Girlpower Marketing

Women make most household buying decisions, and a Southern California agency has built its practice around that fact. The business is a PR and digital marketing practice that works mainly for consumer lifestyle brands, with a particular skill in marketing to women. The agency says its name goes back to where it started: the financial weight of women consumers, who it says control or influence 85 percent of all household spending.

Research behind the women's market

The firm points to a view that women are the most powerful consumers there are, and quotes a figure that 91 percent of them feel marketers do not understand them. It says its grasp of the female mindset is what lets it bring a brand and those buyers together. It also publishes a white paper about how much women spend and influence, along with a blog and a monthly email of public relations, digital marketing and social media insights.

How a campaign is built

The agency describes a process that starts with research and insight, which it uses to set a brand's story apart, form connections and prompt action. It develops a custom measurement plan for each program, covering both reach and impact. Clients and agency agree at the outset what success will look like, and reporting continues throughout.

Media relations

Its media specialists write personalized stories and plan outreach for a fast news cycle. That includes non-traditional tactics such as paid editorial and influencer marketing.

Social media and advertising

Social platforms, the agency argues, now shape purchasing decisions at every stage of a consumer's journey. It runs conversations that express a brand's personality and builds ads aimed at conversion, with data steering returns.

Content and influencers

The team creates illustrated, photographic and video assets for storytelling. It works with digital tastemakers whose content shows how a product fits into customers' lives, and it handles strategy, monitoring and reporting, briefing materials, messaging, contracts and negotiation.

Events and design

The agency plans street teams, influencer events, media launches and branded consumer experiences, mainly to launch food and beverage, consumer packaged goods and lifestyle products. For brand identity it covers website, logo and collateral with clean design and strong imagery.

Boutique attention, network reach

Girlpower Marketing belongs to the Unified Strategies Public Relations network. It says the membership lets it combine the personal attention of a small firm with the scale of a global full-service agency. The firm describes its team as award-winning strategists experienced in public relations, content marketing, influencer engagement, events and social media.

Girlpower Marketing is a public relations and digital marketing agency based in Southern California. It works mainly for consumer lifestyle brands and specialises in marketing to women, a group the agency says controls or influences 85 percent of household spending. Its team brings experience in media relations, content, influencer work, events and social media.

Services

• Public relations: traditional and digital media relations for brands.
• Social media and digital marketing: planning and running brand activity on social and digital channels.
• Content and influencer work: creating content and engaging influencers to reach consumers.
• Events and brand experiences: planning events that bring consumers into contact with a brand.
• Brand positioning and creative design: defining where a brand sits in its market, plus design work.
• Research and insights: research used to shape strategy, including a white paper on the purchasing power of women.

Clients

Clients are consumer lifestyle brands, especially those selling to women.

Key facts

• Based in: Southern California
• Network: member of the Unified Strategies Public Relations network
• Specialism: marketing to women