Is Your Marketing Reaching the Consumer?

Women drive 80% of the purchasing decisions.

How is your marketing reaching this audience? That is the 20 trillion dollar question!

Have you taken a close look at your branding and marketing to assess how your message is landing?

Ayesha Mathew- Wadhwa is the founder of PixInk - a design micro-agency that services a macro niche- that niche is marketing to women. Women drive 80% of the purchasing decisions.

Ayesha Mathews-Wadhwa is an expert at helping businesses ensure their branding and marketing messages are compelling, create powerful experiences, and that it reaches the audience! She was also my guest on the Corporate Conversations with Charmaine Radio show, and what a conversation it was! Her company, PixInk is based in San Francisco but really is a global business, and has served Apple, Facebook, Oracle, Cat Footwear, Riverbed, Camel, Sephora and Picaboo, amongst many others. You can learn more about Ayesha, and PixInk at: http://www.pixinkdesign.com/


Ayesha reminds business owners and leaders that the female economy is not a niche market, rather, it is a complex market, and those businesses who get it, will excel. Companies who engage their consumers, and target audience in an authentic manner will not only build relationships, and loyal customers, they will create marketing platforms and campaigns that work and deliver results.

There are many ways to engage your customers, and explore what marketing works for women:

- Panels

- Surveys

- Focus groups

- Ask for feedback

- Test and trial runs


Ayesha also recommends video, in fact, video is an excellent way to demonstrate your authenticity, keep people engaged, and start conversations and connections. Video helps bring your brand and message to life.

- Tell a story

- Ensure the video is emotive

- Do not create a video that feels scripted or orchestrated…. Make sure it looks and feels authentic

- Music really helps

When you reach the audience, understand what and why they buy your product or service, connect with them in an authentic way, you give them reason to talk about you. In essence, you create a loyal customer base.

On the interview recording (you can listen here): http://www.blogtalkradio.com/charmainehammond/2012/08/15/guest-elizabeth-hagen-and-ayesha-mathews-wadhwa


Remember:

- Authenticity matters

- Create an experience

- Use video to tell (and show) a story

- Ask customers what they want, what the strengths and downfalls of your product or service are, and what they really want and need.

You can listen to the conversation with Ayesha here: http://www.blogtalkradio.com/charmainehammond/2012/08/15/guest-elizabeth-hagen-and-ayesha-mathews-wadhwa

Women Make 80% of the Buying Decisions- are you marketing to them?

PixInk is a design micro-agency that services a macro niche- that niche is marketing to women. Women drive 80% of the purchasing decisions. This is important for all businesses to know, that your marketing will be well served to ensure their branding and marketing is:

- Compelling

- Creates experiences across all forms of marketing including print, digital and mobile media

Ayesha Mathews-Wadhwa was my guest on the Corporate Conversations with Charmaine Radio show, and what a conversation it was! Ayesha’s company PixInk is based in San Francisco but really is a global business, and has served Apple, Facebook, Oracle, Cat Footwear, Riverbed, Camel, Sephora and Picaboo, amongst many others. You can learn more about Ayesha, and PixInk at: http://www.pixinkdesign.com/

On the interview recording (you can listen here): http://www.blogtalkradio.com/charmainehammond/2012/08/15/guest-elizabeth-hagen-and-ayesha-mathews-wadhwa


You will hear Ayesha share her interesting journey to entrepreneurship, and her impressive background in the corporate world.

Why do so many brands fail to connect with women? Ayesha states there are a number of reasons, one being that too many brands don’t have any insight into what and WHY people buy. Ayesha answers this question… the 20 TRILLION dollar question on the show.

What can companies do immediately to improve their marketing and branding to women? First, Ayesha suggests that companies assume nothing. This mistake of making assumptions that you know what your consumers and customer want is a costly mistake. In fact, it has resulted in misfires and companies spending a lot of money then to return to the drawing board and start again.


Remember:

- Assume nothing

- Ask your customers and clients what and why they buy

- Test your marketing and branding to ensure it is compelling and that you are creating an experience


You can listen to the conversation with Ayesha here: http://www.blogtalkradio.com/charmainehammond/2012/08/15/guest-elizabeth-hagen-and-ayesha-mathews-wadhwa


On the next blog, we’ll feature some more of Ayesha’s marketing and branding wisdom. Whether you are a government department, small business, start up business or big industry, we all need to market and understand the needs of the consumers and the individuals who make buying decisions for their company.