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Financial Services Marketing Handbook Tactics and Techniques That Produce Results

ISBN-10: 1576601560
ISBN-13: 9781576601563
Edition: 2004
List price: $39.95
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Description: Financial professionals realize that today, with money tight and customers skeptical, they need to become much better informed about how to create an image and sell their services. Marketing is an essential component of any financial  More...

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Book details

List price: $39.95
Copyright year: 2004
Publisher: John Wiley & Sons, Incorporated
Publication date: 4/1/2004
Binding: Hardcover
Pages: 262
Size: 7.75" wide x 9.50" long x 1.00" tall
Weight: 1.584
Language: English

Financial professionals realize that today, with money tight and customers skeptical, they need to become much better informed about how to create an image and sell their services. Marketing is an essential component of any financial service--whether one is an independent adviser or is at a large institutional firm--and the challenges and requirements inherent in marketing money are unique, numerous, and onerous. "The Financial Services Marketing Handbook gives financial professionals invaluable information on how to target, win, and retain profitable customers. It provides an overview of the basic marketing functions--segmentation, positioning, brand building, situational analyses, and tactical planning--as they relate specifically to the financial services industry. By citing case studies from companies including Capital One, Schwab, and Vanguard that show what has worked and, more tellingly, what hasn't, it demonstrates how marketers can effectively utilize tools ranging from advertising and public relations to direct mail and the Internet.

Introduction
Products or Services?
Financial Services as Products
Financial Services as Services
Service Is What It's About
Marketing Money Is Different
Psychology of Money
Third-Party Relationships
Multiple Sales Channels
How End Users Select a Financial Services Provider
Cost Doesn't Matter Very Much
"Stickiness" of Money Decisions
Legal and Regulatory Constraints
Successful Financial Marketing
Getting the Most from This Book
Strategic Market Planning
Segmentation
Learning from the Consumer Side
Choosing Target Segments
Methods of Segmentation
Objective Methods of Segmentation
Segmentation by Psychographic Clusters
Customer-Value Segmentation
Finding Your Target Segments
Identifying Current Market Segments
Positioning and Branding
Positioning
Determining Positioning Strategy
Branding
Creating a Brand Image
"Borrowing" a Brand Image
Supporting a Brand Image
Repositioning and Rebranding
The Market Plan
Types of Marketing Plans
Researching Your Plan
Quantitative Market Research
Qualitative Research
The Elements of the Plan
The SWOT Analysis
Competitive Analysis
Marketing Objectives
Implementation
Implementation Tactics
Choosing Tactics
Metrics to Track and Measure Success
Marketing Tactics
Media Advertising
Media Selection
Print Advertising
Choosing the Right Publication
More Print Buying Decisions
Advertising Effectiveness
Creating Effective Creative
Legal and Regulatory Considerations
Field Advertising and Co-op Programs
Public Relations
Third-Party Endorsement
The Tools of Public Relations
Public Relations for Every Budget
No Budget
Small Budget (up to $2,000)
Bigger Bucks (more than $2,000)
Getting Press Coverage
Dealing with Bad Press
Sponsorship and Event Marketing
What Is the Value of Sponsorships?
Cause Marketing
Activating a Sponsorship Program
Planning to Maximize Sponsorship Value
Measuring the Effectiveness of Sponsorship
Direct Marketing
Techniques and Goals of Direct Methods
Personalization
Finding the Best Lists
Factors Affecting Direct Mail Response
Getting Past the Gatekeeper
Dimensionals, Premiums, and Other Gimmicks
Costs
Elements of the Package
Telemarketing
Regulations Affecting Direct Marketers
The Internet
The Internet as One Channel among Many
The Internet as a Marketing Tool
Improving Website Usability
Website Content
Company Information
Educational Information
Customer Service
Sales Support
Transactions
Relationship-Based Marketing
Customer Acquisition
Advertising on the Web
Personal Selling
Traditional Relationships between Sales and Marketing
"Bottom-Up" Marketing
Third-Party Sales
High-Net-Worth Sales
Institutional Sales
Changes in the Sales Distribution Model
How Sales Can Help Marketing Help Sales
Trade Shows and Seminars
Trade Shows
Breaking through Booth Clutter
Following Up Leads
Measuring Results
Seminars
Planning
Marketing the Seminar
During the Seminar
The Presentation
Follow-up: The Key to Success
Measuring Results
Relationship Marketing
Why Customer Retention Matters
Methods of Relationship Building
Formal Loyalty Programs
Client Publications
Conclusion
Appendix: Applying Marketing Principles to Sales Practice
Index

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