The Financial Services Marketing Handbook: Tactics and by Evelyn Ehrlich

By Evelyn Ehrlich

The roadmap to luck for monetary pros utilizing real-world examples, sensible how-to's, and a established method of business plan and strategies that covers the fundamentals for rookies and conjures up new rules for advertising and marketing pros

The monetary advertising companies instruction manual, moment Edition offers revenues and advertising practitioners the sensible instruments and top practices they wish either to enhance their activity functionality and their retail and institutional advertising and marketing techniques. The FSM Handbook publications advertising and revenues pros operating in an characterised via cut-throat pageant, customer distrust, transformative applied sciences, and ever-changing law, to appreciate the sensible steps they have to take to show those threats into possibilities.

Providing beneficial details on easy methods to goal, win, and maintain ecocnomic clients, the publication provides an summary of the fundamental advertising functions?segmentation, positioning, model construction, situational analyses, and tactical planning?as they relate particularly to the monetary companies undefined. With updated case reports, displaying what has labored and, extra tellingly, what hasn't, the e-book demonstrates tips on how to successfully make the most of the marketer's toolbox?from advertisements and public kin to social media and cellular advertising.

  • Discusses how social media (Twitter, fb, blogs, evaluation websites) effect branding and sales
  • Packed with new info on touchdown pages, e-mail good fortune elements, and telephone apps
  • Demonstrates how behavioral economics impact advertising and marketing strategy
  • Case reviews and charts are absolutely revised and updated

The monetary is below excessive strain to enhance gains, hold high-value consumers, and preserve model fairness with no straining budgets. the 1st variation has turn into an industry-standard reference ebook and The monetary prone advertising and marketing instruction manual, moment Edition offers revenues and advertising pros much more of the knowledge they should stretch price from each one advertising dollar.Content:
Chapter 1 Segmentation (pages 17–32):
Chapter 2 Positioning and Branding (pages 33–44):
Chapter three The industry Plan (pages 45–58):
Chapter four advertisements (pages 59–73):
Chapter five Public kinfolk (pages 75–86):
Chapter 6 Sponsorship and occasion advertising (pages 87–95):
Chapter 7 Interactive advertising and marketing (pages 97–105):
Chapter eight Social Media advertising (pages 107–122):
Chapter nine own promoting (pages 123–134):
Chapter 10 alternate exhibits and Seminars (pages 135–144):
Chapter eleven dating advertising (pages 145–156):

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Extra resources for The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition

Sample text

Online sessions tend to be simpler to recruit and screen participants, due to pre-existing pools of willing participants. Online sessions are generally less expensive since travel and meals are not required. Keep in mind, online focus groups do not allow for the assessment of body language or probing for in-depth responses. Observational research is another type of qualitative data gathering. For example, mystery shopping, in which a researcher poses as a customer, is a technique that can be used to evaluate the service proficiency of one’s own employees or to learn more about competitors.

Credit cards may offer free miles after the first purchase. Some companies team up with non-financial vendors, such as Apple, to cross-market. ” The most effective gift—and the one most often offered—is cold, hard cash. Many banks offer new accounts $100 or more based on a three-month average balance minimum. But sometimes gifts can be more memorable. Citigroup, for example, gave away gold and crystal pendants commemorating the Chinese New Year to customers at branches in Chinese neighborhoods who maintained balances of $15,000 or more.

Co-branding may dilute the effectiveness of a brand image, since it spreads the credit for a positive experience across two brands where normally there’s only one. And if the experience isn’t positive—even if it’s the other brand’s fault—it may reflect negatively on you. Associating your company’s name with a losing team or a spokesperson who becomes controversial can have negative consequences for your brand image, as Accenture found in building its branding campaign around Tiger Woods. Other ways to borrow a brand image are to use well-known names in advertising and promotion.

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