|
Is specific she marketing or she selling
nothing more than gender discrimination?
Statistics will tell us that gender
populations and demographics are fairly even. If we are to believe
that selling or doing business with women needs far more attention
to detail and communication than men then we are in serious
trouble. Consulting companies pitching she selling are
claiming women make up 80% of the decisions with household
spending. There is an old Woody Allen joke - "94.5% of all
statistics are made up."
The subtleties that women respond to have not
changed much over thousands of years. Women's presence in the
workplace and domination in the household decision process is no
secret to men who are awake. That still hasn't changed the divorce
statistic's, so obviously it's not making women any happier or
female and male relationships any better developed. There are many
truthful reasons why women believe what they believe but we will
not go into that here.
The problem lies with the fact that women
actually believe they make better decisions than men and men allow
that paradigm process to continue. Yes women and men think
differently but that's not a sudden revelation. We spoke to a
number of independent car rental companies in Australia about the
she marketing pitch. One large company told us the biggest problem
they had was deciphering why women were the majority gender
delinquent factor amongst renters of cars in their businesses.
Especially women over 35 years of age. Their focus was on niche
groups and not necessarily on women per se. There is no doubt
women were born to shop. Just look at all the fashion stores geared
to enticing women to shop and buy. Have women overcreated
consumerism?
Clever marketing from clever due diligence of
any business will reveal that attracting the right type of customer
male or female will result from due diligence reporting from within
and outside of the business. More women customers might add value
and they might not. Everything is relative. Retailers in Australia
might be able to tell you women are a driving force as a customer
but perhaps we can thank the Banks and credit cards for a lot of
that.
She marketing or she selling has become a
target market and is promoted and sold by a few consulting groups
in Australia. They call it the science of selling to women. Most of
these consulting groups are mainly female
owned.
Gender specific 'she selling' marketing is
however a growth business. A growth business funded by credit
cards, bank loans and mortgages for women to express themselves in
the market. If women have been controlling household spending like
these consulting groups claim then we can agree that a lot of it
has not been wise spending... if the financial bubble bursts it
will be an interesting outcome. |
