9780470410790

The Professional's Guide to Financial Services Marketing Bite-Sized Insights For Creating Effective Approaches

by
  • ISBN13:

    9780470410790

  • ISBN10:

    0470410795

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2009-04-27
  • Publisher: Wiley
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Summary

The Professional's Guide to Financial Services Marketing is directed to any financial services professionalfrom individual representatives to executives of large financial services companieswho is looking for better ways to create the relevant marketplace differentiation and competitive advantage needed to increase productivity and profitability. The purpose of this book is not to provide a how-to manual, but rather to offer practical information, examples, and thought-provoking tips that provide ideas and insights that will enable financial services professionals to improve their own marketing approaches and achieve ambitious marketing goals. With examples drawn from basic marketing approaches and successful consumer marketing, this book provides a fresh perspective on a variety of marketing issues that can make a significant difference to corporate success.

Author Biography

JAY NAGDEMAN is President of SuasionResources, Inc., a specialized organization that provides marketing consulting services exclusively to clients in the financial services industry. Mr. Nagdeman has held successive positions as director of investment research, director of investment management and director of marketing for major investment organizations. For many years, he was a contributing editor to Barron's. For more information, visit www.suasion.com.

Table of Contents

Preface
Foreward.
Introduction
The Professional's Guide to Financial Services Marketing offers a different perspective on some basic marketing approaches and explores marketing concepts that are often overlooked by financial services practitioners
Creating An Extraordinarily Effective Marketing Organization.
Getting Started
Marketing is integral to almost every activity that takes place both before and after the sale is made. Therefore, it is important to recognize the differences between sales & marketing, as well as those between marketing strategy and marketing tactics
A Marketing Pop Quiz
To keep pace in today's highly competitive financial services environment, firms must abandon the status quo and transform their organizations
A Marketing Compass
The most successful financial firms will be those who become early adopters of sophisticated marketing approaches
Seeking the Outstanding Marketing Director
As a voice of opportunity and the champion of the unconventional, the Marketing Director's position has grown in corporate importance and stature
Strategic Planning.
Strategic Strategy
Properly conceived and executed, marketing strategy can provide the framework that can help an organization focus its organizational capabilities, talent and energy on those initiatives that will create competitive advantage
The Starting Point
A clear business definition facilitates the planning process by guiding corporate decisions concerning target markets, product offerings and appropriate marketing activities
You Can Plan on It
The marketing planning process provides an organization with the opportunity to set goals and plot a course that will help it achieve a differentiated market leadership position
The Best Laid Plans
A well-crafted marketing plan can serve as a roadmap for management's efforts to favorably position the organization and its product/service offerings
A Mission Possible
"What businesses are we in?" How management answers this question can have a significant impact on the company's ultimate success
What's The Big Idea
Every now and then a major marketing idea comes along that revolutionizes the way that marketers approach their craft. The most influential have a significant impact that lasts for decades
New and Improved
Success, in the form of rapid growth and high margins, comes most often to those organizations that understand the value of innovation and look beyond current competitive practices
In the Beginning
A knowledge and understanding of common product launch pitfalls can help marketers prevent financial product and service failures
I Have An Idea
Financial services organizations are increasingly dependent on creative marketing ideas to achieve visibility and competitive differentiation in a cluttered marketplace
Become A Marketing Hero
It's not difficult to be a marketing hero when offerings are well received in the marketplace. The real challenge for most marketers is to find a way to ˘save the day÷ when there is a difficult sales situation
Tactical Implementation.
Brand Aid
A strong brand communicates a corporate value proposition that helps a company create relevant marketplace differentiation and competitive advantage. It can also help to significantly accelerate the sales process
Branding: Step One
Naming is the important first step in the branding process. The right name can play an important role in creating a strong emotional connection with the target market
Write Right
Hard working copy should get attention, relate to the target market, intrigue the reader, focus on the product or services' superiority, create a desire and provide a call to action
The Color of Marketing
Astute marketers understand that color can play an extremely important role in helping a company both express its positioning and corporate purpose, and influence market perceptions and attitudes
Did You Get My Message?
Shaping marketplace perceptions through effective messaging can provide differentiation to largely undifferentiated products
Big Bucks
The HNW market holds untapped opportunities for those financial services marketers who are ready to abandon long-held misconceptions about the affluent and focus resources on under-prospected niche segments
Unite and Conquer: Strength in Collaboration
Since traditional organizational structures often lack the resources to support expanded business models, companies must devise creative new solutions
A Tale of Two Categories
The Pareto Principle stands as a continual reminder to focus eighty percent of your efforts on the twenty percent of issues that will achieve eighty percent of your results
How Do You Measure Up?
Effective marketing measurement¨like marketing itself¨is an ongoing process that is both an art and a science. This area is in its formative stages, but promises to be a significant future trend
