You might not be surprised to learn that, like other high-dollar investments, women are heavily involved in decisions about home improvement projects, and big-name home improvement stores are taking note.

Earlier this year, The Home Depot introduced a line of products from Martha Stewart – recognizing that women make up half of its customers. With the presence of products that specifically target them, The Home Depot is hoping women will be prompted to buy more.

The other home improvement leader, Lowe’s, recognized women’s buying power years ago: A 2003 Lowe’s survey showed that women initiate 80% of all home improvement projects and account for half of Lowe’s customer base. Lowe’s has long acknowledged that women are important customers, and its “Don’t Stop” ad and newest tagline – “Never Stop Improving” – might strike a chord with women.

Tom Lamb, senior vice president of marketing and advertising for Lowe’s, said in a recent press release that the tagline “reflects our customer’s mindset about their homes and their lives.” “Never Stop Improving,” while encouraging an ongoing series of projects (and purchases), also appeals directly to women by echoing their desire to find the perfect solution. As women work to perfect their homes, Lowe’s hopes to be right there with them.

Likewise, the recent “Don’t Stop” ad targets women by forgoing images of men wielding hammers or close-ups of power tools and instead focusing on what makes a house a home: the people and moments that live inside those walls. It tells a story that focuses on relationships instead of lumber. So will the nostalgia and charm make viewers want to redo their kitchens? Does Lowe’s storytelling hit home for you?

If Dr. Pepper sought to create some buzz with the release of its new 10-calorie version of the beverage, they succeeded. If they wanted to sell product…well, the jury is still out on that one.

In case you missed it, Dr. Pepper hit the airwaves with 30 seconds of shoot-em-up, blow-em-up, catch-em-in-a-net-while-I-spill-soda-on-my-pants action. The tagline promises that Dr. Pepper Ten is “not for women.” Buzz on the Internet ranges from outrage at a perceived insult to women to outrage at the portrayal of men as thickheaded, two-dimensional testosterone factories.

Just like marketing to women isn’t about “painting it pink,” marketing to men isn’t about blowing things up.

To reach women, you have to understand what motivates them, what they care about, what they need to make their lives better.

The same goes for men – glossing over any real features and benefits of your product with staged explosions and he-man posturing probably isn’t going to make your product more appealing. And offending women in the process – when they’re the ones who account for 85% of all consumer purchases and 93% of the grocery decisions* – isn’t going to do you any favors, either.

Compare Dr. Pepper’s painfully obvious attempt to ads for two other low-calorie sodas aimed at men: Pepsi Max and Coke Zero. Which product do you think found its way into more refrigerators?

*Too Busy to Shop: Marketing to Multi-Minding Women, Kelley M. Skoloda

Have you heard women talking about 31 Bits? If not, you might soon. It’s a jewelry company with heart, and women are helping to spread the word about this brand with a mission.

31 Bits sells jewelry made from recycled paper by women in northern Uganda, and their women-focused branding draws attention to the feel-good story behind the products. The 31 Bits website does a great job of appealing to women by highlighting the people behind the brand – specifically, the individual Ugandan jewelry makers who benefit when consumers pick 31 Bits. And 31 Bits chooses marketing messages and partners that bolster this brand story.

If your brand has a philanthropic goal, share it with your customers on your website or in your marketing campaigns. Women identify with marketing materials that tell a story and are people-focused. What better story than how you’re helping people in your community or the world? Stats show that it appeals to one important group of women in particular: moms. According to the 2010 Cone Cause Evolution Study, a whopping 92% of moms want to buy products that support a cause, and 95% of moms believe that cause marketing is acceptable.

31 Bits also demonstrates an understanding of the power of word of mouth. Beyond generating natural conversations by focusing on matters that matter to women, 31 Bits also has an active presence on Facebook. And that’s a wise way to get women sharing: The latest numbers from Nielsen show that women account for 62% of Facebook page views. Messages about products that will genuinely make a social difference resonate with women, and when you get the word out effectively, recommendations will follow.

Case in point: We heard about 31 Bits on a popular message board in a featured discussion titled “Have you discovered something fabulous lately you’d like to recommend?” Drawing attention to your charitable efforts will help you stand out in the crowd, and when you get women’s attention in a positive way, they’ll gladly pass along your message.

Traditionally, women aren’t very ardent beer drinkers – only 3 out of 10 women say it’s their drink of choice (compare that to 54% of men). Most women prefer a glass of wine.

Danish brewer Carlsberg is out to change those statistics. They are promoting their new malt and rice brew, Copenhagen as a beer with “a refreshing taste delivered in a stylish design” that is intended to appeal to “modern women and men.” (Honest, it’s really not the same as Zima. We think.)

Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg, says that women especially are concerned about design when they choose their beverages. “There may be situations where they are standing in a bar and want their drinks to match their style,” she asserts, adding, “They may well reject a beer if the design does not appeal to them.”

To overcome this, Carlsberg designed Copenhagen bottles to look more like white wine bottles in miniature, packed in a sleek four-pack. The TV spot is supposed to resonate with women, too. Check it out yourself. There’s been some debate around our office as to whether or not women will gravitate toward backlit bottles dripping with condensation (coaster, anybody?) and statements like, “Natural beauty needs no makeup,” but we’re pretty sure no self-respecting female copywriter would have written, “Blond is the new black.”

Last month, children’s clothing retailer Gymboree introduced their new mobile shopping site. Now, busy moms can outfit their kids’ wardrobes in doctors’ waiting rooms, on the sidelines at T-ball games, in auditoriums as they wait for a recital to start and pretty much anywhere else.

