Marketing towards women isn’t one size fits all

Image courtesy of Ryan McGuire

Is it just me or does some marketing leave you feeling…like this?


In the past few weeks I’ve received two forms of direct mail communications, one from a large lifestyle retailer and another from a charity foundation, both of which were targeting me as though I have children. The truth is, I don’t. Not yet at least. And no, this isn’t an example of Target profiling its customers from a few years ago.

With that, let’s cue my reaction to both pieces I received in the mail.

Say wha

To be honest I found myself annoyed at how I’ve been lumped into some bucket by both organizations. My guess is the cause for these communications is because I was recently married, over 6 months ago to be exact. Yet, does that automatically mean I currently need strollers and car seats? Taking this method of thinking one step further, and into an even more sensitive route – what if I was unable to have kids? Why would such organizations want to risk offending potential customers, or in the case of the nonprofit organization, potential donors?

Often I don’t mind playing devil’s advocate, so on the flip side I can understand there is likely data which paints a portrait as though I’m at the prime time to be marketed to. However, the truth is, I’m not in that situation and therefore I now view both companies as being thoughtless with the data they have on me. It’s tactics such as these which make me question why organizations continue to lack personalization, especially when the trend of not having children continues to grow.

Last week I attended the pet blogger conference, BlogPaws, and had the opportunity to see Peter Shankman keynote the event in which he gave some pretty solid and simple advice; know your audience.

This pillar is incredibly important and one in which I feel both of these organizations above chose not to do. Instead, I think of the opportunities both organizations could have employed, such as a survey to see whether or not I am even worth further marketing to. Sure, it’s more costly and time consuming, but as a result, what are the chances I’ll think positively on either businesses? Hint: not likely.

What are some examples of which you’ve been on the receiving end of bad marketing?



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