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November 06, 2003 at 07:00 PM
By
“If youre trying to find a niche in todays marketplace, dont overlook the womens market.”
Like you, I had heard this before. And probably like you, I had read volumes about the sales opportunities that exist among this consumer group whose impact on the market is constantly gaining strength. But still I continued to pursue other marketing avenues instead. One day, I did finally notice how many women were sitting across my desk looking for direction and, fortunately, decided to change mine. Here are a few of the ideas Ive acted on to help redirect my focus on the womens market.
As part of the process to develop my newfound target market, I first took a closer look at the marketing materials and support available to me. Then, I used them to develop a three-prong approach that would include targeting women at the religious, corporate and community level. Even though I have only been involved in the womens market for less than a year, the results, which were almost instant, are very tangible.
The method I use for all three target groups is seminar marketing. My presentation focuses on attendees financial issues and concerns, but I also make sure the agenda includes other areas of interest as well. For instance, in working with my church, I have organized quarterly, one-day workshops that address the “total woman.” Presentations include lectures from experts on confidence, self-esteem, fitness and nutrition. Average attendance is about 70 to 100 participants, and I usually can attribute 20 sales to the success of this venue.
The corporate element requires a somewhat more sophisticated approach. This is made possible for me as the result of my partnership with the Nashvilles Womens Resource Center, an affiliation of the National Association of Women Business Owners. To maintain visibility within the business-owner segment of my target market, I host the “Empower Hour,” a monthly lunch that addresses financial and business-planning issues. Again, I cover the financial issues while guest speakers tend to other business-related subjects, which have recently included tips on building customer service skills and designing Web sites.
These lunchtime presentations generally draw about 20 to 25 women. While they already have produced sales, I really view them as a long-term strategy to help me build relationships with prospective clients. As coordinator and host, it is my job to see that the environment stays low key and informational, rather than high pressure.
