In their new book, "Don't Think Pink," authors Lisa Johnson and Andrea Learned have coined a term for my favorite type of marketing to women - Transparent Marketing. As Lisa and Andrea put it, "Visible Campaigns" are unquestionably aimed directly at women, while Transparent Campaigns resonate with women. They say:
"A subtle, yet more sophisticated, approach involves tailoring your message to meet women’s needs without labeling the product or service exclusively “for women.” This is transparent marketing. Home Depot, Lowe’s and other home improvement centers are newly committed to this approach, and so have started widening aisles (women like more room to browse and examine products on the lower shelves) and changing offerings and displays to appeal to women’s interests, for example."
I was reminded of this earlier this week, while visiting a client... a chain of full-service car washes in a large Midwestern city:
Take an ordinary car wash...
Give customers the choice between Express or Full-Service (even the Express gets a towel dry)...
While you wait for your car, check out the ultra-clean store...
Relax in an overstuffed chair or at a bistro table, and watch TV, shop for a handbag, or surf the internet on their wi-fi network.
Need to walk around a little? Why not check out the "wash tunnel," where you can watch your car go through the wash, visit with Zazu, the house parrot...
...or even get your shoes shined.
This shows such a big commitment to the small things that make the day a little less ordinary. It creates an environment that you're likely to visit on a repeat basis. Just the kind of Transparent Marketing that goes a long way.
What kind of "surprises" are you giving your customers? Any tricks up your sleeve?
By the way... for more great reading on marketing to women, be sure to check out Andrea Learned's blog Learned on Women - my newest blogging friend and marketing champion.