Posted by: stuartbond | November 30, 2009

Speaking of Market Segmentation…..

I have recently discussed four generations and a few of their defining characteristics as described by Professor Linda Morton of the University of Oklahoma, but I think it is just as important to look at the age old battle of Men vs. Women.  In Morton’s Strategic Publications: Designing for Target Publics 2nd Edition text book, I have found characteristics by gender.

 This is extremely useful because you will definitely be working with and targeting both of these genders quite frequently.  Your message will need to comply with the characteristics, lifestyles, attitudes, and values of either the male or female.  I chose to post a few of Morton’s suggestions because I believe practitioners often overlook such male and female characteristics when producing a piece of work, I am just as guilty!

 According to Morton, and ladies you will like this….Women make up almost half of the workforce with 7.7 million working in professional jobs and another 3.2 million owning their own businesses.  Okay guys, women are a force to be reckoned with!  Morton states that women are more likely to seek advice and turn to males and females for help, tailor your message to this characteristic.  Women of all ages consider money more in their decisions than men do and fare better financially compared to men, we have some work to do fellahs!

 Men have a few tricks of their own and are the best (Don’t tell my girlfriend I said that!).  Men fall into a few different categories but with a wide range of earned salaries.  Practitioners beware, not all men are the same. 

 Men and women are dynamic characters that undergo change through time and experience.  Morton has listed some female and male characteristics but I just don’t believe they do justice.  It all comes down to the practitioner.  Identify the sex you will be targeting and find some of their characteristics based on demographics.  It’s okay, do some research.  I believe it is necessary for each practitioner to bear in mind that one female is not the same as another just as one man is not the same as another.  Catering your message to your intended gender is difficult but must not be overlooked.  I believe the practitioner can start with their client to better understand their audiences’ characteristics stemming from gender and beyond.  Also, I think it just as important to put aside any biases or pre-conceived notions about a gender before beginning any piece or campaign.  

 Check out Author Linda P. Morton’s book for more characteristics and market segmentation tips.  

Check out this blog post at PROpenMic.  I found some cool statitics regarding gender in the PR realm


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s


%d bloggers like this: