Proof That You Must Approach Marketing To Women Different From Marketing To Men!

[John Taylor]

If you didn't already know that women have completely different
hot buttons than men, you need to watch this video:

YouTube - Heineken - Walk in Fridge

John

[Hamida Harland]

SO true!

[Affiliate Inventor]

lol

I agree that what makes men "tick" is different than what makes woman tick, but sometimes you may have a site that is directed to both men and women, so you have to be able to gear your message to both sexes.

[ryanman]

This is true.

[Frank Ayres]

That was very funny but very true

[richpeck]

Found that clip a few days ago - only just stopped laughing!

[JayXtreme]

Like it...

That fridge is a beaut....

Peace

Jay

[traceye]

I hate shoes.

[ExRat]

Hi John,

SPLORF!



Women's hot button - attraction

Men's hot button - distraction

[Jillian Slack]

Give me a comfy pair of sneakers and I'm happy.

I just don't understand going gaga over high-heeled, pointed-toe, balance-thwarting, expensive shoes.

And this is coming from someone who used to be considered high maintenance. No more!

It's a funny commercial, though.

[megmichelena]

hahah. So true. Men and Women are entirely different animals. And in my opinion it depends on what you sell them too, like women would be all over expensive grocery items but would go crazy on any type of shoes on sale.

Buttons. Buttons and Buttons.

[tomw]

Originally Posted by igrowyourbiz

although "cute"

why are you posting a video in the main forum????

maybe if you elaborated on your point at least.

Are you *really* going to spend the rest of your day stalking John and flaming his posts?

Thomas

[Paul M]

Originally Posted by igrowyourbiz

are you goint to spend the rest of yours stalking me and flaming mine on his behalf?

John alone does not have the power to nuke threads, this means
other member agreed your thread should not have been posted here.

If Admin or the super mods decide your thread should not have been
deleted then it will be brought back.

Until then get over it...


-paul

[Karen Newton]

Actually it's a great commercial with a wicked marketing lesson:

FUNNY videos GO VIRAL

I think it's posted in the right place, just depends on if you want to take the time to understand what you can learn from it.

What else can you learn from it? For one, it's critical to know your market and deliver the right KIND of message.

Thanks for the chuckle John, great video!
Karen

[ExRat]

Hi Karen,

What else can you learn from it?

What interests me is that it doesn't actually have to make sense to be successful, as long as it's funny. Many of the beer commercials are along these same lines, framing grown men as naughty little boys who just want to have a good time. Obviously, they are giving viewers permission to be this as long as they buy the product, and to brand themselves as fun-loving by choosing their brand.

For example - the truth is, that most men, even beer-loving types would not be particularly excited about a walk in fridge.

a) you only need a fridge big enough to hold enough beer for either a major session, or enough to last long enough for the ones you re-stock it with to get cold

b) if a man is that way inclined, then his real hot button would likely be his own bar, with pool table, video games, jukebox etc etc. Basically, a pub at home. Screw the walk in fridge.

So - what can you learn from this - successful advertising of this nature - (IE promoting an established product (beer) in a crowded marketplace (brand recognition)) has a lot more to do with simply getting a favourable response (a quick laugh) from the viewer, than it has to do with logical reasoning within the advert.

It is viral, as proven by it's inclusion here. So the technique they are using is one which gets maximum exposure to the brand, without saying anything about the quality of the product, simply by 'viral' methods based on entertainment value.

Even though they can probably afford it, the lesson is that this is the best way for someone who can't afford it to get mass exposure.

Edit - Sigh. It would be nice if we could just have a few discussions where disagreements about moderated threads didn't spill over into stalking in completely unrelated threads.

[tomw]

Originally Posted by ExRat

So - what can you learn from this - successful advertising of this nature - (IE promoting an established product (beer) in a crowded marketplace (brand recognition)) has a lot more to do with simply getting a favourable response (a quick laugh) from the viewer, than it has to do with logical reasoning within the advert.

Most beer advertising is to do with the concept of "belonging." Being "one of the lads." Almost all UK brewer marketing departments, ad agencies and most others anywhere else (including TBWA Netherlands where this ad was conceived) try to hit (and therefore depict) the concept of what we in the advertising industry call "vivid me."

"Vivid me" is that time in the evening when you and your mates have had a few pints, everyone is having a laugh, everything seems to be going great, everyone is on form. Often this is thought of as around 9 to 9:30pm.

In other cases the focus is simply on the belonging. See almost every beer commercial you can think of. Regardless of time of day, country of origin or most other variables.

Often there is indeed a gag where the wimpy guy in the group makes an ass of himself. Or it can simply play on the p*ss taking and one-upmanship that happens between regular blokes.

Three of four years ago we redefined Coors Brewers' UK brand Carling in these terms and pushed it to the point of actually having the strap simply as "belong."

This was the great strategy we brought in, however, despite our advice the guys up in Burton on Trent insisted on a futile attempt to gentrify Carling through the creative work! To essentially yuppify it! LOL!

For the creative execution Trevor Beattie and his company BMB won the pitch and proceeded to totally mess it all up. Crazy ads with flocks of birds etc. Although pretty cool to watch and accompanied by a banging track by Hard Fi called "Living for the Weekend." it all semed like it would all fall into place nicely. It worked beautifully on paper and their presentation was amazing.

