http://www.emarketer.com/Report.aspx?code=finance_jul06&tab=Toc&src=report_toc_reportsell
Financial Services Online Marketing
Financial services is one of the largest advertising categories on the Internet. In 2005, it accounted for 12% of all US online advertising, about $1.5 billion of the $12.5 billion total. No matter which way the stock markets go, consumers will continue going online to find the best rates and payment terms, as well as to manage their finances.
Executive Summary
US Financial Services Online Advertising Spending vs. US Total Online Advertising Spending, 2003-2010 (billions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers - Financial Services Online
Implications for Your Business
The Media Mix
The Big Picture
US Financial Services Advertising Spending, by Media, 2004 & 2005 (thousands and % increase vs. prior year)
Online Impressions Surge
Online Display Ad Impressions among US Financial Services Companies, December 2005-April 2006 (billions, % of total and % increase vs. prior month)
Online Advertising Spending by US Financial Services Companies, by Type, 2004 & 2005 (thousands, % increase/decrease vs. prior year and online spending % of total advertising spending)
Online Ad Impressions among US Financial Services Companies, by Ad Type, March & April 2006 (millions, % increase/decrease vs. prior month and % share of total per month)
Direct Mail vs. E-mail
CAGR of Direct Mail Marketing in the US, by Vertical Market, 2002-2007
Actions that Are Being Taken by US Adults to Prevent Identity Theft, August 2005 (% of respondents)
Select Actions Taken by US Adult Internet Users When Receiving an E-Mail from Financial Institutions or Other Companies with which They Have an Account, by Age, May 2006 (% of respondents)
E-Mail Marketing Metrics for Select US Industries, Three months ending May 21, 2006 (% of messages delivered, opened and click-throughs)
E-Mail Marketing Metrics for the US Financial Services Industry, October 2005-May 2006 (% of messages delivered, opened and click-throughs)
Breakdown of Spam Worldwide, by Type, January 2006
US Financial Institutions' Response Rate to Online Inquiries from Prospects, by Type of Firm, 2005 (% of respondents)
Search in the Financial World
Paid Search Keyword Price Index* in the US, by Industry, November 2005 & December 2005
Paid Search Keyword Price Index* for US Financial Services Categories, September 2004-June 2005
Top 10 Search Terms that Drove Traffic to Banks and Financial Services Web Sites, Ranked by Share of Search Volume, January 22-February 18, 2006
Top 10 Brand and Product Search Terms that Drove Traffic to Insurance Web Sites, Four weeks ending March 11, 2006
Type of Search Keywords that US Internet Users Enter prior to Their
First Click on a Paid Search Ad, Q1 2006
Conversion Rates for First Clicks on Paid Search Ads Based on Type of Keywords Entered by US Internet Users, Q1 2006
Online Marketing, by Segment
Banks
Total Ad Spending by US Banks, Five Top Spenders, March 2005-February 2006 (thousands and online % of total)
Online Advertising Spending by US Banks*, March 2004-February 2005 vs. March 2005-February 2006 (thousands and % increase/decrease vs. prior year)
Top Online Bank and Credit Union Destinations among US At-Home and At-Work Internet Users, Week ending April 23, 2006 (thousands of unique visitors and page views, % active reach)
Brokerages and Investments
Total Ad Spending by US Investment Brokerages, Five Top Spenders, March 2005-February 2006 (thousands and online % of total)
Online Advertising Spending by US Investment Brokerages*, March 2004-February 2005 vs. March 2005-February 2006 (thousands and % increase/decrease vs. prior year)
Top 10 Online Trading Destinations among US At-Home and At-Work Internet Users, March 2006 (thousands of unique visitors and page views, % active reach)
Credit Cards
Total Ad Spending by US Credit Card Companies, Five Top Spenders, March 2005-February 2006 (thousands and online % of total)
Online Advertising Spending by US Credit Card Companies*, March 2004-February 2005 vs. March 2005-February 2006 (thousands and % increase/decrease vs. prior year)
Top Online Credit Card Destinations among US At-Home and At-Work Internet Users, Week ending March 19, 2006 (thousands of unique visitors and page views, % active reach)
