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If your business has a customer base of women to any degree at all, then
there are some things you need to know. How and why a woman chooses a product or
service depends on a host of factors beyond basic need fulfillment.
Marketers who want to gain share in the lucrative women's market need to
understand what really matters to her and how to effectively communicate with
her, according to Kim Martin, Executive Vice President and General
Manager of WE tv. Martin states that in today's marketplace, women are the
households' chief purchasing agents, making more than 80 percent of the buying
decisions.
And when it comes to word-of-mouth (WOM) marketing, apparently women are the
gender to reach. Renee Wilson, senior vice president of Manning, Selvage &
Lee, says that, “Men are historically considered the “action” gender. While that
may be true in movies, our research found that in WOM, it's the women who are
most likely to take action."
Wilson added that if you have the right product, and partner it with the
right message at the right time, through WOM, you should find a highly receptive
audience in women.
This information gives small business owners more to think about when it
comes to reaching potential customers. Women might hold a big part of your
business’ future in their hands.
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