Splash Consulting Group - 3-Degrees
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Splash Consulting Group

07 Feb Splash Consulting Group

Splash Consulting Group – Helps companies recognise the increasing importance of the female audience and develops new strategic directions so clients can overcome their challenge; to connect, in a meaningful way, with women.

Splash Consulting Group is Australasia’s leading communications and customer relationship consultancy.  Our SheMarketing™ methodology is based on a blend of international and neurological research, modern social trend research and proven, practical marketing strategy that can be tailored to any industry.

Splash’s methodology is a blueprint for attracting, retaining and maximising a loyal customer base. Where they differ is that they place the consumer and their life at the heart of our campaign design and communications strategy rather than media or creative: to attract, retain and maximise brand loyalty.

They believes marketing campaigns built from insights drive competitive growth. The added value of knowing your customer ensures true engagement, leading to repeat purchase and loyalty.

Why is import to recognise the increasing importance of the female audience…?

Splash’s research shows in the past 5 years women account for over 65% of all new start up business and there is a new breed of female entrepreneurs leading an increasingly powerful charge of independently wealthy women.

She’s Rich Girl – 22% of Australian women bring home larger salaries than their partner. Is this a sign of things to come? The trend in the US is even more advanced, with 42% of married women earning more than their husbands

Such female success stories have been highlighted by a recent study in the US and UK, which have claimed female millionaires, would outnumber male millionaires within 20 years. What’s more, it also predicted women would own 60 per cent of the UK’s personal wealth in the same time frame. It’s a pattern that is beginning to emerge in Australia – though not fast enough for those who believe financial equality should be a birthright.

As females live longer, get better results at school than males, take high-powered roles that were previously reserved for men and generally become more financially sophisticated and independent earlier in life, they’re no longer the second-class financial citizens they once were. In the past few years, look at the Young Rich List – which includes only the self-made wealthy under the age of 40 – and it’s full of female potential, such as sass and bide’s Sarah-Jane and Heidi Middleton who announced their partnership with Land Rover’s Range Rover brand in April 2011.

Women have started to wise up to the fact that they have to look after their own finances. While women were previously expected to marry well, the ‘Cinderella Conspiracy’ is well and truly a thing of the past. Only 14 per cent of women in a relationship can afford to stay home and not work. And as for being swept off your feet by a prince, Kate Middleton and Mary, [née Donaldson] Crown Princess of Denmark are only one in ten million women who actually became a princess.

Which begs the question – If the most common expectation of high achieving men is for them to head straight to the showroom, how do independently wealthy women spend their hard-earned cash?

Targeting women – At various times during their busy schedules women engage with all media channels. What do we understand about women is…. If you are targeting the A/B buyers then you should have a presence in social media.

The Internet is an integral part of online Australian lives with the vast majority. Seventy one percent access multiple times each day. Men access the internet slightly more frequently than women with the exception of social networking.

There is a marked difference of activities between genders. Women are more likely to be involved in social networking activities than men, while men are more likely to engage in information-related communication activities.

Social networking certainly seems to be the future of communications for the next generation as it is the number one choice for 16-24 year olds. All other age segments tend toward email as their preferred method of communication, though this increases with age. A considerable 24% of those aged 25-34 years prefer social networking sites (up from 16% last year) and women and those in non-metro areas are also more likely than their counterparts to select these social platforms.

Men have not flocked to Facebook in the same way – 78% call Facebook their main social networking platform vs. 88% of women.   The trend is; this is likely to increase further. Young women (below 35 years) are the mostly likely to focus on Facebook (91% of 16-24 year olds and 89% of 25-34 year olds).

Women are more likely to do a number of activities on social networks, namely engaging with people or brands, posting photos, and games and apps. The only areas in which men are more likely to participate than women are sharing their physical location (check-in services).

Social media is valued for awareness and information on new brands and products available.  Some 60% in our study said they used social media as a way to eliminate brands from consideration.

Of the 46% of those who began with social media, they then turned to search, probably seeking other brands, or pricing options from retailers.

Splash’s research indicates that women are tapping into mother’s groups and other mini-communities for advice on brand and product choices. Sites such as kidspot.com.au, mumsweb.com.au, grocery.bestpricedirectory.com.au amongst many others offer this advice and price comparisons that help women save time. They have done all the ground work before they’ve even left the house. Anything that saves women time and money is good in her eyes.

Most online women we talk to have their own favourite blogs and shopping sites that they invite into their email, Facebook and Twitter.

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