NEW YORK¡XKetchum has introduced a specialist communication offering for marketers eager to reach women aged 25 to 54. The agency has coined the term ¡§multi-minding¡¨ to describe how this active demographic group mentally juggles the multiple dimensions of their lives.
Ketchum¡¦s Women 25to54 communication offering, developed by the agency¡¦s global brand marketing practice, is a four-phase program designed to identify, create and deliver credible messaging that connects quickly and completely to 25-54-year-old women. The firm introduced the program in Chicago at a reception featuring Martha Barletta, author of Marketing to Women and a recognized authority on gender-focused marketing strategies.
¡§Women, especially those 25-54, are busier than ever juggling their lives at work and at home. This requires not only expert multi-tasking, but also ¡¥multi-minding,¡¦¡¨ says Kelley Skoloda, director of Ketchum¡¦s global brand marketing practice. Multi-minding, she says, ¡§is the perpetual state of mind for today¡¦s typical 25-54-year-old woman, who must contend constantly with the multiple dimensions of her life whether she¡¦s sorting out a work project, helping with a child¡¦s school project or just finding some time to relax. She is always abuzz with the multiple dimensions of her life.¡¨
For marketers, Skoloda says, multi-minding means that female consumers have little or no time to heed commercial messages. They spend less time at single-focused pursuits, such as recreational shopping or watching television. Andesearch shows that fewer women than ever are perusing shopping malls and that when women are watching TV or cooking dinner, they may simultaneously be working online.
Communication is most effective when someone has time to pay attention, and most ¡§multi-minding¡¨ women no longer have that luxury. Yet women in the ¡§multi-minding¡¨ ages of 25-54 have never wielded such power in the marketplace.
¡§They buy half of all new vehicles and are major consumers in other areas traditionally dominated by men, including major home-improvement products and consumer-electronics,¡¨ says Barletta.
To help marketers reach this group effectively, Ketchum¡¦s Women 25to54 program¡¦s four phases include:
„X ¡§What Really Matters¡¨ Credibility Index that determines concisely and accurately the messages and messengers that will resonate quickly and credibly with multi-minding women.
„X ¡§Quick-Connect Messaging,¡¨ the creation of ¡§bite-sized,¡¨ repeatable messaging for women by employing Ketchum¡¦s Quick-Connect Message Map.
„X ¡§E-Surround Programming,¡¨ an evaluative process to determine the right formula of influencer, peer, media and entertainment-marketing outlets for communicating messages that blend in with women¡¦s lifestyles and surround women with credible information.
„X Consistent Confirmation, those post-program activities used to reinforce purchasing decisions and drive word-of-mouth endorsements.
The firm has established an advisory board whose members will review and provide counsel for major Women 25to54 offerings and client work, attend selected senior-level meetings and participate in various marketing events. In addition to Barletta, the board includes editors, magazine executives and some of today¡¦s leading authorities on women¡¦s issues.