The cautious customer is the ideal market for content-driven messaging
If women are not closed to investing, but rather hampered by a want of certainty, clarity and information, asset managers should take a content-marketing approach, delivering a campaign that cultivates interest and confidence through information and debate.
To this end Catherine Newman discussed a campaign run by the Times and Sunday Times called ‘Women and Wealth 2019’ launching in April 2019 in partnership with various industry brands.
This campaign seeks to:
Crucially, Newman emphasised that this is an approach, which unlike tampons or cartoon heroes, will reach the important middle women (and men) – the IFA and other independent managers, an audience which also needs to be reached as part of this campaign.
Print, Digital & Events Strategy
Six industry brands are sponsoring this campaign with The Times, and Newman outlined how the campaign would demonstrate the brands as industry pioneers and thought leaders with a print, digital and events based strategy outlined below: