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March 22, 2006

Do It Like Ford: Target Women With Promotionals

Ford Motor Company developed an elaborate marketing campaign designed to sway women, because when it comes to household purse strings "women are the ones holding the bag."

In a recent press release, Michael Silverstein, principal at Boston Consulting Group and author of 'Trading Up: The New American Luxury', says: "Women drive close to 75 percent of durable goods purchases at the household level. They are both the contributors to income growth and the definitive allocators of spending. They can buy a new car, or they can invest in a new kitchen."

If your company doesn't yet target the "power of the purse" with gifts and promotional items, the return on your campaign dollar may not be as high as it could be.

A jumper cable is a useful product that can be used in both business-to-consumer or business-to-business promotions. The trick here is simply in the presentation: it's got to be skewed slightly when the recipient is a woman, i.e., stressing the convenience of having the cables at hand plus the fact that there's an instruction label and vinyl carrying case. Men would likely be more interested the numbers: it's an 8 guage, 400 amp clamp, 12 ft. jumper cable.

Posted by farfromboring at March 22, 2006 02:30 PM

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