In my last blog post, Women Still Have the Edge, I discussed the predominant power of today’s women consumers and the differences between them and their male counterparts. Now I’d like to delve into a case study of a real-life marketing campaign geared toward women. And, it couldn’t have come at a more opportune time with the recent announcement of a new campaign for retail conglomerate “ Wal-Mart”.
Wal-Mart’s 19-year-old tagline ˜Always Low Prices” is now history. In its place, the new tagline adopted by Wal-Mart, ˜Save Money. Live Better,” and its latest 30-second TV spots focused on the money consumers will save by shopping at Wal-Mart, shows a commitment to appealing to the emotional needs of the Chief Purchasing Officers of the Home – women. Let’s check out the top seven ways Wal-Mart’s new campaign is effectively targeting the Chief Purchasing Officers of the Home.
1. Women set their purchasing priorities according to the needs of their family and friends
Instead of displaying the old smiley-guy zooming around the store slashing prices in its advertising spots, Wal-Mart has successfully identified the way women buy – with their families in mind. Boasting recent research findings by Global Insight, Wal-Mart proclaims that “shopping at Wal-Mart can save families an average of $2,500 a year, so families can afford to make other extravagant purchases.”
2. Putting yourself in her shoes. Living a day in her hopes and dreams.
If shopping at Wal-Mart for 12 months can save $2,500, what do you think shopping at Wal-Mart for oh, let’s say, 10 years, will save the average family? Well, I’m no math genius, but that equals about $25,000! I’m not exactly sure what the majority of women dream about, but saving $25,000 over the course of 10 years may well constitute a dream come true.
3. Capturing her imagination
Getting to the heart of a woman means tapping into her emotions, her senses and rekindling her imagination. What would you do with an extra $2,500? I bet your imagination is working double time. With its latest TV spots focused on cost savings, Wal-Mart clearly shows women that consistently shopping at its store can potentially save enough to equate assisting with the cost of their children’s weddings, helping with vehicle purchases, planning a vacation for the entire family and helping to pay for college tuition. The new advertisements even directly engage consumers by simply asking, “What will you do with your savings?”
4. Adding extras and incentives
Isn’t $2,500 per year, $5,000 over the course of two years, and potentially $25,000 over 10 years time, a fabulous incentive? You be the judge.
5. Selecting messages and stories that reflect genuine female customers of your brand
In Marti Barletta’s latest book, PrimeTime Women, she suggests incorporating the aspirations of the female target audience into all marketing materials when possible. To be successful with women, you need to make “improving their lives” the brand’s context. Well, Wal-Mart is doing just that, and doing so in a way that shows the retailer’s commitment to making its customers, specifically women and their families, the new face of its brand – an extremely powerful message to the Chief Purchasing Officers of the Home.
6. Getting her to connect and understand your brand
Using customer testimonials and research findings are excellent ways of indirectly promoting Wal-Mart to its prospective customers. But remember, women also seek human connections and this means that “forward facing staff members” must have a unilateral vision.
Wal-Mart strategically chose˜Save Money. Live Better,” as described by Stephen Quinn, the retailer’s exec VP-chief marketing officer, as “more than just a tagline for Wal-Mart – it’s our mission statement summed up in four important words.”
7. Creating an ongoing relationship
Marketing to women, if done properly, can create customers for life. If shopping at Wal-Mart means extra money in your bank account at the end of each year, would you consider making Wal-Mart your retailer of choice? And not only is it just money in the bank, but additional life experiences and the potential creation of memories with your loved one’s, a brand with years of pay-back.
Kudos, Wal-Mart, for doing your homework and creating a strategic marketing campaign centered around the Chief Purchasing Officer of the Home.
Check out next week’s blog post for more information about marketing to women, part of an ongoing series. To request a copy of our latest Chief Purchasing Officer white paper, contact Steve Kleber at skleber@kleberadvertising.com or 770.518.1000.
