| Advertising
Dollars |
The percentage of advertising dollars used to attract female consumers
varies by company. The annual New York Women's Expo is an example of
how an organization spends its advertising dollars targeting woman.
Radio ads make up the bulk of the organization's $75,000 advertising
budget, at 40 percent. Local radio stations in the Albany, NY, area run
the ads, which target 18- to 64-year-olds. Television ads on local
stations come in second, at 25 percent. Billboard's make up 15 percent
of the organization's budget. Ten percent of the budget goes to print
ads in local newspapers. Internet advertising with Google Adwords,
Facebook and email blasts accounts for 5 percent of the budget. The
Expo spends another 5 percent of its budget pitching to vendors through
the Internet, posters and ticket giveaways. |
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| Buying
Power |
Globally, women account for $20 trillion in annual
consumer spending. Most of the income growth in the U.S. during the
past 15 to 20 years is attributed to women, according to the consumer
specialist firm Nielsen. Women also can be invaluable customers; 92
percent tell others about deals and items they find. |
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Marketing Strategies
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The
Internet has given small businesses, including brick-and-mortar
enterprises, a chance to compete globally with large companies. The
Internet also is where small businesses can find women consumers. Ads
with general appeal to women and men work best when they connect with
peoples' identities and interests, such as investing or horseback
riding. Ads targeting women should work similarly by offering reliable,
useful information. Seventy-five percent of women use the Internet to
help them become informed consumers. Women aren't simply a "niche" or
"specialty" market segment; they're more than half the population and
therefore offer a fair rate of return on businesses' advertising
dollars. |
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