Marketing to women can be complex business, as women lead incredibly busy lives and are savvy enough not to just buy something because an advertisement tells them so. So it is important for marketers looking to reach women need to do so through communities with credibility and with consistent messaging.
This is the idea in Kelley Skoloda’s new book, Too Busy to Shop: Marketing to Multi-Minding Women, a new release by Praeger Publishers. In the book, Skoloda, global brand marketing practice director at Ketchum, looks at women and their lifestyle of “multiminding,”a lifestyle that has grown beyond multitasking defined as “mentally juggling a complex mix of family, career and self-care decisions at any given moment, with little time for attention to commercial messages.”
To reach these highly busy women Skoloda recommends that brands focus on being credible to women and try to reach them through their friends and family. Tying a brand experience into a woman’s local community is another great way to reach women, according to the book. Since women are looking to connect personally with people and businesses in their community, it is the natural place for brands to be.
Skoloda also recommends using a multitude of channels to reach women, since they are so on-the-go. This includes offline channels, as women tend to live their lives offline as well as online. In addition, she recommends that marketers be consistent with their messaging through all channels, as women trust credible brands that keep their messaging consistent.
For those of you who would like to learn more, Skoloda will be speaking at the Marketing-to-Women Conference in Chicago, April 29-30, in a session on Tuesday April 28.
