Ladies First!

Ladies first, profits soar

    
•   When the U.S Women’s Soccer Team sought the perfect promotion for its World Cup appearances, organizers opted for a woven friendship bracelet instead of a T-shirt. The bracelets were a huge hit with young fans, and the team ended up reordering three times to meet demand.

    
•   Automakers are winning over women with free road-safety and auto maintenance classes. The students leave with imprinted tool kits, flashlights, maps - and a trunk-load of loyalty to the car maker. Surveys showed 82% of attendees planned to buy their next car from their thoughtful host.
    
•   Leading financial institutions have taken a similar tack, inviting female business owners to seminars. Attendees are showered with expert knowledge and gift bags filled with goodies such as compacts, lotions and beautifully crafted pens.

    
•   Sometimes a his-and-hers approach boosts results. Promotional T-shirts, hats and even writing instruments are available in different styles for men and women. One pharmaceutical company gave female doctors a silk scarf custom designed with images of its new product,

while the male doctors received ties with the same image. The accessories were enormously popular and added to the buzz about the drug.

    
•   Quality is important to women, regardless of what kind of an item bears your message. In your next promotion, consider whether a little extra attention paid to the ladies might not pay off.