Lessons

Lesson Info

The Science of Marketing to Women

the science of marketing to women it just our heavens if you do something consistently enough somebody will notice that they will make a book out of it and then tell the rest of the world that you are just really quite a simple science they've been studying asked ladies for quite a long time and the weird thing is is they know shit about us that frankly I don't know how they found this out but now that now that it's out we're in trouble because the boys now know about our shopping habits and we have been outed as shoppers there are four shopping demographics so let me tell you about these demographics the four shopping demographics is the girl power I call it girl power she is between the age of eighteen to thirty years old she is unmarried and eighty five percent of the time is still living with him I'm dead why would she pay rent when mama did have a beautiful home she can come and go as she pleases she's got a beautiful car great little job she's a good saver by demographic she's an...

average spender she spends ten point five hours a week with her in a circle of girlfriends so whatever she does her girlfriends does she is a facebooker she is a big tick it says she's a fine user and she's a fake handbag buyer because she's pretty much saving for a home that demographic I have a boyfriend that pay for the shoot they also have a boyfriend that want to watch the whole shoot they have a mother and daughter shoot which is my biggest market without doubt my my biggest market and they also have the girls day out paint the town read whole demographic so I can market to this girl in four different ways and I really like this sexy young group they're also really hard they're easy to photograph they've got lots of clothes they love me here and make up and they love my brand so they're an easy sell the stick and demographic is the liberated lady that is anybody age thirty to fifty years old unmarried are well actually not unmarried but with no children because the children shift the food demographic I am a liberated lady we are the biggest earners off income in terms of wage for the dimock or for shopping demographics in the world and we have the biggest spenders we're living usually one hundred twenty percent of our income which means we have did we have mortgages which we struggle to pay and balance our addiction to christian lou baton we have expensive handbags because we like to buy we'd like to travel we like to drink wine we like to get out but we also go to the gym so we're a bit of a paradox we overdo it but we balance our lifestyle we're unmarried and we still dream about a man it's going to come in and save us with lots of money and make our lives better today to say that out there okay so I market to this woman is sister best friend because my inner circle of girlfriends is six and they are my sisters when I do something they do something we make big ticket purchases because we can afford to but we talked to each other about it we don't buy to compete with each other we buy to share with one another when I invite this group out for wine and cheese evening or six of them come because they want nothing more than to catch up with each other we're a fantastic demographic where a gorgeous crew where girls pampa days wine and cheese and because you're with it is the tagline there for this demographic because you have just discovered for the first time that you no longer have the body of a twenty year old but you have an incredible brain a great business mind your meeting awesome guys and you have a sensuality that you've never discovered in yourself until now family first family first is anyone pretty much from twenty five up that's got children as soon as you have children you go from the top of the shopping list to the bottom everybody else in your family comes first before you boo hoo right that is the plight of the mother we know this ur time poor you don't have a lot of time because like amanda said did you shower this morning I don't know I was too busy feeding everybody else so you feed everybody else this demographic here is an amazing demographic because they are at home a lot so they're easy to contact they do everything via the internet they're the biggest internet user out of all four demographics and they have the biggest researcher online so if you were making your business accessible to this woman she is researching you when simona went to buy a beard she researched it for about four weeks and when it came time to go out and buy it she had a list of bids and places to go here in the husband went bid shopping I went out that day and came home with a really shitty expensive bid she got this great beard I didn't even look it up on the internet I just went to a designer that I like to lay on it went yeah I'll take this one she has an amazing bid my being at home is crap and I laugh that she took the time to study it but when you've got children in there asleep in the afternoon or there is sleep at night what do you do amanda you get on the internet right because there's your connection to the outside world yeah and I know that all men when they unwind after work think it's really cute that we would want to sit on the couch and watch them watch tv but we do not want to do that because there is not quality time guys we're able to sit on the couch next I can and do our stuff oh yeah babe I saw that yeah yeah yeah so that hole but I wanted to spend time with me but honey you're watching a cop show and I don't want to watch that so I had to be on the computer in the computer room thiss family of demographic is made beneficent because they come with a grown up daughter they come with younger children they come as a couple shoot and when I photograph here this demographic does not want to be pigeonholed is a mummy she doesn't want to be called soccer mom she doesn't want to be called you know mom she wants to be called hot chick gorgeous or power woman maybe ran to part time business maybe doesn't maybe run a full time business mother goddess rock star she's everything to every person in that room she's a lover she is a fighter she's a fada she has a new tre and she deserves and wants to be called on all of those things that's why when we create marketing like the story of simona we create simona is that the center of the family that everyone loves that everyone goes to for cuddles that even goes to for breakfast that we wave good bye to who then becomes a goddess during the day whatever she's all of those things who demographic is easy family shoot husband and kids three generations she can get a mammon who will also spend she will bring her daughter in it's a great shoot girls pampered a wine and cheese just for you mother's day she is a constant family first in an easy demographic to write stories about fifty and fabulous this is the most unmarketable to demographic in the world they are holding the world's wealth they're inheriting not arnie from the appearance but from the husbands as well they have a high divorce rate so what they have is a lot of money to spend there the most unmarketable to demographic in the world I'm going to say it five times so that you can hear it they are crying out to be marketed to there the mother of the bride there the grandmother there the matriarch of the family they are the one who is controlling currently the world's wealth sitting in the bank account of this demographic she is the biggest spender of luxury lingerie and will travel in the world luxury lingerie she is also the second biggest