How to reach women in traditionally male categories

Overview:

Marketing to women has evolved, we have moved far beyond the notion of ‘painting a brand pink’. Many traditionally male categories (cars, brown spirits, watches for e.g.) have recognised the importance of women and are looking at how to reach them.

Come along to the evening and hear more about how to create a strong female following within traditionally male categories:

1. What are the different approaches to reaching women?
   1. Bilingual in and out
   2. Structuring the brand franchise
   3. Executional targeting
2. Example female consumer modes within a male category
3. Top tips on connecting with women and implications for how to engage with them in research

Speakers:

Amanda Herbert, Neil Douthwaite and Emma Laney Smith, Syren-Strategy

Founded in 2005, we were the first agency to target the female consumer, but have increasingly fed this knowledge into a gender-equal approach that taps into fundamental human drivers.