We are about “market understanding” before “market reach”. Understanding means more than just “why-when-where” women buy; we dig for the emotional cues and reasons that women would remain loyal and tell others about your products and company for the next decade. Our services are as flexible as your needs -- from a single product line or service group, to activating a multi-disciplined, marketing makeover.

Interpret-Her™ provides:

• Knowledge of how women view you and your competitors.
• Knowledge of how women want your products to change or be created.
• Knowledge of which services really help and which ones waste her time.
• Knowledge of which medias speak to her mindset and keep her engaged.
• Knowledge of why she would want to tell the world about your product.
• Knowledge of which communication methods she’d use to tell the world.

We base everything on “Her Terms of Engagement”: think of it as the written rules of her “unwritten rules”. It’s a two-step process establishing the purchasing parameters your female buyers follow—once established, her terms become the rules we “test” against every step of the way.

STEP ONE - Identifying Her Terms

1. Audit-Her™
Our Audit-Her™ program includes both an internal and external analysis of your organizations communications needs, policies, practices and capabilities. This snapshot in time provides you with the necessary data to make educated changes to leverage your woman’s marketing dollar.

2. Research-Her™
Actions speak louder than words and words sometimes don’t tell the whole story. Experientially based research gets to “her” truth by putting women in interactive situations, listening to what they say (and don’t say), recording what they really do, and most importantly, talking about how they feel.

STEP TWO - Putting Her Terms Into Action

1. Develop-Her™
How does the product or service “function” from the female perspective? It could be something as simple as pull tops for cans that don’t break nails. Will it change the world when they work? No. Will they keep a thirsty customer from turning into an angry customer? Yes. This the toughest part of our job, we integrate Her Terms of Engagement into a female-oriented product that incorporates new thinking across all experience points.

2. Design-Her™
How closely can you match the product’s experience to the image and content of your advertising before you fall into the gender bias trap?

3. Market-Her™
Do you need a blueprint of action points or a full-blown marketing plan? This final step analyzes the best approaches across disciplines: Communications Materials, Media Strategy, Website Optimization, E-Marketing programs, Loyalty Programs, Sponsorship, Public Relations, Sales, and Customer Service. If you only need to focus on one or two points, you can still use our resources for a Marketing Makeover.

Contact us to translate her voice into your marketshare.