Wonderbranding: Michele Miller Part 1

Annika Dopping introducerar Michele Miller för publiken. Rest of the post will be in English.

One of the things Michele is passionate about is the consumer. The research she will talk about is based on science. She is a stronger believer in biology today than before. The goal is to talk about that we have different gifts.

All men was to stand up and Michele says those are the smartest men in Sweden since that they are to learn more about the women and consumer.

She is starting with the awareness test: count the passes.

Michele wants us to see some of the moonwalking bears. Women control $12 billion of spending. Women is decision makers and consumers: 83% of all consumer purchases, 94% home furnishing, 91% of new homes, 53% of DIY, 52% of consumer electronics, 60% automobiles, 89% new bank accounts, 80% healthcare. And probably larger influence on all the other purchases.

Future spending will focus on Health, Edcation and Financial Services.

Why do marketing to women doesn’t work? Because women are different. From eachother. We have different process to buy a product. It’s all about communication. The typical corporation sees women as a flock of penguins. We have done the massbombing hoping that we do get the target.

4 secrets of effective communication to women

There is no such thing as a soccer mom. There is not about demographics.

1. She’s wired to connect with you.

There are differences between the brain of men and women. The two hemispheres: the left side is the work side: logical and linear. Home of nouns. The right side is about imagination and emotional. The home of bounding and relationsships. And the difference is the woman have 4x more connections between the hemispheres. 4x faster processing speed.

Tests with the MRI see that reading isn’t just reading but attaching emotion to the words. Therefore be very careful with your words when having women as a target.

Men tend to be more left-brain dominant and women is more right-brain dominant. A woman then have a lot of more signals to work with and come up with a solution: a different processing way of signals. The female brain is a virtual super-highway of whole-thought processing.

The woman brain would be good leadership and the problem is that women have less confidence. The executive brain.

Women have more connections to the reward behavior: the brand need to be planted in the reward behavior on women that makes it top-of-the-mind.

The difference between men and women purchasing process. We do have different ways on decisionmaking. Who is your target and how do their brains work. What really do count is the halo-effect: the sales experience.

If a woman hear a negative story of a brand their brain registers it as a pain or if it’s a positive story the brain will register it as a reward themselves. There’s the WOM.

The female eye is different. Women have more rods therefore a more wide angle and a larger picture.

How is your sales experience outlined since women register more than a man’s.

2. A different communication style

Men: hierarchy, survival of the fittest, superiority, respect,

Women: egalitarian, all for one, equality, trust, being understood

Men want to be bold, competitive, capable, dominant, asseritv, admired, practical

Women want to be warm, loving, generous, symphatetci, attractive, friendly, giving

Women have a more connective way to see herself. Connected to others.

Some cases:

• Etrade: Master of your domain. Targetgroup: men. Be extraordinary.
• Lincoln Financial Group: see their homesite where they tell stories. Women are intimidating about financial questions. Targetgroup: women. Take this fear of finance away. Hello Future Hello World.
• P&G did a tribute ad during the Olympics “Never Walk Alone” by telling a story of women. Proud sponsor of Moms. Big viral on the net since it was touching the feeling.

And the last ad do hitting women faster but you don’t leave the men behind.

3. It’s all about energy and time

Some women got energy from other human beings: external energy. Via networking. Women are networking.

Some do get energy from internal: one by one and more solitary.

The internet is perfect for an internal person. But everyone use the net for purchasing, researching and in the process of decisionmaking.

Case: Office Depot and Zales, F&D Florist and LL Bean highest conversion sites. They have their phone number at the site. Since external energy persons also use the net.

Time is about the time-horizon. Some people live “in the moment” and others “leave a legacy”. Different time horizons. The matrix on where the woman is that you will talk with tells you how you should talk with her.

Michele did set up a test: Take home gourmet. “Choose your recipe beforehand or pick to try on a whim when you arrive.” (in the moment). Or “we’ll guide you through an efficient, state – of –the art cooking experience. But if a women want to leave a legacy. So why not say (on the THG-case): “Take home gourmet makes it easier to be a dinner superhero to your family” or put on the organic and local and nutrition for the family. The “in the moment”-women won’t see this.