One Size Fits All

Note to Ourselves: Don't become so focused that we lose focus.

Last night we attended an agency launch party for a new division targeting women in the 25 to 54 demographic. That's a huge slice of pie. The gist of the presentations was that women are "multi-minding" all over the place. They're making 80% of household decisions, balancing budgets and doing all of the purchasing at home and work. They're moms, bosses, employees, coaches, counselors -- everything to everybody. So the last thing they need is another marketing message to compete with the 8,000 others that are out there. That's fine, except all of the invitees are in the business of finding out just how to reach these very busy people. All the panelists -- an agency employee, a magazine editor and an author -- were good, but one was exceptional. She was a former brand manager for Home Depot and she said a few things no one else did. The one that really hit home for us? Customer segmentation is key. About the only thing its guaranteed that most women have in common is a hectic schedule. When talking to marrieds, singles, moms, the childless, stay-at-homes, fast-trackers, majorities, minorities and everyone in between you have got to figure out how to speak to each woman in her own language. Or at least make her feel like you're doing so. Therein lies the rub. It isn't enough just to say you're going to market to women. You have to dissect the species and identify the genuses. And then give the woman what she wants!