Insurance
Total Ad Spending by US Insurance Companies, Five Top Spenders, March 2005-February 2006 (thousands and online % of total)
Online Advertising Spending by US Insurance Companies*, March 2004-February 2005 vs. March 2005-February 2006 (thousands and % increase/decrease vs. prior year)
Online Automobile Insurance Activity among US At-Home, At-Work and University Internet Users, 2005 (% increase/decrease vs. prior year)
Top Online Insurance Destinations among US At-Home and At-Work Internet Users, April 2006 (thousands of unique visitors and page views, % active reach)
Mortgages and Lenders
Total Ad Spending by US Mortgage Companies, Five Top Spenders, March 2005-February 2006 (thousands and online % of total)
Online Advertising Spending by US Mortgage Companies*, March 2004-February 2005 vs. March 2005-February 2006 (thousands and % increase/decrease vs. prior year)
Top Online Loan Destinations among US At-Home and At-Work Internet Users, April 2006 (thousands of unique visitors and page views, % active reach)
Mutual Funds
Total Ad Spending by US Mutual Fund Companies, Five Top Spenders, 2005 (thousands and online % of total)
Demographic Profile of US Mutual Fund Shareholders with Internet Access, 2000 & 2005 (% of respondents in each group)
Trends to Watch
It’s All About ‘You’
Interactive Marketing Channels that US Marketers Are Currently Using, Piloting or Planning in the Next Year, by Industry, Q4 2005 (% of respondents in each group)
Mobile Banking Hovers on the Horizon
US Adult Mobile Phone Users Who Would Purchase Select Items or Search and Securely Access Their Bank Account Directly from Their Phone's Screen, March 2006 (% of respondents)
Internet Users in the UK Who Would Be Interested in Using a Mobile Banking Service, October 2005 (% of respondents)
Rich Media Is Ready
CNN.com Visitors Who Watched an Entire 30-Second Video Ad for Select Industries, 2006 (% of respondents)
CNN.com Visitors Who Correctly Recalled a Banner Ad for Select Industries When Video Was Present, 2006 (% of respondents)
Related Information and Links
Related Links
Related Charts
Suggested Keywords for eStat Database
Contact
Report Contributors
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Wednesday, January 9, 2008
Marketing Financial Services Books
Marketing Financial Services By Hooman Estelami, 2007, Dog Ear Publishing
Convergence and Brand Management in Financial Services - US - November 2007
Pub Time: 2007/11
Table of Contents
Scope and Themes
What you need to know
Scope of this report
Methodology
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Limits of convergence
A jaded advertising audience
Perceptions of branding attributes
Battling for mindshare
Independent financial advisors
Investment preferences
How investable funds are categorized
Convergence and insurance
Convergence and telecom
Attitudes toward Financial Services Advertising: A Jaded Audience
It' s hard to score big with a disinterested crowd
Figure 1: Attitudes toward financial services advertising, by gender, September 2007
Figure 2: Attitudes toward financial services advertising, by age, September 2007
Figure 3: Attitudes toward financial services advertising, by household income, September 2007
Figure 4: Attitudes toward financial services advertising, by Hispanic/not Hispanic, September 2007
Figure 5: Attitudes toward financial services advertising, by student/no student, September 2007
Figure 6: Attitudes toward financial services advertising, by race, September 2007
Perceptions of Brand Attributes
Branding summary
The most honest, familiar, safe, and/or reliable companies
Figure 7: Rankings of financial companies described as "honest," "familiar", "safe", "reliable" and "no opinion", September 2007
The most unique, knowledgeable, expensive, and/or convenient companies
Figure 8: Rankings of financial companies described as "knowledgeable", "unique", "expensive", "convenient" or "none" or "no opinion" for all attributes, September 2007
Battling for Mindshare
Self-identification with the Outsider
Youth and the unconventional spirit
Figure 9: Self-identification with the unconventional, by age, September 2007
High rollers and the unconventional spirit
Figure 10: Self-identification with the unconventional, by household income, September 2007
