Home topics small-business-resources public-relations-blogs PR Women In Business PR Capture female customers with the right PR and marketing Phoebe Netto March 6, 2012 Men are from Mars and women are in your competitor’s store, and that’s where they’ll remain if you don’t get your marketing and PR suited to a female audience. Don’t get too excited; this post isn’t going to help you find the love of your life! Since this Thursday is International Women’s Day , this article will help you to better target women in your business. In the past, female audiences were only targeted if a specifically feminine product or service was involved, e.g. shoes or make-up. However, there are now new niches and campaigns being created that are only focused on women. This isn’t sexist, it is simply because women are often considered to be ‘high quality’ customers because they are said to control or influence as much as 80 percent of household spending. This greater understanding across businesses about the importance of targeting female consumers has resulted in more ‘noise’ and poorly created marketing and PR campaigns that actually turn people off brands. Campaigns that focus on ‘girly’ or ‘homemaker’ stereotypes and use cheesy language have led to a level of cynicism that businesses now have to cut through in order to reach the female audience. The solution is for you to do your research and get the marketing and PR messages right the first time, because first impressions have a greater impact on female