I found an incredibly interesting site today that should be on the research list of all marketers.
“Meet the Gamma Woman: a newly defined influential power. Her strength comes from her far-reaching social networks. When she finds something she likes, she doesn’t just embrace it, she creates a groundswell. And, with 55 million Gammas out there, that’s a force you can’t ignore.
The Gamma woman stands in the center of a web of positive personal connections: she aims to bring out the best in herself and others. Her sense of self is guided by her internal beliefs, passions, and priorities. She is motivated by the desire to interact, rather than to impress. She is her family’s strong center, her friends’ trusted ally, and she models the change she wants to see in the world.
Key characteristics of the Gamma woman:
- Collaborative and inclusive
- Feels empowered by information
- Values relationships of all kinds
- Defines success for herself
What do Marketers need to know?
The Gamma Factor identifies a hidden power in the women’s market—a dynamic group of women who interact with and influence a wide network of consumers, who generate and disseminate trends and new ideas, and whose social behavior and media habits reflect a new marketplace and marketing model.
Gamma women represent 51% of all women in America.* As a majority market that acts in many ways like a psychographic segment, they share a set of attitudes and behaviors that can be marketed to with specific messaging and techniques. Understanding how Gammas connect and interact can also give marketers insight into how information travels in the new media landscape.
* What Do Women Want? Study, Meredith and NBC Universal, 2008
Because many marketers are still concentrating their efforts on reaching the Alpha mentality, those who go after Gammas have an early-to-market advantage. To tap into the power of this consumer, speak her language—understand what’s important to her, how she uses media and finds information, and which messages resonate most strongly with her.
Keys to Gamma Marketing:
- Pull her in to interact with your brand.
- Inspire her with real stories and distinctive characters.
- Be authentic.
- Ask her to share her opinions, needs, and wants.
- Spark her creativity. Invite her to participate in creating your brand’s story.
- Use multiple media and marketing techniques.
- Show her your values.
- Don’t be afraid to take risks or make course corrections.
- Tap into interest groups and influential individual voices.
- Create adventures and unique experiences.
- Help her edit the wide array of choices.
This company is entirely produced by Meredith which is one of the nation’s leading media and marketing companies with businesses centering on magazine and book publishing, television broadcasting, integrated marketing and interactive media. The Meredith Publishing Group features 26 subscription magazines – including Better Homes and Gardens, Family Circle, Ladies’ Home Journal, MORE, Parents, Fitness, and American Baby – and approximately 200 special interest publications. Meredith owns 12 television stations, including properties in top-25 markets such as Atlanta, Phoenix and Portland.