Figure 11: Self-identification with the unconventional, by student/no student, September 2007
Case study: WaMu' s outsider branding strategy
Figure 12: Rankings of financial companies described as "unique," by age, September 2007
Figure 13: Rankings of financial companies described as "unique," by household income, September 2007
Figure 14: Rankings of financial companies described as "unique," by race/ethnicity, September 2007
Figure 15: Rankings of financial companies described as "unique," by student/no student, September 2007
Figure 16: Rankings of financial companies described as "unique," by region, September 2007
Sample advertising tapping into the ' outsider' spirit: Washington Mutual
Figure 17: WaMu print advertisement, August 2007
Honesty and Trust
Figure 18: Rankings of financial companies described as "honest," by region, September 2007
Figure 19: Rankings of financial companies described as "don' t know," by region, September 2007
The anxious crowd
Figure 20: Feelings of financial security, by gender, September 2007
Figure 21: Concern about identity theft, by gender, September 2007
Sample advertising targeted at the anxious crowd: State Farm
Figure 22: State Farm, September 2007
Figure 23: State Farm, September 2007
American lifestyles
Figure 24: Fitness and sports activities, by gender, September 2007
Figure 25: Leisure time activities, by gender, September 2007
Sample lifestyle advertising: Bank of America and Chase
Figure 26: Bank of America print advertisement, October 2007
Figure 27: Bank of America print advertisement, September 2007
Figure 28: Bank of America print advertisement, September 2007
Figure 29: Chase print advertisment, October 2007
Figure 30: Chase Print advertisement, August 2007
The Limits of Convergence
The dominance of the traditional model: preferred choices for savings and investment accounts
Figure 31: Preferred choices for savings and investment accounts, by gender, September 2007
Figure 32: Preferred choices for accounts, by income, September 2007
Figure 33: Preferred choices for accounts, by level of educational attainment, September 2007
The dominance of the traditional model: preferred choices for checking accounts
Figure 34: Propensity to follow traditional banking model, by gender, September 2007
Figure 35: Propensity to follow traditional banking model, by income, September 2007
Figure 36: Propensity to follow traditional banking model, by level of educational attainment, September 2007
Figure 37: Propensity to follow traditional banking model, by work status, September 2007
Trust issues and banks versus brokerage
Figure 38: Trust--banks versus brokerage firms, by gender, September 2007
Figure 39: Trust--banks versus brokerage firms, by age, September 2007
Figure 40: Trust--banks versus brokerage firms, by income level, September 2007
Figure 41: Trust--banks versus brokerage firms, by race, September 2007
Figure 42: Trust--banks versus brokerage firms, by level of educational attainment, September 2007
Is there any difference?
Figure 43: Perception of differentiation, by gender, September 2007
Figure 44: Perception of Differentiation, by income, September 2007
Figure 45: Perception of differentiation, by level of educational attainment, September 2007
Figure 46: Perception of differentiation, by work status, September 2007
Perceptions of Independent Financial Advisors
Independent financial advisors are not used by mainstream America
Figure 47: Independent advisors, usage, by gender, September 2007
Figure 48: independent advisor, usage, by income level, September 2007
Figure 49: Independent advisors, usage, by marital status, September 2007
Figure 50: Independent advisors, usage, by level of educational attainment, September 2007
Figure 51: Independent advisor, usage, by region, September 2007
Mainstream America not likely to trust independent advisors more than banks and brokerage
Figure 52: Trust, independent advisors versus banks and brokerage, by gender, September 2007
Figure 53: Trust, independent advisors versus banks and brokerage, by income level, September 2007
Figure 54: Trust, independent advisors versus banks and brokerage, by marital status, September 2007
Figure 55: Trust, independent advisors versus banks and brokerage, by level of educational attainment, September 2007
Where Do Consumers Like to Invest?
