Yesterday I spoke at the 140Conference in San Francisco about how the real-time Web is making women more knowable to brands. It’s no secret that women feel misunderstood by brands (71% of them at last count).
This I attribute to 3 things:
- Companies act on outdated notions about this ever-changing market. (Those of you who bravely participated in my Mom Marketing Quiz know how surprising this market truly is.)
- Brands listen in focus groups instead of via real-time channels (Here I gave a nod to Mary Lou Quinlan’s book “What She’s Not Telling You” about the half-truths women tell when you invite them to a focus group — “like inviting potential customers to your own worst meeting“.)
- Only 3% of creative directors are women
Every time I hear this last fact I feel like a cartoon character with a smoke-stack head. In a world where ad dollars have to work harder than ever before, why do brands try to woo the gatekeepers of 80% of the consumer spending by using messaging crafted — or green lighted — by men? Riddle me this, Batman.
I want to change this.
Here’s how. By gathering together the elusive 3% of women who are advertising creative directors and shining the spotlight on how necessary our skills are in reaching the female market.
There’s a lot I don’t know yet. Here’s what I do.
When will it be?
Fall 2011.
Where will it be?
San Francisco. If I’m gonna organize, I gotta know the 411 on the area.
Who’s coming?
I’m inviting all the kick-ass women I’ve discovered via the real-time Web (back to my speaking topic). Mary Lou Quinlan, Jen Drexler and Tracy Chapman — the terrific trio behind Just Ask a Woman. Michele Miller and Holly Buchanan, co-authors of The Soccer Mom Myth. Bridget Brennan, author of Why She Buys. Mary Dean of KickSkirt. Stephanie Holland of Sheconomy, Marti Barletta of TrendSight, Maddy Dychtwald, author of Influence. Renita Faye, CEO of Affina. And many others. Will they come? Let’s find out.
Why am I doing this?
This idea came about when I was interviewing Jane Nation’s founder, Lisa Beatty. Lisa and I were puzzling over the gender inequity in marketing and thought “why don’t we have our own conference?” We’ve since traded emails and boldly decided it’s now or never.
Stay tuned for more details. Better yet, follow us on Twitter: @3percentconf.
