Holistic Online Experiences
Since women's brains lead them to more holistic perspectives of brands, in general, your Web site should also reflect the "whole body" of your company. The primary things women seek, of course, are high-quality products, fair prices and responsive customer service. After those are checked off their list, a woman will notice which social causes your brand supports, whether you've provided thorough background information to aid their decisionmaking process, whether it appears that you treat your employees and your community well and how environmentally aware your brand seems to be in its packaging.
The Saturn Corporation efffectively developed an online presence in keeping with its off-line holistic reputation. The copy from their site's "Our Story" page reads:
Saturn was created with one simple idea: to put people first. In the beginning, our focus was on creating a different kind of company, one dedicated to finding better ways for people to work together to design, build and sell cars . A car company that talks straight does what it promises and delivers solid value at a fair price.
Furthermore, the copy on the Saturn.com site briefly describes the various partnerships it has entered into, from their strong connection with the United Auto Workers and how they work with the communities where their plants are located, to the National Education Association's Read Across America program and the National Association of Letter Carriers' Food Drive. Saturn also sponsors a cycling team, reflecting the fitness focus of their whole company.
Finally, this brand-wide attention to people, strong partnerships and sponsorships is reflected in Saturn's advertising campaigns . In a typical television spot, the brand plugs the people in their factories and local communities more than their latest models or big sale. Holistically oriented women will take all that in, whether or not they are ready to buy a car, and store that brand-knowledge for future reference.
Expand a Woman 's Perspective by Serving Her Well Online
As the U.S. population ages and evolves into super-savvy Internet users, the opportunity for reaching women consumers via online channels will become huge. Whether she's a tech-aware Gen Yer, a career-focused Gen Xer or an active-in-retirement Mature woman, you should pay attention to how to reach her online, because she's bound to be there.
And, as you develop your online strategies, remember that an online woman's buying behavior can differ from her off-line modus operandi. Whether the differences are due to her comfort level with technology or her role as a household manager when she heads online, by planning accordingly you can create an effective and long- lasting connection with her.
Chapter 10: Online Research ”Using e-Marketing to See Women Clearly
Because so many women are already online for research and shopping, and because that number is only going to increase (remember those ultra -tech-savvy younger women), the Internet is a great place to watch, listen and learn more about women as consumers.
As we've mentioned before, if you want to learn about what matters to women, go where women are already spending time ”and more and more that's online. Once there, these women may be sharing self-discovery quizzes, swapping e- mails about a particular pair of newly discovered jeans , visiting travel sites or lingering for hours on Amazon.com.
Even before you actually poll or survey women for your market research, there are a lot of ways to observe patterns, identify trends and learn the language that women use when they talk about your product or industry. Not only will those clues alone give you valuable insights, but they will also help you hone your listening skills in preparation for more traditional off- and online research.
Because a woman 's view of any brand is much more holistic, taking everything in ”Do I like their site? Can I find parking at their store? Is their customer service friendly? And, yes, do I like their products? ”we as marketers have to take an "everything matters" approach to learning about our female customers. And, almost anything we can discover about the women we want to reach will further our listening skills.