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Top trends in marketing & selling to women

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SMARK Conference Marketing to Women October 2014
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  • 1. TOP TRENDS IN MARKETING& SELLING TO WOMEN

2. ANDREEA STRACHINHead of Communication DesignKaleidoscope Proximity 3. before trends: the state of women in RO 4. 1 9 7 0 1 9 8 0 1 9 9 0 5. S o c i a l E c o n o m i c C u l t u r a l 6. Two women running for presidency 7. 50%Romanians who would never vote a female president in 20132013 Research, Consiliul Naional pentru Combaterea Discriminrii (CNCD) 8. 60%Romanians who would never vote a female president in 20142013 Research, Consiliul Naional pentru Combaterea Discriminrii (CNCD) 9. THE CHALLENGE WITH TRENDS 10. A trend isnt about whats cool.T h e i n d u s t r y h a s b e e n o v e r u s i n g t h e w o r d . 11. A trend has reached its tipping point, butthis doesnt mean it can be applied globally.T h e c u l t u r a l d i f f e re n c e s b e twe e n Roma n i a a n d o t h e r c o u n t r i e s . 12. Take for example theShared Economy trend.Romania is a nation ofowners over shares.Our first two values in lifeare owing a house and ahaving a family.And the house presentsthe biggest spending aRomanian has in alifetime. 13. Crowdsourced jobsmarketplace helpswomen with children findshort-term workBeta-launched in Japan during March2014, Mama and Crowd is acrowdsourced jobs marketplace allowswomen with young children to find workthat fits around their schedule.Expensive day care and a stay-at-home-culturemean that its often difficult formoms to earn supplementary income;Mama and Crowd allows users to browseshort-term contracts or one-day tasks.Users can split longer-term jobs with othermembers, or join a pool of workers tocomplete tasks. 14. Crowdsourced jobsmarketplace helpswomen with children findshort-term workBeta-launched in Japan during March2014, Mama and Crowd is acrowdsourced jobs marketplace allowswomen with young children to find workthat fits around their schedule.Expensive day care and a stay-at-home-culturemean that its often difficult formoms to earn supplementary income;Mama and Crowd allows users to browseshort-term contracts or one-day tasks.Users can split longer-term jobs with othermembers, or join a pool of workers tocomplete tasks. 15. Its all aboutSUBSEGMENTATIONnowadays 16. Happyspo(ersisaTrendwatchingnetworkImpartof.Here,thehubcallsdifferentcountriesinordertoiden?fysignals,micro-trends&/ortrendsfortheirfurtherresearches/stateoftheindustryanalysis.AndIalwayshavetroubleofferingthemmaterialbecausethemajorityofthemdontreallyapplymuchtoourculture/wayofdoingthings. 17. A trend needs time in order for it to be adoptedWhat were looking at now are trends that have been part of our lives for the past 1/3years. Because trends need a higher time span than micro-trends or signals. 18. so, this is not your ordinary top 10 trends list 19. introducingbehavioral economics 20. The fuzzy zone between the emotional and the rational, theeconomic and the social; the individual and his/her context;humans and technology"-Ana Andjelic, Group Strategy Director 21. behavioraleconomicsempoweringindulgenceinterestsrelationshipsemotions 22. GROWINGEXISTINGbehavioraleconomicsempoweringindulgenceinterestsrelationshipsemotions 23. Empowering womenYou can do it%Example: brands supporting breastfeeding in public# 24. Empowering women tobe active participants%Women are invited by brands to be partners, co-curatorsand co-creators, more than spectators. Its how theentire concept of Engagement started after all.# 25. Im always wearing my inventor hat.Whenever I purchase a new technology, Ilook for ways to improve it. The USPTOhas issued 115 patents to me, and I havemore than 250 more pending, making methe first woman in IBMs history to reachthe 100th Plateau Achievement Award,which is a point system that rewardspatent filings and publishes.Lisa 26. 2. Diabetic indulgence#Its time to care about yourself 27. 3. The power of emotionFrom increased empathy to an emphasis on family values and interaction, most of these impacts haveone thing in common emotional connections. From tapping childhood nostalgia and promotingfamily safety to striking confidence and evoking a sense of power, creating an emotional experience isa sure-fire way to improve sales efficiency.# 28. 4. Interests over age-groupsIts about evolving how we target & address women within our media strategies. Itsabout the impact technology now has in shaping / endorsing new & existing behaviors.%%Google has some solutions, CRM programs can also help, and a new software ispreparing to be launched in the Romanian market that allows you to use cookie historyin order to better profile your digital audience.# 29. BUILDING UPON A NEW BEHAVIOR%For all 700,000 wedding-related pins every day,hotels now hunt bridezillas on Pinterest. 30. 5. RelationshipsFrom rise of data to usage of data. Although Ive searched, there is no CRM programin Romania created exclusively for women. Reasons? Business commitment and money.But relationships are the most valuable thing a brand could build in these non-linear timeswhere the process of acquisition is much more higher than the retention one.# 31. For more information about trends, letyourself get inspired by: 32. THANKYOU

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