The AIO Group and marketing to women in the news
Announcing our new companion website, MarketingToAffluentWomen.com
In early 2011, we began building our companion website, which launched March 30, 2011. It's solely about marketing to affluent women, selling to affluent women, positioning your brand to appeal to affluent women customers, and reaching affluent women buyers online, and includes a great deal of helpful statistics about mass affluent women buyers (those living in households earning $75,000 to $200,000) themselves. Now that it's available to our visitors, we'll turn our focus to updating it, so this news page will no longer be updated as often.
If you'd like to stay up to date on the latest news in terms of marketing to affluent women, please visit the new website and sign up for our Marketing to Affluent updates. You'll receive the latest news and research on the topic of marketing to affluent women each month in your email inbox. Simply visit our online fact sheet about mass affluent women consumers, enter your email address in the top right corner of the page, and follow the instructions. It's simple and easy.
AIO: media description
The AIO Group | AIO Design LLC (www.marketingtoaffluentwomen.com) is a certified woman-owned marketing consultancy and design agency specializing in marketing consulting on the topic of marketing to mass affluent women cusomers and digital and print design crafted to appeal specifically to mass affluent women consumers. The firm serves companies throughout the US. Founded in 2004, AIO is headquartered in Charleston, SC, with satellite offices in Columbia, SC and Omaha, NE.
Media contacts
For a quick response, members of the media can contact the following individuals:
Tiffany Jonas, The AIO Group
843.735.5066
email | high resolution photo
Beth Cleveland, Elm Public Relations
415.283.7333
email
Marketing to women: AIO-authored articles
Are automakers effectively marketing to moms online?
Engage:Moms | November 2010
Five mom-centric web design trends
Engage:Moms | November 2009
Five ways to engage women online
Engage:Moms | August 2009
Appealing to boomers: a business boom for home builders
Toolbox Magazine | March/April 2009
Appealing to women consumers online
Small Business Charleston | March 2009
Appealing to women consumers: a smart move for home builders
Toolbox Magazine | November 2008
Boost your credibility online
Small Business Charleston | September 2008
Marketing to women books
Want to learn more about marketing to women—much more? Check out our list of the marketing to women books we recommend here... or follow the marketing to women authors we recommend on Twitter on one easy list.
Marketing to women in the news
What Women Want
Developments Magazine | July 2011
Who "wears the pants" when it comes to buying time shares? Research suggests it's not the husband, says Judith Kenninger in this article, which quotes AIO's Tiffany Jonas and Westgate Resorts' Mark Waltrip among others. "[Jonas] advises resorts to consider all of a woman's needs, such as restaurants, exercise facilities, and even things like if the rooms come with showers, bathtubs, or blow drivers," Kinninger writes, quoting Jonas as saying, "'The best [web] sites are visually clean, airy, and easy to navigate. They give the eye space to breathe and a chance for the visitor to mentally relax, while still highlighting the most important products and promotions.'"
Healthy, wealthy, and online
Engage:Boomers | February 22, 2011
Baby boomers spend 15 hours per week online, two hours longer than teenagers each week, and they're spending time online researching and purchasing their vacations at a growing rate. This article covers a variety of industries where the buying power of boomers is having an impact, but of particular note are the statistics on travel, which boomers take seriously: boomers make up 42% of travel booked online and those over 50 make up 80% of luxury travel. Together, boomers spend $157 billion in leisure travel each year. (Our note: since we know the boomer woman is making the majority of travel decisions for herself and her spouse and/or family, that means the travel industry should be paying serious attention to boomer women—particularly affluent boomer women!)
'Green' houses in need of better marketing by home builders
Wall Street Journal | January 12, 2011
The fact that women are responsible for 91% of home buying decisions added to the fact that mass affluent women are the ones with the discretionary income to afford eco-friendly homes—and that these affluent women typically reward environmental responsibility on the part of companies—makes the Wall Street Journal's point in this article even more startling: many home builders are having difficulty successfully marketing "green" homes to home buyers. The problem, though, seems to be a failure of a basic marketing tenet: sell the benefits of a product, not the features. The article notes that home buyers are reluctant to pay good money for features they don't understand, and it sounds like this is happening because few home builders are explaining the value of green features to the buyer in terms they can easily understand.
The affluent use the Internet more
Research Brief | December 22, 2010
A new study finds 95% of the affluent (living in households earning $75,000 or more per year) are online at least part of the time; 88% use the Web to research products and services before buying. Of the 95%, 93% have some type of broadband connection, improving their online experience. "Internet users in higher-income households are more likely than others to go online multiple times a day, both at home and at work," the study reports. "Some 86% of internet users in higher-income households go online daily, compared with 54% in the lowest income bracket."
