Specialty Ad Shops Reach Out to Women
Four years ago, Diane Boulanger opened Boulanger Associates, originally, owing to her time as creative director at Leo Burnett Technology Group, to service high technology clients. As that market dried up like a Bounty towel wiping away dot com drool, Boulanger chose to direct her shop towards serving clients interested in reaching women. That decision has paid off handsomely more than tripling the agency's revenue over the last two years.
Most recently, Lowes Cinema hired Boulanger Associates to promote its Reel Moms program, a weekly morning movie screening geared towards moms and newborns which provides increased lighting, decreased sound, changing stations, and a first-run films. Boulanger is not alone in identifying this profitable segment. Other agencies, including Just Ask Women and Mullen's Frank About Women also focus on this growing niche of active Moms.
The women's market is of major interest these days to a lot of brands that have been hesitating for a few years - or just putting a toe in the water of the opportunity. And, while there are a number of us experts/consultants out there, there are fewer creative shops with the background knowledge of the women's market to actually make new initiatives happen, task by task. It will be interesting to see this whole field blow wide open - and fun to see the resulting efforts.