Their money?
Figure 56: Investment preferences, earnings, by gender, September 2007
Figure 57: Investment preferences, earnings, by age, September 2007
Figure 58: Investment preferences, earnings, by household income, September 2007
Figure 59: Investment preferences, earnings, by race, September 2007
Figure 60: Investment preferences, earnings, by level of educational attainment, September 2007
Their retirement savings?
Figure 61: Investment preferences, retirement savings, by gender, September 2007
Figure 62: Investment preferences, retirement savings, by age, September 2007
Figure 63: Investment preferences, retirement savings, by income, September 2007
Figure 64: Investment preferences, retirement savings, by race/ethnicity, September 2007
Figure 65: Investment preferences, retirement savings, by level of educational attainment, September 2007
Figure 66: Investment preference s, retirement savings, by employment status, September 2007
Their inheritance?
Figure 67: Preference for investing an inheritance, by gender, September 2007
Figure 68: Preference for investing an inheritance, by age, September 2007
Figure 69: Preference for investing an inheritance, by income, September 2007
Figure 70: Preference for investing an inheritance, by race, September 2007
Figure 71: Preference for investing an inheritance, by marital status, September 2007
Figure 72: Preference for investing an inheritance, by level of educational attainment, September 2007
Their lottery winnings?
Figure 73: Preference for investing lottery winnings, by income, September 2007
Figure 74: Preference for investing lottery winnings, by race/ethnicity, September 2007
Figure 75: Preference for investing lottery winnings, by level of educational attainment, September 2007
Appendix: Trade Associations
Published by : Mintel International Group Ltd,
Distributed by : Global Information, Inc.
US $ 3500.00 (Hard Copy)
US $ 3500.00 (PDF by E-mail (Site License))
US $ 5000.00 (PDF by E-mail (2 Site License))
http://www.the-infoshop.com/study/mt58152-us-financial_toc.html
Table of Contents
Scope and Themes
What you need to know
Scope of this report
Methodology
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Limits of convergence
A jaded advertising audience
Perceptions of branding attributes
Battling for mindshare
Independent financial advisors
Investment preferences
How investable funds are categorized
Convergence and insurance
Convergence and telecom
Attitudes toward Financial Services Advertising: A Jaded Audience
It' s hard to score big with a disinterested crowd
Figure 1: Attitudes toward financial services advertising, by gender, September 2007
Figure 2: Attitudes toward financial services advertising, by age, September 2007
Figure 3: Attitudes toward financial services advertising, by household income, September 2007
Figure 4: Attitudes toward financial services advertising, by Hispanic/not Hispanic, September 2007
Figure 5: Attitudes toward financial services advertising, by student/no student, September 2007
Figure 6: Attitudes toward financial services advertising, by race, September 2007
Perceptions of Brand Attributes
Branding summary
The most honest, familiar, safe, and/or reliable companies
Figure 7: Rankings of financial companies described as "honest," "familiar", "safe", "reliable" and "no opinion", September 2007
The most unique, knowledgeable, expensive, and/or convenient companies
Figure 8: Rankings of financial companies described as "knowledgeable", "unique", "expensive", "convenient" or "none" or "no opinion" for all attributes, September 2007
Battling for Mindshare
Self-identification with the Outsider
Youth and the unconventional spirit
Figure 9: Self-identification with the unconventional, by age, September 2007
High rollers and the unconventional spirit
Figure 10: Self-identification with the unconventional, by household income, September 2007
Figure 11: Self-identification with the unconventional, by student/no student, September 2007
Case study: WaMu' s outsider branding strategy
Figure 12: Rankings of financial companies described as "unique," by age, September 2007
Figure 13: Rankings of financial companies described as "unique," by household income, September 2007
Figure 14: Rankings of financial companies described as "unique," by race/ethnicity, September 2007
