Feb 14
For women, Valentine’s Day can be a day of expectation. Will he get me something? Will he make dinner reservations? Will he send flowers? Oh God, will my parents send flowers? As Ms. Revis pointed out in her article on the Teleflora commercial, I have also noticed the “give and you will receive” marketing campaign that seems to be a popular advertising strategy (Zales). More importantly I’ve noticed all the commercials I remember seeing this holiday season are gender normative, and advertise Valentines Day in the narrow fashion of male and female lovers. If brands can break away from this classic, obviously played out story of loser-guy-finally-gets-it-right-and-crazy-girlfriend-is-nice-for-once, they would reach a much larger market than the men and women in rocky relationships.
The majority of people with whom I have celebrated Valentines Day with over the years are parents, grandparents, siblings, and my girlfriends: we exchange cards, cook meals together, toast ourselves to champagne, and devour flourless chocolate cake. Maybe it wasn’t particularly sexy or glamorous, but I represent a large and active market! Cooking classes, girlfriend getaways, restaurant deals, deliverable wine/cheese/chocolate baskets, nice gender neutral valentines stationery, not those ugly cards, would be great gifts to advertise and tap into this demographic.
Until then, I’ll continue to “give and receive,” in my own way.
Feb 13
Click photo to view commercial
In last week’s Super Bowl Ad-Stravaganza Recap, Layla Revis and Nikki Copas shared thoughts on ads from Teleflora and H&M and touched upon an interesting marketing trend: Marketing to Men through Women or vice-versa. Regardless of your opinion of the ads’ content and tact, the marketing approach is worth reflection.
Click photo to view commercial
Marketing products FOR women does not necessarily mean marketing products TO women. Strategies like these usually pop up around Valentine’s Day, Mother’s Day and other times when significant others are tasked with purchasing items for one another. Think Kay Jewelers or Zales ads.
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Tags: adriana lima, advertising, david beckham, H&M, Marketing to Men through Women, Marketing to women, Media, super bowl, Super Bowl Ad-stravaganza 2012, teleflora, Valentine's Day, WomenOlogy
Feb 10
Click photo to view commercial
I can tell you this much. I sure do love flowers, but I won’t sleep with you just because you give them to me. I’m pretty sure the majority of women won’t. Teleflora, I’m sorry, but you’ve missed the mark. When it comes to Super Bowl ads, it’s fairly obvious the things that play well include: humor, family (particularly humorous takes on the family – VW/Star Wars, Chevy), pop culture references, and reversing gender roles because both women and men find them increasingly frustrating and tired. Adriana Lima may be stunning in this commercial, but here’s where Teleflora lost the opportunity to do something truly clever, something charming, something downright funny. Just think of all the things you can do with a super model and references to ‘not getting pricked’ because ‘when kissing, tulips are better than one’.
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Feb 09
Click photo to view commercial
Fiat. I see Fiat as the European smart car for somewhat glamorous, mid-30s women. Their Super Bowl commercial, however, would correct me in my judgment, directing, what I would call, the most sexually charged commercial aimed at young men in their early 30s.
Perhaps it was a ploy, but whether it was a successful marketing strategy will be determined. Fiat played on their “European-ness”, with a tall Girl From Ipanema personifying what we would see at the punch line: a sleek red-and-black Fiat.
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Feb 08
This blog is post number two in WomenOlogy’s Marketing to Women Super Bowl Ad-stravaganza Recap. Check out yesterday’s post for more and tune in tomorrow for the next post in our Marketing to Women Ad-Stravaganza recap.
Marketing to Women Done Right …
Click photo to view commercial
The Dannon Oikos yogurt commercial was spot on in terms of targeting women, portraying strength, desire, and a nice flex of ruthlessness. You could pick up the woman’s warning: “enough with the games, I am going to get what I want!” — even before the head-butt. Not to mention, it featured Uncle Jesse. Pretty fantastic.
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Tags: advertising, danica patrick, Dannon, david beckham, godaddy.com, H&M, John Stamos, Marketing to women, Oikos, super bowl, Super Bowl Ad-stravaganza 2012, WomenOlogy
Feb 07
Following a HUGE New York Giants victory in Sunday’s Super Bowl, the excited members of our New York office weigh in on our favorite part of the game: the ads!
