The new marketing target, Gamma Women
Posted Under: Women in Business
I often catch myself presuming I know my female audience well, simply because I am one. I expect I’m probably not alone in making this common mistake.
Like any major market segment however, shifts and changes are regular and it seems those who continually cultivate a deeper understanding of the modern women, are at the forefront.
Marketing to women is globally big business, with thousands of companies competing in this multibillion dollar industry world-wide. Long gone are the days where women waited patiently for an allowance each week and their buying power consisted of controlling the grocery shopping. Women are now responsible for 80% of all household purchases.
Stephanie Bressan, a recent Brisbane Woman presenter, mentioned in her presentation how infuriating it was, when recently buying a new family car, many of the salesmen directed all their questions and energies to her husband. Not surprising, the one who realised Stephanie was making the decision and spoke to her, made the sale! Isn’t it sad for companies when they don’t know their current market and totally underestimate the buying power of the modern woman. Unless businesses understand this major shift in status-quo, they will unfortunately get left behind.
I came across an article recently and it made me stop and think about women, how differently we now operate and the impact this has on me personally and in my business.
This article identifies a new market segment called ‘Gamma Woman.’ I’m not big on buzz words at all, but I think the content of this is important and worth considering. This is an American study, but very relevant to Australia also. According to Meredith Publishing and NBC Universal research, there are more than 55 million gamma women worldwide. But what does this mean exactly?
David Bohan who wrote the original article says, "Gamma women are very prone to: generate and share information with their peers; become experts in the everyday issues that women face; use social media to share tips and collaborate with other women; be active and involved in their community; make a conscious effort to recycle; actively practice their faith; donate and volunteer to causes in which they believe; develop a sense of personal style; have homes that are comfortable and welcoming."
If these 3 statements resonate with you, then you might just be a gamma woman.
• Spirituality is important in my life; I am environmentally conscious; my work should fit my personal and family needs, not the other way around.
• I enjoy creative pursuits and opportunities for self-expression; I feel empowered by information; I describe myself as collaborative and inclusive; I value relationships.
• I am willing to share my time and talent with people and organizations that are important to me.
He goes on to say, "This group’s style reflects their attitudes and belief system. These women see influence radiating out, not coming down from on high. They see sharing as currency, and they thrive on collaboration.”
The statements below are typical of gamma woman, and this according to Bohan is why marketers should pay close attention.
"I can inspire friends about things I am excited about."
"When I find a product I like, I typically recommend it."
"People often ask my advice about products and services to buy."
"When I see an advertisement I like, I will go to the Web site to find out more information.""
Bohan says that successful marketers to gamma women are now adopting a totally different marketing style that is authentic, tells real stories, invites female customers to share their own story and opinions. The female customers needs and wants are considered with a deeper understanding and this creates much more meaningful two-way communication.
Keys to Gamma Marketing
• Pull her in to interact with your brand.
• Inspire her with real stories and distinctive characters.
• Be authentic.
• Ask her to share her opinions, needs, and wants.
• Spark her creativity. Invite her to participate in creating your brand’s story.
• Use multiple media and marketing techniques.
• Show her your values.
• Don’t be afraid to take risks or make course corrections.
• Tap into interest groups and influential individual voices.
• Create adventures and unique experiences.
• Help her edit the wide array of choices.
"One of the first examples of marketing to gamma women was Dove’s "Real Beauty" campaign. Dove used real women instead of models to extol the value of its ever-expanding line of beauty products," says Bohan.
I think we are all aware of this very different shift in how we interact and conduct ourselves in business. Imagine sharing information 10 years ago the way we do now. There is undoubtedly a massive feminine shift towards universal, collaborative approaches which benefit all of us. I for one, am very happy to be a part of it.
For more information and to get a free report, go to gammawomen.com
What are your thoughts?
How does this affect your business? What are your thoughts on gamma women? Do you believe this new group has emerged? Why?
Reader Comments
I’m not sure about “new” gamma women. I reckon we’ve always been paving the way for others and making life better for everyone.
I’ve also been blessed to have many women of all ages around me through the years who share a community mind. They’re able to think of the bigger picture and understand that no matter how insignificant or small actions may seem, they do have a positive impact in some way. Many business women I know (myself included) are much more focused on benefitting groups of people as a whole rather than working one on one (a much faster and more efficient way to change the world that’s for sure!)
Yeah, I’m not so sure about new at all. I reckon we’ve been doing this since before time began. Maybe we just have more ways of thinking about it and talking about it now.
I do love being a woman.
I totally agree with this Kylie. I think there has been a shift in the way women do business for sure. I was not sure if it was an age thing but this article confirms there is a shift. I used to admire women who were go getters and often perceived them as being aggressive and in some ways wished I would be more like them. Thank goodness it never felt right because now I enjoy a level of success that comes about from rewarding and enriching other women’s lives, nothing is more rewarding.
Marketing to women I feel is one of the toughest and most competitive markets. I think it’s true what you say Kylie, everyone presumes they know women, but very few take the time to actaully research first and test their ideas. Woman are now responsible for most purchases and it is often with their money, so they are comfortable to make purchases without checking with their husbands first. The brands align themselves with womens needs and somehow show they understand women and want to make their lives easier, are the ones that women will spend money with.