by Michele Wade, on Jan 6, 2020 3:06:00 PM
Planning a marketing campaign of your own? Connect more effectively with a female audience by utilizing these strategies:
1. Don’t use the same messaging that you use for men.
Women are more likely to be driven by empathy, a desire to be appreciated, the opportunity to be helpful, etc. They value information and love a good story. They also tend to be more motivated by messages of social responsibility.
2. Help women to recognize themselves in your materials.
Simply showing women in your advertising is a good place to start. However, women come from many different walks of life and have different experiences and interests. Respect their diversity. And keep in mind that not every woman loves pink!
3. Address their hot buttons.
When recruiting, for example, consider the aspects of driving that appeal most to women as well as areas of concern. An independent lifestyle, the potential for travel and pay/ benefits are big draws for female drivers, according to WIT research. Safety, schedule and equipment are common concerns.
4. Take your message online.
Social media can be a powerful tool when marketing to women. For example, 74 percent of women use Facebook, according to a 2018 Pew Research Study. Instagram and Twitter are also popular, particularly with a younger audience.
5. Include women on your marketing teams.
They can help to provide a female perspective. And, as with any area of a company, gender balanced teams are more effective and deliver better results.
This article was originally featured in Edition 3 of 2019 in our official magazine, Redefining The Road.
Like this kind of content? As a member of the Women In Trucking Association, stay on top of emerging trends and business issues impacting transportation, logistics, and supply chain operations, learn the importance of gender diversity in the workplace and the need for more women drivers, and see best practices in encouraging the employment of women in the trucking industry. Learn More
