Here’s a little math problem for you today. If there are 24 hours in the day, then how is it that women are cramming in 38 hours worth of activities into their days? Please try to solve the problem without using any of Einstein’s theories of time and relativity.
Recent studies by Yahoo! and StarCom Media revealed that women are “multiminding” – thinking about more than one thing even as they watch TV, work on a project for the office (I have to leave for a haircut in 15 minutes) or cook dinner. Multiminding is a cousin to multitasking, perhaps the most overused phrase of the last five years. (Can’t forget to write on the calendar that my friend Cathryn will be in town to spend the night in May)
So why are women forced to spread their attentions so thin? Well, the Department of Labor reports that 78 percent of women are now in the workplace and that women spend about twice the amount of time as a working man on household chores and childcare. (Did I feed Woody the cat this morning?)
With time more compressed than ever, what can marketers do to reach these time-starved women?
• Get to really know them. Instead of working based on assumptions and clichés, take time to understand what motivates your female customers and how your product or service can fit into her life.
• Recognize that she’s busy. Give her what she needs when she needs it and in a way that’s meaningful. If it’s too hard for her to find the information she needs, she’s outta there. (Must remember to drop off Race for Cure forms on the way to my haircut appointment)
• Be where she is. Marketers who take a holistic approach and weave their messages into her everyday life stand a better chance of making it onto her radar.
• Take her seriously. There are still many companies out there that don’t believe women are important and influential consumers. Wake up and smell the coffee! (Write down in daytimer to pick up bread from Ollie’s Bakery on Friday for trip to Virginia)