March is National Women’s History Month and as someone who specializes in creating content that helps businesses connect with their female customers, I can’t think of a better time to celebrate the new batch of “Girl Power” messaging that big brands have been using.
While marketing to women is not a new concept, how we market to them is changing. As the gender equality conversation moves from being just a woman’s issue to being a human issue, our marketing strategies are empowering women while not excluding men. Here are some of my favorite campaigns and how your company can use the successful strategy:
The campaign is focused on changing the conversation of what it means to do something “like a girl” and is an empowering message of strength and confidence for girls—and women—of all ages. http://youtu.be/XjJQBjWYDTs
The Takeaway: Challenge the traditional woman or girl stereotype in your messaging by talking to real women/girls who use your products or services. A realistic portrayal of your female customer—in copy and images—will resonate well with your target audience.
Dove Men + Care: “#RealStrength”
We see a softer, more caring side of Dad in this Dove Men + Care spot—which shows that masculinity doesn’t have to be rough and abrasive to be strong. http://youtu.be/QoqWo3SJ73c
The Takeaway: Men in your marketing to women messaging works as long as you do two things: 1) Make men seem smart & capable—especially when they are in the role of Dad and 2) Don’t forget that women exist—even if you don’t see them in your images or directly talk about them in your messaging, you should make them feel like they are part of the story.
Camry: “How Great I Am”
Olympian Amy Purdy works hard and overcomes challenges to the iconic words of Muhammad Ali’s speech, “How Great I Am.” http://youtu.be/PjUfygo5mzw
The Takeaway: Think gender equality—what are the similarities between your male and female customers? What inspires men can also inspire women. Also, don’t be afraid to use male icons to showcase female strength—and vice versa.
Pantene: “Labels Against Women”
This campaign shows that gender bias still exists through the labeling of our personalities based on whether or not we are male or female. http://youtu.be/-K2kfgW7708
The Takeaway: Keep it simple. This campaign uses quality images with very to-the-point copy. Let your audience draw their own conclusions—you don’t always have to spell it out for them.
Verizon: “Inspire Her Mind”
This spot was created in partnership with MAKERS to encourage more girls to get involved with STEM programs and seek high-tech careers. http://youtu.be/XP3cyRRAfX0
The Takeaway: Tell a great story—keep audiences engaged and make them feel connected to your brand in a very human way.
Patti Minglin is a content marketing expert with substantial experience in marketing to women and marketing to moms. She is a product of the publishing industry having spent more than 17 years in senior executive positions in circulation, advertising, marketing and new product development where she led the launch of several regional publications including Curiocity for Kids magazine and the Campus Guide, an annual magazine targeting college students. Most recently, Patti served as the Associate Publisher- Advertising/Marketing for Chicago Parent.
In 2011, Patti launched Go Girl Communications (GGC). Patti’s unique background in sales, marketing and content creation allows GGC to help small- to medium-sized businesses develop content and content marketing strategies that align with a company’s overall business goals and help establish deep connections with their primary consumer: women.
Patti is often considered a thought-leader in the marketing to women space and continues to share her insights via her company blog, is a monthly contributor to the Engage: Moms blog for Media Post and has been featured in numerous publications including Crain’s Chicago Business.