Check out their opinions on the ads that were hits with female audiences. Then tune in tomorrow for the next post in our Marketing to Women Ad-Stravaganza recap.
Drew Brees and Chase QuickPay
Amy Inzanti, Vice President, Strategy + Planning
Click photo to view Chase commercial
Drew Brees and son, Baylen, are featured in Chase’s Superbowl commercial. As they play in the front yard, Baylen kicks the football through several neighbors homes–breaking through walls and windows, shattering dishes and other keepsakes. Drew quickly responds by sending an apology note and $200 to each of his neighbors via Chase’s QuickPay service.
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Tags: ads, Chase, Drew Brees, Ferris Bueller, Honda CR-V, M&Ms, Marketing to women, Matthew Broderick, super bowl, Super Bowl Ad-stravaganza 2012, WomenOlogy
Feb 01
Harris Interactive reported that 55% of women are now watching football (Oct 2011 poll). We’re watching fewer hours than men are, but the trend is clear: Move over, men…the ladies are taking over your mancaves!
A couple of weeks ago (actually, I specifically remember it was Week 14, Giants/Cowboys), a friend asked me why and how I could commit so much time to watching football every weekend. I responded that it wasn’t much different from his passion for movies. At first, I was referring to the time commitment. After giving it a little more thought, there are 2 major motivations for my love for football: Story and Strategy. Of course, there are also 2 minor motivations for my football passion: hot wings and being able to scream at TVs in bars without being judged.
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Tags: Behaviors, Communication, Dallas Cowboys, Drew Brees, eli manning, Female, Footbal and women, Football, Harbaugh, Marketing to women, New england patriots, new york giants, NFL, peyton manning, Rex Ryan, Rob Ryan, Tom Brady, Tom Cruise
Jan 23
Most of the time when I’m watching TV, I fly through the commercials on the DVR. Despite the fact that I am a working mom of two, and more than half of the commercials are designed to reach me – the target – I find that most don’t resonate with my life at all. Until the other night. I was fast forwarding through the commercials of a show when I stopped to watch one.
The commercial was for Clorox –the laundry detergent bleach. In the past, we could expect to see a commercial featuring a young boy who spills grape juice on his shirt, and mom smiling with that ‘what am I going to do with you’ look and then taking the T-shirt, bleaching it, putting it in the laundry and waa-la – everything is perfect again.
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Jan 17
Mindy Kaling is positioning herself to be the next Tina Fey. Acting, writing, publishing. Tina Fey was writing, acting, and moved on to producing – with Mean Girls, 30 Rock, and now the bestseller Bossypants, it’s plain to see Team Tina is building an empire in the shadows. Tina Fey is a great example of a power woman everyone likes. It seems the legacy of Oprah and Martha Stewart inspired a new trend in the pop culture of female entrepreneurship (a trend Tina Fey has spearheaded): “build quietly.”
Women have to be subtle. Like the characters Mindy Kaling wants to write in her romantic comedies (the “gorgeous klutz” or the adorable “ethereal weirdo”), women who are improbable and unassuming, so are these new women of ambition. You don’t create an empire accidentally.
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Tags: 30 rock, Attitudes, beyonce, bossypants, Chelsea Handler, Communication, entrepreneurship, Female entrepreneurs, hillary clinton, Marketing to women, martha stewart, mean girls, mindy kaling, NBC, Olsen Twins, Oprah, sarah jessica parker, sarah palin, tina fey, women in leadership, WomenOlogy, zooey deschanel
Nov 21
Watch any romantic comedy and a familiar scene is bound to play out. Boy meets girl; they end up in a bar; drinks lead into a blossoming love and the rest is cinematic gold. Rarely would you stop to consider what these two crazy kids are drinking at the bar, yet it is likely that the bright-eyed gal is sipping on a “girlie” beverage with a tropical garnish and the male would likely be clutching something brown, in a rocks glass.
That scene does little more than prove that most romantic comedies follow a pattern, but my guess is that it also sparked something in the brains of the marketing team at the Dr. Pepper Snapple Group, when they were evaluating strategies for their latest creation – Dr. Pepper Ten.
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