- Product development services
- Product launching strategy
- Post merger integration (creating culture of cross selling)
- Market segmentation (e.g., women investing, seniors marketing)
- Financial advisor marketing strategy
- Investor education
- Investment communication
Q. What is financial marketing?
A. Financial marketing is a specialized level of marketing expertise grounded in an understanding of the needs of financial services firms and the intricacies of investment products as solutions to consumer needs.
Q. How would you approach a failing product or a product that needs to be “relaunched”?
A. Products fail or fall flat for a variety of reasons:
- faulty assumptions or insufficient market research
- structural flaws in the product
- weaknesses in distribution
- insufficient promotional support
One needs to examine each of these issues to assess the foundation for the product and make appropriate recommendations.
Q. Why is there increased value in Investment Education?
A. In the historic settlement with securities firms, the government stipulated that $52.5 million be set aside for investor education. The SEC will influence how an independent foundation will be organized to accomplish this public financial education mission. Now more than ever, financial services firms realize that the SEC considers investment education a priority and that informed investors make good clients. These firms understand best the relationship between their financial advisors and themselves.
Q. How to execute marketing strategy on the web?
A. Many companies have discovered that they must pair their web designers with marketing muscle to maximize their web presence. Your website must not only look attractive; it has to work for users. It is the functionality, ease of navigation, meaningful and useful content that demonstrates your company's competence and draws visitors to a site time and again. One needs to to develop a web strategy and see it through to completion.
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