Publicidad Y Mercadotecnia: Beyond Pink

BEYOND PINK:

MARKETING TO WOMEN 2012

MARKETING TO WOMEN 2012

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EXECUTIVE SUMMARY
BEYOND PINK looks at how brands can successfully engage

women today – taking into account women’s changing needs, expectations and experiences. We drew not only on recent research (our own and others’) but also on a recent panel we hosted of the same topic that included four superlative womenmarketers: Michelle Cordial, Director of Marketing Development, SUBWAY® Celine del Genes, Global Head of Marketing and Go-To-Market Women’s, Reebok Nancy Go, Senior Director of Brand Marketing, Wayfair LLC Bernadette King, Global Marketing Director, Venus, Procter & Gamble We’re grateful for their participation.

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TABLE OF CONTENTS
Overview: Beyond Pink 4 Women’s NewRealities: 7 Technology 9 Family 14 Power 20 Identity 24 Brand Experiences 28 Best Practices 33 Build Relationships 35 Create Experiences 38 Educate & Inform 42 Go Beyond Pink 46 About Jack Morton 49

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OVERVIEW:
BEYOND PINK

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OVERVIEW: BEYOND PINK
If you were going to launch a campaign designed to prompt women to donate to abreast cancer charity, what predominant color would you use? If you thought pink, think again. Gender-neutral ads for the same breast cancer cause generate double the results of women-targeted, pink-themed ads. Welcome to a world of new realities that flips the way women experience brands on its head. It’s a world where old stereotypes no longer apply, and where stereotypical campaigns thatpatronize women just don’t work. Recent studies show that when women feel targeted by marketing, they’re turned off. Meanwhile, women’s interests are defying societal expectations left and right. Women expect brands to engage them on their own terms, but as our own research has revealed, that’s not happening: 91% of the women feel that advertisers don’t understand them. They’re taken for granted far toooften. Marketers think that, because they make up half of the population, women are implicit in all work that brands do. That isn’t true.

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OVERVIEW: BEYOND PINK
Women’s sheer economic power demands that brands do better. Women command: • 65% of global spending and 80% of US spending • $5 trillion in US consumer spending power (half of the GDP) and $20 trillionin global consumer spending power • $22 trillion in global spending power by 2020 This white paper aims to give marketers insights to help them engage and understand women better. Because companies that create brand experiences for women based on a decisive understanding of how brands fit into and improve their lives, instead of disrupting it, are the ones that will win their loyalty. In additionto looking at our own research, in June 2012, we convened a panel to learn from top marketers at brands that target women: P&G, Subway, Reebok and Wayfair LLC. This white paper captures some of those insights. In the pages that follow, we track five major areas of women’s lives that are undergoing substantial change: technology, family, power, identity and brand experience. We apply this thinkingto show how experiences can go from being “Pink” (based on old assumptions about marketing to women) to BEYOND PINK (based on a fresher, research-driven understanding of today’s women). Is your brand ready to go BEYOND PINK? Ben Grossman Digital Strategist
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WOMEN’S NEW REALITIES

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WOMEN’S NEW REALITIES
OUR RESEARCH:

Due to theseismic shift occurring in the way women live their lives and experience brands, Jack Morton has studied five topical areas of especial importance to our clients: technology, family, power, gender identity, and brand experience. In the following pages, our findings denote what is Pink (conventional wisdom) and BEYOND PINK (new reality).
OUR PANELISTS:

On June 6, 2012, Jack Morton convened a...