The Ad that Delivers What Women Want

 "What does woman want?" That question  perplexed that father of modern psychology, Sigmund Freud. It continues to puzzle marketers today, as we saw in What Women Want to See in Ads.

 The truth is that the answer was set out well over 500 years ago in one of the legendary knight stories, The Wedding of Sir Gawain and Dame Ragnell: Spoiler alert: when the knight was given the choice of having his otherwise hideous-looking wife beautiful at night or during the day, he lets her make that decision and  was rewarded with beauty 24/7. 

But that insight of 1450 has been lost over the generations as marketers seek to push on women what they want instead of empowering them to make the decision for themselves. But one swimsuit company got smart about it and so has seen a very positive response to its ad on Facebook:

We proudly want to introduce ModLi.

A different kind of swimwear.

Sometimes - the usual bikini/one-piece is just perfect. Whether you are sun bathing, in a hot-tub with friends, going to the beach with your partner, etc...

And for "other" situations in life, ModLi is perfect.  Playing with your kids on the beach, going to the pool with family, swimming, water sports, or just walking on the coastline.

Benefits:

- Sun Protection (UPF +50 Reducing harmful rays by 98%)

- No wardrobe "Malfunctions"

- Comfortable "It's like the difference between wearing work clothes and sweatpants"

- Lab Tested Fabrics

- Designed by professional designers with customer requests in mind

The ad served on Facebook garnered 6.7K reactions, 683 shares, and 1.2K comments, a sample of which you can see below:

The large number of likes on many of these comments indicate that they do accurately reflect the feelings of many women. They like having  the option to choose if they wish to cover up or not without being judged for those choices. 

Read more in  The Answer to What Women Want in a Swimsuit Ad

You've come a long way, baby, but you haven't yet arrived

The current state of marketing to women has a vibe that harkens back to the print ads for Virginia Slims cigarettes that ran through the 1970s and 80s with the tagline, “You’ve come a long way, baby.” The backgrounds were a representation of the bad old days of restrictions on women that contrasted with the confidently posed model holding her slim cigarette.

The bad old days for marketing featured blatantly sexist ads in which women aspired to nothing more than pleasing their husbands or on catching a husband by being pretty and ladylike. We have moved on, but not altogether.

Marketers have become aware of the need to move with the time and have adapted ad images accordingly. The way women are represented in ads is no longer limited to airbrushed models who exhibit the “right” figure, skin tone, hair, and age.

While ad imagery has come a long way, surveys of women indicate that marketing still has a long way to go.


Only 29% of American women believe advertising portrays them accurately is the title of Callie Schweitzer’s LinkedIn article posted on March 9, 2021. The statistic comes from Morning Consult. Even men weren’t fully convinced, as less than half (44%) said they considered women’s representation accurate.

That's not exactly passing marks.

A flame-broiled fiasco on International Women’s Day 2021

You don’t have to look hard for the brand that seriously misread the room in issuing a Tweet in honor of International Women’s Day, and the Internet made sure you knew about it even after the Tweet was deleted.



The extremely provocative-sounding declaration was meant to reference support for women who become professional chefs and its project called HER (helping equalize restaurants). But without that immediate context provided only within the print ad that you can see below, there was the apparently sexist declaration alone, and that boomeranged against the brand.



The backlash was so strong, that the account had to offer the combination of an apology and reason for deleting the tweet.



Burger King fell right into that marketing hole that Schweitzer complained about with an assertion that “perpetuates centuries-old cultural stereotypes of what society ‘expects’ women to be.” It should be obvious that marketers should steer clear of marketing to women in such forms. But it is still trickier for them to identify what women do want to see and hear in marketing.

Read more in What Women Want to See in Ads

What's in a pen name?

We’ve all heard that you shouldn’t judge a book by its cover, but what about the name on the cover? Should it be the author’s real name or her chosen one?

The Reclaim Her Name series is a re-release of books “with their author's real name on the cover for the first time.” To mark the 25th anniversary of the Women's Prize for Fiction, there are 25 books available for free download or eBooks (which definitely keeps costs down for printing and shipping).


It’s a fact that women have written some of the best novels ever published. It’s also a fact that some of those novels feature a man's name in place of the authors.



The question then is: are we doing a favor to George Eliot and her pseudonymous peers in stamping their birth names in place of the names they chose themselves?

