Reaching women investors may be harder than it seems, according to a new study by Synergistics Research Corp

ABA Bank Marketing, Sept, 2002

REACHING WOMEN INVESTORS may be harder than it seems, according to a new study by Synergistics Research Corp. The study surveyed 800 women and 200 men with household Liquid assets of $50,000 or more. It concluded that only a third of the women surveyed reacted positively to marketing materials aimed specifically at women, and nearly as many believed such materials were no different from material aimed at consumers in general.

Synergistics CEO William H. McCracken says providers should "evaluate closely their marketing programs for women investors, in terms of exposure, content and target market." www.synergisticsresearch.com