OAKBROOK TERRACE, IL: PR pros trying to target women should focus their messages on home- and family-related issues, according to a new study sponsored by JSH&A.
OAKBROOK TERRACE, IL: PR pros trying to target women should focus
their messages on home- and family-related issues, according to a new
study sponsored by JSH&A.
The agency, a 10-year-old, dollars 1.8 million integrated shop, works
mostly with consumer goods companies whose target market is women
between the ages of 25 and 54, according to JSH&A president Jonni
Hegenderfer. Acknowledging the difficulty of creating PR campaigns that
resonate with all members of such a broad audience, Hegenderfer decided
to sponsor research on women’s attitudes during different stages of
their lives. The telephone survey, conducted earlier this year by
Atlanta-based research firm What They Think, tapped 500 women in five
age brackets (20-29, 30-45, 46-55, 56-65 and 66-80) for their
The survey ferreted out several key differences between the sexes.
’Women, from what we have seen, define themselves by the home - rather
than by their jobs, as men are more likely to do,’ Hegenderfer said.
That finding, she added, means that a PR campaign for JSH&A client Jim
Beam should stress messages of fine dining and entertainment rather than
dwelling on the prestige image of the brand - a message that more
commonly appeals to men.
While the survey determined that women value home and family above all
else, it also found that companies doing business with women should
emphasize their environmental efforts. Asked what impressed them about
companies, environmental awareness was cited by 90% of women aged 20 to
55, 85% of women aged 56 to 65 and 75% of women aged 66 to 80. These
figures mean that PR programs stressing a company’s environmental
responsibility can help develop consumer loyalty.
The survey also found that women between 20 and 29 - a group largely
ignored by financial companies in their PR and marketing efforts - are
very cognizant of financial issues. Women in that age group have greater
concern about their financial well-being than women in any other age
group, Hegenderfer noted, stressing that companies in the sector should
target younger women in hopes of gaining their brand loyalty as they
become older and have more money to invest.