Educate women about your brand and you have a customer for life

by Tony Fannin, President, BE Branded

How does a brand reach out to women in a real and authentic way? That’s a question that must be answered by all brands hoping to grow and stay relevant in tomorrow’s market place. Society’s economic drivers are women, both domestically and professionally. They control a vast majority of what a family spends and on what it spends on. They also are in positions of power when it comes to business, whether large corporations or as an owner/entrepreneur.

One of the ways brands can reach out is to educate them on your brand, products, and services. Take the time to communicate to them on their terms. Guys like stats and figures, women want information on how does this fit with my family and lifestyle. Women want to know how will this make life better. For example, Best Buys has a program called Ask A Blue Shirt. This is targeted directly to women consumers. The main position is how to become a hero to the geek in your life when you aren’t one. They educate women on how to buy electronics for their tech driven family members. It’s a process that concentrated on what their family member wants to achieve and how to get there. The program educated women on the various devices and why the “inner geek” loves them. This is a real and authentic way to educate women on your brand and build a relationship based on trust instead of intimidation.

Another thing is brands need to re-evaluate today’s family make up. It’s no longer June and Ward Cleaver with mom, dad, and dependent children living under the same roof. The household make up is as varied as ever. Also, the women in these households are under pressure to juggle more things than ever before. If you can become a resource that women trust, save them time, and help watch out for the welfare of their family, then you have a customer for life. The key statement is not, “I’m trying to sell you now.” The real goal is, “I’m trying to sell you forever.” This is the long view for brands to take when trying to win over women.

Keep in mind, women usually don’t try to acquire things for themselves. They are mostly trying to buy things for others. They are not “me” driven. They are “we” motivated. So, educate women on how you can make their lives easier by helping them with their households and you may end up with a life-long customer.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

No comments yet... Be the first to leave a reply!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: