Richard Associates Newsletter

In advertising, many times we look at potential clients and think we know what they need to hear about our products or services. But take some time to research your ideal customer and find out what they are actually looking for in a vendor. This will help to guide your message. For instance, women make over 80% of all purchase decisions, which makes them a powerhouse in the marketplace. If they are part of your target audience, do you know what motivates them? We need to be sure we are tailoring our marketing messages to the right audience.

At Richard Associates, we specialize in business consulting and marketing program execution, so that you can define and effectively reach your target audience.

In this newsletter, we'll take a look at how women are changing the marketplace. There's also a list of local networking events, a networking tip, and some interesting tidbits.

Savor these last warm days!

Best regards,

Susan Richard

P. S. It's Breast Cancer Awareness Month. Be sure the women in your life get regular screenings.

Marketing to Women

The savvy consumer

Advertisers are taking notice of the influence of women in the marketplace. Because women make over 80% of purchase decisions, they are savvy consumers. They know exactly what they are looking for.

Motivation

Women are decision-makers, and not just about "women's" products. Many decisions revolve around the household, husband, and children making their influence felt throughout the family. In addition, women have active lives outside of the home. The motivations are evident in the "busy-ness" of life: convenience and value. They want a product that is easy to use, and saves time and money.

Message

There are gender differences when targeting women as consumers. What do women want? They want to know the benefits of a product, not the features. In her hectic world, she doesn't need to know every aspect of your product, just how it will help her. The message should convey how your product solves a problem and provides value. Remember, she is an educated consumer.

Reach

While traditional advertising media are still relevant, women tend to discuss products and services with friends and family. With the advent of social media, the word spreads quickly, good or bad. So be sure your product is the highest quality, and your customer service is top-notch.

Examine your customer base and develop a message that really speaks to them.

Networking Tip

Radiate confidence
Body language says a lot about who we are and what we think of ourselves.

At networking events, make it your goal to radiate confidence in yourself and your business. Start with a smile, make good eye contact, and speak clearly when discussing your business.

Also, try to calm nervous gestures like swaying, fidgeting, or folding your arms. They'll give you away!

Now, take a deep breath and go introduce yourself!

Interesting Tidbits

Climbing the Corporate Ladder

It's good business to have women at every level of an organization. In this article from Forbes, read more about why businesses should mentor women.

Need an Angel?

First, you need your big idea. Then, ask for help. For ideas on how to approach Angel Investors, read this article from Open Forum.

Go Phillies!

Can they do it again this year?

The Phillies are having a great September. Let's hope they can keep the bats hot through October!

Get the attention you deserve!

Specializing in direct marketing, we focus your marketing dollars on results-oriented promotional efforts. Richard Associates also provides strategic advertising guidance for small to mid-size businesses. So whether you're just starting up or need a jumpstart, we can help you plan ahead and allocate your marketing budget to get the attention you deserve!

Richard Associates

618 Palmer Lane

Yardley, PA 19067

215-595-8959