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Stopping the Stereotype: Purchase Psychology by Gender and What it Means for Marketers

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Stopping the Stereotype: Purchase Psychology by Gender and What it Means for Marketers

  1. 1. Stopping the Stereotype Purchase psychology by gender and what it means for marketers
  2. 2. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential2 Housekeeping Questions throughout today’s webinar • Ask a question at any time throughout the Webinar • Q&A icon at the bottom of your display • If asking questions on Twitter, please use #SeeHer | @MerkleCRM Today’s Webinar - Recording • In the next few days, you will receive an email with a link to access the “on demand” version. For any technical questions, enter them via the Q&A icon on your screen
  3. 3. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential3 Who We Are
  4. 4. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential4 Introductions Stephen Quinn Chair of the ANA AFE • Prior CMO of Walmart and Frito-Lay • Voted 2012 Top Global CMO by Forbes • In the Marketing Hall of Fame and former chair of the ANA • Prior roles at Johnson & Johnson, Procter & Gamble and Quaker Oats and PepsiCo Ethan Hanson Director, Digital Marketing & Consumer Research, Merkle • Merkle’s key partner with the ANA AFE • Merkle’s first male member of the Women in Leadership Core Committee • Research Lead for the Sports Car Decisioning Insights • 10+ years experience in research & strategy
  5. 5. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential5 Thank you for joining us today
  6. 6. Agenda 1. #SeeHer Overview 2. Stereotypes in Vehicle Purchases 3. Neuroanalytics 4. 5 themes in the Sports Car Purchase Process 5. Insights by Gender
  7. 7. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential7 ANA/AFE Executive Leadership Bob Liodice Stephen Quinn ANA Supporters AFE Katie Miller Gail Tifford Lance McAlindon Marc Pritchard
  8. 8. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential8 The Alliance for Family Entertainment is supported by brands across industry
  9. 9. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential9
  10. 10. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential10
  11. 11. © 2017 Merkle. All Rights Reserved. Confidential To accurately portray all women and girls in media so that by 2020 (the 100th anniversary of women getting the right to vote), women and girls will see themselves as they truly are. Our Mission
  12. 12. © 2017 Merkle. All Rights Reserved. Confidential POLL HAVE YOU HEARD OF #SEEHER OR THE AFE before today?
  13. 13. © 2017 Merkle. All Rights Reserved. Confidential Gender Equality Metric (GEM™) Source: ABX
  14. 14. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential14 We are finding a correlation between positive Gender Equality Measure™ and higher programming ratings Rating GEM™ # Shows < = 2.0 90 58 2.0 – 3.0 99 43 3.0 – 5.0 99 59 > = 5.0 107 44 Source: ABX n = 200
  15. 15. Stereotypes in Vehicle Purchases Examples from history and today
  16. 16. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential16 “The first an only car designed for your majesty, the modern American woman” Watch the full presentation at merkleinc.com
  17. 17. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential17 A vehicle made for a delicate woman Complete with pink trim, cream paint, and floral upholstery with a pink purse compartment behind the passenger seat and thinner steering wheel for delicate hands Watch the full presentation at merkleinc.com
  18. 18. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential18
  19. 19. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential19 “Exclusive design and thoughtful feminine touches” "eyeliner headlights" that are "emphasized in the same way as make-up emphasizes the eye” Other glamorous features include "jeweled, bi-color alloy wheels" that add a "surprise sparkle" Watch the full presentation at merkleinc.com
  20. 20. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential20 Consumers took to social media to share their opinions about Seat Mii Watch the full presentation at merkleinc.com
  21. 21. © 2017 Merkle. All Rights Reserved. Confidential “…the Seat Mii seats ‘recline all the way back to the 1950s.” –Ellen DeGeneres
  22. 22. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential22 $20 Women control $20 trillion of annual spend globally (The Female Economy, Harvard Business Review, September 2009.) Insert image of a woman making a purchase at a register faded $20 trillion The Female Economy, Harvard Business Review, September 2009. Women control of annual spend globally
  23. 23. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential23 85%of auto purchases Women play a lead role in Women Dominate Car-Buying Decisions; Few Hold Auto Executive Jobs, NPR November 2015.
  24. 24. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential24 40%of women do not relate to the women they see in advertising Source: Unilever
  25. 25. The Purchase Psychology of Sports Cars by Gender
  26. 26. © 2017 Merkle. All Rights Reserved. Confidential Merkle’s Neuroanalytics™ Practice
  27. 27. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential27 Merkle’s Neuroanaltyic™ practice has consistently been featured by industry leaders 2017 Media Post Finalist in Insights/Research 2015 Forrester rates this strategy one of the best 2016 Recognition of a fresh approach Featured at Advertising Week 2017 Data Creativity Award Nominee 2017 Data Creativity Award Nominee Watch the full presentation at merkleinc.com
  28. 28. © 2017 Merkle. All Rights Reserved. Confidential “True brand intelligence lives at the intersection of head and heart, where the emotional self meets the analytical self.” –Harvard Business Review, 2014
  29. 29. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential29 The art and science of the decision: Jewelry Product Attributes Personal Value Product Benefits Personal Benefits ANALYTICAL Slow & Intensive INSTINCTIVE Immediate & Decisive 90% of decisions are instinctive Most marketing is rational Status Symbol Distinct Style Good Life Reward Self Iconic Brand Classic Style Self Esteem Accepted Part of Group SYSTEM 1 SYSTEM 2 Watch the full presentation at merkleinc.com
