Gender marketing as a holistic approach
EFFECTIVE, TARGET GROUP-ORIENTED COMMUNICATION REQUIRES WORK.
What is the perception of your brand?
What are the strengths of your product or service?
What are the target groups (f/m) and how do you need to appeal to them?
Which of society’s prevailing trends and fashions need to be considered?
THESE QUESTIONS AND MANY OTHER ASPECTS ARE THE STARTING POINTS OF OUR WORK.
Mother Nature designed the human brain as an entity with two distinct areas of responsibility.
Men frequently show increased activity in the left cerebral hemisphere (rational, analytical, objective, focused, logical).
By contrast, the right cerebral hemisphere (emotional, intuitive, holistic, subjective, emphatic) is oftentimes more active in women.
Having said that: "When we talk about behavioural patterns we deem „typically female“ or „typically male“ , we are not referring to beings that live in completely different worlds. Among the representatives of the two sexes we find more commonalities than differences. While not vast in scope, the differences we do find add up to something that is quite unique for each group.
"
Susan Pinker, developmental psychologist
WOMEN ARE NOW IN CHARGE OF MAKING APPROX. 80% OF ALL PURCHASING DECISIONS.
This fact makes marketing campaigns that are especially geared towards women an obvious choice. Communicative concepts that reflect feminine principles appeal to men and women alike (e.g. Apple, Mini, B&O, Bosch Power Tools, Nespresso, Vorwerk,).
The key to establishing brand loyalty is gaining the love of both sexes. Smart brands exude emotional intelligence and possess an attraction that manages to win just as many women as men as new customers.
These brands woo their customers and convey their appreciation in every tiny detail.
„Women (and men) do not buy brands, they join them“
Faith Popcorn, futurist