We know that the men don't get it. A PR and communications specialist tells you why only the women do.

We talk to Julie Chiang, director of PR firm, Asia PR Werkz.

She has done PR for consumer and lifestyle products and services, technology, events management, promotions and publicity.

Full name: Julie Chiang
Age: ermm...no need lar.
Title within the company: Director

How long have you been with Asia PR Werkz: 3 years

How long have you been in the communications/PR industry: 6 years

Which companies you have worked with, either presently or previously: Standfirst Communications, Strategiclab Communications, Oz Events

Some of the clients that she has handled: For PR: Performance Motors Limited, Cartoon Network ?? The Powerpuff Girls, Panasonic Mobile, Network Associates, Launch of Reductil, Launch of iRiver.

For events: Opening of J Division (Singapore Police Force), Xmas at Tinseltoon Town @ Downtown East, South-East CDC Food Festival.

1. Why target women? Are they worth it?

Of course it is worth targeting women!

Studies have shown that there's an "increasing number of women who are earning double or more than the average household income", and thus have more spending power and decision.

2. How do strategies differ from those directed at both genders or just the men? Please give example(s) from past campaigns you were involved in or know of.

Women are "easy consumers".

We are more emotional when it comes to purchasing and so when we are engaged in a brand or a particular product, we tend to stay loyal for a long time.

For example a car campaign. We tell the men the technical aspects of the car. How fast it can run, fuel consumption, engine power but because women are the emotional ones, car campaigns like the Peugeot 1007 ad plays on what women want.

3. Women love to talk shop. So, "word-of-mouth" marketing works best with them. What say you?

Definitely! Women share information.

And when something we have used is good, we tend to share it with our friends. We trust that if it has worked for someone else, it will work for us on a similar ground. And because there are so many products to choose from, sometimes it is easier to just be recommended than to compare on our own. We are fickle minded creatures. It will take time for us to make up our mind.

4. Form vs Function - how do you market gadgets to women?

It used to be form over function but because women are educated, more informed and more tech survey these days, we have become more adaptable towards gadgets and know what we want. Function is now equally important to us. We want gadgets that are not just useful but also look good.

5. "I can sell anything to anyone. All it takes is the right strategy." Your comments? I believe it is the tactics that supports the strategy that enables one to "sell anything". For one to see the efforts of the strategy it takes some time. It does not happen overnight. However, if we start by using the right tactic, we will achieve our desired results more quickly.

The market has also become very segmented. I believe that only with tactics that targets specific audience will work. Marketers now have to break down each market segment specifically by gender, age, job, education etc. to find the right tactic to engage each set of audience.

6. What is the psychographical profile of a typical woman from a marketing perspective?

"The men don't get it" tagline from the UOB ladies card basically sums it up for us. It is a common attitude held by women.