‘WHAT WOMEN WANT’:
INSIDE THE MIND OF YOUR CUSTOMER
BY RACHEL MELE
GENERAL MANAGER, VENNLI
ONE OF MY FAVORITE MOVIES OF ALL TIME IS WHAT WOMEN WANT.
IT’S THE STORY OF AN ADVERTISING EXECUTIVE, NICK MARSHALL
(MEL GIBSON), WHO HAS AN ACCIDENT AND ENDS UP WITH THE “GIFT”
OF BEING ABLE TO HEAR WHAT WOMEN ARE THINKING.
My favorite scene is when Nick pitches a television spot to Nike, who wants
to increase sales to female customers. Nick shows the Nike team footage of a
20-something woman on an open road. Narrating her story, he says, “Te road
doesn’t notice if you are not wearing lipstick,” and “you can call on the road
whenever you feel like it.” He sold them.
Nick nails the contract by adhering to two fundamental components of a
successful advertising campaign: (1) set a clear goal, and ( 2) create a strategy
to achieve this goal based on an understanding of what matters most to the
I love the challenge of crafting the perfect message—the language that
resonates best with consumers. Not only does it appeal to my competitive
nature, but it’s also an opportunity to creatively apply insights from data.
Early on in my dental career, I worked with a marketing consultant who
came to one of our ideation meetings. We had a hundred ideas about how to
best market our software platform to dentists. Tis consultant (who is one of
my dearest friends today) listened to us throw out idea after idea, and then she
stopped us with one simple question: “What is your goal?”
It was simple, yet often overlooked in the day-to-day rush. Starting with this
question has since defned every marketing campaign I’ve driven. If you want
your ads to be successful, you have to frst set a clear goal.
At Vennli, we help some of the fastest-growing companies in the world—
companies such as LinkedIn, BMW, and Zimmer—discover what consumers
want and how they deliver versus their competition. Tis data allows these
organizations to craft the perfect message.
But, before that happens, we start by setting a clear goal. We defne the
growth challenge and create a clear goal statement that focuses the entire
team on the desired outcome.