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What This Year's Super Bowl Ads Say About Marketing To Women

2016 may go down in history as the year Super Bowl advertisers stopped using overtly sexist messages. Humor and inclusion dominated ads the way Denver dominated defense. With a few health-issue related exceptions (I’m looking at you, opioid-induced constipation), there was something for almost everyone to feel good about in the year’s greatest advertising showcase.…

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Meet The Women To Watch In Retail Disruption

Women have long driven consumer purchasing in retail. Now they’re increasingly driving innovation as leaders in the retail industry itself. Social think tank Remodista has just announced its list of Women to Watch in Retail Disruption for 2016. These are women driving the next generation of retail. Get to know these innovators: the list represents…

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Trends Driving Women's Purchasing Decisions In 2016

Do you find yourself suffering from trend fatigue at this time of year? The sheer number of new trends being reported, reviewed and predicted is overwhelming. Clearly, no one can or should develop strategies around all the trends we’re exposed to on a daily basis. As we fall down the rabbit hole reading year-end wrap-ups…

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Avoid These Visual Mistakes When Marketing to Women

Visual communication has risen in parallel with women’s economic power, which means it’s a smart idea to conduct a review of your marketing images to make sure they’re still relevant. In our work at Female Factor, we help businesses optimize their marketing initiatives with insights from women consumers. Here are four common mistakes to avoid:…

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Three Ways To Keep Your Brand Relevant With Women Consumers

The Rolling Stones make it look effortless, but keeping your brand cool as it ages is no easy feat. Enter Quaker Oats. Clocking in at over 130 years old, Quaker has been marketing to its core base of women consumers since petticoats were still in fashion. How has a brand like Quaker Oats managed to…

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How the Mobile Gaming Industry is Winning Women Players

The last time you waited for a drink at Starbucks, what did you do to pass those under-caffeinated two minutes before your name was called? If you played a quick round of Words with Friends or Candy Crush Saga, you’re not alone. 155 million Americans play video games, or just about half of the U.S.…

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Convenience Can Be Emotional: Lessons from Walgreens CMO Sona Chawla

Like many women, I’ve logged countless hours at my neighborhood Walgreens. I’ll walk in for something small, like ChapStick, and inevitably check out with a full basket. I’ve always admired the company’s ability to sell so many disparate items — from Sudafed to shampoo to sushi — in one manageable footprint (typically about 14,000 square…

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Principles of Delivering A Great Sales Experience to Women Buyers

No matter how much research a woman has conducted online, or how many times she’s seen an ad, the critical purchasing moment often comes down to that “last three feet of the sale.” This is when she’s standing on the sales floor, talking directly to a salesperson, hands on hips, deciding whether to buy. At…

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