Real You: I’m stressed, you’re stressed, we’re all stressed

Posted on | May 1, 2009 |

As I sat in the oral surgeon’s chair awaiting more pain after having ground my teeth so much I caused a fracture, I realized I may be a little stressed. And I’m not alone. A quick survey of my dentist and my oral surgeon’s patients confirmed that more people are being fit for mouth guards to prevent tooth damage. (Writing that makes me realize I need to go buy two mouth guards for my sons who are lacrosse players, but that’s a different post.) Back to grown-up stress.

During her presentation FemINation at the Marketing to Women conference in Chicago this week, Betsy Rella of Lifetime Networks, pointed out that there are four characteristics of today’s woman consumers marketers have to understand when trying to reach us: We crave “me” time; We are living kinetic lives; We are in control and take control at home and work - note the ever-growing numbers of women entrepreneurs; and We are heavy users of technology to connecct, have mini-escapes and simplify our lives. Maybe you know all this, maybe you don’t.

But this is the reality of your target audience.

So back to the stress, which to me is a key factor to consider no matter what you are marketing to women. How will you make these already stressed women who are watching the economy and worrying about the swine flu with increasing anxiety, want to engage with your brand? Can you simplify their lives, provide a chance to connect, and give them more “me” time. Make your product or service into a mouth guard by providing a solution, saving her time and/or helping her relax.

And now, I’m off to buy some mouth guards.

Kaira Rouda is the mom of four, three of them sons who decided to take up lacrosse this season. She has one broken window, one broken thumb (oldest son’s), and so far, no lost teeth due to the sport. She’s an entrepreneur and the author of Real You Incorporated: 8 Essentials for Women Entrepreneurs, who are an unstoppable force some 7.7 million strong and growing.