I just read an article by Bridget Brennan (author of Why She Buys a book on the woman consumer) where she talks about Apple being the most discreetly and successfully feminized company. The article comments on the overwhelming influence women have on the purchase of electronics. Here is the link in case you’re interested:
Bridget is right Apple appeals to women the smart way. Too many try to reach women by overtly ‘pinking’ up their products and services. Instead of appealing to women it looks ridiculous or worse, patronizing. I’ll never forget when I saw a major kitchen appliance entirely pink in color. The company was trying to lure women to buy their product with promises to fund breast cancer research. They created an all pink appliance to prove it. During the month of October (breast cancer awareness month) every store is overflowing with pinked-up products. I can’t speak for other women, but such crass and transparently mercenary attempts to lure women buyers are a total turn off for me.
Back to Apple. After many years of frustration with the PC world I recently purchased an Apple product. Not a pink ribbon in sight but everything is right. When I visited ,I told the Apple helpers I was divorcing PC’s after an abusive relationship where I endured years of neglect and arrogant disdain. They nodded knowingly, smiled politely and quietly proved themselves a worthy partner. I am looking forward to a long and productive relationship.
Fact of the Day:
The research is clear about what women want. Here is what Apple does matches the research:
- Make it relevant – provide personal attention to match your life needs with their offerings
- Speak english – Do not talk technical jargon at you
- Treat you well – Are pleasant, helpful and focused on providing top service
- Deliver what they promise – Actually provide you everything that is promised
- Are transparent – Let you know what they can and cannot do upfront with refreshing clarity
- Provide education – Offer opportunities to learn as much as you care to learn
Tip of the Day:
Be sure that you do not make the mistake of the pink appliance manufacturer with clumsy feminizing. Remember the example of Apple. Nothing about the Apple experience looks girlie but they are skillfully doing everything that matters to women and trouncing the competition.