Figure 15: Rankings of financial companies described as "unique," by student/no student, September 2007
Figure 16: Rankings of financial companies described as "unique," by region, September 2007
Sample advertising tapping into the ' outsider' spirit: Washington Mutual
Figure 17: WaMu print advertisement, August 2007
Honesty and Trust
Figure 18: Rankings of financial companies described as "honest," by region, September 2007
Figure 19: Rankings of financial companies described as "don' t know," by region, September 2007
The anxious crowd
Figure 20: Feelings of financial security, by gender, September 2007
Figure 21: Concern about identity theft, by gender, September 2007
Sample advertising targeted at the anxious crowd: State Farm
Figure 22: State Farm, September 2007
Figure 23: State Farm, September 2007
American lifestyles
Figure 24: Fitness and sports activities, by gender, September 2007
Figure 25: Leisure time activities, by gender, September 2007
Sample lifestyle advertising: Bank of America and Chase
Figure 26: Bank of America print advertisement, October 2007
Figure 27: Bank of America print advertisement, September 2007
Figure 28: Bank of America print advertisement, September 2007
Figure 29: Chase print advertisment, October 2007
Figure 30: Chase Print advertisement, August 2007
The Limits of Convergence
The dominance of the traditional model: preferred choices for savings and investment accounts
Figure 31: Preferred choices for savings and investment accounts, by gender, September 2007
Figure 32: Preferred choices for accounts, by income, September 2007
Figure 33: Preferred choices for accounts, by level of educational attainment, September 2007
The dominance of the traditional model: preferred choices for checking accounts
Figure 34: Propensity to follow traditional banking model, by gender, September 2007
Figure 35: Propensity to follow traditional banking model, by income, September 2007
Figure 36: Propensity to follow traditional banking model, by level of educational attainment, September 2007
Figure 37: Propensity to follow traditional banking model, by work status, September 2007
Trust issues and banks versus brokerage
Figure 38: Trust--banks versus brokerage firms, by gender, September 2007
Figure 39: Trust--banks versus brokerage firms, by age, September 2007
Figure 40: Trust--banks versus brokerage firms, by income level, September 2007
Figure 41: Trust--banks versus brokerage firms, by race, September 2007
Figure 42: Trust--banks versus brokerage firms, by level of educational attainment, September 2007
Is there any difference?
Figure 43: Perception of differentiation, by gender, September 2007
Figure 44: Perception of Differentiation, by income, September 2007
Figure 45: Perception of differentiation, by level of educational attainment, September 2007
Figure 46: Perception of differentiation, by work status, September 2007
Perceptions of Independent Financial Advisors
Independent financial advisors are not used by mainstream America
Figure 47: Independent advisors, usage, by gender, September 2007
Figure 48: independent advisor, usage, by income level, September 2007
Figure 49: Independent advisors, usage, by marital status, September 2007
Figure 50: Independent advisors, usage, by level of educational attainment, September 2007
Figure 51: Independent advisor, usage, by region, September 2007
Mainstream America not likely to trust independent advisors more than banks and brokerage
Figure 52: Trust, independent advisors versus banks and brokerage, by gender, September 2007
Figure 53: Trust, independent advisors versus banks and brokerage, by income level, September 2007
Figure 54: Trust, independent advisors versus banks and brokerage, by marital status, September 2007
Figure 55: Trust, independent advisors versus banks and brokerage, by level of educational attainment, September 2007
Where Do Consumers Like to Invest?
Their money?
Figure 56: Investment preferences, earnings, by gender, September 2007
Figure 57: Investment preferences, earnings, by age, September 2007
Figure 58: Investment preferences, earnings, by household income, September 2007
Figure 59: Investment preferences, earnings, by race, September 2007
Figure 60: Investment preferences, earnings, by level of educational attainment, September 2007
Their retirement savings?
