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There are quite a number of ways through
which companies can and have been reaching their women
customers. In the process several interesting facts have
surfaced. Women have the habit of talking to each other,
which is often referred to as gossip and considered useless
talk. But, experts call this the `connecting phenomenon'
which links one woman to another. It is this behavioral
aspect of women that brings them much closer.
This is
probably because they are more risk averse than men while
purchasing. And perhaps because of this behavior they posses
three times more recommending power than men when it comes
to recommending to their friends /relatives, or when they
are looking for a particular product/service from the
market. This connecting power is the reason for the huge
success of the legendary 'undisputed' queen of connection,
Oprah Winfrey. |
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Companies should try to tap this connectivity among women to
increase the awareness of their brands as SnackWell, the
US-based food company, successfully did. The company knew
the importance of this connection formula as they built this relationship by
investing huge amounts in GirlsInc, the largest girls advocacy group in USA.
Further, the company celebrated Mothers Day to make it memorable for both
the mothers and the daughters; they even conducted workshops on the
mother-daughter relationship. Snack Well also started a TV program called
`Mothers and Daughters; a life time bond'. All these brought different
categories of women from all sections of life and society, not to mention
the mothers and daughters much closer.
Other examples of companies which have encashed on this connectivity power
are Dettol, Parle and Palmolive. Dettol used Mothers Day (14th May) to
advertise Dettol, which shows the power of a mother's love and care, on
virtually all TV channels, thus building its brand personality and further
associated with protection, care and love. It helped Dettol bring mothers
closer to the brand.
Parle too leveraged the International Day of Families (15th May) to its
advantage through television commercials, contests in the print media and
appropriate sponsorship. Its association with Family Day made Parle's
products dearer to Indian families, increasing its brand image
significantly. Palmolive took advantage of the fact that the 2000 Miss
Universe, Lara Dutta, was supported by them. Palmolive's association with
Lara Dutta made the brand synonymous with beauty, and Palmolive made its way
into the hearts of young aspiring girls and women, further highlighting its
brand personality.
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