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4. Market to her peripheral vision and she will see you in a whole new light. Women are attentive to small details men miss. They will go out and shop for that suit they saw on Diane Sawyer last night while watching news. Starbucks is one company that is EVEolved all around. The female customer can enjoy her coffee in a bright, clean place with a well-stocked restroom (a must if you want to attract women) and she can purchase in-house music on CD or a cookie for her toddler in tow. Work on subtle details surrounding your brand, store music, way your menu is designed, uniforms of your waitresses or sales representatives. She will more likely notice these things than if you assault her with aggressive advertising or bothersome phone calls. .
5. Walk, run, go to her, secure her loyalty forever. The Avon lady was just first step. She was born in an age when women stayed at home because they were mainly housewives. Today, women donít want to make that extra trip to grocery or salon because they are simply exhausted. If you can provide her quality service at home, at times when she is at home, your brand will be indispensable. Why not supply her groceries on a monthly basis? Go to her, because frankly, she doesnít have time to go looking for you.
6. This generation of women consumers will lead you to next. Practice brand-me-down approach. The detergent a woman uses is most likely brand her mother always used. Household names are what they are because women run household. In Asian markets where family ties are strong, brand-me-down approach will definitely sell. Attaching a brand to name Mother will have a strong identification with quality and trust. Hold motherís day events or family day events and strengthen your commitment to her.
7. Co-parenting is best way to raise a brand. Ask her how she feels, what colors she prefers, how does she think she can be served best? When was last time you asked her for feedback and actually responded by redesigning your product?
8. Everything matters Ė you canít hide behind your logo. Women look for integrity in a brand. From way you treat your employees, your CEOís personal life, to issues like animal testing, environmentally sound practices, and raw materials sourcing. You need to walk your talk and back up your claim. Women donít simply look for value in a brand. They look for Values.
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