Lady Geek
LADY GEEK
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Lady Geek MAKING TECHNOLOGY
more
ACCESSIBLE & APPEALING
to women
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LADY GEEK
WHAT WE DO Lady Geek is transforming the way companies speak to women. We end what we call the pink it and shrink it approach: lazy and clichÊd marketing techniques that fail to win the hearts and minds of female customers. As a creative marketing agency we understand how women think, feel, dream and buy. Everything we do is driven by what women want from brands, which can be summarised in one word: Empathy. We define empathy as: Emotion, Reassurance and Authenticity. Women are 51% of the population and have the greatest potential to drive growth: Women are not a niche market. Our proprietary tools, which are based on the understanding of women’s need for Emotion, Reassurance and Authenticity (ERA), are designed to bridge the gender gap in male dominated industries particularly the consumer electronics, finance and automotive sectors. Talk to us if you want your brand to be loved by women. Belinda CEO of Lady Geek
Rarely an outside company can bring a completely new perspective on business. Lady Geek literally opened new opportunities for Samsung to connect with female consumers and changed the way we perceive communication to women forever. Jacek Balicki, Marketing Director of Samsung Poland
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WHAT WE BELIEVE IN The more empathetic your marketing messages, the more women want to listen to you.
The more empathetic your culture, the more women want to work for you.
The more empathetic your sales experience, the more women will buy from you.
5 QUESTIONS WE ANSWER Are the budgets you’re spending on female customers effective?
Do your marketing communications across all channels appeal to women?
Is your retail environment a place women want to spend time in?
What quick wins can you implement that will have the biggest impact?
How can you appeal to women without alienating men?
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THE FINANCIAL OPPORTUNITY $28tn Women are expected to control approximately $28tn in consumer spending by the end of 2014. We Connect International, 2013.
78%
Women represent a bigger financial opportunity than India and China combined. Harvard Business Review, 2009.
78% of people said that ‘today's times require we be more kind & empathetic.’ The Athena Doctrine, 2013.
Companies with more women on their boards were found to outperform their rivals, with a 42% higher return in sales. Women on boards, 2011.
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HOW WE DEFINE EMPATHY EMOTION
I CI
SS
EN T
UR A
AU T H
NC E
EMPATHY (ERA)
EA
Y
T
R
EMOTION
REASSURANCE
AUTHENTICITY
“Make me feel.”
“Make me trust you.”
“Show me you mean it.”
We help you build emotional connections with women.
We bring reassurance to every touch point – from bricks to clicks.
We help brands show they are sincere and care about their female customers.
We have a rigorous methodology to assess where companies do well and where they are failing their female customers on ERA.
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WHERE WE CAN HELP
RETAIL
INTERNAL CULTURE
COMMUNICATIONS & PR
MARKETING & BRANDING
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RETAIL Problem we are solving How to transform your retail environment into a destination of desire for women.
Assets we review • Store layout and product displays. • Signage – tone and language. • Staff recruitment.
Deliverables
Previous results Increased customer satisfaction by 6% for Telefónica Germany in just 6 weeks. Brought authenticity to the retail space in Vodacom Johannesburg.
• Identify which aspects of your retail environment appeals to women and those that need improvement (language/ tone/visuals etc).
Helped increase NPS by 8% in the Vodafone Hungary Smartstore.
• Increase in customer satisfaction/NPS amongst women (and men).
Delivered a strategy and creative executions for Samsung Westfield store.
• A commercial sales process/retail design that can be rolled out to other markets.
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INTERNAL CULTURE Problem we are solving How to increase and nurture female talent within your organisation.
Assets we review • Job ads/brochures
Previous results Delivered Empathy leadership to Vodafone’s global CEO team.
• Exit interviews with female staff • HR policies (beyond maternity policy)
Deliverables • Identify which elements of your environment, recruitment strategy and policies appeal to women and those that need improvement (language/tone/visuals etc). • Increase the number of women that apply for jobs and stay within the company. • A programme that can be celebrated internally and externally.
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COMMUNICATIONS & PR Problem we are solving How to engage with your female community and build loyal consumers.
Assets we review • Ad campaigns. • PR activity. • Social media channels.
Deliverables • Identify which channels and activity appeal to women and those that need improvement (language/tone/visuals etc). • Increase your online female community and engagement on social media. • Strategic and creative recommendations that will deliver results within 12 weeks.
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LADY GEEK
Previous results Trended on Twitter in the UK and in London with our campaigns. Delivered and ROI of 5:1 for our authentic advocacy programme for Nokia. Increased NPS for Nokia – before the authentic advocacy programme 72% would not have recommended a Nokia device to a friend, post the programme 84% would now recommend a Nokia.
MARKETING & BRANDING Problem we are solving How to deliver a marketing strategy that engages your female consumers without alienating men.
Assets we review • Previous marketing activity. • Branded content – both on and offline. • Customer gender split.
Deliverables • Identify which marketing activity appeals to women and those that need improvement (language/tone/visuals etc). • Increase in buzz around your brand amongst influential women.
Previous results Ran workshops for Samsung, which resulted in 30 new ideas in 3 European markets over 2 weeks. Designed ideas to change the future of messaging for Vodafone. Inspired Microsoft to take mums seriously and enable parental control on all their Xbox consoles.
• Strategic and creative recommendations that will deliver results within 12 weeks.
