Women may represent only half the total
consumer market, but in actuality, women make (or influence) vast majority of
purchasing decisions. They are gate keepers to information on what men use
especially in the FCMG and fashion industry and deciders in what men and kids
buy or consume. Fast forward to the 21st century women now have the cash! Hence
the new advertising trend and marketing appeal that brands are cashing in on. It’s
the Divas! When you attract more divas, along with these women comes the
business of their spouses and family members. Ad agencies are struggling to
promote often undifferentiated offers, what an attraction to the women?
Women want to be very unique, none wants to see another one in the same shoes
she has. The agencies understand the importance that in the 21st century marketing will
be on-emotion, meaning to create the right emotion at the right time, for
the right audience, on behalf of the right positioning of a branded offer.
But even with this new freedom to follow their correct instincts (visuals
and emotions win), the ad agencies have plenty of work of their own cut
out for them. Since Beyonce did her hit song DIVA the trend has
caught up pretty fast. Part of the song says that a diva is the female version
of the hustler which resonates very well with what women want to hear. A good number of this group of urban ,educated women with fat paychecks and successful
business empires too
have had nasty divorces and now seek the freedom to do anything with no
restrictions. Well cool enough babe; you can do anything and buy everything
money can get you. The younger women and kids too have been raised too by these
divas and want to be 'divas' too when they grow up! Not bad at all; the
feminists have told women they need to get equal opportunities and gender
equity in everything. From parliament to boardrooms to our homes and straight
to the bedroom. Cool enough. So as the young women grow up they are keenly
watching what the 'older divas' are doing. I have no issues with this because i
am writing this article as a marketer not a divorce lawyer, priest or marriage
counselor. But just how are these divas being conned their hard earned cash by
brands that have positioned their products or services to this growing segment
of the market? You may agree or disagree but as a marketer and a consumer I
know just what it is like to be on both sides of the coin. I get to see the
'lies' these brands are brands are cashing in on this and making cool chums. I
got no problem with that because every smart man, woman, brand deserves to make
good money. As a brand manager you don't have to change things that are working
for you. Simple, specific changes to your customer service, sales process and
marketing can have a BIG effect. Just make the divas feel a bit more special, do
it right and meet their higher expectations and RIP them off!
There are a few 'smart brands' that have
turned this phenomenon into gold.
Here are a few of them in Kenya.
Banking
Minimum opening balance of Kshs.2000
No monthly charges
Free recognition card
One free banker’s cheque every month
Variable interest rates that increase as your
deposit increases.
Customized world class investment solutions
Here's where you get conned;The recognition
card probably offers discounts to the account holders at some stores eg Healthy U. The
truth is you get to spend your money. These people know that Kenyans are
bargain hunters. We all want to buy at that clearance SALE. Secondly is what I
see written World class investment solutions? What's that? I think you also have
to pay for that! It's more like premium banking;just an excuse for banks to charge you more because premium clients have access to water dispensers and a seat!Variable interest rates for deposits are cool; but can’t you
clearly see that the bank simply wants you to give them more money for them to lend
another diva to make more cash?
Why do women the world over wear the clothes
that they do? Is it because we see them on a famous actress walking the
red carpet at the Academy Awards? Do the divas buy a new dress because
we’ve seen it in a magazine and we know it is the latest trend?
Are women shelling out money to buy clothes because an Internet website says
this is a must have item for the season? Yes they are! A lot of brands in the fashion
understand the power of celebrity endorsements. From dressing our TV presenters
or artistes to paying socialites to wear these clothes and endorse the
brand. The divas then spend colossal amounts of cash on clothes made in
china and given Italian labels because a bigger diva said they are worth
buying! However, the ultimate
message from the fashion industry is; “if a famous person wears this – it must be
cool and therefore you must have it too!” .That’s a BIG con!
This strategy proves to be a win-win situation for both the fashion industry
and celebrities as they cash in on the free items that various designers throw
their way because a DIVA paid for all that!!!
This is where the divas have been thoroughly
mishandled and conned!!There is everything for the divas here. From Soaps, to
facial creams to spas to make up kits to supplements and other health products.
Not forgetting the craze in traditional organic foods to weight loss
consultants everyone is here!!All these products and service providers promise
MAGIC...Beautiful skin, shapely thighs, No stretch marks all with a promise to
make the divas remain forever YOUNG! I don't have to explain further because we
have seen it all. Am not trying to say that all the people and products are
quacks or don't work, some do! These corporations have been chemically medicating women through cosmetics for
years without their knowledge, consent, and with very little governmental
oversight
All these products are lurking just behind
your bathroom mirror, where all of your favorite beauty products are housed, is
a virtual toxic nightmare. The growing list of synthetic ingredients
manufacturers add to their products is turning the most innocent-looking
shampoos and moisturizers into cocktails of toxins that could cause cancer or
reproductive damage over years of sustained use. Modern cosmetics contain a
host of dangerous chemicals. Some of these products have brought the exact
opposite of what they promised the users! Just before you use them because they
are meant for divas do your background research, understand what's in the tube
before you squeeze and apply the cream somewhere....Don't be so dumb to try out
everything!
Finally i have one brand that passed my test.
It's Redds; an alcoholic beverage with a crisp clean apple taste!!Redds divas is a superb marketing promo.
Redds as a brand has been supporting the divas by sponsoring beauty pageants ,fashion events such as Kenya Redds fashion Awards, Redd's Africa Fashion design awards.the fashion week and runway modelling. It’s the only brand that i feels needs to use
the word Diva in their marketing! It's also a great positioning for the brand
to compete with Black Ice and Kingfisher both brands targeted at the women
alcohol consumers. If you haven't seen their new billboards get to Sarit
centre; they have one there with the REAL divas!!!So for every diva out
there;Lets drink some Redds to that!!!
Follow me @KenyanMarketer lets discuss this further. Lets help our divas put their money into a better use!
I comment whenever I appreciate a post on a website or I have something to contribute to
ReplyDeletethe conversation. Usually it's caused by the sincerness displayed in the article I read. And after this post "Marketing To The Divas-The Opportunity,Cash & Lies". I was actually moved enough to post a thought :) I do have 2 questions for you if it's okay.
Could it be only me or does it look as if like some of these comments
come across like they are left by brain dead visitors?
:-P And, if you are posting at additional online social sites, I'd like to keep up with you. Would you list all of your shared sites like your linkedin profile, Facebook page or twitter feed?
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