In an economic downturn, there may be a tendency to give up on new ideas and thinking, and just hunker down, until the worst is over.
NEW THINKING
HomeAuthor
Andrea Learned, Author at Branding Strategy Insider
Studies show that marketers have been missing a huge part of the population. Could it be? Apparently, having so shifted their focus toward women, marketers have lost touch with the male consumer — but there are several “secrets” to reaching them that will save the day.
When I am asked for examples of great marketing to women efforts, I generally list past campaigns by American Express, Home Depot, Apple and Kleenex.
One of the six guidelines to transparent marketing in reaching women, as laid out in Don’t Think Pink, is: to build customer feedback into your process.
I recently read a Wall Street Journal article by Mark Penn in which he describes the “new info shopper.” The only thing “new” about this information-gathering, deliberate consumer for me was this: that buying ways formerly seen as feminine are becoming more gender neutral.