Woman power: the rise of the sheconomy
Time magazine | November 22, 2010
An excellent overview of the increasingly female-powered economy, with examples from the auto repair, consumer electronics, and pharmaceutical industries. Our favorite quotes: "'One of the big mistakes companies make is assuming women are all about the warm and fuzzy, and they're not," says Marti Barletta, author of three books about marketing to women. "They want all the same things men do and then some.' ... A guy, she suggests, is a targeted shopper. He will book the first hotel room he finds at his price point. For a woman, the secondary characteristics are key: the gym, the spa, the sustainability, the thread count. Get the guy right and you've made a sale; get the woman right and you have a customer.'"
Perfect for women shoppers: Consumer Reports identifies major retailers as naughty or nice to customers
Consumer Reports | November 22, 2010
Just in time for the holidays, Consumer Reports has rated the consumer friendliness of the customer service policies of major retailers and travel-related service providers. Among the nice: Costco's generous return policies, Zappos.com's free shipping and free return shipping, and Publix's free generic antibiotics. Among the naughty: Buy.com's lack of a phone number for customer contact (we note Amazon didn't make either list, perhaps for the same reason), Best Buy's short return period, and United Airlines's $150 charge to make good on its own guarantee to customers.
Trends that will affect the way healthcare providers communicate to women in 2011
Ogilvy PR | November 17, 2010
An estimated 85% of women use the internet to obtain health information, and two out of three go online to find information about health issues. Search engines are becoming a first line of defense for health for today's families, with 36% of women agreeing that sometimes online health information does a better job at keeping their families healthy than visiting a doctor, in part because it's quick, available at any time of day, and less expensive—particularly pertinent because rising healthcare costs rank high on women's list of health concerns for 2011.
Big-spending boomers bend the rules of marketing
USA Today | November 16, 2010
Despite the buying power of baby boomers, they drop off the radar of many marketers—a potentially deadly mistake. "This is a demographic dynasty," says one expert. "If you don't have a strategy for making your product relevant to 50-plus consumers, you will have a very rough time over the next 20 years." The article notes, for instance, that consumers age 50+ together spent $87 billion on cars last year, buying more cars and spending more on each car than younger generations, which collectively spent just $70 billion... and yet auto makers that focus on marketing to boomers are nearly nonexistent. (And as we know, boomer women control 80% of their generation's household spending.)
Women and the myth about money
Washington Post | November 14, 2010
A few years ago, Kimberly Palmer, the personal finance columnist for US News & World Report, decided to write a money guide for young women. She planned to give advice on saving, investing and paying off debt because, after all, women are bad with money and need extra help. But after a look at the data, she changed her mind. The Bureau of Labor Statistics reports that single men and women between the ages of 25 and 34 spend at similar levels. The main difference is that single men spend more on transportation, while single women spend more on apparel and services. (Men, incidentally, spend about twice as much on alcohol and $600 more on car purchases.) And when it comes to investing, women might actually be savvier.
Google's new Instant Previews make a website's visual design even more of a priority
Online Media Daily | November 10, 2010
Google released its new Instant Previews feature on Tuesday. Hovering one's mouse cursor over a small magnifying glass to the right of a search result will cause an image of the website will pop up; for those who don't use a mouse, pressing the right arrow key will result in the same popup. During tests, Google found that people who use Instant Previews are 5% more likely to like the results they click. As search—so important to the success of so many companies—continues to evolve, this new feature puts added emphasis on the visual design of websites, this time as an important part of effective search engine optimization.
Affluent Business Woman, an online magazine, to launch on November 30
WomenPartner.com | November 6, 2010
M2W International plans to launch Affluent Business Woman magazine to showcase women building independent wealth through entrepreneurship. The debut issue will focus on how women can re-ignite the economy by forming business clusters and cross-pollinating with Main Street companies.
What should financial planners sell to women baby boomers? Independence
Engage:Boomers | November 1, 2010
More on the recent VibrantNation.com survey, written by Vibrant Nation CEO Stephen Reily: the financial services industry acknowledges that it needs to gain the trust and business of boomer women who are taking control over their assets and investments... but the marketing messages it sends to these women suggest that financial planners are not getting them right.
Female-targeted marketing and research initiative Women at NBCU announces new Brand Power Index results
PRNewser | October 25, 2010
The September results are in, and Wal-Mart, Target, and eBay are on top in the world of women. Also doing well? Ford and Honda, at #5 and #9 respectively, thanks in part to their use of social media. Moving up were "One a Day", a website by Bayer, Sony Playstation 3 and the Nintendo Wii.
