{"product_id":"the-professionals-guide-to-financial-services-marketing-9780470410790","title":"The Professionals Guide to Financial Services","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eThe Professional''s Guide to Financial Services Marketing\u003c\/i\u003e is directed to any financial services professionalfrom individual representatives to executives of large financial services companieswho is looking for better ways to create the relevant marketplace differentiation and competitive advantage needed to increase productivity and profitability. The purpose of this book is not to provide a how-to manual, but rather to offer practical information, examples, and thought-provoking tips that provide ideas and insights that will enable financial services professionals to improve their own marketing approaches and achieve ambitious marketing goals. With examples drawn from basic marketing approaches and successful consumer marketing, this book provides a fresh perspective on a variety of marketing issues that can make a significant difference to corporate success.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eForeword\u003c\/p\u003e \u003cp\u003eThe More Things Change, the More They Stay the Same xvii\u003cbr\u003eby\u003ci\u003e Ken Dolan\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIntroduction xxi\u003cbr\u003e\u003ci\u003eThe Professional’s Guide to Financial Services Marketing \u003c\/i\u003eoffers a different perspective on some basic marketing approaches and explores marketing concepts that are often overlooked by financial services practitioners.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI Creating an Extraordinarily Effective Marketing Organization 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Getting Started 3\u003c\/b\u003e\u003cbr\u003eMarketing is integral to almost every activity that takes place both before and after the sale is made. Therefore, it is important to recognize the differences between sales and marketing, as well as those between marketing strategy and marketing tactics.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 A Marketing Pop Quiz 7\u003c\/b\u003e\u003cbr\u003eTo keep pace in today’s highly competitive financial services environment, firms must abandon the status quo and transform their organizations.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 A Marketing Compass 11\u003c\/b\u003e\u003cbr\u003eThe most successful financial firms will be those who become early adopters of sophisticated marketing approaches.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Seeking the Outstanding Marketing Director 15\u003c\/b\u003e\u003cbr\u003eAs a voice of opportunity and the champion of the unconventional, the marketing director’s position has grown in corporate importance and stature.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Strategic Planning 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Strategic Strategy 21\u003c\/b\u003e\u003cbr\u003eProperly conceived and executed, marketing strategy can provide the framework that can help an organization focus its organizational capabilities, talent and energy on those initiatives that will create competitive advantage.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Starting Point 25\u003c\/b\u003e\u003cbr\u003eA clear business definition facilitates the planning process by guiding corporate decisions concerning target markets, product offerings and appropriate marketing activities.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 You Can Plan on It 29\u003c\/b\u003e\u003cbr\u003eThe marketing planning process provides an organization with the opportunity to set goals and plot a course that will help it achieve a differentiated market leadership position.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 The Best Laid Plans 33\u003c\/b\u003e\u003cbr\u003eA well-crafted marketing plan can serve as a roadmap for management’s efforts to favorably position the organization and its product\/service offerings.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 A Mission Possible 37\u003c\/b\u003e\u003cbr\u003e‘‘What businesses are we in?’’ How management answers this question can have a significant impact on the company’s ultimate success.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 What’s the Big Idea? 41\u003c\/b\u003e\u003cbr\u003eEvery now and then a major marketing idea comes along that revolutionizes the way that marketers approach their craft. The most influential have a significant impact that lasts for decades.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 New and Improved 45\u003c\/b\u003e\u003cbr\u003eSuccess, in the form of rapid growth and high margins, comes most often to those organizations that understand the value of innovation and look beyond current competitive practices.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 In the Beginning 49\u003c\/b\u003e\u003cbr\u003eA knowledge and understanding of common product launch pitfalls can help marketers prevent financial product and service failures.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 I Have an Idea 53\u003c\/b\u003e\u003cbr\u003eFinancial services organizations are increasingly dependent on creative marketing ideas to achieve visibility and competitive differentiation in a cluttered marketplace.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Become a Marketing Hero 57\u003c\/b\u003e\u003cbr\u003eIt’s not difficult to be a marketing hero when offerings are well received in the marketplace. The real challenge for most marketers is to find a way to ‘‘save the day’’ when there is a difficult sales situation.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII Tactical Implementation 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Brand Aid 63\u003c\/b\u003e\u003cbr\u003eA strong brand communicates a corporate value proposition that helps a company create relevant marketplace differentiation and competitive advantage. It can also help to significantly accelerate the sales process.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Branding: Step One 67\u003c\/b\u003e\u003cbr\u003eNaming is the important first step in the branding process. The right name can play an important role in creating a strong emotional connection with the target market.