January 28, 2006
Many advertisers will tell you that women are complicated. It can be tough to appeal to their sensibilities and tastes, as women are versatile, and as different as their fingerprints or handbags. An increasingly difficult sect of women to market to is young women, those between the ages of 15 and 25.
An article discussing ways and approaches to market to this booming young-female market was recently posted on BusinessWeek.com. The article was written by the women of 3iYing, a marketing firm that focuses on marketing to women ages 15 to 25. So needless to say the authors were spot on when describing problems with current advertisements targeting young-female consumers. Issues included arrogance, negligence and insensitivity.
And while they offered additional suggestions for marketing to young women, the key goal was missed, research.. Young women are a diverse group who have dissimilar interests, and can not be generalized into categories. Individualism is valued, but so is looking like the group. Complexity does not begin to describe the predicament.
This is where a company like BrainReactions is really allowed the chance to shine. BrainReactions has the power to research what young women want, straight from the target market. With Brainstorming sessions and idea generation, the BrainReactions team has the power to truly get inside the hearts and minds of this demographic. Companies could only be so lucky.
The missing piece to cracking the code on advertising to young women isn’t appealing to sensitivities necessarily, but rather research, brainstorming and interaction with the target market.