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Can you believe that, up until four years ago, marketing to women initiatives had been subjectively based and anecdotally supported? Virtually nothing quantifiable had been put in place to make sure we were actually reaching women.

So what’d we do about it?

We’ve talked with researchers who collectively have led nearly 2,000 focus groups dedicated to creative testing. We’ve studied how women relate to various media and messaging and component parts of commercial messages. We’ve also tested ads to determine relative appeal to women and the level of influence that elements of advertising had on the overall effect.

We established Femme IQ™, our approach to proprietary research that includes “friend” groups of 6 to 10 women and independent, on-line testing of concepts and commercials.

Basically, we did a lot. Asked a lot of questions. Dissected a lot of ads. All of this learning was applied to a new segmentation study that identified key similarities across demographics.

So what’d we learn?

The result? We’ve discovered a myriad of ways to create a “direct connection” with the intended female audience.

But perhaps the most telling indicator of our success is the work we have done for our clients, based on our research findings. Merillat Cabinets, Milgard Windows and Indiana University Health represent just a few of our clients who have benefited from our marketing to women division.