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To Be or Not To Be Gender-Specific With Your Marketing

I have recently noticed a few more traditionally male-oriented industries doing a good job reaching women, and they are doing it without going “pink.” Two examples are Under Armour and Trojan. They have kept the testosterone (and humor, in the case of Trojan) in their approaches in a way that really serves the women in their core markets.

I wonder aloud about the overkill of gender-specific marketing in my article in today’s issue of MarketingProfs, so take a look.

Tuesday, August 14th, 2007 in Brain Science, Socio, Anthro, Consumer Behavior and Research, Gender Trends, Marketing to Men, Men in Marketing to Women, PINK Thinking

2 Responses to “To Be or Not To Be Gender-Specific With Your Marketing”

  1. Susan L Reid of Alkamae Blog Says:
    August 28th, 2007 at 4:40 pm

    I also think WalMart is running an interesting set of advertisements marketed to women on outdoor grilling. They’ve done a nifty job of blending a traditionally associated male gender activity–BBQing–with a traditionally associated female gender activity–food shopping. Then they have women grilling outside in their parking lot. Interesting marketing approach.

  2. Andrea Learned Says:
    August 28th, 2007 at 4:55 pm

    Thanks for the heads up to this, Susan. The crazy thing is that this is such a “new” approach. I think a lot of men and women have been both BBQ-ing and food shopping for many years… As the authors of “Same Difference” put it - behaviors or buying habits in many cases are probably more about situation than gender.