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The Marketing Millennials
291 - A Crash Course in Marketing to Older Women (And What It Means for Brand Loyalty) with Sara Mitzner, VP of Brand Marketing at AS Beauty Group
Nov 12, 2024
36:53
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Sara Mitzner, VP of Brand Marketing at AS Beauty Group and a seasoned expert in marketing to older women, discusses the untapped opportunities within this demographic. She highlights their brand loyalty and higher disposable income, urging marketers to shift their focus toward Gen X women. The conversation touches on overcoming e-commerce fears, effective engagement strategies on platforms like Facebook and Instagram, and the significance of authenticity in marketing. Mitzner underscores the power of personal recommendations and the need for innovative retail methods to enhance brand connection.
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Quick takeaways
- Older women possess significant purchasing power and brand loyalty, making them a crucial demographic for marketers to engage effectively.
- Successful marketing to older women involves authentic representation in ads and educating them about online shopping to build trust and engagement.
Deep dives
The Importance of Marketing to Older Women
Marketing to older women is often overlooked, despite their significant purchasing power and brand loyalty. These women typically have higher disposable incomes and are less inclined to switch brands frequently compared to younger consumers. Understanding their characteristics can lead to more effective strategies that resonate with this demographic. As a result, marketers can tap into an underutilized market and enhance their business's overall growth potential.
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Listen to the best highlights from the podcasts you love and dive into the full episode