Gymboree’s wise decision must be based on new research that shows just how many women are responsive to mobile marketing. BabyCenter, LLC, a Johnson & Johnson Company, recently provided some stats in their 2011 Mobile Mom Report that should have mom-targeting marketers wheeling and dealing to ramp up their mobile efforts:

46% of moms took action in response to a mobile ad
51% of moms are self-proclaimed “mobile addicts”
68% of moms use their smartphones while shopping
82% of moms look for a deal when shopping

And with 53% of moms noting that they purchased a smartphone because they are mothers, these numbers are only going to grow. If your company is targeting moms, it’s definitely time to go mobile.

The proliferation of TV and movies available via the Internet has spurred lots of conversation amongst my friends and colleagues about “cord-cutting,” or canceling traditional cable with its large monthly fees and replacing it with things like Netflix, Amazon on Demand and Hulu Plus.

According to an article in the New York Times, Bruce Leichtman, the president of Leichtman Research Group, that studies consumer media habits, was quoted in the New York Times saying that so far, Americans are not doing this in meaningful numbers nor is there any evidence of it emerging in the near future.”

What about American women? Will they make the switch?

Remember, women are looking for a perfect solution for themselves and other people in their lives.

So, what are the options?

CABLE = not perfect
• It’s expensive
• I have to buy more channels than I use

INTERNET TV = not perfect
• Content I want is not always available (For example, no one has Oprah!)
• WiFi can be slow at times
• No good options for my sports junkie husband

What’s a woman to do?

She is experimenting — testing the waters and weighing her options. She’s asking friends, family and colleagues what they’ve tried. And her answer will be whatever works best for her and her family. Right now, that might be cable.

But, cable companies and advertisers beware. The minute a PERFECT SOLUTION emerges, you can bet that women will cut the cord. And that will definitely be a game changer for all of us.

It’s not the first time men have been used in ads to peddle feminine hygiene products to women. But the viral campaign for Stayfree pads has caused quite the ruckus – raising the hair on the necks of women everywhere, and sparking a flurry of blog posts among both sexes. In an apparent attempt to ride the wake of the wildly successful “Old Spice Guy,” the Stayfree spots are garnering a much different response, being described as “creepy,” “condescending,” “uncomfortable,” and “just wrong.” But then, who knows how many women dream of a date with a shirtless hunk who crafts toys for underprivileged kids, and who keeps an array of maxi pads on display for spontaneous absorbency demonstrations that stir his memories of “September in Tuscany.” Our guess is not many.

Stayfree:A date with Brad from Faruk Erman on Vimeo.

As these video links circulated through the office, there were very strong opinions from the women on our team:

So my question is, do you consider this good marketing, or just bad taste?

Congratulations to Betsy Perez, Vice President of Creative Services, who was honored with a Midland’s Business Journal 40 Under 40 Award!

As if there weren’t enough reasons to love Amazon, now there’s Amazon Mom. That’s right. Amazon is getting into the Mom game. They’ve realized by targeting the most time-starved group in the world with discounts and other program benefits like free shipping; they could seriously help their bottom line.

The details of the program are pretty basic. It’s designed for expecting, new, and toddler moms to purchase goods for babies and toddlers including staples like diapers and wipes or toys and baby accessories. In return for your children’s names and birthdates (or due date) you receive discounts on baby items and access to Amazon Prime for three months. If you don’t know about Amazon Prime, it’s pretty much the best idea ever. You get free two-day shipping on any order, no minimums. Also, there is an auto-shipment program that allows Mom to save 30% on diapers and wipes delivered to her on a customized schedule.

So how does this successfully market to women?

It sells help.
Mom is busy and by ordering baby items online, she can save time going to the store. What provides more help than someone DELIVERING diapers to your door?

It saves her money.
Mom is worried about the economy. Although she’s feeling better about where things are going, she’s become accustomed to finding deals. If she can save money and get the items delivered in two days for FREE, why wouldn’t she do it?

It speaks to a passionate audience.
New and expecting moms want the very best for their children and Amazon sells trusted brands. Additionally, these moms are increasingly researching products online. Amazon provides customer feedback on items and helps mom feel good about her purchase.

I could go on and on about why this is a great idea but I guess the best indicator of how well this works is my own purchasing history. I’ve already bought a penguin-shaped humidifier, some diapers, and Sing-a-ma-jig dolls for my girls. Oh, and I intend to keep shopping…

You may have seen the new ads from Target, in particular, the dad trying to get his little boy to eat broccoli by chanting, “Who loves broccoli? Who loves broccoli? You love broccoli.” As most moms already know, the little boy throws the broccoli on the floor, not eating it. The ad is for shredded cheese from Target. Brilliant! Not only does it appeal to the funny side of getting kids to eat their vegetables, but also it highlights, “Man in the desert selling.”

This is the phrase coined by Kip Tindell, CEO of The Container Store (another favorite of Ms. Smith employees.) Kip’s thought back when The Container Store was getting started was to answer not only the immediate needs of customers but also to anticipate the additional needs once a project gets going. So he put plastic bins next to the closet shelves as well as screws and measuring tape because you need all of those things when you’re redesigning a closet. Much like a man in the desert doesn’t just need water, he might like a cell phone to call his family or a vehicle to drive out of the desert, etc.

Unintentially or maybe intentionally, both companies have successfully marketed to women by using this idea. Women don’t have time to think about what else they might need so it’s up to us as marketers to do it for them. Women appreciate companies who think of the little details that save them time. So, if you’re interested in reaching women, do yourself a favor and anticipate her needs!