Section IV. Promotion

Transcription

1 Section IV Promotion

2 Importance of advertising in financial services marketing Creating awareness for the brand Highlight product features + how and how much the tangible and intangible product features create value/benefits to the customer (vs. costs and risks) Facilitating differentiation from competitors 2

3 Differences between advertising financial products and other products or services Relevant attributes for financial products are undefined for many consumers Quality is intangible and is often eventually unknown (e.g., long-term return on a mutual fund) or, will not ever be experienced to the full (e.g., life insurance) Decision making is often heavily dominated by image of the product/service or its provider What you say in the ad is closely regulated by the laws, selfregulation of the industry, stock exchange rules, etc. 3

4 Special challenges in financial service advertising Financial products are often unexciting and abstract Financial products are difficult to picture or visualize From one consumer to the next, pricing may vary (due to risk profile differences) Consumers may be unable to understand the unique benefits of your financial product for them. Evoking emotional response can be difficult for a numerically driven stimulus 4

5 Building brand image through sponsorship Fortunato (2016). How the Citi Olympic Sponsorship Strategy Uses the Knowledge of Elaboration Likelyhood Model. [#6 of the recent articles ]

6 Consumer s decision making process 6

7 How advertising influences the consumer decision process Stage Sample Advertising Message Problem/Need Recognition Information Search John is married with 2 kids but has no life insurance! Are you searching for a risk-free way of earning returns for 24 months or less? It s simple get a quick quote in 2 minutes Evaluation of alternatives/pre- Purchase Evaluation Purchase/ Consumption Post-Purchase Evaluations Are you just about to buy a car insurance? Before you do, consider our special benefit policy! The average Morningstar rating for Nordea funds has risen steadily and it was 3.47 at the end of April. First month of life insurance free! Apply online and get a 75 Amazon.co.uk Gift Certificate, once we've received your 5th monthly payment. Customer satisfaction is our number 1 priority 7

8 Case need recognition: Top reasons in China for individual savings, % of respondents (McKinsey, 2006) As a precaution in case I or members of my family get sick 50 As a provision for retirement 43 Tovard buying an apartment or house 36 Because it is a virtue 30 So that I can leave an inheritance to my children 27 Door-to-door survey of Chinese household 8

9 Case need recognition: Customers are saving for different purposes Customers are primarily saving for US France Germany UK Retirement A vacation Emergencies Child s education Source: D.J. Cariseo (2000). The 5th Annual WSJ Int l Fund Mgmt Conference, London 9

10 Case need recognition: Finns are mostly saving for a rainy day Vararahastoksi tai pahanpäivän varalle For a rainy day Erilaisten kulutustavaroiden hankkimiseksi To buy consumer goods Eläkeaikoja varten For retirement Asunnon hankintaa varten To buy apartment Perinnöksi 11 For heritage Lomamatkaan 4 For a holiday trip Remonttiin For a renovation 3 2 Opiskeluun For studies Kevät 2009 Kevät 2010 Kevät 2011 Kevät 2012 Kevät

11 This probably explains why Finns have their assets in bank deposits Statistics Finland, July

12 Information search & Evaluation of alternatives: Ad Execution Style Logical Arguments Affective Impact Humor 12

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24 FEATURING-BRANDT-SNEDEKER GIAN_BANK_COMMERCIAL_HIS_FUNNIEST_PERFORMANCE_EVER/ HES-ACTOR-HIRED-BANK-AND-ITS-AWESOME

25 When it works: Why: Why and when emotional appeals work in financial services advertising Insurance products (especially life insurance) Retirement planning College funds Appeal to the most important levels of Maslow s hierarchy of needs Draw-backs? Survival = financial security (state of distress) Meaning of life = financial stability (state of peace) Figure and Ground : The emotions may take center stage and the brand would be forgotten. Consumer may associate advertised brand with the powerful (but potentially negative) emotions of the ad. 25

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28 Start Saving for College; One of the Best Investments You Will Ever Make W ith th e c o n s ta n t r is in g tu itio n c o s ts in m o s t u n iv e r s ity a r o u n d th e w o r ld, if y o u d o n 't s ta r t s a v in g m o n e y n o w w h ile th e k id s a r e y o u n g, th e y w ill b e p a y in g fo r th e ir e d u c a tio n fo r th e r e s t o f th e ir liv e s. Th e h a r d e s t p a r t a b o u t s a v in g m o n e y fo r c o lle g e is s ta r tin g. D o n 't d e p r iv e y o u r s e lf o r y o u r k id s o f g e ttin g th e e d u c a tio n y o u / th e y d e s e r v e. S ta r t s a v in g to d a y... w e 'll s h o w y o u h o w. w w w.fin a n c ia ls e c r e ts c o m 28

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31 Organizational buying behaviour - Organizations generally do not purchase goods and services for consumption - In an organization more people are likely to be involved in making the purchase decision (Identify needs, establish objectives and specifications, identify buying alternatives, evaluate alternatives, select supplier) 31

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34 Organizational buying behaviour: Note, however! Key decision parameters for ABN AMRO Asset Management interviews among European institutional investors (1999) - Significance of different factors - 5% fees/prices - 20% portfolio management (past performance, risk mgmt, consistency in mgmt) - 5% account mgmt (account manager general, relationship with account managers, quality of visits) - leaves 70% for image cluster! (Expertise [50%], resources [25%], International character [10%], Client dedication [10%], Reliability [55]) Nobody ever got fired for buying IBM equipment". 34