Many examples show how active listening and analysis underpin the success of gender marketing and thus personas , Buyer personas over time or how less careful listening prevents this.
Mediamarkt and McDonald’s both wanted to break their male-dominated image. Both tried to meet the demands of female customers…
- Instead of conducting research, the tech giant delved deep into the cliché box and created a women’s zone , intended as a place for encounters and exchanges in the heart of the market. An oasis, furnished with typically feminine colors and elements .
Women hated the idea of a special zone . The prejudices doomed the initiative. - The fast-food giant’s approach was quite different.
Through surveys and intensive analysis, they estonia phone number library identified products that were lacking in the restaurant from a female perspective.
Thus, McCafé was born, whose success is based on the opinions and mindsets of its female customers.
But does that mean that only women visit the café?
Analyzing your personas – do you need more gender marketing?
One question decides this:
Are there legitimate reasons to divide your product or service into gender lines?
That means:
- What is the product or service intended for? – and
- What actual, gender-specific needs can be distinguished?
Anyone who doesn’t identify specific differences in overcoming obstacles and staying motivated the needs, benefits, and perceptions of their own product is doomed to fall into the gender marketing cliché trap. Anyone who still wants to give it a try should base their approach on solid data rather than gut feeling.
Otherwise, they share the experience of marketers at Edeka, who in 2013 divided their bratwurst packages into women’s and men’s sausages.
This forced women to emancipate themselves from barbecuing.
Pastel and black packaging and arguments like “strongly seasoned” Buyer personas over time versus “low-fat and delicate” emphasized the alleged interests. They ultimately exploded in the public eye behind this meager marketing attempt.
For Edeka, the social media was all about the sausage.
Persona Thinking – 4 Dimensions in Gender Marketing
The Gillette brand knows that personal care is a very individual matter, which vietnam data is further influenced by the morals and role stereotypes of our society.
Such a successful brand therefore listens very carefully to the different voices of different consumers and successfully derives the design and presentation of its various razor product lines from this: shaving as intimate care OR everyday functionality.
Gillette describes this step as a step that will secure its future. In implementing it, Buyer personas over time all four aspects of successful gender marketing were and are used. Because the gender aspect is a complex principle,
- the product
- the ambassadors, doers, representatives, before and behind
- the point of sale including design
- as well as addressing via marketing.
We wonder, will Gillette and other companies continue to recognize the signs of the times in the future?