Mitchells seminars tackle marketing to women

May 4 2010, 10:24 am | BY Martin Trevaskis | No Comments

Mitchells_AllAboutEve.jpgOver 60 Mitchell & Partners’ clients attended seminars about marketing to women last Thursday and Friday. The seminars were run by Linda McGregor, founder of All About Eve, a specialist consultancy with an exclusive arrangement to provide services to the Mitchell Communication Group and its clients.

McGregor’s presentation, based on gender science, psychology and thousands of hours of research, challenged many of the notions about marketing to women:

• Women represent 51% of the Australian population but account for 80%of all purchases. As well as purchasers of personal items, women canalso be defined as surrogate shoppers for the family and their malepartners, right down to the man’s underpants.

• A man’s brain is 10% larger but has 30 to 40% less of the grey matterneeded to allow the left brain to talk to the right brain.

• Women multi-task better than men.

• 91% of women surveyed said advertisers don’t understand them.

McGregor advised that women want a balance between emotionalstimulation and product information. In fact, women are far more likelyto do additional research about products and services, making onlinemedia critically important to the modern woman.

Above: Cooch Creative invited their client Karrinyup Shopping Centreto a presentation on marketing to women by Mitchells’ consultant, AllAbout Eve. (Left to Right) Ron Samuel (Director, Cooch), Claire Ridley(Karrinyup Shopping Centre),  Andrew Wilkinson (Karrinyup ShoppingCentre), Alan Matthews (MD Mitchells WA), Linda McGregor (All AboutEve).

Companies wishing to talk directly to Linda McGregor at All About Eve should contact Tom Martin at Mitchells Perth on 9442 3020.