As a pen manufacturer, how would you go about growing your share of the female market? If you thought pink, think again. In June 2011, Bic introduced a series of “For Her” ballpoint pens, which were different only in color and branding than the company’s standard fare. While the product received some poor initial feedback, Bic had no idea what was still to come. In August 2012, Bic's Amazon "For Her" product page reviews lit up. Over the course of just a few days, the product racked up a litany of hundreds of sardonic posts mocking the product and its manufacturer for so poorly understanding the female market, leading to a public perception meltdown.
Welcome to a world of new realities that flips the way young women experience brands on its head. Today, brands must do more than move the highly sought-after Gen Y female audience to buy their products. They must also understand an intensely vocal population of young women ready to take them to task for missing the mark. Brands are taking note, because in a country where women control 80 percent of spending, establishing brand resonance and loyalty must start early.
In this session, attendees will get an advanced view of marketing to young women today through the lens of Jack Morton Worldwide, then hear from a panel of experts who market to young women at Fidelity, Healthworks Fitness Centers, Tretorn, and Wayfair.
