EPISODE · Oct 2, 2019 · 23 MIN
Marketing to Women: Segmentation on the Edg(y)
from Ms. InterPReted · host Fletcher Marketing + PR
About Kelly Fletcher & Mary Beth West: Fletcher Marketing PR Founder and CEO Kelly Fletcher has built Fletcher Marketing PR into a thriving marketing and PR team whose vision is to influence positive social change. She is a sought-after national speaker on the topic of marketing to women. Working with regional, national and Fortune 500 companies, Fletcher has 25 years’ experience in the full spectrum of integrated communications. Fletcher has offices in Knoxville, TN, and Atlanta, GA. Fletcher Senior Strategist Mary Beth West, MPRCA, offers experience spanning 25 years, with in-house and consulting posts for a range of publicly traded and privately held corporations as well as government agencies and not-for-profit organizations. She founded, grew and later sold her 15-year PR firm to Fletcher Marketing PR in 2018. West is an authority on the topic of public relations ethics. In this episode, Kelly Fletcher reveals:Her approach to Marketing to Women and how she arrived at her fundamentals of one-concept-never-fits-all and why #PRdiversity is so important;Her favorite national niche campaign developed by Fletcher PR for spermicide brand Conceptrol®, with an edgy flair that won two Gold ADDYs (and spurs Mary Beth’s nervous laugh); Why advance test-marketing of more risky campaign concepts should never be overlooked; The essential role of market research;How risky waters should be navigated with research taking the lead, particularly when delving into socially or politically oriented campaign messaging;How #MeToo marketing arguably has been exploited for commercial gain . . . and why it’s never a smart move to pander or insult women’s (or anyone’s) intelligence.Links:Follow the "Ms. InterPReted" conversation via the Hashtag: #MsInterPReted Follow Fletcher PR on Twitter: @FletcherPR Follow Kelly Fletcher on Twitter: @KDfletcher Follow Mary Beth West on Twitter: @MaryBethWest Website: https://www.fletchermarketingpr.com/ Learn more about the Fletcher Team Process: https://www.fletchermarketingpr.com/about-us/process/
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What this episode covers
This #PRdiversity month, Mary Beth prompts Kelly to explain why Marketing to Women matters, how "edgy" campaigns can promote good medicine, how #MeToo has impacted messaging, what pet peeves and stereotypes ("Pink It & Shrink It") rear their heads in the Marketing to Women sphere (and what some companies / campaigns do wrong), and what must-have elements are required for solid communications to the increasingly segmented space of reaching the economically powerful female consumer / decision-maker.
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Marketing to Women: Segmentation on the Edg(y)
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