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BizReport : Research archives : September 30, 2010


Top 3 tips for engaging female emotions

Women may make the bulk of household purchases, women may be playing games and watching video clips and women may do a lot of shopping online, but marketers are still having trouble finding and converting women from browsers to buyers within the Internet space. Read on for an insider's view to engaging women in the online space.

by Kristina Knight

Although women do the bulk of shopping and buying the US, many advertising creative directors are still men, and they aren't always connecting in the right way with their female viewers. Why? Dan Hill, President of SensoryLogic, offers his views on why marketers need to be on-emotion, whether they're targeting men or women in the space.

First, on-emotion can also mean on-motivation. In his research, Dan Hill has found that 39% of ads focused on enjoyment while 30% focused on empowerment. For women, both of these emotional reactions need to be found. In women, however, enjoyment can also be defined as attachment (to family, friends) and empowerment can be defined as self-esteem. Don't forget these two options when creating campaigns.

Second, make sure any emotion used is authentic rather than pandering.

"Do we really need to see a parade of housewives gaga over holding a conversation with the Tidy Bowl Man?" Hill asked. "Condescension hurts. And spending of authenticity, make sure the smiles on display aren't faked: with the two halves of their brain literally connected a bit better than those of guys, when we say a woman is in 'touch' with her feelings, there's scientific proof."

Finally, don't forget your - or her - values.

"The feelings that matter are [those that] reveal our personality and our value system...something we are deeply invested in emotionally," said Hill. "Women in particular are looking for extra, emotional reasons why they should care about a brand based on it caring about them, and the causes that matter to them."






Tags: demographic advertising, demographic research, female demographic, online advertising, Sensory Logic








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