MARKETING TO WOMEN

In my car, on my way to our office, I listened to BNR radio when suddenly two women crackled about little hammers, little drills and little screwdrivers, or as they call it: the new She’ s got it all toolkit for women by Be-izzy.

My first thought; Yes! Marketing to women! and they started well; research shows that woman are more independent, are into more home improvement jobs, are more precise then men (better in activities like measuring) and they prefer to work with their own tools…

But then the 2 (female) creators suddenly started chatting about their little drills, little screws, little articulations and even a little gardenset with a little cultivator, a little scoop and a little pruner… how cute!

And to become more enthusiastic; after 15 dazzling minutes how to spell the URL I finally found the website! During the radio-interview they claimed to be the first company who came up with a serious toolset for women. But with a little bit of Google I found other serious toolkits for women. For example the Tomboy. Okay, it’s pink but this toolkit exists (already) since 2007, not to say anything about what’s serious and what’s not. And sadly to say for Be-izzy, there are more on the web!

And then, while clicking through the website and watching some movies suddenly a sultry women voice says ‘with the Izzy handgloves from now on you don’t have to be afraid for dirty hands anymore while gardening!” while a woman on her pink Crocs works on her little balcony.

Definitely think there is a market for home improvement tools for women but maybe its better not to talk about little cute tools, advertise with a sultry women voice and before you go online check some keywords you think women will look for if they are looking for handy home improvement tools for women so they can find you online.