Expanding the Target Market With a New Marketing Strategy

A financial services firm wanted to expand its customer base with an offering for women but were concerned about whether this would cause attrition of the firm’s traditional consumer base of affluent men. With Gartner’s insights and expert advisory, the firm was able to confidently target women and increased campaign response rate by 10%.

Mission-critical priority

A financial services firm wanted to gain market share of women consumers without negatively affecting their traditional consumer base of affluent men.

How Gartner helped

Gartner’s consumer and culture research and strategies helped the firm build an inclusive strategy to improve market penetration for both men and women.  In partnership with Gartner’s advisors, the client constructed experiments to prove the efficacy of targeting both genders with a single message.

Business impact

With Gartner’s help, the client was able to:

  • Successfully create a new strategy and messaging to tap into the female customer base.
  • The new strategy resulted in an increased response rate of 10% without negatively affecting the existing customer base.

Financial services

Achieve your mission-critical priorities with Gartner for Marketing Leaders

We definitely got more traction and engagement from this. It ended up being the proof point that was needed.

Head of consumer insights, financial services company

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