Politics: The Way to Women's Purses?

Dec 3, 2007

With a viable female candidate running for president, American women's interest in politics is expected to be at an all-time high next year. And that's a major opportunity for marketers to find— and develop a relationship with—those politically charged females.

     Women-targeted media is already in the race. For instance, cable channel WE in October launched the broadbased "WE Vote '08" initiative with the goal of registering 1 million female voters. The bipartisan effort, with former vice presidential nominee Geraldine Ferraro and former Rep. Susan Molinari as co-chairs, will serve as a linchpin for the network's on-air, online and event-based programs leading up to the election. Among the on-air vehicles is a documentary on the life of Virginia Woodhull, the first woman to run for president (in 1872, defeated by Ulysses S. Grant), as well as extensive presidential-race coverage.

     "Depending on their goals and strategies, [these vehicles] would make a lot of sense for marketers trying to reach women," says Kenetta Bailey, svp/marketing at WE, adding that she has three companies interested in sponsoring "WE Vote 2008." "What better way would there be than to let women know you support their causes?"

     Another media partnership has a similar agenda. Hearst Magazines' Redbook, CosmoGirl! and Marie Claire joined forces in October with cable's Lifetime Television in a yearlong effort to involve women in politics and encourage them to run for office. The "Every Women Counts" campaign will include a televised presidential debate, extensive programming and print tie-ins, a voter registration drive and training for potential candidates.

     "The goal is to reignite women's connection to politics by gathering our collective strength to get the political conversation firmly focused on the daily truths of women's lives in America," says Stacy Morrison, editor in chief of Redbook.

     And that, according to Meredith Wagner, evp of public affairs at Lifetime, is something marketers should find persuasive.

     "In any form of media or entertainment, you like to see yourself, and many women see this as the most important presidential election in their lifetime," she says. "There is a huge opportunity to inspire women with this effort. And smart marketers will realize that it's also a tremendous opportunity for them." - Rich Brunelli

For More on Marketing to Women:
Marketing to Women Part I
Marketing to Women Part II
Marketing to Women Part III
Politics: The Way to Women's Purses?
Automakers Getting Up to Speed