The ConsumHERist - Marketing to Women, Dubai

Posted on | October 30, 2008 |

by Delia Passi

Dubai is a hive of new ultra sleek skyscrapers surrounded by beaches and luxury hotels with extraordinary service.  A man-made residential island is shaped like a palm tree. It is a most extraordinary place where they too are recognizing the importance of the woman consumer. I am visiting Dubai as the opening keynote speaker for the 3^rd Annual Marketing to Women, Dubai Conference.  My audience was intrigued to hear of our successes and challenges, hoping to learn from our best efforts and avoid our mistakes.

Actually they were surprised to hear we are not further along considering so many companies owe so much of their business to the women’s market. Most women here are western in their dress and in nationality. That’s right, 85% of the residents are foreigners leaving the elite minority of Arab women who are extremely proud of their heritage and value their traditions. The patriots, as they refer to the Arab population, value tradition and conservative behaviors. They wear traditional garb and at the same time wear expensive clothes underneath as they are very fashion conscious. Dubai women spend lots of money on the accessories that people can see, like their shoes, handbags and sunglasses. They are also marrying later in life mostly because the men have to wait until they can afford to marry them, as women must have maids, go twice a week to salons, and have a car, a home and a wedding deserving of a princess. (Sounds like my girls!) This is where the challenge lies.

How would you market and sell to this diverse culture where the minority patriots set the tone. This is one of many topics we covered at the conference. Here’s how their relevant marketing can be summarized: 1) opting for ’safe routes’, 2) sharing a common communication theme, 3) using repeated vignettes, 4) stereotyping women and 5) tending to exaggerate or dramatize. Where do they want to take their marketing in the future? They want to help brands achieve a long lasting relationship and loyalty with women. Sound familiar?

Delia Passi, Founder of WomenCertified® and author of Winning the Toughest Customer: The Essential Guide to Selling to Women is a regular columnist on ReachingWomenDaily.

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