What kind of research have you conducted when it comes to marketing to women? As you may have read in one of my Inc.com articles, I’m not over the moon about focus groups or ambush-them-in-the-mall surveys.
Kevin Burke is my new hero. He’s the founder of Lucid Marketing, which specializes in marketing to moms. And in an honest attempt to get inside a mother’s head, he wore a 33 lb. pregnancy suit everyday for the month leading up to Mother’s Day. He worked in it, played in it, slept in it... and gained insight on many things he’d never before considered.
I asked Kevin how this has helped him to understand “marketing to moms” better:
“As marketers, we are strive to be in tune with our customer's thoughts and actions. When I started this project, I was hoping to gain a better understanding and stronger appreciation for the challenges that women encounter while pregnant, even though the experience came nowhere close to duplicating what a woman experiences.
It ended up that I learned more from the new conversations, blog comments, and emails with other moms than from actually wearing the suit. The variety of stories and pregnancy experiences boiled down to a single principle: assuming to know what a woman is experiencing and how she is feeling about her pregnancy is likely a mistake. This knowledge hopefully better equips me to further my understanding of women, getting in tune, and not assuming.”
If you’re serious about marketing to women, this is the kind of stuff you have to do to really and understand and reach out.
Kevin Burke is the MAN!