Marketing to Women Defying Age and Lovin it…
I read an interesting statistic in More Magazine recently that amazed even me. The average number of American women who’ll turn 40 every single day of 2009 is… 5,732!
Women over 40 are a force to be reckoned with and should absolutely be addressed in your marketing plan, if you want to provide products and/or services that will add value to their lives.
Since I fall into the “women over 40″ category, I can tell you that the marketing pieces I receive in the mail, and the ads I see on TV and in magazines appeal to me when they are aimed at me specifically. I have no interest in reading Teen Magazine because I know what they have to offer will not be helpful to the issues I am facing as a middle-aged, baby boomer woman and business owner.
Here’s a couple of examples. I don’t care what kind of acne product works best or what maxi-pads absorb the most. I’m long past those issues. More Magazine, on the other hand, is geared towards women 40 years old and above. You will likely see ads in their magazine touting the benefits of age-defying face creams or what the best sleep aids are on the market - both issues that are near and dear to my heart…
So if the statistics I quoted above are accurate, that means there will be 2,092,180 women who will be turning 40 in 2009. Make sure you are considering their unique needs, wants, and desires if they are one of your ideal customers, and be sure they know you care about them.
Don’t make these women guess what you can do for them - because they probably won’t take the time. They’re already busy multi-tasking and running three directions at once. Be bold in your marketing campaigns about why they should come to you versus your competitors. Tell them why they should do business with you. What makes your company unique? What do you offer that will make their life easier, give them more time, or make them feel better about the way they live?
Your marketing possibilities are endless – make the most of them.
