1. It’s 2013. Are You Marketing To Women?

2. One Approach to Engaging with the Female Client Maria Mainardi Marketing to Women

3. Now, Let’s Get Serious Maria Mainardi Marketing to Women SSgA’s Global Marketing Group

4. Now, Let’s Get Serious Maria Mainardi Marketing to Women 51% of wealth in the US controlled by women Assets = $8 trillion. By 2020 = $22 trillion Intergenerational wealth transfer over next 40 years = 70% of the $41 trillion SSgA’s Global Marketing Group

5. We’re Not Done Maria Mainardi Marketing to Women SSgA’s Global Marketing Group Statistics also show women’s significant involvement in money management and household purchasing decisions. For example, of high-net-worth (HNW) women, 88% are moderately or highly involved in the oversight and management of their assets. Further, women control or influence 67% of household investment decisions and make 83% of overall family purchasing decisions (healthcare 80%, cars 68%, vacations 92%, home furnishings 94% and banking services 89%) that are worth an estimated $5 trillion each year.

6. We’re Not Done Maria Mainardi Marketing to Women SSgA’s Global Marketing Group Additionally, women-owned businesses account for 40% of all privately held US firms and generated $1.9 trillion in sales in 2008. Finally, the fact that boomer women—the wealthiest demographic most in need of retirement planning assistance—stand to inherit assets from their parents and outlive their husbands by an average of 15 years, underscores the long-term advantages of improving how you work with women.

7. We’re Not Done Maria Mainardi Marketing to Women SSgA’s Global Marketing Group 70% of widows leave their current advisor within 1 year. Why? They feel unheard. According to a 2008 State Farm Survey, two-thirds of women don’t trust financial service professionals. And the Boston Consulting Group surveyed 12,000 women from 21 countries and discovered women are most dissatisfied with the financial services industry, of all industries, on both a service and product level.

8. We’re Not Done Maria Mainardi Marketing to Women SSgA’s Global Marketing Group My Good Buddy and His Story

9. One Word Defines the Gap Maria Mainardi Marketing to Women

10. One Word Defines the Gap Maria Mainardi Marketing to Women TRUST

11. Trusting Relationships Maria Mainardi Marketing to Women... are not built with spa days and wine and cheese gatherings.

12. Trusting Relationships Maria Mainardi Marketing to Women... are not built with spa days and wine and cheese gatherings. Conversation around women’s tendency to tie wealth to specific family goals

13. Trusting Relationships Maria Mainardi Marketing to Women Source: Kingsbury, Kathleen. How to Give Financial Advice to Women: Attracting and Retaining High-Net-Worth Female Clients. 2013.

14. And the Industry Knows Maria Mainardi Marketing to Women

15. And the Industry Knows Maria Mainardi Marketing to Women

16. Is There a Magic Sauce? Maria Mainardi Marketing to Women

17. Is There a Magic Sauce? Maria Mainardi Marketing to Women Get Real..

18. Is There a Magic Sauce? Maria Mainardi Marketing to Women Get Real. No.

19. There is Real World Learning Maria Mainardi Marketing to Women Three Guiding Principles.

20. There is Real World Learning Maria Mainardi Marketing to Women Three Guiding Principles. - Keep everything value-based

21. There is Real World Learning Maria Mainardi Marketing to Women Three Guiding Principles. - Keep everything value-based - Create shared sense of belonging

22. There is Real World Learning Maria Mainardi Marketing to Women Three Guiding Principles. - Keep everything value-based - Create shared sense of belonging - Engagement relationship driven

23. There is Real World Learning Maria Mainardi Marketing to Women Tone: Men, imagine you are talking to your mother. How you explain things. Your patience. Your demeanor.

24. There is Real World Learning Maria Mainardi Marketing to Women Tone: Men, imagine you are talking to your mother. How you explain things. Your patience. Your demeanor. (Not your wife...)

25. There is Real World Learning Maria Mainardi Marketing to Women Tone: Simplify the complex. If it sounds like a ton of work and in an area not understood, nothing will get done.

26. There is Real World Learning Maria Mainardi Marketing to Women Tone: Use phrases like “financially fit, just getting organized, etc.” Women want to feel you are truly focused on their needs.

27. There is Real World Learning Maria Mainardi Marketing to Women Presentation: Consider using “Prezi”, instead of PowerPoint. It’s a much more emotive and colorful learning environment.

28. There is Real World Learning Maria Mainardi Marketing to Women Presentation: Storytelling is especially pertinent. Consider qualifying why you’re in the women’s market with a story...

29. There is Real World Learning Maria Mainardi Marketing to Women Presentation: “I was raised by a single mom and saw how she struggled.” Show pictures of you as a child, with mom. Create maternal connectivity.

30. There is Real World Learning Maria Mainardi Marketing to Women Presentation: Maternal topics... Caring for elderly parents, (including in- laws), protecting the family, children’s well being, dictating how money is spent, financial stability. The “what-ifs”.

31. There is Real World Learning Maria Mainardi Marketing to Women Presentation: Leave twice as much time for questions. Repeat the questions asked, so women know you are listening.

32. There is Real World Learning Maria Mainardi Marketing to Women Presentation: Never speak from behind a podium. Move about the room. Engage. Be careful not to speak in an authoritative tone. Find common ground.

33. There is Real World Learning Maria Mainardi Marketing to Women Ongoing communication: Make sure women know - How to reach you - How long it will take you to respond (be prompt) - You are accessible

34. There is Real World Learning Maria Mainardi Marketing to Women Connectivity: - You will get things done together. - “We’ll figure it out” - “I know it seems overwhelming” - Women need to believe they are important to you

35. There is Real World Learning Maria Mainardi Marketing to Women Your wife will most likely be spending your money after you’re gone, so it makes sense to concentrate a portion of your practice on this vital segment.

36. There is Real World Learning Maria Mainardi Marketing to Women This is a business strategy, not a once and done. Commitment, focus, a female partner and tools for ongoing, meaningful communications should be considered.

37. QUESTIONS ?

38. THANK YOU.