Marketing Financial Services to Women
For our Chicago chapter's last event of 2017, we focused on "Marketing Financial Services to Women," and it proved to be one of the most dynamic events of the year, across the country.
The luncheon panel included:
- Jennifer Bennethum Burns, Director, Marketing Strategy and Communications, Discover Financial Services
- Allison Engel, Director, Women’s Market Strategy, Northwestern Mutual
- Jessica Titlebaum Darmoni, Co-Founder, Women In Listed Derivatives (WILD)
Scott Wentworth, founder of Wentworth Financial Communications, offered the following recap of our event:
Women are living longer than men, graduating with professional degrees at a faster rate than men, and representing an increasing percentage of senior executives and entrepreneurs. As a result, women’s influence as investors and consumers of financial services is greater than ever.
Despite this expanding clout, the financial services industry’s marketing to women is largely missing the mark, according to extensive research conducted by Kantar, a global research, data, and insight agency. “Women really aren’t coming to the category confidently and they aren’t feeling engaged,” said Anita Watkins, Kantar’s Global Head of Qualitative and the keynote speaker at the Financial Communications Society’s (FCS’s) November 28 event in Chicago, “Marketing Financial Services to Women.”
“Women still say, ‘this is a man’s world,’ even though they are rising in the ranks,” Watkins said. “We think this could be, from a commercial standpoint, the most significant marketing opportunity that [financial brands] have had in many years.”