There is no one-size-fits-all strategy for marketing to women, but they do have general things in common depending on whether or not they have children. The ages of the children will also affect their shopping habits, so the more information you can gather about them, the better.
Their needs will change depending on the ages of the children, but there is a pretty clear pattern of shopping once a woman gets married and registers for gifts for her wedding. Smart marketers will then begin marketing to pregnant women. If they register for baby gifts, you can also predict their pattern of needs and spending.
But women with children don’t shop just for themselves, they shop for their extended family as well – including older parents and their spouses. They will treat themselves to things they feel are good value, that are worth it if it will save them money or help them make more money. Above all, they want to save time – especially if they are working outside the home.
Buying Trends for Women with Children
Typically, women with children will research all their purchases carefully online and socialize on the networks, to get the best deals and ask questions about the products they are thinking of buying. Mothers with more than one child will try to be frugal and pass along items from one child to the next. They might also do swaps with other moms whose children have outgrown their clothes.
But being a mom means consuming more, even if you are trying to be frugal and green. Products that align with their values will impress and speak not just to their material needs but also their intellect and principles. For example, many women are willing to pay more for organic versions of products even though they cost significantly more and are usually a good deal smaller in size. This trend towards organic also shows they are health-conscious for themselves and their families.
Another trend amongst women with children is buying locally. They may not be able to splurge in Whole Foods Market, but the local farmer’s markets will be full of fresh produce that is not likely to be doused in pesticides and other chemicals to make them look more attractive on store shelves. In addition, they will have traveled much shorter distances and usually be fresher and riper. Appealing to her sense of local loyalty through email and in-store campaigns will keep her coming back for more.
Find Out What They Want
Building relationships with women with children is essential in order to gather the right customer intelligence. You can then use personalization tools to target the segments of this large cohort of female consumers with specific messages. Give them powerful and empowering reasons to buy, and make it clear that your solutions work and offer good value for money.
For higher-ticket items, emphasize customer service, guarantees and warranties. If you are selling technical items, emphasize how easy and reliable they are to use and that support is within easy reach if they should ever need it.
The other main consideration in relation to marketing to women with children is whether or not they are married. Over 40% of households in the US are headed by single mothers, or women who are the main or sole wage earner. If they are without a partner, they will need products and services that can help them with typically “male” activities like home repair and lawn maintenance.
Easy tutorials showing them how to use the products you sell directed towards a female audience in a helpful, not patronizing way, can help show your brand understands her needs, and is therefore one she would be eager to have a relationship with.