The old soda wars used to involve the “man on the street” blind taste test ads. Today, Pepsi is seizing the social media moment and engaging the public to do good. Since women make 80% of the consumer decisions, are the majority of socially responsible consumers and lead the use of social media it seems that Pepsi is targeting the woman consumer.
Their new campaign “be sociable, have a Pepsi” speaks right to the heart of what women want – a company:
1. with a social conscious that does good;
2. that taps people’s collective creativity; and
3. that connects people to each other.
You can see the campaign at: refresheverything.com.
Stuart Elliot, in today’s New York Times, covers the Pepsi push: ”Pepsi-Cola is formally introducing on Monday an ambitious campaign named the Pepsi Refresh Project, aimed at doing well by doing good. The brand is dedicating at least $20 million through the end of the year for…
- Posted by Lisa Witter
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Lisa Witter will be featured at a special event on January 28th at Rutgers School of Social Work in New Brunswick, NJ. The book signing and lecture, sponsored by the Center for Nonprofit Management and Governance, will focus on the increasingly prominent role of women in the giving sector, and how nonprofit and advocacy organizations can target and effectively reach this growing population through outreach and marketing efforts.
- Posted by Lisa Witter
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Lisa and I meet regularly with many nonprofits who tell us that increasing the number of 20-something donors — the next generation of philanthropists — is a major priority.
But how to reach them? A report by Radar Research and PopSugar Media that delves into the influence and consumer habits of Gen Y women sheds some light.
Many of the findings reinforce other research we’ve seen on why women are the #1 target audience, whether you’re selling a product or promoting a cause. Once Gen Y women believe in a brand, for example, 61% report they “share it with as many friends as possible.”
Gen Y women are also big on authenticity. They’re less likely be persuade by celebrities and “experts” and more inclined to trust friends, families, bloggers and others within their networked community (this may include tweeters they’ve never met) to be more unbiased and honest. In the words of one survey…
- Posted by Lisa Chen
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Forget “Supermom.” Meet the “Real Mom.” That’s the message behind a recent white paper by Advertising Age and ad giant JWT.
According to authors Marissa Miley and Ann Make, today’s younger generation of Real Moms (Gen Xers and millennials) are similar to their have-it-all Super Mom predecessors insofar as they’re just as busy in their roles as “chief operating officer of the home.” The difference is, they’re more realistic about the push-and-pull dynamic of their multi-tasking lives and less beholden to perfection. Call it the New Pragmatism.
While the paper, which is based on a survey of 870 men and women, is ostensibly geared to consumer marketing, it has important insights for cause-driven communicators, too. Take, for example, these findings into What Real Moms Want:
Put family first: In today’s overscheduled world, Real Moms feel responsibility to create family time. Next time you want a mom to give money or take action for your…
- Posted by Lisa Chen
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The She Spot was featured earlier this week on Frogloop, Care2.com’s nonprofit marketing blog as part of two-part series on marketing causes to women.
The author, Jocelyn Harmon, Director of NonProfit Services at Care2.com, riffs on a radio spot she hears featuring Smart Cookies, five women who got their finances in gear thanks to American Express:
“Call American Express self-serving. Call them insincere. But also call them smart. By fueling a full-scale marketing campaign with women, for women, Amex is transforming a traditionally male-focused industry – financial services – into an accessible arena for women. And they’re likely to see their profits increase from connecting with one of the biggest consumer markets in the U.S. – women.”
Nonprofits need to learn to do the same, Jocelyn points out, along with some eye-opening stats and best practices from The She Spot and Marti Barletta’s book, Big Economic Opportunity in Marketing to Women (Marti was a…
- Posted by Lisa Chen
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Brooklyn recently kicked off the eighth year of its annual “Take Your Man to The Doctor” health care campaign. Brooklynites were urged to get the men in their life, a third of whom don’t have a personal physician, to make an appointment for an annual check-up.
While the campaign didn’t target women explicitly, it did tap into two truths: One, men generally hate going to the doctor. Two, when it comes to health matters, women are usually the ones driving the train forward, whether it’s for themselves or their loved ones.
In fact, women make more than 80 percent of all health-related decisions. That goes for what kind of cold medicine to buy to determining whether a doctor’s visit in is order. What this means for health-related nonprofit organizations, foundations and social marketing campaigns is the subject of Fenton’s forthcoming guide: “She Decides: The Secret to Effective Health Campaigns.”
The guide spotlights ideas and…
- Posted by Lisa Chen
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About this blog
Lisa Chen and Lisa Witter
are the authors of The She Spot: Why Women are the Market for Changing the World and How to
Reach Them. They are also both
senior strategists at Fenton Communications, the nation’s largest public
interest communications firm. [