WIGD: Marketing to Women in the Industry


Welcome back to our quarterly special where we turn the microphones over to Kristine Shreve and 3 other rockstars of the industry. Nicole Rollender, Cheryl Kuchek and Jennie Livesey. This week they will discuss the images that are used to portray women, how companies are using “girl power” or “women power” as a marketing tool, and how female business owners are perceived.

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Marketing to Women in the Industry

  1. Why does advertising/marketing aimed at women often emphasize the needs of everyone but the woman at which it’s aimed? What does that say about what society thinks about women?
  2. What one thing can companies in our industry do to effectively market to women?
  3. How effective are women-centered initiatives?
  4. Have some companies jumped on the woman power bandwagon because it’s trendy?
  5. Do marketing campaigns aimed at women (or in general) take into account the diversity of women’s experiences?
  6. What one question should a company that wants to increase its female customer base ask?
  7. What one stereotype about women that advertisers use do you hate most?
  8. What common language mistakes or assumptions should companies that market to women avoid?

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