Connecting to the female consumer is not easy, because there is no single magical way to target women. They are a diverse group, and in many ways it is harder to reach them than their male counterparts.
To follow up on part one of this article, here are specific ideas to increase your business with female customers.
Events and Giveaways With a Twist
Developing distinctive events is important. For instance, when I was handling PR for the Town of Addison, we created its first fireworks display for Independence Day. The twist we initiated was Addison held a Fourth on the Third celebration rather than compete with well-established shows in our area. Today, 20 years later, the fireworks are still done on July 3 and have one of the largest turnouts in the country. Addison achieved its goal of bringing people to the community to have fun and spend money with its merchants.
If you are a car dealership, your twist might be to bring women into the facility for things other than automotive-related sales or educational events. While programs like a car-care clinic and classes on buying versus leasing are good, they are common and won't differentiate you from the competition. To do that, you might consider having a local or well-know artist, author, or journalist speak on a topic of interest to women.
A mall's success is dependent on women's buying in their stores. One thing I did to increase mall traffic was hire the local pro football team's wives to do a fashion show in the mall court area, with outfits and accessories from various stores. They were paid half in cash and half in Mall Dollars—a way to entice our celebrity models to return and shop at the mall.
Additionally, many of their husbands and children attended the events to support the women who were in the spotlight instead of them: A real treat for the audience who loved seeing the famous players, their wives, and kids.
Does your mall have a well-decorated meeting room with a private bathroom and a variety of restaurants that could cater meetings? If so, you could offer organizations a free or inexpensive facility to host meetings. Could women book a small, but attractive room to get together with one or two other businesswomen? In today's virtual world, many women, even high-level corporate executives, are working from home and would appreciate having such a venue.