Do you know how to turn women on?
It occurred to me yesterday, as we confirmed a workshop location in Shanghai, that my first reaction was – “Excellent, now I can go visit that beauty salon”. A strange thought for most I am sure, but let me explain why…
Since I moved back to Singapore about 6 months ago, I have been religiously visiting a beauty salon for treatments. Last time I went I told them I wouldn’t be able to make my next appointment as I would be in New York, so they suggested I should to get their “passport” – intriguing…
How it works: if a customer is able to get a stamp in each of their stores (London, Singapore, New York, Shanghai, Manila, Jakarta, Bangkok, Hong Kong & Kuala Lumpur), in return they will get one-year of free treatments. GAME ON! I now feel compelled to visit every salon they have, have a treatment and get my stamp. Why?…Because in return I will get a year’s free treatments and it also kind of plays on my pride in being a globetrotter!
It’s not so much about how much it will cost me to finally get my free year’s worth of treatments, it’s the fact that through a simple reward mechanic, this has engaged the type of competitive personality I have, and they have bought my loyalty and commitment to their brand.
I believe, we women have an innate ability to justify our spending, it’s like our brain is hard wired to a different level of rationalisation, For example:
- Yes it does makes sense to buy a wedding dress from a boutique in Melbourne when you live in Hong Kong and therefore need to engineer more “work trips” to be able to go to dress fittings.
- Yes 50% off a Prada handbag does mean it’s a bargain.
- Yes if I pay for some Christian Dior shoes with two cards they don’t seem to cost so much…
Ladies, does any of this behaviour sound familiar?
Why is it that we ladies are willing to go to great lengths to buy expensive handbags or shoes despite them being clearly more than what we really would like to pay? To those of you who would label this behaviour as “irrational”, I would like to offer a different spin on things. I think we already know what we really want and all we are doing is just looking for ways to get over that price barrier, to make it easy to justify our purchases. How we do it tends to be much less about functional needs, but more about our emotional desires. As such, brands who are able to tap into our emotions and pull on our heartstrings will find that we are far more likely to say, “Yes, why not!”
So, what are my top tips to turn women on?
- Understand the more emotional role your band or product can play in women’s lives. E.g. Patek Philippe, they don’t sell watches, they create a family heirloom and a set of values you pass on to the next generation. This is why their slogan. “You never actually own a Patek Philippe. You merely look after it for the next generation.” is so powerful. This isn’t about buying into a fad, this about buying into a legacy and translating that timelessness of the brand into something that can last many life times over.
- Engage women through more storytelling. Last year during the Olympics, P&G ran a beautiful ad that didn’t even talk about their brands till the very end. The “Thank You Moms” ad (if you don’t well up watching it you are heartless!), pulled at your heart strings, bringing to light that these moms are the unsung heroes behind their children and it wasn’t about advertising one brand or the other, it was the fact that P&G were celebrating these awesome moms – so how can you not feel a little more attached to the P&G family of brands the next time you walk in store?
- Create fabulous brand experiences across every single touch point! Anne Fontaine is Franco-Brazilian designer best known for her stylish white blouses & shirts. You walk into her store and there is a distinct floral Anne Fontaine fragrance that diffuses in the store, making it an even more enjoyable experience to shop her immaculate store. But the experience doesn’t end there, when you get home and unpack your shirt that same distinct flora smell from the store engulfs you taking you back to that exciting moment when you bought your beautiful blouse in store.
- Sell her the future. A woman who can clearly visualize herself looking younger/slimmer/more radiant/more tanned (delete as applicable) is already halfway to getting her wallet out. Personal Care brands all do this very well albeit often with a bit of photo shopping or disclaimers, but the secret is really showing her simply how it will improve her life. Do that well and she’ll already be reaching for her wallet….
Keep these simple 4 things in mind and “it’s too expensive, I can’t afford it” is less likely to even cross our minds!
by Morgane Gaubier, Senior Consultant, Clear Singapore