Read more in A Toast to Women Writers

Related:
http://uncommoncontent.blogspot.com/2013/06/jane-austens-heroines-from-extroverted.html https://academicworks.cuny.edu/gc_etds/1658/

What do they want? Women in tech tell us

Takeaway: Women have long been a minority in tech, but what do those in the field most want from their employers and careers in general? We discussed this with women currently in tech, and here’s what they had to say.

To find out what women in tech want, we asked them. A query to HARO drew a large number of responses. Everyone wants equal opportunity, though some experience it more others. Some women share positive reports for the level of female representation at their places of work, while others still feel the sting of being overlooked by those who direct technical questions only to the men in the room. However, their thoughtful responses include not just what women want but what practical steps will get us there.

’ll Have What He’s Having

There’s no mystery, really. “Women in tech want exactly what men in tech want,“ asserts Amy Romero, global CMO at CreativeDrive. That means, “More opportunities for advancement, the ability to work on challenging projects that fuel their creative drive, unlock hidden potential and sources of growth, and role models in leadership positions.“

That sentiment is echoed by a number of women, including Ashley Fry: “Women in tech ultimately want a culture and environment to be cultivated that equals the playing field compared to their male counterparts.”

Read more in What Do Women in Tech Want?

Tip for Women in Tech

Takeaway: Women are vastly outnumbered by men in technological fields, which is why networking, mentoring and advice from other women in the field can be invaluable tools.

The gender gap that persists in tech career paths remains an obstacle to overcome for women who want to break into the field. But it can be done, and women who have made it have some valuable insight to share with those aspire to follow in their path or blaze their own. It all comes down to overcoming self-doubt and moving fearlessly forward. A number recommend connecting with others for support, but sometimes the motivation has to come from within.

Fortune Favors the Bold

Sophie Knowles, Founder & CEO of PDF Pro goes this far: “Do not be afraid to start your own business. A lot of people are scared by the prospect of going out on their own, but there is so much opportunity.” Her recommendation is to follow your passion because “you will have a much greater sense of purpose and see that you are capable of so much more than you ever thought you were.” That doesn’t mean just following your heart, though. She adds on the necessity of persistence, as well as doing the requisite research and asking for help when needed.

Likewise, Nancy Wang, Founder and CEO of Advancing Women in Product (AWIP) tells women, “If you see an opportunity you think is a fit, take the risk. Changing careers or taking on a new job can be scary, but never be afraid to take that job that you’re really excited about.” 

Read more in Top Career Tips for Women Working in Technology

Women in Tech: the glass is about a quarter full

Takeaway: Although women currently hold only about 25% of tech positions in the U.S., numbers are growing and many women are working to reduce this gender gap.

Assessing the state of women in tech does present a kind of half-full – or, more precisely, quarter-full – glass perspective. There is definitely still a marked gap in terms of representation in the field and even pay. However, there are also signs of movement in the right direction. So while we do mind the gap, we should also look at what works to narrow it down. 

Read more in Minding the Gender Gap: 10 Facts about Women in Tech

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A dozen women high up in tech

Ada Lovelace, credited with writing the first computer algorithm.

Takeaway: While men still dominate the top positions in tech, there are women who have worked hard to attain top positions, driving innovative technology and directing successful businesses. Often, they not only step into an existing business, but create or co-found a new commercial concept.

Look at any list of the top names in tech, and you will invariably notice that women are very much outnumbered, often representing only a third at best. To find the women who have risen through the ranks, you may have to look at the lists that are devoted to women specifically. There are a number of them, and this list cannot take them all into account. Instead, it presents a dozen. Some of the names are very well known, and some are less so.

Whether they have worked their way up the ranks of a well-established business, have developed a completely innovative concept that forms the basis of a new one, or have the vision to realize which new tech company they should be investing in, they all are highly accomplished in their field. So as not to appear to rank them in order of importance, they are simply presented in alphabetical order. 

Read more in 

12 Top Women in Tech Right Now

Women speak

photo from
https://upload.wikimedia.org/wikipedia/commons/2/25/Podcast_hosted_by_women.jpg

Podcasts, which are becoming increasingly important as a journalistic medium,  have generally been male-dominated. But the medium is getting more diverse, thanks in part to a new podcasting studio dedicated to giving women a voice.