Figure 61: Investment preferences, retirement savings, by gender, September 2007
Figure 62: Investment preferences, retirement savings, by age, September 2007
Figure 63: Investment preferences, retirement savings, by income, September 2007
Figure 64: Investment preferences, retirement savings, by race/ethnicity, September 2007
Figure 65: Investment preferences, retirement savings, by level of educational attainment, September 2007
Figure 66: Investment preference s, retirement savings, by employment status, September 2007
Their inheritance?
Figure 67: Preference for investing an inheritance, by gender, September 2007
Figure 68: Preference for investing an inheritance, by age, September 2007
Figure 69: Preference for investing an inheritance, by income, September 2007
Figure 70: Preference for investing an inheritance, by race, September 2007
Figure 71: Preference for investing an inheritance, by marital status, September 2007
Figure 72: Preference for investing an inheritance, by level of educational attainment, September 2007
Their lottery winnings?
Figure 73: Preference for investing lottery winnings, by income, September 2007
Figure 74: Preference for investing lottery winnings, by race/ethnicity, September 2007
Figure 75: Preference for investing lottery winnings, by level of educational attainment, September 2007
Appendix: Trade Associations
Published by : Mintel International Group Ltd,
Distributed by : Global Information, Inc.
US $ 3500.00 (Hard Copy)
US $ 3500.00 (PDF by E-mail (Site License))
US $ 5000.00 (PDF by E-mail (2 Site License))
http://www.the-infoshop.com/study/mt58152-us-financial_toc.html
Big Book of Bank and Financial Services Advertising
From the editors of Financial Advertising Review, the Big Book of Bank and Financial Services Advertising allows you to look under the hood of some of the most influential and creative banking and financial services advertising from 2003 and 2004. See and understand the trends in advertising that are shaping the finance industry today.
245 fully illustrated pages
Over 90 leading campaigns from across the United States
Includes advertising from banks, credit unions and savings & loans
Advertising includes newspaper, magazine, television, radio, outdoor, point of purchase, statement stuffers, and direct mail campaigns
Oversize format: 8–1/2” x 13”
Perfect Bound Soft Cover
Price: $89.95 + postage and handling From the editors of Financial Advertising Review, the Big Book of Bank and Financial Services Advertising allows you to look under the hood of some of the most influential and creative banking and financial services advertising from 2003 and 2004. See and understand the trends in advertising that are shaping the finance industry today.
245 fully illustrated pages
Over 90 leading campaigns from across the United States
Includes advertising from banks, credit unions and savings & loans
Advertising includes newspaper, magazine, television, radio, outdoor, point of purchase, statement stuffers, and direct mail campaigns
Oversize format: 8–1/2” x 13”
Perfect Bound Soft Cover
Price: $89.95 + postage and handling
Looking at the best ads frombanks and credit unions
The Banking and Financial Services Big Book of Advertising is a sampling of exemplary bank and credit union marketing materials from 2003 and 2004. The editors culled the best of the materials published in the past two years of Financial Advertising Review, which is published by The Business Word. These marketing pieces employ a rich variety of imagery and style and make use of all available media, with a strong emphasis on television.
The subject matter of the Big Book provides a perspective on changes in the banking industry. Today, new electronic products are promoted instead of yesterday's ATMs, supermarket branches and telephone banking. Given the sweeping changes in the banking industry, it's natural more than one hundred pages of the Big Book feature branding, image and relationship campaigns. Their emphasis ranges from the organization's versatility and experience to its attitude and its employees.
The book's introduction includes an interview with Chip Culpepper, a principal with Mangan Holcomb Rainwater Culpepper, Little Rock, Ark., who forsees more branding in the future, accompanied by smart brand positioning. The book's section on branding shows some entertaining ad series featuring celebrities, which in Culpepper's opinion has the potential of backfiring, depending on the popularity of the celeb.
