If you make industrial products, you figure your market is most likely mainly male. But that doesn’t mean there aren’t women in the field. Are you marketing efforts unwittingly turning off those women? If you make or sell almost anything else, chances are the percentage of women who have buying power for your product/service is much higher.
Women are an increasing proportion of executives, business owners and professionals. Today the best-educated woman is 28 years old, the best-educated man is 56. Are you missing the boat by leaving them out of your calculations when you plan your marketing materials and other outreach efforts?
And increasingly the women you’ll be marketing to are independent, self-supporting women who may or may not have kids, but who are making it all happen for themselves. There’s a new organization SWWAN (Single Working Women’s Affiliate Network) just for single working women and their SWWAN blog focuses on issues specific to single women. They care about many of the same things all women care about, but they also may have radically different hot buttons that the right marketing techniques could really push. Read Laura Rowley’s article about women as a market demographic.
Any way you look at it, if you haven’t reexamined your target market with gender in mind, you may be missing some big opportunities.