Using tagr for women in business12/8/2023 ![]() ![]() In award-winning campaigns, Dove and Always focus on encouraging women to overcome negative self-image, as well as body image shaming. They called on women to be become independent, fierce and fearless with their fashion choices and to express who they really are. This initiative appealed to women to throw away stereotyped ideas of being lady-like. In 2016, H&M launched a social media stereotype-smashing campaign: She’s A Lady. So it makes sense that employers talk to women as professionals who will add value to their business. One advertising agency 72andSunny, the shop behind the female-focused campaigns of Adidas and Coors Light, said that they don’t talk to women as women, but as beer drinkers and athletes. It’s also about understanding the value that women bring to these very specific markets. It’s rejecting a one size fits all marketing approach and understanding that women need to be targeted differently. Take some recent campaigns from male-coded brands, such as Coors Light and Jim Bean, using well-known celebrities to promote them. In traditional consumer marketing campaigns there was an adage that if you sold to men, women would follow. It’s also one of the many business reasons why you need women on your teams. Let’s not forget that women influence 85% of consumer decisions, so it’s important to get it right. If you were talking to any brand manager or marketer, they would say that when a company is promoting a brand they have specific micro-targeting tactics to attract women consumers. ![]() HR should follow marketing’s lead to micro target female consumers and use micro-targeting to bring women into companies. ![]() How to use micro-targeting to recruit top female candidates ![]()
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