I LOVE your Funny Business…and I dig that you are taking time to read about how to market to women.

There are subtle nuances and thinking you get it, and getting it are two different things.

It’s a fine line, but those that get it succeed.

Thanks for adding to the convo,
Kammie K.

I’m with you…I’m not at Jimmy Choo’s budget level (yet). And I love your ideas about more subtle ads. Let the visuals speak for themselves without have to go for the obvious. Perhaps this little rant of ours will inspire other ad/branding folks to stretch their visions and ideas…to dig a little deeper?

Kam

As you and your other commenters noted, I do think there’s ways to market to women that are more subtle.

Instead of focusing on some women’s specific materialism (by that I mean consumer behaviors specific to women, e.g. the buying of clothing versus behaviors more specific to men, such as the buying of gadgets) and slapping it in our faces with the assumption that we all fit into that buying category (I can’t afford Jimmy Choo’s–can you? What if they assumed we all can and developed something around that!?), a better campaign might have been to research the emotions and moods women have about wine (as you noted) and create a strategy around that. For example, many people (men and women alike) drink wine in the evening as a way to relax. An ad that empathizes with busy schedules and offers a specific wine to help one relax might have particular female appeal. Or, a visual ad with a group of 3 or 4 women smiling at the bar, with wine glasses, might pay homage to a ‘girl’s night out’ without SAYING that. Perhaps something like “Brown-Forman’s Chardonnay: A classic among friends” (I’m just going off the top of my head here). This would appeal more to a woman’s emotions and relationship habits than the clothing she buys.

Yes…not-so-subtle marketing can leave us feeling out in the cold!

~Tammy,

I agree, like I said in the article…it IS a fine line between reaching your target market and screaming for their attention. When I see this campain it’s almost as if I can hear them shouting and waving, “Ohh..Ohh Pick Me, Pick Me!”