To Reach Businesswomen, Meet Them at Work, in Their Social Moments
BEEP, BEEP, BEEP, BEEP, BEEP ... One eye opens and the massive red numbers stare back at her, reading 6 a.m. A hand reaches out from underneath the warm covers to hit the big snooze button on the top of the alarm clock for the first of a series (less for some, more for others) of blind button slapping. Flipping the covers back, swinging her legs out into the cold(er) air, she turns the lights on and shuffles to the shower. And so starts her morning ... and her brand interactions.
Meet Tina, one of 72 million business women who start their morning in this same way five of seven days a week. Tina has two fraternal twins. She's 42 years old. She's been working as an accounting manager at the same company for the last five years, and she interacts with brands every day of her life. Every year she and other working women like her spend $2.55 trillion on consumer products.
From the moment Tina steps into the shower, staring at those shampoo, conditioner and bath gel bottles on the shelf, she is confronted with brands. Some she's loyal to and some she has yet to discover. She hops out of the shower, gets her kids ready and makes sure they get off to school, then heads to work. The whole time, the TV is in the background—both in the bedroom and kitchen—with associated commercials.
For the 45 minutes she's in the car, she's pelted with brands trying to get her attention on the radio and billboards. When she gets to work, from the moment she turns on her computer to get some emails done, she is bombarded by banner ads.
During any of these advertising-heavy moments, she is focused on other things. She is trying to get her kids ready for school, make breakfast, get somewhere, think about her day, try to impress her boss, get a project done, or get something accomplished from her to-do list.