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Niche Marketing...the Numbers Show Otherwise!

t's hard to believe that in 2014 we're still talking about marketing to women like it's a niche market.

Women purchase 65% of all new cars, comprise 40% of all business travel, influence 80% of all luxury and family travel, own 38% of all U.S. business, and contribute $1.6 trillion to the national economy. Hardly a niche, as the numbers clearly show women's role as the dominant consumer.

I've had marketers ask me if focusing their advertising dollars on women is risky. Based on these numbers, the bigger risk of not doing marketing that focuses on the needs of women is tantamount to leaving sales on the table.

But what exactly is marketing to women, and is that stereotyping? The answer is simpler than you might think. The key is to be smart in your marketing so that both women and men resonate with your message. By focusing on a clear message, a good design, positive female representation and intuitive features, you appeal to both men and women, without alientating either sex.


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