But, the predictable result?

The ads alienated their existing customers. The yuppies laughed at it and continued to drink their little bottled beers crammed with a lime, pinkie cocked. Carling lost market share.

The "belong" strategy simply works. And it does so in this and many other markets. Particularly when targeting men. It always has. Every guy wanted to be just like the Marlboro man, for example.

Use of such a belonging strategy with women is very visible in automotive advertising in cases of little sporty hatchbacks marketed to young professional independent women. The man is often portrayed as a bit of an idiot and the tag gag is always a kind of "Tut. Men, huh?" nod to the girls.

Everyone wants to belong to *something* and we marketers have known for a very long time that prospects define themselves by their purchases. We just exploit this to make them feel as though they belong to our gang by buying our products.

In the IM space think of Frank Kern, J-mo, the good old Stompernet boys band again, Jeff Walker and the rest of their guru mastermind group clique. I'd love to see some sort of study about how much of their market share is attributed to this concept of belonging.

Keep your eyes open, you'll see it everywhere. Across countless sectors and whole markets.

The real lesson;

Offer a sense of belonging in your marketing and you'll literally have people flocking to your products. This is not gender specific, but rather context and product specific.

[edit: this rough outline was detailed exceptionally well recently in Seth Godin's "Tribes," if I remember correctly.]


Thomas

[Steven Wagenheim]

While I don't drink beer, I get the point.

Men and women are different to a degree.

However, the line blurs in some cases.

There are niches out there that could be considered non gender specific
such as being in debt.

Not having a professionally understanding of the emotions of men and women
I can't state this categorically, but I would think that both men and women
would find being in debt an unpleasant thing, especially if they were having
problems paying the bills.

How each one would specifically react emotionally, I wouldn't even begin
to have a clue and I am sure much research would be needed to
determine that. However, I would think that the marketing message to
both sexes who are simply trying desperately to save their home, would
be fairly similar.

Point is, I think it would greatly depend on the niche you were in.

Which then of course brings up the question, how do you market to each
sex in those niches where it does make a difference?

That is a question for marketers much brighter than myself to answer.

Thank you for sharing this John.

[Clark]

Awesome video.

I see the video has had 1.2M views since being uploaded on Dec 30/08 and the fact that it was posted here is a testament to the tsunami effect of viral marketing.

Not sure why there is trolling going on in this thread but for what it's worth, this thread is pure gold when you take the time to look closer at the emotional triggers which affect men and women differently when marketing a similar product.

This could very well have been a Home Renovation Company Ad or a New Home Builder ad instead of a beer commercial.

What's important here is to identify the various personas of your target market so you can better isolate their emotional "hot buttons" in order to drive your desired response from your marketing efforts.

Comedians are experts at zeroing in on personas then making an over the top joke about a grain of truth which is universally known to fit the stereotype of the group or individual... akin to the video John posted.

I see the relevance of the post and I encourage more of the same in the Main forum as what seems to lack in the Main forum is further discussion about "effective" marketing methods from my point of view.

Thank you for posting this John, this video is a winner on many levels!

P.S. There are multiple uploads of the same video on YT and each have a tonne of traffic in a small amount of time... something to think about.

... for some reason, I feel like having a beer now.

[Lindsay Brynn]

Sorry to be off topic of the original thread, but the "article" thread was probably deleted because it did seem to be self promotion.

It basically stated that you HAD to have 4 key steps and 3 of them were good but one of them was that you HAD to have a coach. I'm operating pretty well without a coach and already follow the other 3 keys.

Also the author just so happened to be a coach and had a link at the bottom to their coaching website.

[Angela V. Edwards]

Originally Posted by tomw

Are you *really* going to spend the rest of your day stalking John and flaming his posts?

Thomas

Yeah, I saw that and I was thinking, "Huh?!?!?!?"

The commercial was pretty funny, though.

[TracyNeedham]

Originally Posted by Steven Wagenheim

While I don't drink beer, I get the point.

However, I would think that the marketing message to
both sexes who are simply trying desperately to save their home, would
be fairly similar.

Point is, I think it would greatly depend on the niche you were in.

Which then of course brings up the question, how do you market to each
sex in those niches where it does make a difference?

Actually, I've done a lot of research about marketing to women and it generally shows that when you specifically focus on what works in marketing to women, men will respond just as well.

However, I do think it makes a difference in the copy. While both men and women would find debt an unpleasant situation, their real pain points and motivators to get rid of it would be different.

If you had to market to both at once, you could certainly incorporate messages for both. But of course it would be stronger if you focused on just one.

Tracy

[John Rowe]

Originally Posted by Steven Wagenheim

I would think that both men and women would find being in debt an unpleasant thing...

Unpleasant for both, yes. But for different reasons.

Women: Unpleasant because no more shoes.
Men: Unpleasant because no more beer.

I think Heineken made this clear, no?

I bet someone actually went out and hired a contractor to build them a closet like that after seeing that commercial.

[BrashImpact]

So true, and so many times we forget, that both sexes
are triggered by completely different hot buttons.

[Didi]

That is one funny video and the best part, it's true.