Most of the image marketing campaigns shown in the Big Book are employed by small banks reminding customers of their advantages over the Goliaths. Like the challenger, David, they use highly targeted ammunition, such as: "We're unlike any other bank. Thank Goodness." and "What's your bank's name this week?"
Rick Jacobs, a principal at Monigle Associates, Denver, is also quoted in the introduction. He observes that small regional and community banks are in the best position to employ emotive banking because of their "thicker corporate culture." He observes the importance of employees in making the brand promise come true.
Employees and bank executives are often seen in banks' television ads, which show them in humorous situations. Some are seen visiting customers at their work places, while others emulate Olympic heroes on skates and skis. One bank used customers' children on its television commercials, which parody a popular dot-com commercial.
The Big Book shows novel advertising for typical banking products such as checking, savings and loans—both commercial and personal. Some of the more esoteric campaigns include anniversaries, grand openings, children's banking and special promotions. All are clearly identified in the Table of Contents. An index at the back of the book directs the reader to the right page for ads from specific agencies, banks and credit unions.
Like any good retrospective, The Big Book invites readers to anticipate coming trends. Lori Danielson, corporate marketing director for Old National, Terre Haute, Ind., is quoted in the introduction predicting her bank will double its budget for television advertising in 2003. She finds television a better medium than print for depicting service and quality, but acknowledges that TV needs to work alongside other media. You'll find them all in the Big Book, so you can judge for yourself.
By Judith D. Botvin, Co-Editor, Banking and Financial Services Big Book of Advertising and reporter, Financial Advertising Review, publications of The Business Word.
http://www.businessword.com/index.php/weblog/publications/content/12/
245 fully illustrated pages
Over 90 leading campaigns from across the United States
Includes advertising from banks, credit unions and savings & loans
Advertising includes newspaper, magazine, television, radio, outdoor, point of purchase, statement stuffers, and direct mail campaigns
Oversize format: 8–1/2” x 13”
Perfect Bound Soft Cover
Price: $89.95 + postage and handling From the editors of Financial Advertising Review, the Big Book of Bank and Financial Services Advertising allows you to look under the hood of some of the most influential and creative banking and financial services advertising from 2003 and 2004. See and understand the trends in advertising that are shaping the finance industry today.
245 fully illustrated pages
Over 90 leading campaigns from across the United States
Includes advertising from banks, credit unions and savings & loans
Advertising includes newspaper, magazine, television, radio, outdoor, point of purchase, statement stuffers, and direct mail campaigns
Oversize format: 8–1/2” x 13”
Perfect Bound Soft Cover
Price: $89.95 + postage and handling
Looking at the best ads frombanks and credit unions
The Banking and Financial Services Big Book of Advertising is a sampling of exemplary bank and credit union marketing materials from 2003 and 2004. The editors culled the best of the materials published in the past two years of Financial Advertising Review, which is published by The Business Word. These marketing pieces employ a rich variety of imagery and style and make use of all available media, with a strong emphasis on television.
The subject matter of the Big Book provides a perspective on changes in the banking industry. Today, new electronic products are promoted instead of yesterday's ATMs, supermarket branches and telephone banking. Given the sweeping changes in the banking industry, it's natural more than one hundred pages of the Big Book feature branding, image and relationship campaigns. Their emphasis ranges from the organization's versatility and experience to its attitude and its employees.
The book's introduction includes an interview with Chip Culpepper, a principal with Mangan Holcomb Rainwater Culpepper, Little Rock, Ark., who forsees more branding in the future, accompanied by smart brand positioning. The book's section on branding shows some entertaining ad series featuring celebrities, which in Culpepper's opinion has the potential of backfiring, depending on the popularity of the celeb.
