Guest Post by: Kelly Rasmussen, Aspiring Art Director
Money. You want to make more of it.
I know how.
I have your attention, and maybe you are a bit skeptical, but here’s how you, the client, can reach your target better, sell more, and overall improve your brand image…
HIRE MORE WOMEN.
Don’t believe me? Let’s break it down. Women make up roughly 80-85% of consumers. Women in Advertising Creative, they only make up 20%.
So, who is coming up with the ‘award winning ad campaigns’ that will appeal to women?
Men. Now I’m an advertising major, and not too great at science, but I’m pretty sure the people who know women and their buying habits the best, are other women. You may argue that focus groups provide insight into the mind of women, but you have no idea what you are dealing with. Women are complicated.
Forbes recently reported that “Women are the world’s most powerful consumers, and their impact on the economy is growing every year. The global incomes of women are predicted to reach a staggering $18 trillion by 2018, according to global professional services firm EY.”
In fact, the entire article is a gold mine about female consumers, and you should definitely read it after you read this…
Women are the influencers and decision makers for our economy. Shouldn’t they also be the influencers and decision makers on your accounts? And not just on the accounts, but in the leadership roles?
Older professionals in the advertising industry have repeatedly told me, if you want more women in the creative industry, pitch it to the client as a smart business strategy.
Make sure they understand that it would be a good business move to have women working on accounts to sell to other women. Why?
Well for one thing, women selling to other women is a good business strategy.
A first hand look at the female mind. For example, women are funny. So why aren’t there more ads appealing to women’s sense of humor?
Sadly, we are afraid to say something to our boss or to you, the client, because we think just doing good work and showing up is enough to get put on the big accounts.
So clients, I can make you money. A lot of money. But first, the request has to come from you.
Ask for more creative women on your account.
Why would you trust a team of men to talk to stay at home mothers? You know what they produce? Culturally ambiguous actors that show and tell about cleaning and cooking products.
Women know what cleaning products are. We get it. Instead, why don’t you talk about how the bottle will actually last longer and has an easy to spray spout that never clogs? Or maybe, instead of selling us the science behind the bottle you could put a man in the commercial instead (GASP!). Show THEM how easy it is to clean the kitchen.
Women will still buy a product, even if a woman isn’t in the commercial.
So clients, now that you know how to make more money, will you make the change? It doesn’t have to be drastic, because history would reveal men aren’t bad at selling to women and I don’t want an exclusive team of women working on female products either… but let’s start with hiring more women creative directors to lead a team of men.
Let hire inspiring creative women who will encourage others how to think more like a woman. Once you do that, you might not even have to conduct a single focus group ever again.
And that would make everyone very happy.