Market Focus?Women Investors (842 words)
Keep in mind that financial information is sensitive; no list of specific stock buyers from a particular brokerage is available to the public, says Kroll.
Short of having such a made-to-order list, says Kroll, you have to be intuitive. Think of who would be most likely to invest—women with young children, for instance, or their grandparents, who want to save for their education.
You Say You Want a Revolution
Perhaps the most exciting phenomenon is the draw of the Internet for women investors today. Just as the Web has influenced other aspects of business for direct marketers, the dawn of online investing has opened up greater opportunities for reaching this particular market.
Interestingly, the digital revolution seems to be spearheading a gender revolution of sorts by helping women break into a traditionally male-dominated arena. The list of Compuserve members who have joined one or more online content areas related to personal finance, stock research and stock trading shows a higher percentage of women than exists in the general marketplace.
The Internet is a safe place for women with no financial background to learn about investing in a way that makes sense for them. On ivillage's money-centric site (www.ivillagemoneylife. com/money) you'll find features called Suddenly Single for widows and divorcees, and Starting Out for young women who want to invest in their futures. Members must register to keep their individual portfolios on the site.
A word of warning: E-mail lists in any segment are not generally gender-selectable. Stick with registrants to female-centric sites for better accuracy.
Try The Smart Sell
Since this group shares demographic traits with the more generic "wealthy homeowners" and related groups, it would most likely be responsive to a variety of luxury-item offers.
Interestingly, Malasek says that "feminine" offers test poorly. But don't rule them out entirely; a well-educated, professional group, these women are interested in investment offers that highlight the benefits of saving for their children's futures, particularly college education.