- Advertising Tracking
- Advertising Effectiveness
- Media Optimiser Program
- Brand Health Tracking
- Competitor Media Spend
- Bespoke Research
Investment managers spend large amounts of money advertising to financial planners in trade publications, with no independent source of feedback on how their advertising is performing. Also traditionally, due to cost limitations, research has only been done once every six or twelve months, giving a delayed snapshot of how a campaign is performing. The Marketing Pulse Advertising Tracking Report gives you what you need at the right frequency to boost performance.
This monthly report provides marketing managers in the financial services industry regular measurements on how their advertising campaigns are performing in all key areas, namely: advertising awareness, correct attribution and ad readership.
Results are put in context of industry competitors. The report also includes key perceptions measurements and in-depth readership data, allowing you to monitor and measure campaigns, and to make swift changes when issues have been identified.
Is your advertising being seen? Does your advertising have cut-through? What are IFAs’ perceptions of your company? In which publications should you be advertising?
Advertising awareness, attribution and recall. IFA perceptions such as company familiarity and demand. Plus detail on IFA media consumption/readership, and trade website data.
Many factors influence the decision making process of financial planners to allocate funds to one investment manager over another. Advertising is only one part of this large equation. The challenge to marketing managers has been how to assess the direct impact of their advertising campaigns on financial planners.
This report isolates the impact of ad campaigns on IFAs using split sample analysis, i.e. has the advertising been able to shift IFA’s levels of knowledge and opinion of your company, and is there a link between advertising and demand for your product.
Refine and Optimise
This allows our clients to assess if their advertising is working, to identify what needs to be improved, and to fine-tune their advertising to maximise their future campaigns.
Is your advertising working? Is your advertising changing perceptions and what are the changes specifically? Is there a link between advertising and demand for your products or services? Can you improve your ‘reach’?
Identifying your advertising’s influence on IFAs’ level of knowledge, perceptions of your company, product and service demand. These reports also provide other revealing insights into IFAs’ perceptions as well as useful data on readership patterns.
The three drivers for success of a particular advertisement or advertising campaign are the total media spend invested in the advertisement/campaign (Share of Voice); the mix of media where the advertisement has been placed; and the effectiveness of the advertising creative.
Usually campaigns start with budget. From this, a mix of media is chosen, & from the media schedule, you should be able to estimate the Reach & Frequency & determine the percentage of IFAs who will have the opportunity to see your advertisement.
This data is very common in consumer media planning, and should be available for IFA publications. The Media Optimiser program enables you to determine and maximise the reach and frequency of your advertising campaign, based on your budget.
Which mix of publications will give you the best Reach? Which mix of publications will give you the best Frequency? How can you reduce the cost of your campaign yet maintain the same Reach and Frequency?
This information can be used to adjust the different elements of your advertising campaign to maximise efficiency and ensure the effectiveness of your advertising creative with the right mix of media for your total media spend.
It is difficult to articulate the importance of a company’s brand, and to assess the direct impact brand has on the decision making process of IFAs to allocate funds to one company over another. The Marketing Pulse Brand Health report has been specifically designed to help marketing managers in the financial services industry assess key measurements of your brand to develop effective brand strategies and to monitor your progress towards your ‘ideal’ brand.
This yearly customised report allows our clients to clarify, focus and articulate their brand strategy, and gives insights into how their advertising (as well as other marketing activities) need to be focused.
Assessment of your brand imprint, brand function, brand associations and brand equity helps you benchmark your current brand positioning, and provides you with insights into areas that need brand development.
Have you been noticed? Do IFAs know what you do? Have IFAs formed an opinion about you? Will IFAs choose you over your competitors?
This report aims to help you articulate your brand strategy, identify brand strengths and weaknesses, benchmark your brand position, provide data to facilitate creation of brand targets and encourage consistent messaging across the business.
Financial planners view trade publications – both online and print – as the most important source of media to get information on the financial planning industry, which is why most marketing managers are still using these titles to market their products and services to IFAs.
Without knowing what your advertising Share of Voice (SOV) is with financial advisers, you cannot effectively compare your results with other advertisers in the industry.
The report tracks the monthly trade publication spends of all advertisers targeting financial planners. The results are provided in a summarised format, as well as in-depth spreadsheets allowing you to create your own subset for analysis.
How much do you need to spend to be ‘heard’ by financial advisers? Who are the ‘big spenders’ and where are they spending? Where can you advertise to avoid competitor activity? What is a realistic budget with adviser advertising?
Identify competitor media strategies and Share of Voice (SOV) across the full range of trade print and e-publications. The data is available in excel format to allow manipulation for your own strategies and is broken down per company and per publication.
With extensive experience in the difficult area of financial services marketing, the Marketing Pulse team can provide insightful and strategic advice, as well as help develop customised research projects to maximise the impact of your marketing initiatives.
Our aim is to help our clients develop a competitive advantage, using our state-of-the-art research tools to identify opportunities, create effective strategic plans, and monitor and evaluate your marketing campaigns.
We aim to put some science behind the art of marketing, delivering strategic insights via our regular, accessible and affordable reporting or through tailor-made commissioned research projects.
How do financial planners think? What are the challenges facing marketing professionals in the financial services industry? How can I secure a competitive advantage? Where are my oppportunites? How do I create effective strategic plans?
We are able to give you strategic advice on developing and testing press advertising that works; selecting the most effective media to target IFAs; and helping you articulate and differentiate your brand.