What women want ? (Brands want it also !)

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What women want ? (Brands want it also !)

• The 25th of November 2008
• Moscow

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30th of July 2008
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What women want ?
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Table of contents

• Introduction
• Analysis of Women Internet resources market ?
• Western and Russian trends
• Future of Women Runet

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Introduction

• Why is it important for all of us to speak the
  right way to women?
• Because if you are rude with them, your mother
  will beat you!
• Because studies all over the world show that
  women buy or influence 80 of all consumer goods
• Because women make 80 of the home buying
  decisions in the 180 to 500K
• Because if you find the right words to speak to
  them, they are more likely to share their
  experiences with other via word-of-mouth or
  word-of-mouse.

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Analysis of Women Internet resources

• A community which creates powerful and efficient
  websites worldwide
• Ivillage.com 20 Millions UV Revenues gt 100
  Millions
• Glam.com 20 Millions UV Revenues gt 100
  Millions (Forecast 2008)
• Aufeminin.com 20 Millions UV Project
  Valuation gt EUR 280 Millions
• An attractive segment which permanently gives
  idea for new projects
• USA Ivillage, Sugar Inc., Glam.com, Marthas
  Circle,
• France Aufeminin.com, Doctissimo, Hellocoton,
  Vioo, Terrafemina

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Analysis of Women Internet resources

• A female section inside a global portal or
  network
• MSN, Ladymail.ru, Yahoo, Tata.ru
• A companion website
• Elle, Cosmo, Vogue,
• A destination website
• Ivillage, Glam.com, Aufeminin, WomanJournal.ru
• The 3 models are working fine altogether for
  advertisers who want to reach 100 of the
  females online audience. Efficiency may change,
  depending on the audiences quality.

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Western and Russian trends

• In the US One of the most dynamic growth among
  the online communities.
• Leading sites
• USA Ivillage.com, Glam.com (network)
• France/Europe Aufeminin.com, Doctissimo.com,

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Western and Russian trends

• An attractive and active market
• NBC bought Ivillage for 600 Mio
• Axel Springer bought Aufeminin.com for 284 Mio
• Lagardere bought Doctissimo for 138 Mio
• Meredith Corp. Invest in Real Girls Media
  network (Nov. 2008)
• The leader wins all !
• USA/Europe
• Mature market with good volume of sales (gt100Mio
  of sales per site in the US, gt10Mio in France
  per site).
• A lot of marketing innovation and special formats
  for sales and packages
• Russia A growing market which needs to turn
  from quantity to quality.

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WomanJournal.ru focus

• Some key points about Womanjournal.ru
• Site launched in January 2006
• October 2009 3.4 Mio Unique Visitors (Source
  Google Analytics).
• Almost 32 Mio pageviews (source Google
  Analytics).
• A constant increase of the traffic and sales.
• Partnership with IMHO VI

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Future of women Runet

• Internet may become the crisis-proof media.
• Some competitive advantages for the crisis
• Targeting and affinity
• Measurement and return on investment
• Costs

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Future of women Runet

• Targeting
• Selection of one section in the site
• Repetition on the target
• Reach
• Association of the brand with the media
• The higher the quality is, the higher your
  efficiency is.

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Future of women Runet

• Tracking and measures
• Follow-up of the post clicks/post impressions.
• Exact measurement of the contacts

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Future of women Runet

• Costs
• Competitive compare to TV and other media
• A cost per contact very competitive
• The more we know our audience, the higer the CPM
  will be.

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What women want ?

• Even if youve seen the movie What women want?
  and read the books of Venus and Mars, its
  almost impossible to guess what women want at
  100. Still we have some clues
• They want lifestyle relevance
• a product must be nice AND useful. It must bring
  benefits.
• They want to have the choice and be able to
  decide
• Give more white spaces on the web, and time to
  choose what they want.
• They want to be seduced
• Make sure you take time to go through the phases
  of love
• Attraction
• Intimacy
• Romance
• Passion
• Commitment

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Brands want it also!

• Brands are close to women in the fact that their
  expectations meet the womens ones. They look for
  a long term relationship, with trust, commitment
  
• Loyalty Brands want women to be loyal to them,
  and women want to trust the brands promise.
• Efficiency Brands want that their products
  pleased the women, and women want these products
  to be nice and useful.
• Long term relationship the Brands want to be
  near the women for a long time and women want to
  keep the same good products for a long time.

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Stay in touch
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Offer as many choices as possible
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Get to know them
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Dont stray from the path!
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The female consumer is your wife, mother, sister,
daughter and friend

• Womanjournal.ru offers 9 sections and 9 services
  covering all the needs of women
• Love, fashion, psychology, cooking, familly and
  kids,
• Womanjournal.ru offers on-demand special projects
  to answer your special needs.
• Womanjournal.ru has 2 additional sites to cover
  the largest womens audience
• leLuxe.ru Fashion, Lifestyle, Wellness,
  Catwalks.
• Stardoll.com Russia to reach the youngest
  audience. Exclusive packages with banners and
  product placements.

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Thanks for your attention !

• Pierric Duthoit
• pduthoit_at_wmj.ru
• www.womanjournal.ru