Promotion.
The Secret of Successful Advertising
While most advertising messages get lost in the clutter and fail to accomplish their objectives, astute marketers know the secrets to creating advertising that attracts attention and gets results
Us vs. Them
In the proper situation, targeted comparative advertising can provide a powerful centerpiece for a financial services organizationĂs marketing campaign
Speak Up
Creatively conceived and effectively executed, campaigns utilizing a corporate spokesperson can take an organization one step further in its quest to effectively deliver its marketing messages
Let Your Fingers Do the Walking
Even in this age of information and advanced communications, the ˘Yellow Pages÷ continue to be an important initial touch point for marketing financial products and services
What It Takes to be Well Connected
Creative use of new IVR technology has the potential to significantly and cost-effectively improve communications in brokerage, insurance, mutual fund and banking arenas
Start Spreading the News
A well planned and effectively orchestrated Public Relations program can help establish and maintain goodwill and mutual understanding between a financial services organization and its constituencies
Best In Show
Trade shows can be a meaningful part of a company's marketing efforts or a significant waste of time and money¨the difference lies in careful planning and judicious resource management
Just Cause
Cause Marketing offers an excellent opportunity to generate awareness and goodwill while enhancing corporate image and promoting a sense of corporate integrity
Go Ahead, Judge That Book By Its Cover
Naming a new venture, product or service can be one of an organization's most important marketing decisions
Effective Sales Support.
Experience Counts
By creating a customized interactive marketing program that is meaningful to prospects and customers, a firm can create relevant differentiation and strong competitive advantage
Going Up
With a little planning and creative marketing, you can prepare your entire organization to effectively represent your organization and provide unconventional sales support
Mobilizing an Effective Sales Force
A well structured referral program can help an organization cut through marketplace clutter and accelerate prospects' decision-making
Supporting Strategic Decision Making.
Slice and Dice
An effective market segmentation strategy can also significantly help increase sales and improve overall market performance
Turning Marketing Information into Marketing Insights
Focused market intelligence can help marketers deliver the right products and services to the right target markets using the right messaging
I Know Where You're Coming From
Influences that occur in individuals' formative years establish a common generational value system that can be more meaningful than mere demographics
Getting the Right Marketing Answers
The right research approaches enable you to get meaningful answers to marketing research inquiries by working smarter rather than harder
Giving Them What They Want
Organizations need to make effective use of market research applications in order to become attuned to needs of the marketplace
Some Trendy Thoughts
Effective planning enables an organization to anticipate trends and make decisions based on an understanding of future circumstances, rather than those of the past or present
Check It Out
An effective benchmarking program can make valuable contributions and trigger ongoing improvements throughout an organization
Know Thy Neighbor
Financial services organizations that are tuned in to the competition can avoid unpleasant surprises
Focus Groups: Is There a Financial Fit?
While focus groups are quite applicable in the retail sector, financial marketers need a more sensitive, personalized approach
Promotion In The Internet Age.
A Brave New World
The internet has drastically changed the face of financial services marketing, introducing new communications opportunities and challenges alike
Searching for the Answer? Maybe the Answer Is Search
Any financial services organization that wants to drive traffic to its web site must ensure that it appears in the first few pages of search results
Cashing in on Clicks
Paid search can revolutionize your marketing effort, but careful program design and planning are prerequisites for search engine success
The Domain Name Game
A domain name that reflects a company's brand attributes and value propositions is an important corporate asset that should be carefully chosen and protected
Plug into Directed Marketing
Directed Marketing combines tried and true direct mail principals with new techniques that enable marketers to interrelate with an electronically connected world
Strategies For Long-Term Success.
Follow Me
In the commoditized financial services business, a company's future can depend on management's willingness to invest resources to conceive and implement an effective strategy to achieve market leadership
GoodÓBetterÓBest
A program structured to share corporate knowledge can be one of the fastest and most effective ways to achieve organizational improvements
Be Prepared
It is critical that every financial services organization be constantly prepared to respond to a crisis in a way that will preserve credibility
An Older Subject
To achieve success in the senior marketplace an organization must be willing to make seniors a meaningful part of the its focus
Bringing Order to the Meeting
An organization should encourage key inter-functional representatives to work as an effective team in order to foster productive communications and solid decision-making
And They Lived Happily Ever After
Effective post-merger integration focuses on ensuring that newly formed companies are not only bigger, but better, than before
Putting Humpty Together Again
Companies that respond appropriately to challenges will survive. Companies that anticipate change and develop appropriate strategies to manage will thrive
Counting Dollars and Making Dollars Count
Focused research and well-crafted marketed marketing messages enable a company to communicate value propositions commensurate with their pricing
Afterword
Some Parting Words.
About the Author
Table of Contents provided by Publisher. All Rights Reserved.

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