The women here at the Blue Collar Garage are some seriously rad people. You can get to know a few of them here, here, and here and as you read about them, you’ll realize they’re all fundamentally different, with different interests, backgrounds and life goals. Marketing to women in general living in Hood River, in Oregon, or even in the greater Pacific Northwest would have you in conversation with a lady living an active, exciting lifestyle imbued with curious passions. But really, trying to reduce just the female half of this agency into a singular target for marketing could prove ineffective. In an attempt to market to all the ladies, you risk alienating all of them and there’s nothing like the fiery wrath of an angry consumer with buying power.

Women & Buying Power

It goes without saying that women are an incredibly diverse group of people (maybe someone should talk to Levi’s Jeans about that). After all, they comprise more than half the human population on the planet, in all walks and forms, and yet, take one look at marketing towards women, and you’d often think women were a niche market–one size fits all–a specialty cause. Color it pink, size it down, and call it good. Companies are missing the mark so badly that 85% of women don’t see themselves in advertising. 95% say that brands should adhere to their needs. Too many companies are doing it wrong.

Levi’s introduced jeans for all types of bodies, but missed the mark in their advertising campaign by showing all “skinny” models.

Women are making 85% of consumer purchases for themselves and for their households, and now companies catering to women’s needs seem to finally be getting the drift: they have a lot of buying power! As the scales tip, women are already more educated, and by 2028, they will also be making more money, even with the current gender wage gap. They influence nearly every aspect of household spending and even when they’re not earning it, they’re likely budgeting and spending it. Wouldn’t it be smart to learn how to capitalize on their buying choices?

Women are Real & They Have Real Money

Companies best marketing to women as serious consumers view them as real people with individual needs and not as a stereotype. It’s as simple as that. Generalizing women demonstrates laziness and a lack of compassion towards a huge potential consumer base. As brands begin figuring out that women are worth the extra bit of detail and attention, women are realizing they don’t have to pay for subpar services. It’s worth investing the extra bit of money to research a brand’s clientele to understand which specific groups of women are best catered to based on age and demographics. Targeting and committing to a narrower group of women is often more effective than trying to satisfy half the human population.

1967 Ford Falcon ad targeting women

Be honest. Be receptive. Be kind.

Companies that have learned to actively listen to women have realized that women will in fact tell you what they want. Traditionally, ‘demanding’ was seen as bossy, derogatory behavior reserved for women. From a cost-effective marketing plan, knowing exactly what a customer wants just seems smart. Let them tell you. They’re vocal and interactive. Use that to a brand’s advantage. They also appreciate an honest approach so when you’re not listening, give them what they need to know. Using social media with content designed for women can help make those connections. It makes the relationship that much more sincere. Sincerity also means dropping the objectification and patronization that has plagued the industry for ages.

Marketing to Women: Don’t Size it Down & Color it Pink

Looking Good Doesn’t Have to be Impractical

Women are attracted to aesthetically pleasing imagery and easy-to-use platforms, and companies like Apple have effectively transitioned into marketing towards women without isolating their male counterparts. Highlights include design, color options, ease of use, and intuitive features. As women take on more and more domestic and professional roles, they demand that companies acknowledge the need to balance fast-paced lifestyles with grace and ease.

Moving Forward with Women in Mind

With women influencing 95% of US household spending and half of the projected $22 trillion in private wealth held by women by 2020, women are no longer settling for companies that ignore their demands, and they shouldn’t have to. The BC ladies all choose specific brands reflecting their unique individuality, and sure enough, their favorite brands are diverse and specific to their lifestyles. Find us us on Facebook, Twitter, Instagram, and Pinterest and let us know how different the women in your life are and how marketing content could approach them better.