TEN SMART REASONS
TO MARKET TO WOMEN

Women drive spending and have more purchasing power than any single group Consider the following:

• Women are responsible for 87% of all consumer purchases - 94% of home furnishings, 92% of vacations, 91% of buying homes.
• Women make 60% of car purchases and significantly influence 90%.
• Women make the decision regarding bank services 89% of the time.
• Women make over 90% of the decisions regarding health care. (Marketing to Women, 2004)

Women are more likely to purchase items that they have seen in a print ad or read about than any other method of advertising.

• Repetition is important to successful advertising campaigns. The most effective ad buys are placements in targeted publications for consecutive run dates. A consumer normally sees and ad three times before they act on it. (American Demographics, 2000)

The women's market is virtually untapped.

• Many ads are traditionally created for the male consumer. Marketing to women is different from marketing to men. Working women are more time-pressured and when the shop, they shop for their families as well as themselves (TrendSight Group, 2005)
• Women are more profitable customers than men because they are loyal to products. During decision-making, women tend to gather more information than men do. Because of this, they recoup their time investment by staying loyal to the brand they have chosen. Enhanced loyalty means every marketing dollar invested in acquiring women customers results in a higher overall retention rate. (TrendSight Group, 2005)

Women expect more.

• Effectively targeting women generates higher satisfaction-among both men and women. The reason? In many respects, women want all the same things as men-and then some. Accordingly, when you meet the higher expectations of women, you are more than fulfilling the demands of men. (TrendSight Group, 2005)

When women with families have time to read, it's magazines they are reading.

• The average mother reads 4.1 magazines a month. (Prima, 2003)

Over 50% of web users are women.

• The US Census Report in 2000 reported that women became the majority of web users for the first time in history. These online numbers will grow. In addition, over 70% of mothers said they were likely to use the Internet for product information. Women's Lifestyle-Northshore's website lists all its advertisers and offers links to the advertisers' home page.

Word-of-mouth is more prevalent among women.

• Women are more likely to recommend to others those brands or salespeople that impress them-in essence free marketing of the most powerful kind. (TrendSight Group, 2005) Advertising in Women's Lifestyle-Northshore will reach more women because of word-of-mouth.

Women control over half the private wealth in the United States.

• By 2010, women will control over 90%--over $1 trillion--of the country's wealth, according to research conducted by BusinessWeek and Gallup.

Women's median annual earnings in Michigan are in the top third of the nation.

• In addition, in Michigan, there has been a 32% increase of women in managerial or professional occupations since 1997 and more than 50% of new businesses are stated by women. (Institute for Women's Policy Research, 2004)