TSG-Authored Articles, 2005
SUPER BOWL FEMALE ADS: NICE TRY BUT NO CIGAR
Most Spots Were Off the Mark in Humor and Charm
Nice try but no cigar yet for female-targeted Super Bowl ads. Overall, marketers in this year's broadcast showed a new sensitivity to women consumers but most still didn't get the details quite right.
February 15, 2006 MARKETING WINES TO WOMEN: And Understanding How Male and Female Consumers Differ
Girls just want to have fun. And that means when women are choosing a wine, it’s not about ratings and scores (even when they are sipping some during the Super Bowl -- and you can be sure they were!). It’s about context. Who will she be sharing it with? What will she be serving it with? The bottle she pops open during the big game won't be the same one she selects when she is dining with a client.
February 07, 2006 ONCORKED
What do women want? The wine industry is fighting for their attention, but will it work?
Say bonjour to Lulu B. With a glass of wine raised in salute, she is the classic stereotype of la fille Francaise, with her low-cut shirt, tight, knee-skimming skirt and beret topping her kicky brunette 'do. Where her feet went is anybody's guess, but she perches confidently on her cafe chair nonetheless.
Chicago Tribune, January 18, 2006 THE SPIRAL PATH TO A WOMAN'S PURCHASING DECISON
Understanding and Exploiting Female Buying Behavior
What women really want ... drum roll, please ... is EVERYTHING! Good enough just isn’t enough when you are selling to women. When men set out to make a purchase they are looking for a good solution, something that fulfills their top two or three criteria. They shop by process of elimination and like to get their shopping done quickly so they can move on to other activities.
AdAge.com, November 14, 2005 FEMALE CONSUMERS DOMINATE TRAVEL BUSINESS PURCHASING
But Many Service Marketers Look Past Them and Their Revenue-Boosting Potential
It’s not just Willie Nelson. It’s you and me and lots of others. The U.S. Department of Transportation estimates American business travelers take 405 million business trips a year. I spent about 80 nights in hotels last year and racked up enough frequent flyer miles to earn some pretty nice privileges -- that is, if there still were any these perks left (sigh).
AdAge.com, October 24, 2005 TARGETING A POWERHOUSE FEMALE DEMOGRAPHIC: OLDER WOMEN
Why Mass Mutual's New Web Strategy Hits the Mark
Why are marketers obsessed with youth when women between 50 and 70 are the golden bull's-eye of target marketing? This group is more educated, active and affluent than any preceding generation of women. Yet many marketers choose to ignore this economic powerhouse.
Adage.com, October 10, 2005 Hey, Lady! Women and the Art of Product Development
"Is the lady of the house available? We've got a brand-new product just for her." This isn't a door-to-door salesman out of the 1950s talking. Major consumer-products companies are now the ones trying to get their foot in the door with women. In 2001, 3.6% of all new products were specifically tailored to women. That number has more than doubled to 7.9% in the first half of 2005 alone, according to Datamonitor's Productscan Online new-product database.
Fast Company , October, 2005 WHY DOVE IS LUCKY TO BE KNOWN AS 'THE FAT BRAND'
And Seven Tips for Successful Marketing to Women
Weeks after Dove and Nike first broke their separate "real beauty" ad campaigns, discussion and debate about the work continues to ripple through the advertising industry and consumer market.
AdAge.com, September 19, 2005 WHY DID SUPER BOWL ADVERTISERS IGNORE WOMEN?
40% of the Audience Was Female but Ads Skewed Heavily Male
There was a time when $2.4 million was a lot of money. You didn't spend that kind of coin without a pretty good reason to believe your advertising was going to create awareness, deliver a message or build your brand into a bond with your consumers.
AdAge.com, February 14, 2005 Capture the Power of Women
Understanding the nuances of women’s relationship with your brand is crucial for marketers - and almost no one can afford to ignore this segment. How well does brand resonate with women and things to keep in mind when designing your research.
Quirks Magazine, February 2005 |