Most of the image marketing campaigns shown in the Big Book are employed by small banks reminding customers of their advantages over the Goliaths. Like the challenger, David, they use highly targeted ammunition, such as: "We're unlike any other bank. Thank Goodness." and "What's your bank's name this week?"
Rick Jacobs, a principal at Monigle Associates, Denver, is also quoted in the introduction. He observes that small regional and community banks are in the best position to employ emotive banking because of their "thicker corporate culture." He observes the importance of employees in making the brand promise come true.
Employees and bank executives are often seen in banks' television ads, which show them in humorous situations. Some are seen visiting customers at their work places, while others emulate Olympic heroes on skates and skis. One bank used customers' children on its television commercials, which parody a popular dot-com commercial.
The Big Book shows novel advertising for typical banking products such as checking, savings and loans—both commercial and personal. Some of the more esoteric campaigns include anniversaries, grand openings, children's banking and special promotions. All are clearly identified in the Table of Contents. An index at the back of the book directs the reader to the right page for ads from specific agencies, banks and credit unions.
Like any good retrospective, The Big Book invites readers to anticipate coming trends. Lori Danielson, corporate marketing director for Old National, Terre Haute, Ind., is quoted in the introduction predicting her bank will double its budget for television advertising in 2003. She finds television a better medium than print for depicting service and quality, but acknowledges that TV needs to work alongside other media. You'll find them all in the Big Book, so you can judge for yourself.
By Judith D. Botvin, Co-Editor, Banking and Financial Services Big Book of Advertising and reporter, Financial Advertising Review, publications of The Business Word.
http://www.businessword.com/index.php/weblog/publications/content/12/
Motilal Oswal Securities Branding- Samsika Consultants
How do you apply the principles of modern marketing to a traditional stock broker?
Motilal Oswal Securities asked this question of Samsika Marketing Consultants and today they are owners for a host of trademarks, including Wealth Creation Thoughts.
For the first time in India, a stock broker tried to create a brand and wealth creation is a subject they are branding, thanks to Samsika.
In the beginning, Samsika conducted a Customer Satisfaction Survey. A branding strategy was evolved, using the Samsika Branch Segmentation & Positioning Module. The Samsika Sales & Distribution System was put in place and the Samsika Contact Sheet Module utilised. The result? The brand registered 124% growth.
Samsika presented a unique advertising strategy, placing Motilal Oswal Securities in the role of a mentor guiding investors through their Wealth Creation Thoughts. Samsika also instilled a customer service culture through training and built a vibrant brand in this category. Samsika's branding strategy was to position the financial services provider as a world class research broker. Very sharp and focused segmentation, increasing the perceived value of the brand and pricing it in the premium segment paid off.
Today Motilal Oswal Securities is a leader in stock broking industry.
Reference:
http://www.samsika.com/yashas/casestudy2.htm
Motilal Oswal Securities asked this question of Samsika Marketing Consultants and today they are owners for a host of trademarks, including Wealth Creation Thoughts.
For the first time in India, a stock broker tried to create a brand and wealth creation is a subject they are branding, thanks to Samsika.
In the beginning, Samsika conducted a Customer Satisfaction Survey. A branding strategy was evolved, using the Samsika Branch Segmentation & Positioning Module. The Samsika Sales & Distribution System was put in place and the Samsika Contact Sheet Module utilised. The result? The brand registered 124% growth.
Samsika presented a unique advertising strategy, placing Motilal Oswal Securities in the role of a mentor guiding investors through their Wealth Creation Thoughts. Samsika also instilled a customer service culture through training and built a vibrant brand in this category. Samsika's branding strategy was to position the financial services provider as a world class research broker. Very sharp and focused segmentation, increasing the perceived value of the brand and pricing it in the premium segment paid off.
Today Motilal Oswal Securities is a leader in stock broking industry.
Reference:
http://www.samsika.com/yashas/casestudy2.htm
Tuesday, January 8, 2008
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