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5 Claves para hacerle Marketing a una mujer Destacado

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Esta semana conmemoramos y celebramos el día internacional de la mujer: un día que nos recuerda que todavía hay mucho camino por recorrer para que exista mayor igualdad de derechos entre los géneros en México. Sin embargo, aunque peleamos porque se igualen las oportunidades, lo que es cierto es que hombres y mujeres somos diferentes: actuamos y pensamos de manera distinta. Por ello, y sumando la discusión que el mismo día se tuvo en twitter a través de #MarketerosNocturnos,  es que decidí hablar un poco de cómo hacer Marketing para las mujeres.

Empecemos con unos datos importantes:a las mujeres en el mercado actual debemos considerarlas como las nuevas “jefas de compras”. Las mujeres representan en México el 52% de la población e influyen en el 75% de los productos vendidos. Cada vez más productos tradicionalmente vendidos a hombres (como automóviles, electrónicos, computadoras, vinos, etc.) son comprados por mujeres.

 

A qué se debe este cambio? Hay dos razones principales: el aumento en su poder adquisitivo dado a que cada vez más mujeres son económicamente independientes que les permite tomar mayores decisiones personales de compra; y también la evolución de los hábitos de compra.

 

Las mujeres quieren productos, anuncios, empresas que no estén hechos o dirigidos en comparación con el mundo masculino. Están creando su propio mundo: uno que las comprenda y las ame. Ellas son más sensibles a las emociones, por ello buscan las relaciones, la filosofía y la ética de las marcas.

 

Cómo hacerle Marketing a una mujer? Mensionaré cinco elementos clave:

 

RESPETO: Antes de comprar, las mujeres suelen informarse, por ejemplo leen con mayor detalle los ingredientes de un producto que los hombres, y toman decisiones muy reflexionadas. Las marcas que reconozcan su inteligencia, ganarán su respeto.

MULTIROL: Las mujeres desempeñan múltiples facetas en su vida, y buscan que las vean como tales. Una marca que sólo les reconozca uno de sus roles o que caiga en estereotipos estará condenada al rechazo. Las marcas deben reconocer su diversidad.

DESCANSO: El primer enemigo de las mujeres es el estrés: preparar desayuno, llevar los niños al colegio, el tránsito, el trabajo, preocuparse por la comida del marido… sus múltiples roles les presionan. Ofrecer soluciones a las tensiones que sufren en el día a día, o al menos demostrarles que se les entiende, hará conexión con este segmento.

CONTACTO: Las mujeres basan sus decisiones en las emociones, en lugar de basarse en elementos racionales. No les digamos cómo está hecho el producto o de qué consta el servicio; hablemos de lo que el producto puede hacer por ellas o lo que vivrán con el servicio.

RELACION: Las mujeres no quieren tener intercambios comerciales, buscan diálogos; buscan marcas en las cuales confiar y con las cuales conversar… por eso las redes sociales son un éxito con las mujeres. La fidelidad de las mujeres se alcanza cuando ellas encuentran marcas con las cuales convivir y compartir.

Para terminar, recordemos que no podemos caer en estereotipos. Aunque podamos hablar de generalidades para dirigirnos a las mujeres, el conocer los hábitos, gustos, intereses y estilo de vida de nuestros clientes es la clave del éxito en el Marketing moderno. Un abrazo a todos estos seres hermosos llamados mujeres.

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