Top 3 Marketing to Women Approaches in Banking

In “Banking Made Better: Marketing to Women Case Study,” I discuss the future of marketing banking and financial services to women. To make these concepts clearer, I’m providing contemporary examples of the marketing to women strategies I helped ACTON Marketing develop. Here are online examples of the top three marketing to women approaches in banking today.

5/3 Bank – ‘Curious’ Brand Positioning

Women’s social currency is storytelling and sharing personal details. They are most interested in how banks’ products and services help people in situations like their own. 5/3 Bank’s series of ads focuses on people’s goals and dreams and shows the bank as a partner in consumers’ lives. They leave explanation of the details to personal conversations with the bank’s employees or further research on the website.

Top 3 Marketing to Women Approaches in Banking

Styling itself as “The Curious Bank,” 5/3 Bank assures consumers that they want to learn about you, your goals and what’s important in your life.

Top 3 Marketing to Women Approaches in Banking

Huntington Bank – Welcoming, Transparent and Friendly

Top 3 Marketing to Women Approaches in BankingWomen are people-powered but are also savvy consumers. Huntington Bank honors these traits through a friendly, transparent approach with their tagline “Welcome” and product “Asterisk-Free Checking.” Instead of offering several competing checking accounts, Huntington focuses on one account that is:

“Free to open. Free to maintain. Free from minimum balance requirements. Free from monthly maintenance fees. And most importantly, free from asterisks.”

For women, that also means free from pouring over fine print and comparing details with Huntington’s competitors in search of the Perfect Answer.

Bank of America – Doing Good

Polishing your corporate halo is an excellent way to appeal to women. Right on Bank of America’s home page, they tastefully tout their “Student Leadership Program,” described as:

Top 3 Marketing to Women Approaches in Banking

“Our Student Leaders® program connects young leaders with employment that helps to give them the necessary tools and resources they need to advance. Through the Student Leaders® program, we recognize high school juniors and seniors who step outside of the classroom to contribute service in their own communities and beyond. Student Leaders® are awarded paid summer internships with local nonprofit organizations and participate in a Student Leadership Summit held in Washington, D.C.”

Other “Leadership and Service” programs include Neighborhood Builders, volunteering opportunities and Global Ambassadors.

These are only three approaches financial institutions can employ in marketing to women—but they are very effective approaches. They are also good examples of how marketing to women’s gender culture elevates an industry or category as a whole. Men and women both have benefitted from product improvements and marketing evolutions seen in the banking world. Remember the days before free checking when banking products were sold using black and white tables of numbers and disclaimers? No thanks!


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About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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