At Fletcher Marketing PR, we specialize in marketing to women and the complexities that often entails. We challenge our clients to resist the ‘one size fits all’ approach and to challenge her status quo.
Marketing to Women
It was a passion for communications, especially toward women, that helped shape and grow the business Kelly Fletcher started nine years ago.
Her hard work and dedication to the craft has resulted in a flourishing company in downtown Knoxville that was recently spotlighted in the latest edition of Cityview. The magazine profiled six successful East Tennessee women entrepreneurs, who started and head up their own communications firm.
When it comes to marketing, many companies and organizations fail to recognize the vast influence of female consumers, or worse yet, classify women as a ‘niche’ market. Not only do women control approximately 85% of purchasing decisions in the U.S., they are increasingly populating the ranks of management; thereby impacting decisions in the B2B environment as well.
The concept of women searching for “less” is one that is hard to come to grips with at face value. Millennials are currently one of the largest targeted demographics when it comes to marketing, but an even more defined sector is the minimalist.
Over the last several months, I’ve had a couple opportunities to learn about the Malala Fund and the upcoming film release, “He Named Me Malala.” Co-founded by Malala Yousafzai and her father, the fund works to secure girls’ rights to a minimum of 12 years of quality education, particularly in the global south. The goal is to help girls achieve their potential and positively impact their local communities for the rest of their lives. Below are a few stats on why this is such important work.
Color is one of the most powerful branding tools due to its ability to evoke emotions across a broad spectrum of consumers. Since color can arouse different emotions, choosing the colors that resonate best with your consumer takes an educated and scientific approach. Extensive research has gone into figuring out how people react to color on an emotional and even physical level. For instance, viewing the color green will lower a person’s blood pressure.
We recently attended the BlogHER conference in New York City and were surrounded by social influencers like Gwyneth Paltrow (check out her blog, GOOP), and Christy Turlington Burns (check out her non-profit, Every Mother Counts).
Most brands and industries have become increasingly aware of the need to create messaging and marketing strategies that specifically speak to women. So just how powerful is the female consumer?
I’ve been captivated by the spotlight on Emma Watson and her humbly moving (even if a bit nervous sounding) speeches about gender equality. Yet her nervousness is not due to an inexperience of being in the public eye, nor is it out of youth or naivety. Rather, it’s driven by her passion to bring a powerful gender equality campaign to the forefront and use her influence to elevate awareness and participation. I’m thrilled to see an unexpected, young ambassador speaking for this cause.
A recent article brought me some more excitement about the new perception of the female that is surfacing. Bridget Brennan of Forbes wrote about the top 10 things to know regarding women consumers. Number 2 on her list is my favorite and states, “Women have a multiplier effect.” We hold multiple roles, which take us into vast, varied and far-reaching market segments that could be converted into loyal customers. We have a voice and know how to transport a message far and wide – and will gladly do so for the causes in which we believe.
Gentlemen, we are not trying to bulldoze you. Your voice is a valued component of healthy professional and personal interactions, information discovery and societal progress. We want to join our voices for good, to effect positive and sustainable change for generations to come. I’m grateful to live in a time when women are being heard and to witness the positive response that is unfolding.