The Professional's Guide to Financial Services Marketing
Bite-Sized Insights for Creating Effective Approaches
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Traditionally, the financial services industry has considered marketing more like an expense than a critical part of the business mix. By failing to embrace innovative marketing techniques, financial services organizations and their representatives have forgone billions of dollars in potential profits. As the financial industry experiences rapid, unprecedented change and reorganization, the need for smart, affordable ways to attract new clients is greater than ever. Now is the time for financial services marketers to go beyond conventional approaches and seek out more effective ways to increas...
Traditionally, the financial services industry has considered marketing more like an expense than a critical part of the business mix. By failing to embrace innovative marketing techniques, financial services organizations and their representatives have forgone billions of dollars in potential profits. As the financial industry experiences rapid, unprecedented change and reorganization, the need for smart, affordable ways to attract new clients is greater than ever. Now is the time for financial services marketers to go beyond conventional approaches and seek out more effective ways to increase marketplace productivity. It's time to take a new look at basic market elements, approaches and programs that are underutilized by financial services marketers. It's also time to identify successful consumer marketing techniques that can be adapted specifically for financial products and services. The Professional's Guide to Financial Services Marketing offers a compendium of practical information, smart ideas and thought-provoking tips that provide a fresh perspective on the marketing issues that have real impact on the success of any financial services business--from a small insurance agency, RIA or brokerage firm to a diversified global product or service provider. Though much has been written about new marketing practices, very little of it has specifically addressed the special needs of the financial services industry. The Professional's Guide to Financial Services Marketing fills this gap. It recognizes that financial marketers must work within regulatory constraints to sell intangible products that significantly impact the lives of their customers. Each chapter explores a different marketing concept, technique or approach, and provides ideas that can help financial services marketing practitioners meet the challenge of today's hyper-competitive, continually evolving marketplace.
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