There is an ad currently running in our area for a birth center at a local hospital. The spot features a man talking about what’s important for his wife in a birth center. It ends with a joke about gaining sympathy weight during his wife’s pregnancy, “I’m sure it’ll come off once the baby is born.”
My mind can’t quite get past a man talking about what’s important for a woman in a birth center. The whole spot rings hollow and if I were choosing a birth center, that one would get immediately eliminated as not understanding my needs.
Did you know that 91% of women feel that advertisers don’t understand them? And when it comes to health care marketing, I’m not alone. 66% of women feel misunderstood by health care marketers.
And it doesn’t have to be that way. Over the past few months, in the Business of Women series on The Pert Group blog, we’ve discussed what’s important to women when it comes to technology, the environment and social media. If your messages aren’t resonating with women, you’re leaving money on the table. Women spend $5 trillion annually and account for 85% of consumer purchases.
Next week, Regan Mik will show brand marketers how to optimize their touchpoint communication strategy and get more women engaged with their brands at the 9th Annual M2W – The Marketing to Women Conference in Chicago.
If you’re going to the conference, don’t miss this session. As Regan explains, “brands need to consider women’s technology and social media behavior when it comes to their marketing initiatives. The brands who attend my workshop will be immersed in the new digital world of women and will learn how to apply it by uncovering the best ways to talk to women and which touchpoints to pursue.”
Also, if you’re at the conference look for Susan Spaulding and Courtney Marinak. They’ll be happy to share more about optimizing your brand’s message with women.
Not going to the conference? Catch up on Regan’s series of posts regarding the Business of Women here and then let’s talk about a customer-driven market strategy for success.