Every business wants to build a loyal base of customers. But how? If you cater to women, you may want to emphasize personal relationships.
So suggests a study recently published in the Journal of Marketing and reported by the NYTimes. Women, it says, are more likely to be faithful to individuals (such as a hairdresser) whereas men are more likely to be faithful to groups or companies (such as a barbershop).
The study also sites the example of men who were twice as likely to recommend a hospital over an individual doctor; the men also said they’d stay at the hospital if their doc left.
“The authors (of the study) say this sheds light on larger questions of behavior,” the NYTimes article reports, “and they endorse the theory that ‘female self-identity centers on close individual relationships, and male self-identity centers on less intimate group relationships.’”
The lesson?
When targeting women, use an advertising strategy that emphasizes personal relationships:
* Create a Facebook fan page for your business and interact directly with your customers and potential customers.
* On your website or blog, create an engaging “About” page that shares more than bare bones. Reveal enough about yourself that readers get a sense of who you really are.
* In your monthly e-newsletter, be personable. Allow your customers a connection to not only your business but more importantly, you.