Sure, thats the title to uber-star Beyonce’s hit single. But its also a call to one of the most dominate markets. Over past few years, the single women demographic has increased drastically in the housing market. And most recently, single women voters became “singled out” and sought after as a highly viable target in 2008 Presidential campaign.
According to Gigi Carroll, VP/concept director at Draft FCB Group, Chicago, marketers tend to hold misconceptions about single women, assuming they are less educated, more adventuresome and wealthier than they actually are. Those misconceptions could be missing the “mark”-et.
Over 51% of women in the US are single (2006 Census). Thats says alot. It says that marketers should develop clear messages that speak to single women in ways they can relate to. It says that maybe the classic assumptions that most single women have tunnel vision focused on careers or their interests can be lumped into a general category when determining the needs of all women are both off base.
Don’t put a ring on it right away. Single women have the ability to grow your businesses and increase your sales. Perhaps we should attempt to pay them a little more attention and began to speak clearly to this market.
“Now put your hands up!”