How To Please Today’s Woman
Glenn Omura, a professor of marketing and supply chain management, looked out on a small room of retailers furiously taking notes during “PMA Night School,” a nuts and bolts business workshop at Photo Marketing Association’s recent trade show. He then raised a question mankind has struggled with for centuries: Do you know what really pleases a woman? The furious note taking suddenly stopped, but no one in the audience had an answer.
Omura prodded the crowd with more specific inquiries: What’s her “psychographic profile”? Do you know how to get her attention? What does she need each day? What does she read each day? Can you make her want you?
What had begun to sound like an Internet dating strategy session was actually a crash course on marketing imaging products to the some of today’s most profitable retail customers. Pulling data from recent research on which consumers are really buying cameras, digital frames and imaging-related products, Omura concluded that females ages 25-44 are far and away the best customers a camera shop could hope for.