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The Top 10 things Women Over 30 Want ..... In Life And From The Radio
June 26, 2012
Have an opinion? Add your comment below. The Morning Radio DJ says:
'a gorgeous day today heading for a top of 29 degrees'A woman hears:
'shit, I need to shave my legs this morning'-
Most (music) radio stations target women yet most – with their male dominant management know little about how women really think and how radio – particularly in the morning works as an intrinsic part of their life.
We can all pay lip service to demographics ...."we target 25-34 year old women who are married with 2 kids."
So what!
There's so much more than demographics that if not understood, could cost you dearly. If you really want to engage and connect with women embrace this knowledge and you'll also discover a never ending supply of new content.
It's the arena in which many men fear to tread – it's a top 10 list of "what women want"..... in life and from their radio".
This week we'll focus on point 1 but I've also listed 'wants' 2-10 so you can take a look at how well (or otherwise) your radio station and morning show in particular cover these off.
It's not rocket science – it's simply about getting to know your target audience by having a deep relationship with them.
The more you hit these hot buttons or "touch points" the greater your chance at driving P1 listenership.
In some markets in which I work we actually count these "touch points" when monitoring morning shows. A great show should expect to deliver over 20 touch points every day.
I should preface - things do vary from country to country, but I'm sure you'll find the following is pretty universal.
Sources: Information gathered from perceptual studies, on-line studies and Listener Advisory Boards in the UK, Central and Eastern Europe and Ausralia.WHAT WOMEN WANT
#1 - WOMEN WANT TO LOOK THEIR BEST ..... AND RADIO NEEDS TO WORK HARDER TO HELP THEMIf a woman thinks she looks good, her day is off to a good start. The first thing women need to know is what the weather's going to be like - and we don't mean all that barometric detail that the TV weather person carries on about....... This is how it works.
The Morning Radio DJ says:
'a gorgeous day today heading for an early top of 29ËšC (aprox 90ËšF) with a cool change coming through at lunchtime bringing light showers'A woman hears:
'shit, I need to shave my legs this morning, take a jacket to wear home and apply some Argon Oil to my hair to avoid frizz later.Let's examine this in more detail.
Women use 3 basic elements to groom themselves.1. Hair
2. Make-up
3. Clothing / Accessories / FootwearWithout fail, women around the globe wake up considering these choices directly relating to the elements.
Here's an example of the implications weather has on these decisions and the types of thought a woman's mind may process when hearing your weather report.
RAIN:
Hair
Rain can wreck the perfect blow-dry - full stop!Make-up
Waterproof mascara, blotting tissues and colour stay products –it's a serious business!Clothing / Accessories / Footwear
Think hosiery, hats, handbags ...and we all know you can't wear a Jimmy Choo suede peep toe if you're trudging in sleet!HUMIDITY:
Hair
Short on time? Women wear it up – you can't fight the frizz!
Irons, rollers and styling tools won't work - move on!
Maybe, if you're lucky, a new product may just save your life. Better check out Cosmo!!!!Make-up
Basic is Better – Primer, tinted moisturiser and a light gloss.
Heavy handed on humid days is not a good option.Clothing / Accessories / Footwear
Humidity directly affects what to wear. Seriously.
Do women want swollen feet stuffed in stilettos and a limp by lunchtime? No thanks!
Do women want visible sweat patches & deodorant stains? NO!Women DON'T WANT humidity when its unavoidable they DO WANT to appear as though the whole grooming process was effortless and may spend hours 'working the look'.
HOT SUNNY WEATHER:
Advance warnings of impending hot weather is crucial - women need to plan for a long hot spell.
Women Need To......
Lose It - wax, shave, pluck...do anything...SKIN IS IN!
Fake It – sun beds, spray tans, bronzing lotions. Looking like you've been in the sun is hot – lying out in the sun to tan is not.
Plan It – it won't happen over night, but it will happen and takes a little organisation.
Waxing
To avoid disappointment, ongoing bookings must be made.Tanning
Spray or home applications.....consideration needs to be given to everything from pre exfoliation, lingerie and outer wear to bed linen. Even basic activities need to be considered following an application.Hair
If it's a dry day, use a leave in hair treatment.
Too hot to handle? Pin it up or ponytail it.Make-up
Lightly does it – sweat = shine
Alleviate the leather look and apply sunscreen or make up with a built in SPF factor
Protect your pucker and pack a lip balmClothing / Accessories / Footwear
Tans are sexy but tan lines are tacky
Think strapless - take a "less is more" approach
How's the toenails – do I need to apply a little polish and where's the quick dry one?Must buy new sunnies and bikini.....and need flat stomach by Saturday.
SNOW / ICE:
Hair
Pack some product to fix the hat hair when I get thereMake up
Go waterproof with mascara and take some touch up for that red nose
Moisturize – that indoor heating is playing havoc on my skinClothing/accessories/footwear
Layer upon layer that all works regardless of what is showing at any stage during the 'peel off' process. Spare shoes for changing into on arrival.Make no mistake - Women view ALL footwear as a priority
It's up there with air, food and water
Function can never beat fashion.
RADIO'S ROLE IN A 'LOOKING GOOD' DAY...
Every time your morning show presenters open their mouths in or out of a song you need to be mindful that what they say is the kind of info that women want!
YOU know how the day is shaping up weather-wise.
YOU actively assist women in making vital choices – see above!!Regular and detailed reports enable women to make quick, clear and informed styling decisions.
.......AND THEN THERE'S THE KIDS!!!
This weather stuff is pretty damn important. Just insert the words "dressing the kids".
School, kindy, nursery school or a play-date, these details are crucial.
Mums are hanging on your every word – dress them wrong and they face a day of mother guilt thinking of the kids suffering by being too hot or cold.
A woman does not want "it's going to be 16 degrees".
What is far better is "sunny to start and 18 degrees with rain developing as a cool change moves in by late afternoon"
AND SO TO POINTS 2-10...
#2 - WOMEN WANT TO KNOW HOW LONG IT WILL TAKE TO GET TO WORK AND / OR DROP THE KIDS OFF AT SCHOOL
#3 - WOMEN WANT A LAUGH
#4 - WOMEN WANT A PICK-ME-UP IN THE MORNING
#5 - WOMEN WANT GOSSIP
#6 - WOMEN WANT TO LOSE WEIGHT
#7 - WOMEN WANT TO LOOK AND FEEL YOUNGER
#8 - WOMEN WANT MONEY
#9 - WOMEN WANT TO KNOW WHAT MEN WANT
#10 - WOMEN WANT A GOOD LIFE PARTNER
Next week we will delve deeper into points 2-10.
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