Raina Penchansky, founder and CEO of Digital Brand Architects, (DBA), a digital talent management and social media marketing firm, spoke to me about her company’s latest endeavor, the recently launched  Dear Media (DM). Located in West Hollywood, this new podcasting studio focuses on leading female voices and narratives that can now be heard on Apple iTunes and Spotify. .

They reach a “highly engaged listener,” through this medium Penchansky explained.  “It’s a targeted millenial audience, and in a lot of ways,” which makes it “very much the right medium” for this demographic that has been “cord-cutting and consuming content differently” than the previous generation. 

The business model for  Dear Media follows the pattern set by DBA back in 2010. It  helps individuals conceptualize, develop, and produce customized communication through new media. The difference is that it puts the emphasis on female hosts and voices, placing women and their stories at the forefront of conversation.

Read more in Giving Women a Voice

Getting Women to Stay On in Tech

As more and more business and manufacturing processes revolve around technology, the demand for people with the necessary skills is growing. To assure the supply of qualified people filling those positions, we have to stop thinking in terms in terms of stereotypes and clear the way for women to get on board.

Image courtesy: Pixabay

The problem is not that women aren’t trained in science, technology, engineering, and mathematics (STEM) fields. “Women have earned 57% of all bachelor's degrees and about half of all science and engineering (S&E) bachelor's degrees since the late 1990s,” according to the latest figures from the National Science Foundation. The problem is that those percentages don’t translate into the same level of representation at work.

In fact, women are still far outnumbered at engineering positions at tech companies. You can see the numbers of engineers in actual companies updated regularly on a spreadsheet in Tracy Chou's Women in Tech list.  Though the numbers vary, the average representation for women engineers at the companies listed appears to be near 20% to 25%.

The gap between the sexes grows higher up the hierarchy. The Gender Divide in Tech-Intensive Industries put out in 2014 demonstrated that women with MBAs with tech qualifications were still far less likely to work in the industry than their male counterparts. Perhaps part of the reason is that women ae far more likely to be placed in entry level jobs, at the rate of 55% in contrast to the 39% for men.  Women MBAs also were more likely to leave the tech industry than their male counterparts at the rate of 53% to 31%.

Read more in 

Retaining Women in Tech Takes More Than Training

Time's Up for Mad Men

“Mad Men” portrayed the male-dominated world of advertising in the 1960s.  Although we're nearly twenty years into the next century now, some of the industry's sexist norms persist. It's time to do something about it.  

In the wake of the #MeToo Movement's call to give voice to the victims of sexual harassment, industries have been forced to face up the problem and work on solutions. Among the organizations devoted to progress in this area is TIME'S UP,™ which was formed by women in the entertainment industry this past January. In March, the organization partnered with women in the advertising industry to launch the industry-specific TIME'S UP™/ADVERTISING.

Read more in An Attitude Adjustment for Advertising

STEM for women not happening in Star Wars

In November 2016, NASA shared this short video as a tribute from cast from Star Wars to honor the women at NASA who serve as “engineers, aviators, research scientists, astronauts and more are making a future possible for humanity in a galaxy far far away.” This is somewhat ironic in light of what followed in the Star Wars franchise.

In December 2016, the Star Wars film Rogue One was released with a female hero at the center of the film, and there were a couple of female fliers to be seen among the rebels. But the role of scientists and engineers were all held by men. The protagonist’s father was the chief scientist leading whose team of engineers were all men. Even if the film makers didn’t want to go so far as making the protagonist’s mother the scientist, they could have at least allowed for some female representation on the Empirical engineering department, but no.

So progressiveness in representation on film still has a long way to go. But the good news is that in real life and in our own galaxy women are doing better than they are in the Empire with respect to such positions.
Read more in Star Wars: Not Yet a Galaxy of Equal Opportunity

What do you think of pink?

Do you automatically buy anything that allies itself with "the cause?" There are reasons to think rather than blindly support all that is dressed in pink as discussed in http://uncommoncontent.blogspot.com/2012/10/beyond-pink.html

Beautiful marketing

"The absence of flaw in beauty is itself a flaw." Havelock Ellis's statement fits Dove's "real beauty" marketing campaign, which you can read about in my latest CMOsite post.