This March, the UK will celebrate both Women’s Day (8th March 2022) and Mother’s Day (27th March 2022). If marketing aimed specially at women is done well, it can really put brands of any size on the map. If it’s done badly, it can be patronising at best, offensive at worst. Often this is because it has been planned without consulting any actual women. Unlike most design, print and web studios, our team is 70% female – so if you want to celebrate your female customers this March (or any other time!) you’re in the right place!
Pink has its place
Brands increasingly come under fire for designing things especially for women by ‘making them pink’ because it’s based on the assumptions that a) all women like pink and b) women will make purchasing decisions based on colour rather than practical or technical information. But that’s not to say that you can’t use pink when marketing to women – it’s just how you use it. Pinks and soft pastels will always work brilliantly for Mother’s Day themed design because it is a day that celebrates nurturing and is close to Springtime. Conversely a neon or hot pink can work brilliantly for brands with female empowerment at their core.
Know your audience
Another way that ‘marketing to women’ can fail is by assuming that all women have the same lifestyles. If brands market to women based on the assumption that they have children, for example, they run the risk of alienating female customers who don’t have children (and may well have more disposable income as a result!). Or brands that focus on ‘pampering’ women may miss an opportunity to appeal to women keen to increase their strength through fitness, wellness and training. The most successful campaigns are those that segment female audiences in just the same way that you would segment mainstream audiences. A lot of women do have children and a lot of women do enjoy relaxing so by all means market to those women – just make sure it’s well targeted.
Female-owned businesses: this is your time to shine!
Whether it’s empowering messages to your customers, telling your own inspiring story of being a female entrepreneur or simply sending out some sensational deals and discounts – this is your time to shine, whatever your sector. We’ve been privileged to work with hundreds of female-run businesses and female entrepreneurs over the years, many of whom have gone on to become household names.
Come on and celebrate!
We don’t think any woman would object to being celebrated just for being her unique self! Whatever your business is, our female-strong team is ready to help you with
- Gift cards
- Branded gifts
- Emailers and newsletters
- Digital advertising
- Direct mail
- Large print for events
- Banners and signage
- Themed images and branding
- Or anything else design, print or web related!
Whether you want to celebrate women in March or increase your female client base generally, call our team of creative experts on 0208 590 0922 or email us at info@marcomedia.co.uk