#WomensHistoryMonth continues. In the 1960s and 1970s, the themes of feminism and women's liberation, with the slogan "You've Come A Long Way, Baby" were often used in the Virginia Slims ads, and often featured anecdotes about women in the early 20th century who were punished for being caught smoking, usually by their husbands or other men, as compared to the time of the ads when more women had equal rights, usually comparing smoking to things like the right to vote. Later campaigns have used the slogans, "It's a woman thing." in the 1990s, and "Find your voice." in the 2000s. Sound familiar?
While various themes emerged in the Virginia Slims marketing campaigns over the years, the basic threads have been independence, liberation, style, taste and a contrast to men's cigarettes, according to Wikipedia. “Thus, Virginia Slims functioned as a pioneer brand, which successfully implemented an empowering female-centered marketing strategy, also known as femvertising.”
1970s era cigarette ads not withstanding, women in the powersports industry really have made tremendous strides. But they have always been an integral part of the business, starting with Lilly Farrow as a dealer and who is still having an impact on Dealernews to this day!
Marketing to women has indeed come a long way. But it is worth it: By 2030, women are expected to control more than $30 trillion in US household financial assets. The March issue pays tribute to the better half of our industry… or at least the nearly 25% of the motorcycle market women now represent according to MIC stats.
