At first, what intrigued me about this little white VW bug was the bumper sticker that read, "Girls Who Don't Misbehave Rarely Make History." I sped along to catch up and spied a young woman in her late twenties, dressed in office attire, singing along with the radio. As she pulled away I just had to know... what kind of flower did she have in the Bug's vase?
No flower at all... it was an American flag.
So... into what kind of stereotypical marketing category would you try to pigeonhole this woman? Is she a hippy? Corporate wench? Young college grad? New mom? Conservative... or liberal?
The marketing world likes to create categories of customers in order to more narrowly define that amorphous group called Women. But we're entering an age when those categories are beginning to break down, losing their power in the first stages of marketing entropy. We still hear the term 'soccer mom' bandied about, but motherhood isn't what it was ten years ago. Women are waiting longer to have children; some have big corporate careers while others work from home. Motherhood is now an overlap of generations with different value systems... so who exactly is the 'soccer mom?'
Female consumers are beginning to say, "Enough already... time to recognize me as an indvidual, not by demographics but by what I carry around via the inner self."
Have you taken a long, hard look at your current customer base
lately? Not from the perspective of zip codes and income but rather
values and needs?
Perhaps it's time to start looking for clues of value overlap among generations of women in order to see who your customers really are. Begin comparing your customers by what they carry inside rather than what you see on the outside.
It will be simpler to identify what your business offers that resonates with those women... and easier to create customers for life.