Women Consumers: Knowing How to Push All the Right Buttons

By: Karen Deis, Publisher with contributing data from Lance G. Harnish (Lance is President of Lance Benefield & Co., Inc. Worldwide, a marketing communications firm. This is the final part of a three part series on marketing to women consumers. In our last issue, we discussed the differences in how women make purchasing decisions, how they develop relationships and how they want to be treated as a consumer. We also gave you "the selling process.")

Statistics indicate that women make 81% of all purchase decisions! The marketing you develop in the form of printed ads, or TV and radio spots is to convince her to do business with you and is a strategic part of your overall marketing plan.

According to Lance G. Hanish, there are some REAL facts to pay particular attention to when developing your marketing pieces. Using these facts will provide you with a foundation to make sure your marketing REALLY works. Women were asked what type of advertising interested them in wanting to do business with a particular company. Here are the responses: (They could vote multiple categories.)