January 2005 Cover Focus / Women Take into Account the Female Factor You don't have sacrifice men to make your store's image more welcoming to women by Ellen Fruchtman When Professional Jeweler asked me to write this article, I felt uniquely qualified. After all, I am the president of a marketing firm and – well – I am a woman. It must be noted, though, that the bulk of my jewelry industry clients are men, and traditional jewelry marketing wisdom has always been directed to men. I’m here to tell you emphatically, however, if you’re not marketing to women, you’re ignoring today’s single most influential consumer segment. It’s not enough to know the power of women – you need to understand the dramatic differences between what influences a woman to buy vs. a man. This “female factor” affects every aspect of your business, from your marketing message to your store decor. Your Store’s Personality Is your store primarily female or male? Yes, your store can have a gender, and your customers can tell the difference. A predominantly male store has lots of boy toys: chrome furnishings, diamond microscopes and computer touch screens. Ads for male stores often pitch logic, product features and price. A female store pays attention to details. The furnishings are plush, the lighting is warm, the fragrance of flowers or cappuccino fills the air. There may be framed photos of people enjoying magic moments, such as a wedding, the birth of a child or a golden anniversary. Ads for female stores emphasize lifestyle over product, emotion over logic. Does it sound like I favor the female store? Absolutely. But before you start to worry you must sacrifice male customers to attract females, consider this: Even men respond to the female atmosphere because it’s less pressured and more welcoming. Do you have a few boy toys? That’s OK, as long as the rest of the environment has some female appeal. In either case, take a look at your store and decide what it is and – more importantly – what it might need to be. Using Emotion in Your Ads If you feel we’ve established that women respond to a more emotion-driven messages, you should use emotion in your marketing when: You have nothing of real importance to say. To add importance to something that might otherwise be trivial. To create a difference when a product or benefit is generic. To create a common denominator when appealing to diverse audiences. To involve people in the message. To suggest superiority when it can’t be proven. To reward people for taking the time to listen. To maintain interest in a product when its features and benefits are already well-known. To develop an appealing and long-lasting brand identity. To help sell products. In other words, you should strive for an emotional response from your advertising and marketing all the time! At the start of this new year, make it your resolution to appeal to the women’s market. Make some bold changes, and you’ll be rewarded with their trust, value and loyalty. Women’s Role in ‘The Ring’ Traditionally, the jewelry industry has marketed engagement rings to men. Fruchtman Marketing conducted a research study of over 100 college-educated women between 21-35 over a year ago. Though not completely scientific, the study had some clear messages: 85% of women who responded want a say in the ring selected for them. If a woman isn’t alongside her fiancé when he makes the purchase, she will at least drop a hint as to what she would love and, in many cases, where she would like him to buy it. – E.F. Ellen Fruchtman is partner and founder of Fruchtman Marketing, a full-service agency headquartered in Toledo, OH, representing independent jewelers, jewelry manufacturers and diamond distributors throughout the U.S. Contact Ellen at (419) 539-2770, ellen@fruchtman.com or www.fruchtman.com.