The advertising agencies of the ‘50s and ‘60s spent most of their advertising dollars coming to the rescue of a female homemaker who ostensibly spent her day fretting over how to have the whitest wash and the shiniest floor (with no tell-tale yellow waxy buildup). Instant biscuits and quick-rise cinnamon rolls could win her family’s heart, because apparently nothing says lovin’ like something from the oven. But those days are over.
Today’s woman holds the purse strings on more than Wonder bras and Wonder bread. According to the U.S. Bureau of Statistics report “Women at Work,” today’s woman spends more of her time and money on leisure/ sports activities and paraphernalia than either household goods or workday activities. This is particularly true for the younger and older ends of the spectrum. According to the report, time spent on household activities take a definitive back seat to both work and play until a woman hits her middle 50’s.
Another conclusion from the study is that the more education a woman has the more time she will spend at work. However, by the same token, the study indicates that women with some college seem to achieve the healthiest balance between work, leisure and home life. Statistically, 78% of household spending decisions are being made by women. These days, women are not just the primary money spender, more and more, she is likely to be the primary breadwinner. Another news flash: the traditional nuclear family is not as typical as in the days of June Cleaver and Spic and Span floors. Today, a single head of household is more likely than not. So what does all this say to us about how Dallas branding agencies and their clients should be shaping their advertising and marketing efforts? Plenty.
For instance, should a creative agency market an energy drink to this active female audience? Do you promise extra energy for the workday? High octane liquid replenishment for after a run. How about shifting the message to promise more focus and a sharper mind for multi-tasking? Or, maybe even position it as a meal replacement strategy for those with no time to stop and eat.
How does an ad agency reshape a travel message to appeal to this busy, leisure-loving target? Do you show bikini-clad super models vegging on the beach or do you show a mom with a stroller jogging through exotic terrain weaving between coconut trees?
Dallas branding agencies and marketers need to think these things through to maximize ROI. It can mean the difference between bright, shiny sales and yellow, waxy screw ups.
