- Over half their web site visitors are men.
- Their client base is 20-40% men.
- Men spend 25% more than women on average.
So why do some companies in the photo industry make so little effort to market to men and in some cases go out of their way to alienate men? Here are some examples from my experience at Creative Memories:
- Creative Memories artwork was heavily slanted toward frilly, feminine designs with pastel overtones. When completing projects I had to go out of my way to find designs that were remotely acceptable.
- Consultant contracts and training materials were written assuming that the entire sales force was composed of women, even though that was not the case. Creative Memories had a number of successful male Consultants, including Phillip Griffith and others.
- The company continued to focus on traditional scrapbooking products preferred by women and provided only limited options for digital products that men typically preferred. Sales conventions remained 80% digital, even after it was clear that the transition from film to digital was unstoppable.
- Hiring practices were heavily slanted toward women. In one instance I was told not to apply for an internal opening because Creative Memories was going to fill it with a woman.
The Creative Memories that I worked for no longer exists, and their exclusive focus on women may be one of the reasons why.