Knowledge about existing and potential users is essential to the development of a marketing and dissemination strategy. Information about users and their needs influences the decision regarding the most convenient product(s) to be released on gender statistics. Any available information about user needs should be considered in the entire production process.

 Gender statistics cover a wide range of users - the topic is not only of interest to specialists but also to the general public. Reaching the general public is essential for increasing the awareness of gender issues and the eradication of gender stereotypes and gender discrimination.

Thus, a successful marketing and dissemination strategy is comprised of various elements - all of which aim to bring gender issues and statistics to as broad an audience as possible. These important elements include: activities that liaise with the media (press releases, press briefings); the production and dissemination of promotional material (flyers, pamphlets); and the organisation or participation in conferences (lectures, seminars).