry has ever faced," says Heidi Dangelmaier, founder of the marketing-to-girls consultancy 3iying. "They are super-fast, super-aware, super-enabled and super-smart. They are the pickiest market ever."

For more Marketing to Women coverage:
What Women Want: the New Terms of Engagement Part I
What Women Want: the New Terms of Engagement Part II
What Women Want: the New Terms of Engagement Part III
What Women Want: the New Terms of Engagement Part IV