  30. 30. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential30 1. Uncovering the Decisioning Factors of choosing a sports car Develop Segments Project Segments Quantify Motivations Watch the full presentation at merkleinc.com
  31. 31. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential31 2. Quanitfying the Decision Process an Consumer Motivations Watch the full presentation at merkleinc.com
  32. 32. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential32 3. Consumer Insights based on data, psychology and advanced analytics Watch the full presentation at merkleinc.com
  33. 33. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential33 Consumers shared five themes to the purchase process Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Good Value Watch the full presentation at merkleinc.com
  34. 34. © 2017 Merkle. All Rights Reserved. Confidential POLL: WHICH OF THESE MOTIVATIONS DO YOU THINK FEMALES MOST RELATE WITH? Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Good Value
  35. 35. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential35
  36. 36. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential36 Sports Car Research Success/ Accomplish ment Rare Vehicle & High Tech Features Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Efficiency Watch the full presentation at merkleinc.com
  37. 37. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential37 Sports Car Research Respected & Empowered Sporty & Cool Looking Vehicle Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Efficiency Watch the full presentation at merkleinc.com
  38. 38. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential38 Sports Car Research Satisfaction, Enjoyable Experience Easy to drive Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Efficiency Watch the full presentation at merkleinc.com
  39. 39. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential39 Sports Car Research Peace of Mind Safe and trusted brand Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Efficiency Watch the full presentation at merkleinc.com
  40. 40. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential40 Sports Car Research Wise Steward Convenient, Save Money Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Good Value Watch the full presentation at merkleinc.com
  41. 41. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential41© 2017 Merkle. All Rights Reserved. Confidential POLL: IF YOU WERE IN THE MARKET FOR A SPORTS CAR, WHICH WOULD BE YOUR PRIMARY MOTIVATOR? Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Good Value
  42. 42. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential42 We do not see major differences across gender 7.5 8.2 8.7 8.2 7.5 6.6 7.9 8.8 8.4 7.6 Impress Others** Self Confidence Enjoyable Life Being Responsible Efficiency MeanImportanceScore Male Female The only statistically significant difference in preference. Males consistently place higher importance on the idea of impressing others and feeling attractive. Fun to Drive Responsible Impress Others & Feel Attractive Self Confidence Efficiency Source: Merkle n = 526 Watch the full presentation at merkleinc.com
  43. 43. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential43 Brand Preference by Gender BRAND OWNED GENERAL SURVEY POPULATION MEN WOMEN Audi 16% 18% 12% Ford 13% 14% 12% BMW 13% 13% 14% Chevrolet 13% 14% 11% Dodge 10% 8% 12% Porsche 7% 7% 7% Nissan 5% 5% 5% Mercedes-Benz 4% 4% 4% Jaguar 4% 4% 3% Ferrari 2% 2% 3% n=500 Source: Merkle n = 526 Watch the full presentation at merkleinc.com
  44. 44. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential44 $15 billion Source: Statistica U.S. Automotive advertising accounts for nearly in media spend
  45. 45. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential45 Accurate portrayal of women in media stretches across industry - including hamburgers
  46. 46. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential46 40%of women do not relate to the women they see in advertising Source: Unilever
  47. 47. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential47 Gender Equality Measure - (GEM™) Source: ABX n = 17,000 Alcoholic Beverages Travel & Tourism Automotive Retailers Home & Garden Financial Services Food & Beverage Electronics Personal Care Health & Wellness Average GEM Score by Industry The Automotive industry scored toward the bottom of the industries measured. Watch the full presentation at merkleinc.com
  48. 48. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential48 8 Questions we can ask from The Female Quotient Source: The Female Quotient 1. Favorably present women 2. Portray women in a respectful manner 3. Show women as good role models for women or for girls 4. Represent women in a way that consumers would be comfortable seeing their mom or sister in the ad 5. Show a woman’s whole self, rather than focusing on a specific body part 6. Make sense for the brand/product being advertised 7. Make consumers feel good about themselves 8. Are appropriate for all ages Watch the full presentation at merkleinc.com
  49. 49. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential49 Today we learned Fun to Drive Impress Others & Feel Attractive Self Confidence Responsible Efficiency What’s old shouldn’t necessarily be new 3 approaches to assess your messaging approach 5 Motivations in the Sports Car Purchase Process Watch the full presentation at merkleinc.com
  50. 50. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential50 Whitepaper available to download at Merkleinc.com Go to Merkleinc.com and search ‘Sports Car’ Watch the full presentation at merkleinc.com
  51. 51. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential51 Contacts If you’re interested in joining the ANA AFE, please contact Mark Tilghman at mtilghman-cw@ana.net Questions about the research or whitepaper please contact Ethan Hanson at ehanson@merkleinc.com
  52. 52. #SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential52 Thank you.

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