What do women want? Yahoo shares new research at Digitis Boston
BostInnovation.com | October 22, 2010
The key takeaways: when women have "me" time, 92% choose to go online. Special interest websites and social networks allow women to meet others like them, review websites help women shop smarter, blogs and Twitter help keep women "in the know", and online communities help them connect with others about common passions and causes. When it comes to marketing, women are most receptive to ads and marketing messages on content-rich websites... but much less so on Facebook.
Baby boomer women and financial services: more on the VibrantNation.com/Holly Buchanan survey
Marketing to Women Online blog | October 22, 2010
Marketing to women author Holly Buchanan blogs about the new survey results with more detail, including real photo examples and additional data. One of the most interesting? Baby boomer women answered the question "Which article would you rather read: the four biggest mistakes in retirement planning and how to avoid them, or the four secrets to having the retirement of your dreams?" 42% of boomer women chose the negative (four biggest mistakes to avoid) while 30% chose the positive (four secrets to the retirement of your dreams) and 28% chose neither.
Survey says baby boomer women want financial services firms to recognize them as decision makers
i-Newswire | October 20, 2010
A new survey conducted by VibrantNation.com and marketing to women author Holly Buchanan highlights a dramatic shift in the way boomer women view their responsibility for their own financial future." While almost half of Boomer Women respondents said they were raised to believe a man would take care of them financially, only 3% believe that now, with a stunning 97% saying they have to take control of their own financial future," the press release reports. "Not surprisingly, 78% of respondents didn’t relate to current images in financial advertising, many of which show women depending on men."
Motivated consumers? The brains of new moms bulk up in areas related to motivation after giving birth.
Science Daily | October 20, 2010
Motherhood may actually cause the brain to grow, not turn it into mush, as some have claimed. Exploratory research published by the American Psychological Association found the brains of new moms bulked up in areas linked to motivation and behavior. The motivation to take care of a baby, and the hallmark traits of motherhood, might be less of an instinctive response and more of a result of active brain building, neuroscientists wrote.
Boom(er) or bust? The upcoming holiday season.
Engage: Boomers | October 18, 2010
Over the past two years, the share of boomer adults' spending has increased by 12% in home furnishings, 11% in home improvements, 10% in foreign vacations, and 9% in health and beauty aids. Combined with the fact that people under 50 cut their annual spending during the heat of the recession nearly twice as much as boomers and that median household incomes for online boomers are significantly higher than other age groups, this makes adults 50 years and up the most reliable spenders during a rough economic time. And as we know, female boomers are the ones wielding the wallet in 80% of boomer households: women over 50 make 80% of buying decisions.
Women tell others about their experiences with restaurants and automobiles, but fashion? Not as much.
Marketing Daily | October 12, 2010
Women tend to research products online before buying, as has long been known, but a new study finds many women prefer to tell their friends and family about their experiences with products face to face. The amount of sharing they do, too, varies both by product category and life stage. For instance, 71% of women actively talk about their experiences with restaurants, while only 30% talk about jewelry, and new moms are more enthusiastic about sharing their experiences than are women over 50 with grown children, only 4% of whom post their thoughts about a product online.
Targeting moms: A consumer-driven mindset in a big media package
iMedia Connection | October 5, 2010
The new "mommy market", according to the president of NBC Universal's Women & Lifestyle Entertainment Network, is one of the most lucrative consumer segments in the marketplace, bringing in an estimated $90 billion a year. And of women who have had a baby, 73% say it changed their purchasing criteria and 62% say it changed the brands on their radar. A recent study also reveals that 61% of moms act as their household's chief financial officer.
Women shopping more for themselves
USA Today | September 23, 2010
Women spent more on themselves last month than they did in January, a new survey of 1,000 women by the publisher of Consumer Reports shows. Music, books, DVDs, and shoes fared well in a still-choppy economic environment, while jeans and jewelry did worse.
Women increasingly look to web to connect with brands
MarketingWeek | September 23, 2010
New research from Yahoo! shows women are relying more and more on the Internet as their primary way of connecting with brands, from women shopping online (61%) to moms researching affordable food information online (63%).
No longer in the passenger seat: women's influence in automotive
Tire Review | August 26, 2010
The founder and CEO of Ask Patty, a website dedicated to automotive advice for women, answered questions ranging from when the automotive industry's focus on women consumers began to what automotive brands need to do to connect with women. Some highlights: Saturn, which successfully took women into account with its business strategy at first, lost brand loyalty from the same women when they later changed that strategy... and women prefer a brand 28% more if it supports causes meaningful to them.
Women love wine, but not how it's marketed
The Oregonian | August 24, 2010
Although 53% of American wine drinkers are women, a majority of wine marketers continue to focus on a male target market. When marketing is aimed at women consumers, it misses the mark far too often... sometimes by an appallingly wide margin.
The changing shopping habits of the affluent
USA Today | July 12, 2010
The affluent shopper is inching back into luxury after the Great Recession, but these days, the focus is different: technology and lifestyle experiences are in and paying full price is out. A recent survey shows that affluent Americans most admire Apple, Microsoft, Best Buy, and Sony, all technology firms. Sales of outdoor artisan pizza ovens at one store, meanwhile, are up 74% this year, while sales at Coach, which introduced a new line of handbags last year starting at only $198, are up 8% in 2010.
Ads impact women online
Research Brief | July 5, 2010
According to the newly released "What Women Want From the Web Report," Summer 2010, by Unicast, 95% of women plan to go online, and 62% notice and/or interact with online advertising. Women aged 18-24 use the web more than other age groups for all activities except keeping up with news, 53% vs. 67% overall.
Young women most optimistic about recovery
Marketing Daily | June 29, 2010
As consumer spending continues to improve, a new study from Boston Consulting Group says that in the U.S., progress continues to be lumpy and unpredictable. While Gen Y (especially women), dual-income couples with no kids, and financially secure empty-nesters are most likely to say they intend to spend more in the year ahead, there's still plenty of evidence that in many areas, Americans are determined to keep their belts extra-tight.
Study: what women want (in online ads)
Online Media Daily | June 21, 2010
What are women planning to do this summer? A full 95% plan to go online, according to new research from rich-media solutions provider Unicast. And what do they plan on doing when they get there? Over three in four—76%—plan to connect with friends and family, Unicast found after polling 516 adult women. Meanwhile, 67% plan to keep up with news; 64% plan to shop for sales/compare prices; 59% intend to entertain themselves (play games, listen to music or watch TV/movies); and 48% will research travel/vacations.
A brand favored by muscle men wants to appeal to more women
New York Times | November 9, 2009
GNC is adding a new line of products for women called Wellbeing and advertising for the first time in women's magazines like Self, Glamour, Yoga Journal and O, the Oprah Magazine.
What matters to women as car buyers
BrandWeek | November 6, 2009
When women are in the market for a car, what's the most important factor influencing their choice? Any men tempted to say "color" should sign up for a thought-rectification course. The correct answer, according to a newly released Ipsos Public Affairs survey of women conducted for CarMax, is "price." That was the factor cited by 33 percent of respondents to the polling, conducted in August. "Reliability" was the runner-up (cited by 29 percent), followed by "fuel efficiency" (19 percent).
Online: separating the women from the moms
Marketing Daily | September 18, 2009
When it comes to online marketing, it turns out that the recession may be creating even more differences between women with and without kids, reports a new study from Prospectiv. "We knew they'd have different behavior," says Jere Doyle, CEO of the Wakefield, Mass.-based online performance marketing company. "But just how different moms are from single women surprised us a bit."
Aio Design in the news
Aio Design certified as a Women's Business Enterprise by the Greater Women's Business Council
Post and Courier | October 25, 2010
Residential Design Firm Launches Online Resource for Daniel Island Residents
Daniel Island News | September 15, 2010
Tiffany Jonas Named President of SC NAWBO Chapter
The State | August 5, 2010
50 Milliseconds to Make an Impression
eJewish Philanthropy | July 4, 2010
Your Website Is Your Window … How Does It Reflect Your Business?
Orlando's Marketing Buzz | June 29, 2010
50 Milliseconds to Judge Your Web Site
Totally Uncorked | June 28, 2010
Does Your Business Look Trustworthy Online?
SmartBlog On Social Media | June 23, 2010
CEO of Marketing to Women Design Firm to Address Women Business Owners at National Conference
PRWeb | May 24, 2010
Elizabeth Hiers Joins Aio Design
The Post and Courier | April 5, 2010
Nancy Bowers Promoted to Studio Director
The State | March 31, 2010
Tiffany Jonas Named to Charleston Forty Under 40
Charleston Regional Business Journal | April 28, 2008
A partner in marketing to women
If you've been wanting to focus more on a female target market, we're to help! We specialize in appealing to mass affluent women, including moms and baby boomer women. We take the latest research on women's buying habits and thinking patterns, and utilize it to strategically design websites and other marketing for women entrepreneurs and other companies selling to women consumers. We're only a phone call or email away.
