There were many key findings kicked around at M2W: The Marketing to Women Conference held in Chicago earlier this year. Among the most significant: that women, as the dominant drivers of our consumer economy, account for $7 trillion of annual spending in the U.S. and more than $20 trillion globally. Another trend, says Sam Ellison and Emma Jones, founding partners of Redshoe Brand Design who spoke at the conference, is that online retailers are creating more experiential shopping experiences that reflect the way women shop in-store.
Online retailers and their brick-and-mortar counterparts may find inspiration for those experiential shopping experiences in three recent event marketing activations. All three forged an authentic connection with women in very different venues: on the city street, at a road race and in the mall. Different as they were, the experiences resonated with their female target, acknowledging their influence over purchasing decisions and appealing to their feminine side as well. Here’s how they did it:
1. Make it educational.
A recent activation by Kenmore combined two insights—that women are active sports participants as well as purchasers of major household items—in a fun, educational experience as official sponsor of the Dirty Girl Mud Run series. “This experience offers that ‘Holy cow, I didn’t know [a washer and dryer] could do that!’ moment, which is really a fantastic way to demonstrate the machine’s ability, a true torture test,” says Brian Jochum, senior director-marketing at KCD Brands. Read more about it here.
2. Make it personal.
By incorporating QR codes into its experience, Air Wick personalized its Home is in the Air pop-up at Mall of America. The QR codes tracked attendees’ preferences and encouraged social sharing about its newest product, the Air Wick Life Scents collection. “We knew exactly what appealed to her. Instead of sending her a generic message such as ‘Thank you for visiting,’ we could personalize it with ideas related to what she liked,” says Gary Rizzo, senior brand manager at Air Wick.
3. Make it fun.
Kipling, which targets women 18- to 34-years old with its colorful handbags and accessories, is bringing its Make Happy tagline to life with experiences few can resist. Its Make Happy campaign, characterized by a colorful pink truck and giveaways such as flowers, sweets, umbrellas, Kipling swag and even hugs, has expanded from San Francisco to New York City and beyond.