Interview with Marti Barletta, one of the pioneers of gender marketing and author of the book Marketing to Women: How to Understand, Reach, and Increase Your Share of the World’s Largest Market Segment, 2nd Edition (2006). She also launched The TrendSight, a consulting group aimed at helping companies market to women.
There isn’t much coverage for marketing to women in French speaking countries, why would you think this is?
It has not been adopted by major corporations in the proportion that the economic opportunity represents. For example, my book is available in 19 languages but none of them are the major European languages. I was curious about that and was told that the language of business in Europe is English, which is why they’re reading my book in English and it has not been translated. I am not aware of what is going on in France but I do know about a few books on the topic. However, the fact that there has been more published on marketing to women in the US than in France does not mean that there has really been that much more commitment to it.
By November 2013, the BMW i brand dedicated to sustainable development of the German manufacturer, must formalize the launch of these two electric models: the coupe concept i3 and i8 concept spyder. These cars promise to combine innovation, environmental sensitivity and hedonism.
BMW: an eco-responsible company
BMW has been working for years to improve automotive technology. The first electric attempt of the brand was in 1972. Aware of the many changes in our planet, such as global warming, depletion of natural resources and urbanization, the BMW Group is working on its social responsibility. For this reason the BMW i brand was conceived with the perspective of creating new innovative and inspiring cars. (1)
Tags : automobiles, bmw i, cars, driving, electric, environment, men, sustainable development, technology, women, workplace
At the end of 2009, Apple announced that it was launching the iPad in the United States and the rest of the world. In 2010, Samsung entered this promising market with its Galaxy Tab, Sony followed in 2011 with the Sony Tablet. The tablet extends the possibilities for surfing, online shopping and web searches.
Four years after the launch of the first tablet, the French, in particular, adopted this innovation with a penetration rate of 10%, about 3 million French households. (1) Both men and women have been tempted by this innovative medium. In fact, the distribution of the iPad is homogeneous across men and women since 2 million women are equipped with a tablet, the same rate as for men. (2)
According to Gartner, U.S. Consulting and Research Company in the field of advanced technology, the growth of tablet sales should be exponential in the coming years. Between 2012 and 2017, PC sales are expected to decline by 20.4% in the world to reach 271.612 million units, while tablet sales will reach nearly 468 million units. (3)
In the United States, women tend to favor using their smartphones for social purposes. According to a survey from Prosper Mobile Insight, published in June 2012 (http://www.prospermobile.com), men and women do not use their mobiles in the same way. Amongst others, activities that are exclusively done via smartphones are not the same according to the sex. The most fundamental differences concerns the use of emails, Facebook, search engines, and e-commerce sites.
The Shoppenboys campaign created by Celio and the NouveauJour agency was launched in September 2006 and has been regularly updated since. Knowing that half of Celio’s customers are women, the idea was to help shoppers choose clothes for their partners. Celio brought back the old tradition of 19th century department stores by appointing male models in their shops.
Shoppenboys – who are various-sized models (from 36 to 46 in European sizes) – donned red boxers and walked around the Celio shops. The concept was to try on the clothes that shoppers were thinking of buying, so they could get an idea of the overall look.
But that’s not all. In 2008, the Shoppenboys produced a calendar that was a parody of the famous one made by the French National rugby team : « You don’t need to be a rugby player to pose in a calendar! ». To pose in the calendar you didn’t need to be a Shoppenboy: you could also win the online dance contest by posting the best video of yourself performing the Shoppenboys’ official dance routine.
The campaign was covered by TV (the main French TV channels: TF1, France 2, France 3 and M6), the written press and on the Internet (with Le Figaro in France but even in Germany with RTL Deutschland or in Spain with El Economista). During the events, the website welcomed 50,000 visitors per month.
Another explanation for the campaign’s popularity lies in the successful recruitment process: more than 900 men have applied online to become a Shoppenboy for the second round.