On a regular basis, Harbinger brings together a diverse group of women who share with us their insights on a variety of marketing and lifestyle-related issues.
At a recent meeting of this panel, discussion focused on the factors that influence women's purchase decisions. In the end, six key factors were identified as powerful motivators for helping a brand connect with the female consumer.
Credibility and substance. Credibility and substance can be earned - by longevity and a proven history of keeping your word - but they can also be borrowed, by affiliation with a personality or another brand that's already earned a woman's trust.
Education. Give a woman information on how to combine paint colours, and she'll be more likely to buy your brand of paint. To make a stronger connection with the female consumer, provide her with information that will help her better understand your product and how to use it.
Image and personality. Women are constantly filtering branded messages to determine which ones apply to them. If your brand's communications don't resonate with their needs and their values, your message will quickly be dismissed.
A place in her life. Moms are 80% more likely to buy a product from a company that recognizes the multiple roles she plays in her life. Demonstrating that you provide solutions to her unique challenges (both minor and major) can win big points for a brand.
Respect. Women are aware that, as the consumer, they are in control, and they appreciate brands that demonstrate an awareness of - and respect for - that power.
Sense of community. Women are more likely to embrace brands that make them feel part of something meaningful. This can involve anything from fundraising for a favourite community group to creating an actual, physical or virtual community to which she can belong.
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