Study by MarketELLE™ explores how brands are winning (and losing) with women
MONTREAL, April 14, 2014 /CNW Telbec/ - Today, Canadian advertising agency Marketel launches a new marketing-to-women division - MarketELLE™ - designed to help clients tap into the $20 trillion global purchasing power that women control.
To celebrate the launch, MarketELLE released a new nationwide study, "How Brands Are Winning (and Losing) with Canadian Women," which includes brand-new data from 1,000 Canadian women on the brands they can't live without, the state of marketing to women right now and advice women would give today's advertisers.
One of the main features of the study is a ranking of the "Top 10 Brands Canadian Women Love." Respondents were provided a list of 100 leading brands and companies from which to indicate their most-loved and most-disliked brands. Open-ended follow-up questions then probed the reasons why women selected their various brand responses. Follow-up qualitative research was used to deepen the understanding of women's responses.
Top 10 Brands Canadian Women Love - April 2014
| Total Sample
|Women 18-34||Moms|| Quebec
|1||Tim Hortons||1||Tim Hortons||1||Tim Hortons||1||Jean Coutu|
|6||Shoppers Drug Mart/Pharmaprix||6||6||Apple||6|
|7||Starbucks||7||Costco||7||Shoppers Drug Mart/Pharmaprix||7||Canadian Tire|
Says Diane Ridgway-Cross, Executive Vice-President at MarketELLE, "This study was designed to be provocative, to explore which brands are winning with Canadian women today, and also to delve into the hot-button issues that are turning Canadian women off. The findings provide insight into the whys behind women's loyalty - and their loathing." She adds, "There is quite a body of research that suggests that women tend to have stronger emotional responses to brands and companies than men do - and that the factors that women evaluate brands and companies against are greater in number and more nuanced."
"The Top 10 List is fascinating because there are some results our team expected - like Tim Hortons being ranked #1 in most of Canada and Jean Coutu ranking #1 in Quebec," says Ridgway-Cross, "And yet there are some unexpected results as well. I think many people will be surprised, for example, that Walmart came in as the #2 most-loved brand for Canadian women. But it makes sense. Moms, who act as Chief Purchasing Officers of their households, place great importance on being efficient with both their time and their family's budget which is exactly why Walmart ranked so highly."
"The survey showed that the factors that influence women's brand feelings include everything from, on the positive side: Canadian-based companies; companies that support local communities and women's causes; brands that save her time and money - just to name a few," says Ridgway-Cross. "And on the negative side, women cited issues with brands who they believe are contributing to obesity in our society; promoting unreal images of women; overlooking women's value as a customer-segment; practicing questionable sourcing policies and many more concerns."
Several key themes arose from the study:
- Pragmatism and Practicality: A number of the brands on the Top 10 list aren't very "sexy" in the world of brand love. The survey indicates that the vast majority of Canadian women sincerely value when a brand or company is working hard to help them make ends meet. The past several years have ushered in an era that celebrates frugality over spending to excess. And thus, even amongst the higher income brackets, women in the survey demonstrated a strong appreciation for brands that help them spend more wisely.
- Connecting to Connectedness: Two technology companies - Google and Facebook - hit the Top 10 Most-Loved Brands list - which is impressive when you consider that these brands beat-out more than 90 other leading brands. These two companies hitting the Top 10 speaks volumes about women's ubiquitous connection to the internet and their love for technology overall.
- Falls-From-Grace: In this world of 24/7 media coverage and social media amplification, a few missteps that might have been forgiven in earlier times can literally take a company down. As we explored brands that women strongly dislike, several brands fall into this category. Once beloved by women, it is now the company's challenge to determine how to rekindle their brand love amongst Canadian women.
Quantitative research for the study was completed online among a random sample of 1,000 Canadian women aged 18-64, weighted by age and province, and was conducted by Callosum Marketing in March 2014. Data analysis was provided by MarketELLE.
Download the entire study here: womensfavouritebrands.com
In the past decade, more and more marketers have awakened to the power of the purse and the economic force that women represent. The facts speak for themselves: Women buy more than half of all new cars. 80% of home improvement projects are initiated by women. Women make 93% of all over-the-counter pharmaceutical purchases. Two-thirds of consumer wealth is in the hands of women. And yet, multiple research studies show that 4 out of 5 women say that advertisers and marketers "don't get it."
So today, Canadian advertising agency Marketel launches a new marketing-to-women division - MarketELLE™ - designed to help clients tap into the $20 trillion global purchasing power that women control.
At the centre of MarketELLE are two key players who have spent their careers steeped in the world of marketing to women. Diane Ridgway-Cross, Executive Vice-President, joined Marketel last year from the U.S., where she was a managing partner at Mullen and ran the Interpublic Group's marketing-to-women practice. Alongside Ridgway-Cross is Jo-Ann Munro, Creative Director, who joined Marketel last year from Sid Lee. As one of the leading women in the creative industry, Jo-Ann is often tapped to sit on judging panels for the Communication Arts, Marketing Awards, Créa Awards, Young Lions and more.
Between their two careers, Diane and Jo-Ann have helped some of the world's leading brands win with women, including companies such as L'Oréal, Kimberly-Clark, General Motors, Jack Daniel's, Nestlé, Lowe's Home Improvement, Nespresso, The Coca-Cola Company, IGA, Maybelline, Johnson & Johnson, Kraft, Hasbro Toys, Dairy Farmers of Canada and more. Beyond their own expertise, they have been building a deep bench of female-savvy talent in the planning, creative, connectivity, digital and new media worlds to contribute to the work of MarketELLE.
Learn more about marketing to women and MarketELLE at the new website marketelle.com, which launches today.
Marketel is one of Canada's leading advertising agencies, offering integrated services in strategic planning, branding and design, integrated creative solutions, digital, social, mobile, sponsorships and brand activation. Inside Marketel is MarketELLE, a newly created division dedicated to delivering marketing-to-women solutions via female-savvy insights, creative and new media solutions. Agency clients include Air Canada, L'Oréal Paris, Maybelline New York, essie, Labatt, Nespresso Canada, Chrysler, Rogers Wireless, the Fonds de solidarité FTQ, Solotech, Just For Laughs, Rougier Pharma, Groupe Urgence Sinistre, Simone Pérèle, De Facto, Marie-Vincent Foundation and the Dairy Farmers of Québec. Marketel is associated with the McCann Worldgroup, which provides access to world-class resources in more than 130 countries. For more information, visit marketel.com and marketelle.com.
Image with caption: "Focused on the Power of the Purse: Diane Ridgway-Cross and Jo-Ann Munro created a marketing-to-women division to tap into the $20 trillion in spending that women control globally. (CNW Group/Marketel)". Image available at: http://photos.newswire.ca/images/download/20140414_C9720_PHOTO_EN_39202.jpg
Image with caption: "Logo (CNW Group/Marketel)". Image available at: http://photos.newswire.ca/images/download/20140414_C9720_PHOTO_EN_39203.jpg
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