Small business. Big impact: how to take on the big boys and win - Win over women and the men will follow


Wednesday 21 September at 14:00

SMEs are continually under pressure to not only compete with their larger counterparts, but also to grow and retain their customer base in order to survive. It’s challenging for SMEs to stand out from the crowd when operating in a market dominated by major players with huge promotional budgets. So how do you turn your business into a brand that customers will choose over and above your main competitors?

The key is to shift the focus away from splashing cash on large advertising campaigns and discount promotions to the creation of a more intuitive, customer centric business. And a critical part of this shift in focus is to consider how your business markets to women.

This century, the economic clout of women is going to change the way businesses and brands operate. Brands that ignore the needs of women, or fail to connect with them on a more personal level, run the risk of missing a fantastic business opportunity and a chance to differentiate themselves from their competitors.

Globally women account for 85% of all purchasing decisions. So what do SMEs and brands need to do to ensure they’re engaging with this hugely important target audience? In this seminar Sam and Emma will demonstrate how insight into female consumers - and crafting your business personality, ethos, packaging, advertising, communication and product using these unique insights - can ensure your business and brand effectively appeals to both men and women. Sam and Emma will demonstrate how successful this strategy is by sharing case studies that demonstrate the impact of turning up the volume on female-appeal. At this session you will learn about:

  • The different triggers for men versus women and how to create a brand strategy that will appeal to both
  • How to stop marketing to stereotypes and use customer insight to create a more sophisticated, nuanced approach that will resonate with your target audience
  • How to use design as a means to create an intuitive, emotional connection with customers
  • How to turn customers into advocates
  • Whether you are a company whose products or service is aimed at women, men or both, Sam and Emma will provide you with practical advice on how to create the brand triggers that can make the difference between competing and winning.

    Seminar speakers: Sam Ellison and Emma Jones