August 9, 2009

The new marketing target: gamma women

Commentary by DAVID BOHAN

Marketers know about alpha males and their top-down communication style. Now they need to learn about gamma women and their decidedly different way of doing things.

Do the following statements sound like women you know?

• Faith and spirituality are important in my life; I am environmentally conscious; my work should fit my personal and family needs, not the other way around.

• I enjoy creative pursuits and opportunities for self-expression; I feel empowered by information; I describe myself as collaborative and inclusive; I value relationships.

• I am willing to share my time and talent with people and organizations that are important to me.

If you fit the gamma woman profile, you are not alone. According to a recent Meredith Publishing and NBC Universal research study, there are more than 55 million gamma women. That’s more than half of all women ages 18-65.

It’s no surprise that the publishers of Better Homes & Gardens and NBC are interested in these women, but their research goes beyond just the demographics and market size. Gamma women are very prone to: generate and share information with their peers; become experts in the everyday issues that women face; use social media to share tips and collaborate with other women; be active and involved in their community; make a conscious effort to recycle; actively practice their faith; donate and volunteer to causes in which they believe; develop a sense of personal style; have homes that are comfortable and welcoming.

This group’s style reflects their attitudes and belief system. These women see influence radiating out, not coming down from on high. They see sharing as currency, and they thrive on collaboration.

Read the statements from gamma women listed below to understand why marketers should pay close attention to them.

“I can inspire friends about things I am excited about.”

“When I find a product I like, I typically recommend it.”

“People often ask my advice about products and services to buy.”

“When I see an advertisement I like, I will go to the Web site to find out more information.”

Successful marketers to gamma women have adopted a marketing style that is authentic, tells real stories, invites the customer to help shape the brand story, asks her to share her opinions, needs and wants and creates meaningful two-way communication.

One of the first examples of marketing to gamma women was Dove’s “Real Beauty” campaign. Dove used real women instead of models to extol the value of its ever-expanding line of beauty products.

Walmart is paying close attention, too, and not just with advertising. The company’s newly announced environmental impact labeling program is a key brand association for the retailer.

Feeding on the gamma woman’s desire to be a good steward of the environment, Walmart will ensure that its customers have the information they want to make informed choices among brands.

You don’t have to be a Dove or Walmart executive to care about gamma women. All you have to be is someone who markets in today’s world.

If you want to learn more about gamma women, check out GammaWomen.com. There’s even a test you can take to see if you are one … or can think like one.