Students observe a presentation by Bridget Brennan.
Marketing for a business is easier said than done. You need to conduct market research, construct a product that fits the needs of the buyer and finally put the word out that you’re selling something worth buying. Marketing becomes even harder when you’re marketing to the wrong crowd.
CEO and founder of Female Factor, Bridget Brennan spoke to Doane students on Feb. 25 in Gaylord 500 for the Contemporary Issues in Marketing class and gave them key insights into the demographic that any good business will market to: women.
“It turns out, when you meet women’s needs, it meets everyone’s needs. If only our clients could see through the eyes of women,” Brennan said. “Women are the primary buyers of goods, so why aren’t we marketing to them?”
In both her books, “Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers” and “Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful Consumers,” Brennan discusses how women have largely been neglected by businesses when marketing their products, despite the fact they are responsible for the purchase of 80% of all consumer goods. Brennan noticed this disparity and wondered why no one was jumping at the opportunity to market towards women.
“I didn’t start my book or business for a long time because I thought if this was such a good idea someone smart would’ve done it,” Brennan said. “Don’t let that stop you from doing what you want to. What’s interesting about the market is that we need to see the macro changes in the culture and I was fortunate to see them.”
Brennan’s books look at the intersection of psychology, gender and business and how women’s increased buying power as well as emotional and at-home labor have made women the primary buyers of products, particularly for families. As such, it makes sense to market to women as they bring their products into the household for both women and men to enjoy. Brennan’s job as a consultant gives her the opportunity to work with companies and help them tap into women’s buying power.
Brennan’s mix of psychology, sociology and marketing has allowed her to garner international recognition as one of the best consultants in the world and she mentioned how Doane’s unique liberal arts structure can help students rise to meet the demands of the market that asks for a diverse array of knowledge.
“You’re probably more prepared than most other students,” Brennan said. “A liberal arts institution allows students to be creative in how they analyze the market. The market is changing from people who can crunch numbers towards people who are creative and able to meet people in that intersection of disciplines.”
