The Political Minefield of Marketing to Women

If this year’s Super Bowl commercials were any indication, you better have a deep understanding of the lens through which your female customers view your advertising.

When was the last time you saw so many #buy and #boycott hashtag campaigns spurned by a single commercial? Social media exploded with customers saying they were going to stop buying, continue buying, or start buying products based on that brand’s Super Bowl commercial. Women are the majority of purchasers and social media users, so their reviews were noteworthy.

Are you offending women….

Are you offending women….

As brands, it is imperative to recognize the value of ad testing to gauge audience perception and opinion. Unfortunately, we often cut corners to meet tight deadlines or even evaluate the wrong audience. Sometimes it is important to test your campaign several times with different cultures, geographies and genders to ensure the intended message is being received in a way that is favorable and beneficial to the brand. Performing ad testing before a campaign launches is one of the most vital parts of the campaign process and adds quantifiable insight and direction. The old adage has never been more true, “There is no second chance to make a first impression.”