As a marketeer it is really important to impress and influence women. After all, they make a lot of the buying decisions. But it is not always easy to impress women and to find the right tone of voice...
Recently I read about the new Dutch telephone provider Sizz. This telephone provider was created by the TV station RTL and the telephone provider Vodafone. Sizz aims at women who want to get a smartphone and a subscription. They want to make mobile phoning easy and accessible for women. When you are a client of Sizz you can watch all the shows of “RTL gemist” on your smartphone for free. The keywords they use in their campaign are “easy” and “fun”.
Some of the elements of Sizz are executed well. The layout of the website of Sizz looks fresh and is attractive for women and the free service of watching “RTL gemist” is nice as well. However, as soon as I started reading the text on the website, my opinion about Sizz changed. Sizz talks to women as if they are stupid and do not understand modern technology. The website contains how-to’s on how to send a text or retrieve a web page (Check out the video I included). I think that most modern women are able to send a text on their mobile phone and that a lot of women will find these how-to’s insulting.
Sizz only offers four types of phones. They stated that women would get stressed if there were more choices, because it would be too hard for them to make a decision.
I don’t think that Sizz will be a huge success. Women do not like to be treated as if they are stupid.
How do you feel about womens marketing and Sizz?
