Marketing to Women Online

Chocolate Bar for Women?

Here's an interesting story about Cadbury's new Crispello and how it is being marketed to women (in the UK) - A Chocolate Bar for Women: At Least It's Not Wrapped in Pink by Susan Berfield.

Are you wondering why women need their own chocolate bar? Me too. Well, turns out Crispello isn’t actually a bar, it’s “three curved crispy wafer shells, each one filled with a smooth creamy center, dipped in Cadbury milk chocolate,” according to a statement from the company.

It's always a little dangerous to create a product, "just for women" unless women truly do have a unique need that is different from men. I've found a better way is to simply market a product to women without calling it a "product for women only." 

How to Attract More Women Financial Advisers - Part I

It's a familiar refrain at financial companies  - "We'd love to hire more female advisers if we could just find more qualified women who are interested in the position."

Here's the thing...there are a lot of women who are interested in those positions, AND women bring a lot of natural advantages that make them ideally suited for the role of financial adviser.

So what's going on?  Where is the disconnect?  Why aren't there more women advisers in the industry?  And what can companies do about it?

How to attract women financial advisers

There are three secrets to attract and retain women financial advisers:

1. Create teams
2. Provide more training
3. Create a culture that values women and men

We'll look more at 2 and 3 in upcoming posts, but right now let's look at why creating teams can be a key way to attract not only women advisers, but women clients as well.