MARKETING TO WOMEN

Remarkable remark in het Parool today. In a review of a Celine Dion concert in Amsterdam Arena, the journalist remarks the overwhelming majority of women in the audience as opposed to the male audience at concerts of Motorhead.
He adds that there must be something like female- and male music. He notices a watershed in reaction to Dions music; men start feeling unwell while women start to shine with a soft shimmering romantic light. Personally I’m not a big fan of Celine Dions music, but I must be an exception then.

Today, I read a newsarticle in De Telegraaf.

The first fully targeting on women insurance company Onna-onna will start on the 5th of June on the Dutch market.
Sadly to say that the article tells nothing more then they will be the first fully targeting on women insurer. Nothing said about the product(s) itself or the way they will market Onna-onna. So lets watch them on June 5th!

De Telegraaf
Tuesday May 28

Insurance for women

AMSTERDAM – The first fully targeting on women insurance company will start next week on the Dutch market. As from June 5th, Onna-onna (Japanese for ‘women’) will start with a car-insurance for women. The insurance company will offer next to car-insurances other women related services.
Its no surprise that they start out with a car insurance, as women are the dream clients for cas insurances; they simply create less accidents. According to research from the Centrum voor Verzekeringsstatistiek (unfindable in Google) 28-40 year old women are least likely to cause damage, and if they do, the damage is much smaller.
Earlier, women-policies where forbidden, because they are in fight with the European anti-discrimination rules. By targeting women, but also allow men, they create a way to work around this legislation.
Insurance companies have discovered the female audience as they see that women have more money to spend and are often the decisionmakers, also for financial products. Some other examples of policies targeted to women are Ineas and www.zijrijdtbeter.nl

. What a shame that these products are so openly targeted at women only. It might be a better idea to create transparent policies that appeal to women but do not exclude men.

Interesting feature in the Springwise newsletter: Motorola installed solar powered kiosks in Uganda, where electricity is an issue, enabling people to recharge their phones as a part of their social responsibilities program. Clever idea combined with a good cause as the company helped women to start up their business by providing them with 4 handsets and a business skills course. See how little you need to start up a business…