The Four C’s of Marketing to Women

Posted by Marcel Sim under Sales & Marketing,
August 7, 2007

Marketing Idea Blog: Despite some companies’ best efforts, women are still hungry for products and services that address their needs and solve the problems that are important to them. Here are some things to remember - “What women want,” if Mel Gibson will allow me to borrow a phrase. Coincidentally, they all begin with the letter C. So let’s ditch the Four P’s and lay out the Four C’s: the Four C’s of marketing to women.

Community. Women want to belong to something larger than themselves. If you can create a place where we can gather, you’re ahead of the game.

Conversation. What happens when women gather? They talk. In addition to being part of a community, we want to contribute to the conversation going on within that community. We want to share our experiences, report our problems, offer encouragement and support.

Convenience. From stay-at-home moms to high-powered corporate leaders, from students to grandparents, we all want to recapture more of our precious time and spend it on something we love doing rather than on something we have to be doing.

Cost. Hey, we’re not stupid. We know when something’s a good value, and we know that “cost” isn’t just the price. So don’t just paint it pink and mark it up 20 percent - figure out a way to make it unique to women, or find a way to promote it that pushes our buttons - we’re smart, we’ll get it!

Four C’s of marketing to women [Marketing Idea Blog]

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