What do Caitlyn Jenner, the FIFA Women’s World Cup and comedian Amy Schumer have in common?
They’re all driving the subject of gender to the forefront of our cultural conversations. And as society shifts, so does the practice of marketing to women.
If you follow this space, you already know that the first-ever Glass Lion awards were recently given at the Cannes International Festival of Creativity. Developed in partnership with LeanIn.org, the Glass Lion is given for marketing work that, according to the Festival, represents “highly creative, positive and progressive contributions to gender representation within creative advertising and communications.” (You can see the award winners here.) What a year it’s been — and, as of this writing, we’re still only about half-way through it. What could be next?
If you’re embarking on strategic planning for your next marketing campaign, here are three things to consider:
1. Don't be tempted to create an empowerment-themed campaign without credible programming to support it.
Women's empowerment has been front and center in many of the most high profile consumer-brand campaigns of the past year. Generally speaking, these campaigns have been a positive and exciting development in marketing to women. However, before embarking on such a campaign for your own brand, it’s important to create meaningful programming support that gives it credibility. If you don't, the campaign is in danger of being viewed as superficial at best, condescending at worst. In many cases, brands are simply telling women what they already know: that they are strong, smart and capable of anything. Determine what substance your brand can bring to the conversation. Take a good look internally and externally to decide if you can communicate an empowerment message credibly, especially over the long term. If you're unsure and haven't conducted a comprehensive, female-focused research program in the last three years, now would be a great time to start one.
2. Elevate the portrayal of mixed-gender relationships.
Women’s lives are filled and enriched by male friends, husbands, partners, sons, fathers, relatives and co-workers. A common misconception is that marketing to women means that men should not be featured in the visuals and creative work. Images of a world without men do not reflect reality. What’s important in marketing to women is how their relationships and interactions with men are portrayed. Too often, we still see stereotypical representations of women as passive observers, while men are the instigators of action. Picture an automotive ad in which a man is behind the wheel of a car, driving past a woman who looks impressed by his choice. At the other end of the spectrum, we see portrayals of men as being inept at activities like housework and childrearing. Don't let your team default to the idea that marketing to women automatically means excluding men. It means excluding stereotypes. Acknowledging male presence in women’s lives is not only okay, it can be an effective way to emotionally connect with women because it reflects the world they live in. When done well, it connects with men, too. Strive for gender-balanced teams both internally and with your agency partners to prevent stereotyping from being a "blind spot" in your creative.
3. Ensure that creative executions complement the customer experience.
A great advertising campaign is the tip of the marketing iceberg. Too often, the actual customer experience – “the last three feet of the sale” – is where mistakes are made and sales are lost, and marketing campaigns are rendered irrelevant. The ability to create a welcoming and respectful customer experience is critical for keeping the promises made in advertising. Don't leave powerful insights on the conference table – make sure they are translated for the field and incorporated into sales training programs.
The world is evolving. Marketing to women is evolving. Are you ready to lead the next phase?
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For more on marketing to women and selling to women, find me at Female Factor, check out my book "Why She Buys" or follow me on Twitter via @BridgetBrennan.
