Ketchum unveils new practice to better target female consumers

NEW YORK: Ketchum is launching a new specialty within its global brand marketing practice to help clients more effectively target female consumers.

NEW YORK: Ketchum is launching a new specialty within its global brand marketing practice to help clients more effectively target female consumers.

Ketchum's "Women 25to54" will use several new tools developed by the agency to reach female consumers in the 25-54 age group.

Those tools include the "What Really Matters Credibility Index," which will determine which messages connect with female consumers; "Quick-Connect Messaging," which will create succinct messages aimed specifically at women; "E-Surround Programming," a process to determine which tactics best reach busy women; and a program called "Consistent Confirmation" to reach women at the time of purchases and to encourage positive word-of-mouth.

The new product launches officially in Chicago tomorrow. One Ketchum client, the Canned Food Alliance, is already taking advantage of the new specialty, said Kelley Skoloda, director of the brand marketing practice. A consumer goods company and an airline also have expressed interest, she added.

Ketchum will not add staff for the new offering. Rather, staffers in the brand practice in each Ketchum office will offer the new specialty along with other branding PR efforts.

Ketchum is assembling an advisory panel for the offering that will include Martha Barletta, author of Marketing to Women.

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