internet researcher because let's face it she's learning the internet but she's a pain in the ass because she's ringing you're going how do I do that thing where you they do that thing on the thing thing and my my thing he's not talking to my thinking it's like mom get dead okay this demographic here is my favorite demographic because they're not only a big spender they're beautiful to shoot in their gorgeous women woman who have fifty plus now hot stuff if I could only photographed this demographic you know what leave the world market to me I'll take this demographic off your hands not a problem at all market to this woman think about it you know she's crying out to be heard and she feels left behind and nobody is speaking to her my next video will be this demographic and I can already think of what I'm going to do I photographed a group of four fifty year old woman in new zealand about two months ago with the hottest bodies I have ever seen I looked at one of them and I said seriously you guys are like fifty right your heart and she looked at me and she goes do you know what so she said we've been friends for twenty years and we have had some ugly rough pitches I looked bigger in photographs and I've never seen us all look so good at one time like some of us got really fair and some of us got really share be there for a while and I laugh about it but we all got through his friends we had our babies we've brought up children now worl heart will go to the gym we gotta pallotti's together they've got it going on fifty years sixty and it deserves that market deserves to be treated with exactly what we can give them okay so three generations elegant portrait's because you're worth it again mother and daughter shoots fifty in fabulous just putting this woman in your marketing demographic will attract more of this woman because she will identify with other woman her age because how often are you saying a positive marketing message to this demographic out in society how often are you seeing this story you're not it's the sad story on the breast cancer advert on tv it's not the real story is that the beautiful story and I want this demographic to be to be loved to be looked after you know that movie calendar girls when he talks about women in their fifties being in the bloom of their life like a bloom there in the most beautiful part of their life and then they order the naked shoot such a neat story and that story changed the way woman fifty plus sold themselves being photographed look at these four hotties alright somebody asked the question because I've got cotton mouth and I need to drink something everybody spent very quiet today e I don't even know where to start I want you to have your sips um audience in studio audience how are you all feeling what what are your thoughts right now I'm amazed you talked about the fifty plus because I've been just before I left I started hearing from the fifty plus crowd um through you know family and what not that they're very interested and that's you know it's silly that you turn away from that group in you look somewhere else you go hello there is every bit is interested in this and that was surprising and very interesting to tell me something when I look att brands that showed twenty five year olds which I deem is the model made him client the three four hundred dollars cd and then I showed the fifty sixty year old elegant portrait that spends four thousand dollars and taps that down without betting and eyelash when I look at the difference between the demographic is if you want to shoot the young bodies that are that sort of model may him client or whatever you call them I call them the model mayhem client because I kind of see them as being a cd um then you must tell your business too their market so you want to shoot four hundred dollar cities then offer four hundred dollars cities but don't try and do a three thousand dollar service on a three hundred dollar client do you get me a young woman will spend on portrait but you need thio uh make sure that the value ofthe what you offer is aligned with the client you want toe tracked this is not more obvious when that you get this client this client here does not ask me for a four hundred dollar city she's expecting service reward experience in a beautiful finished product she's a traditionalist why would she want to see a day when she could have a folio box was handmade she's the opposite and too many people in marketing to the four hundred dollar client with three thousand dollar product and wondering why they're getting a disconnect do you understand that by making it really clean because I feel like I'm thrashing it out but if I could tell you if you could leave me this weekend with one thing two things it would be chin ford and down it would be chian foot and down and it would be stopped marketing toe one client and expecting another type of client if you want to mark it to this sort of client offered this client's product yeah that would be the two things that I could just really hit so how are you personally connecting to the to the fifty plus market I put them all through my advertising I tell stories to that market I make sure that whenever I get a shooting I'm asking them to bring the mom in with them or three generations with them I am making a mother and daughter special in my sales room because people will say what is a mother and daughter special and I go this really cool to do with your girlfriends but wouldn't you rather do it with your mom and your girlfriend's isn't this something that you would experience to get that I'm making sure that the mom is attached to every single thing I do in my math you network management do you use a specific client database and how do you manage you know how often it to me it's more about not contacting them and going oh a monthly newsletter but rather a connection you know like we connect on facebook and then in my facebook friend or I resonate with something they will resonate with something on my block and therefore become a blogger reader just recently uh somebody pinned my coochie girls I got a phone call from kills all around the world uh just exploded on country sister the curvy gilles shot that I put on my block and I write a story about being kitty and being photograph well a woman run me from melbourne which is ten hours away in sydney she said can I fly up for a photo shoot I offered it to her her mom whose history besse ran she boarded his friend they both flew up it was a three thousand dollar shoot each so that's a six thousand dollars day they invested it in the flight and the hotel and she told me afterwards I read your block and I said oh ok she's not a photographer I'll say why would you read my photography bug she's here because you have a lot of other philosophy and a lot of really beautiful staff in a lot of really good stuff about business and I'm a small business owner and now she's one of my block followers because she comets constantly and she's my client a connection to a client is better than a monthly database letter or a phone call but you've got to find a way to keep them connected when a client since she lots of work and then you know how sometimes you get one evangelist that will keep referring you and keep referring you and keep referring you you've seen them about a bunch of flowers you send them a bottle of champagne the next time they do it you do it again you do it again and you do not stop doing it because I'm an evangelist when I find something that I like and when people reward me for that I just keep on selling them