brand positioning

You’ve probably heard the word “pink” bandied about over the past few years in articles and books about marketing to women. This innocuous color has unfortunately become the universal term to describe stereotype-driven marketing attempts to reach women.

From automobile manufacturers to digital game developers to toolkit retailers and lawn care services, businesses everywhere are eager to connect with their female customers and grab hold of this significant financial opportunity. In many cases, pink thinking seeps into the marketing mix and obstructs the lines of communication between companies and the women they aim to serve.

So, what exactly is wrong with pink thinking and how can you be sure your company is working with a more colorful marketing palette? We define ‘thinking pink’ as a limited and stereotypical view of women, wherein companies work from tired data and assumptions about what women want (such as pastels, flowers or “lighter” versions of the original) and how they buy. These clichéd assumptions inevitably lead to products, marketing campaigns and service offerings that miss the mark with today’s ultra-savvy and empowered female consumers.

Rest assured, pink thinking isn’t a single attitude or action, and it usually isn’t applied intentionally. Instead, it’s a perfect storm of inadequate staff and budgets, outdated information, fear of alienating men, and limited ideas, combined with a hailstorm of good intentions and the sincere hope to reach women more effectively.

If you want to avoid creating a pink campaign, but you’re convinced that women do want an approach more tailored to their needs, what are your options? We propose the following three marketing to women approaches: visible, transparent or hybrid.

Visible campaigns are “for women”

Some products naturally demand language and imagery that’s unquestionably directed toward women. Well executed, a visible approach can streamline the way to women’s buying minds and deliver a truly customized brand experience. Products that are engineered to be more relevant for women’s bodies are currently among the most successful “for women” campaigns. These include visible products such as Gillette’s Venus razor or Schick’s Intuition line. In addition, visible marketing works well when you’re launching educational seminars and programs that help women get up to speed in a specific area. For example, snowshoe clinics for women or a stock market class for new investors. When women are tackling a new skill, they often enjoy an all-female learning environment. But once a woman achieves mastery in a certain area, she’s not as concerned about learning with only her female peers.

Transparent campaigns resonate with women

A subtle, yet more sophisticated approach involves tailoring your message to meet women’s needs without labeling the product or service exclusively “for women.” This is transparent marketing. Home Depot, Lowe’s and other home improvement centers are newly committed to this approach, and have begun displaying products in context by creating vignettes and room-specific scenes, carrying more designer and household products, and offering better lighting, wider aisles and well-organized product displays.

While Home Depot and Lowe’s do not label these efforts “for women” per se, their transparent campaigns acknowledge that women often have a longer list of requirements in the buying process than men. In many cases, women are looking for the same things as men – and then some. Home improvement retailers are hitting a transparent marketing home run by developing full-service solutions, tailored programs, and products to attract a new group of female “do-it-herselfers.” And by satisfying women’s high standards in a transparent fashion, they are meeting (and often exceeding) the expectations of their male customers. Women are happy and men have no idea that these new, improved retail environments have been given a transparent, female-minded makeover.

Hybrid campaigns add relevance for women

In a hybrid approach, the overall marketing effort might remain transparent, while certain products or elements are more visibly focused on women and their distinct needs. Home Depot’s “Do it Herself” workshops, which teach home improvement skills such as installing wood floors or custom tile counters, provide a great example of for-women efforts in the context of a transparent approach. Put visible and transparent marketing together and you’ve got a hybrid campaign.

Each of these approaches – visible, transparent or hybrid – can effectively serve their specific markets. The key is to know which position you have chosen and why. Be intentional. For most businesses, however, transparent marketing offers the most compelling and appropriate choice. Why? Transparency requires detailed market knowledge, innovative solutions to specific customer challenges, and inspired choices that deeply reflect and understand women’s preferences. It takes more work, certainly, but transparency will attract your target market, build brand loyalty and increase sales in a way that a visible campaign often cannot.

You simply can’t lose by focusing on women’s needs and tailoring your brand experience to better fit them. Commit the time, talent, money and energy it takes to serve women and develop innovative transparent marketing programs. The women’s market is not a fad or a temporary trend. It’s a lasting opportunity with the potential for both immediate and long-term profits. Remember, when you change your products, services and customer experiences to satisfy women, you’ll also exceed the expectations of men. Unlike pink thinking, transparency has no gender.