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OUR PROCESS
1. DIAGNOSTIC AUDIT
2. STRATEGIC DEVELOPMENT
What: Diagnoses if your brand has problems in engaging women and where those problems are most pronounced.
What: Develops a strategic and creative programme that acts as a ‘golden thread’ to all other activity.
How: ERA data audit.
How: Workshops.
Duration: 6-week/10-week option.
Duration: 6 weeks.
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3. IMPLEMENTATION
4. MEASUREMENT & MONITORING
What: Executes quick wins that are measurable, scalable and implemented by us alongside your teams/agencies.
What: Evaluates programme to understand, which activity is having the biggest impact.
How: Onsite delivery.
How: Analysis.
Duration: 12 weeks (minimum).
Duration: Ongoing.
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OUR PROPRIETARY TOOLS
ERA AUDITS
WORKSHOPS
Marketing & branding, Retail, Internal Culture, Communications & PR and Empathy Quotient.
Marketing Strategy, Empathy for Sales Staff and Empathy for CEOs & Leadership Team.
CREATIVE DEVELOPMENT
EVALUATION
Concept development, Language and Tone Development, Spacial design and Interactive design.
Systemizer/Empathizer analysis, Benchmark analysis, Mystery shopping and Female Influencer panel.
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CORE TEAM
CHIEF GEEKS
STRATEGY GEEKS
CLIENT GEEKS
Oversee all projects, bringing in over 20 years experience of successfully marketing to women.
Run the strategic development for clients and new business.
Manage client relationships and delivery against objectives.
CREATIVE GEEKS
DATA GEEKS
PSYCHOLOGY GEEKS
Develop all creative ideas and executions.
Ensure measurement is at the heart of everything we do for clients.
Decode the meaning behind messages of female behaviour.
GENDER GEEKS
SOCIAL GEEKS
COPYWRITER GEEKS
Bring an understanding of the neuroscience and the difference between male and female brains.
Run activity and communication with communities across all social channels.
Develop meaningful language and tone for all communications. LADY GEEK
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OUR CLIENTS
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WHAT OUR CLIENTS SAY ABOUT US Lady Geek brought a fresh, insightful and inspiring approach to tackling the issue of how to ensure that we designed products that appealed to ‘Empathizers’. Lee Epting, Former Vodafone Group Director of Global Content
Lady Geek’s Empathy workshops are helping Telefónica Germany harness the power of Empathy. Our aim is to make every interaction our customers have with us an individual one. Rene Schuster, CEO of Telefónica Germany
Lady Geek masterminded Nokia’s Remarkable Women’s campaign, fronted by inspirational women succeeding in male-dominated areas, from beat-boxing to web programming. Bringing these 50 women together in a room for an hour, their conversations, photos and videos are broadcast on Twitter, using the Nokia Lumia device technology. Marketing Magazine
In just one session Lady Geek really engaged our staff to think about women and technology. It was an entertaining and thought-provoking session that left our audience buzzing, especially our male colleagues who might not have been aware of the gender inequalities in technology before this session. Val Sugrue, Head of Risk Validation at Barclays Bank
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WHERE WE ARE INFLUENCING
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AWARDS
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SPEAKING ENGAGEMENTS We are globally recognised as a leading voice in the following areas: THE EMPATHY REVOLUTION: The commercial value of Empathy and how to embed it in your organisation. MARKETING TO WOMEN: Avoid the pink it and shrink it approach and develop effective strategies for women. LITTLE MISS GEEK CAMPAIGN: How to inspire the next generation of female tech pioneers. To book please email pa@ladygeek.com
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LADY GEEK
Events we have spoken at: TEDx Thessaloniki 2013, TEDx Whitehall Women 2013, Digital Shoreditch 2013, Telefónica’s Campus Party 2013, DWEN Conference 2013, Bett: The Learning Technology show 2013 and Omnicom’s New Britannia Festival 2012.
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OUR SOCIAL ENTERPRISE This is an opportunity for companies to get involved and influence the lives of girls, ensuring that they are not left out of the world’s technological revolution. Little Miss Geek is an award winning social enterprise inspiring girls to want to change the world through technology. Since it’s launch in the Apple Store on Regent Street in October 2012, Little Miss Geek has got the support of over 40 MPs including Nick Clegg, Theresa May and Ed Vaizey, as well as helping an inner city school in London increase the number of girls studying Computer Science by 52%.
Currently only 17% of the UK’s tech workforce is female and over the last 10 years this has been dropping by 0.5% each year.
There has been an 83% drop in the number of girls studying A-level computing in England over the last 17 years.
E-skills, 2011
Department for Education, 2013
I would like to congratulate Belinda Parmar and Lady Geek for seizing the opportunity of International Women’s Day to organise this very important event to inspire young women to consider a career in the tech industry. Boris Johnson, Mayor of London - 22 -
LADY GEEK
The image problem – we asked girls and boys what their perception was of people working in tech
The Rt Hon Theresa May MP Home Secretary
Ms Jo Swinson MP, Junior Minister for Women & Equalities
Little Miss Geek Wearable Tech Workshop, 2013
Little Miss Geek ICT School Takeover, 2013 LADY GEEK
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CONTACT We’d love to help women fall in love with your brand. Let’s talk.
BELINDA PARMAR CEO belinda@ladygeek.com LUCIE SARIF Head of Strategy & Planning lucie@ladygeek.com
ladygeek
LadyGeekTV
www.ladygeek.com www.littlemissgeek.org - 24 -
LADY GEEK