Archive for January, 2010

Read All About It: Gender Communication Differences

Tuesday, January 26th, 2010

book2There are many books written on the differences in the genders and how we communicate, buy and lead differently. Shaunti Feldhahn recently released The Male Factor: The Unwritten Rules, Misperceptions, and Secret Beliefs of Men in the Workplace. She wrote that the familiar phrase, “It’s not personal; it’s business” concisely states how different men and women are. Men can compartmentalize and focus entirely on work, whereas women’s focus is more encompassing. Leading the Way to Success by Dr. Warren Bennis, Jack Canfield, Gerry Myers and James Kouzes is another example in a long list of books on this topic.book1

In 1994, Dr. Deborah Tannen added to her impressive linguistic work by tackling the subject of communication in the workplace. Talking from 9 to 5 became an instant best seller. Jane Sanders, GenderSmart is another. And of course, the extremely popular Men Are from Mars, Women Are from Venus series included Mars and Venus in the Workplace: A Practical Guide for Improving Communications and Getting Results at Work.

In addition to numerous books on the subject, companies have created seminars, internet sites and webinars to address gender communications and differences in the workplace. While much has been done and more understanding does exist, there is still a communication barrier and obstacles to women successfully escalating the proverbial corporate ladder.

What’s Wrong with These Sports’ Pictures? Hint: No Women

Monday, January 11th, 2010

fan1When I was looking for depictions of sports fans online, the majority looked like the graphics in today’s blog. While men are great sports fans and should be appreciated as such, they are not the growth market that women are. Without marketing to and interesting women in your sport, more and more stands will host minimal rather than maximum crowds.

Pro sports teams must aggressively and correctly seek out female fans. They need to attract them, retain them, involve them and get them to invite their networks to be a part of this great creditcard1American tradition. It puzzles me why this hasn’t been pursued more intensely by sports marketers, team marketers and general managers.

Women equate to dollars. They buy tickets, concessions and lots of merchandise. Sports aren’t and shouldn’t be thought of as a male bastion. Women enjoy watching the competitiveness and skill of players even if they do appreciate things differently than their male friends, colleagues and spouses.

Rather you are attracting viewers at home or in person, make sure your marketing includes women. fan2Where you place ads, how they look and read and what you do at events, tells women where they stand. If you want to continue growing your fan base and profits, it is essential to make sure the major consumer knows she is important.

Questions Professional Sports Marketers Should Be Asking

Monday, January 4th, 2010

basketball21What should professional sports teams be doing to attract more women? A lot. They are the growth market and an important component for the future of many sports.

Women are relationship-oriented. They want to know about players both on and off the field. Is he married? Does he have kids? What does he do in the off season? What charities does he support? Is he involved in politics or business ventures? What other sports or hobbies does he like?

Women are educational and informational-oriented. Do you have classes or events that will involve and educate women? Are your players, coaches and key personnel part of the functions? How are you positioning them? What type of invitations are you using?baseball2

Women are family-oriented. How does your team influence kids? Are the players good role models? Are they active in teen activities nationally or in their community? Do they support kids? sports? clinics?

Women look at a sport?s sponsor base as well. Are your advertisers letting women know they view them as part of the spectator base by providing commercials that appeal to both genders, not just one?

Teams that succeed with women have women initiatives. Do you have a program in place or are your women?s initiatives a hit and miss situation? Are discounts for merchandise and games available to women who participate in other team-related activities?

car1Whether you are involved in racing, golf, basketball or soccer, women should be an important part of your marketing mix. Make sure your marketing dollars are spent to attract them. The dividend on your investment will be amazing.