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Write Right 71\u003c\/b\u003e\u003cbr\u003eHard-working copy should get attention, relate to the target market, intrigue the reader, focus on the product or services’ superiority, create a desire and provide a call to action\u003ci\u003e.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 The Color of Marketing 75\u003c\/b\u003e\u003cbr\u003eAstute marketers understand that color can play an extremely important role in helping a company both express its positioning and corporate purpose, and influence market perceptions and attitudes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Did You Get My Message? 79\u003c\/b\u003e\u003cbr\u003eShaping marketplace perceptions through effective messaging can provide differentiation to largely undifferentiated products.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Big Bucks 83\u003c\/b\u003e\u003cbr\u003eThe HNW market holds untapped opportunities for those financial services marketers who are ready to abandon long-held misconceptions about the affluent and focus resources on under-prospected niche segments.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e21 Unite and Conquer: Strength in Collaboration 87\u003c\/b\u003e\u003cbr\u003eSince traditional organizational structures often lack the resources to support expanded business models, companies must devise creative new solutions.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e22 A Tale of Two Categories 91\u003c\/b\u003e\u003cbr\u003eThe Pareto Principle stands as a continual reminder to focus 80 percent of your efforts on the 20 percent of issues that will achieve 80 percent of your results.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e23 How Do You Measure Up? 95\u003c\/b\u003e\u003cbr\u003eEffective marketing measurement—like marketing itself—is an ongoing process that is both an art and a science. This area is in its formative stages, but promises to be a significant future trend.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV Promotion 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e24 The Secret of Successful Advertising 101\u003c\/b\u003e\u003cbr\u003eWhile most advertising messages get lost in the clutter and fail to accomplish their objectives, astute marketers know the secrets to creating advertising that attracts attention and gets results.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e25 Us vs. Them 105\u003c\/b\u003e\u003cbr\u003eIn the proper situation, targeted comparative advertising can provide a powerful centrepiece for a financial services organization’s marketing campaign.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e26 Speak Up 109\u003c\/b\u003e\u003cbr\u003eCreatively conceived and effectively executed, campaigns utilizing a corporate spokesperson can take an organization one step further in its quest to effectively deliver its marketing messages.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e27 Let Your Fingers Do the Walking 113\u003c\/b\u003e\u003cbr\u003eEven in this age of information and advanced communications, the ‘‘Yellow Pages’’ continue to be an important initial touch point for marketing financial products and services.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e28 What It Takes to Be Well Connected 117\u003c\/b\u003e\u003cbr\u003eCreative use of new IVR technology has the potential to significantly and cost-effectively improve communications in brokerage, insurance, mutual fund and banking arenas.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e29 Start Spreading the News 121\u003c\/b\u003e\u003cbr\u003eA well planned and effectively orchestrated public relations program can help establish and maintain goodwill and mutual understanding between a financial services organization and its various constituencies.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e30 Best in Show 125\u003c\/b\u003e\u003cbr\u003eTrade shows can be a meaningful part of a company’s marketing efforts or a significant waste of time and money—the difference lies in careful planning and judicious resource management.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e31 Just Cause 129\u003c\/b\u003e\u003cbr\u003eCause marketing offers an excellent opportunity to generate awareness and goodwill while enhancing corporate image and promoting a sense of corporate integrity.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e32 Go Ahead, Judge That Book by Its Cover 133\u003c\/b\u003e\u003cbr\u003eNaming a new venture, product or service can be one of an organization’s most important marketing decisions.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eV Effective Sales Support 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e33 Experience Counts 139\u003c\/b\u003e\u003cbr\u003eBy creating a customized interactive marketing program that is meaningful to prospects and customers, a firm can create relevant differentiation and strong competitive advantage.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e34 Going Up 143\u003c\/b\u003e\u003cbr\u003eWith a little planning and creative marketing, you can prepare your entire organization to effectively represent your organization and provide unconventional sales support.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e35 Mobilizing an Effective Salesforce 147\u003c\/b\u003e\u003cbr\u003eA well structured referral program can help an organization cut through marketplace clutter and accelerate prospects’ decision-making\u003ci\u003e.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eVI Supporting Strategic Decision Making 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e36 Slice and Dice 153\u003c\/b\u003e\u003cbr\u003eAn effective market segmentation strategy can also significantly help increase sales and improve overall market performance.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e37 Turning Market Information into Marketing Insights 157\u003c\/b\u003e\u003cbr\u003eFocused market intelligence can help marketers deliver the right products and services to the right target markets using the right messaging.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e38 I Know Where You’re Coming From 161\u003c\/b\u003e\u003cbr\u003eInfluences that occur in individuals’ formative years establish a common generational value system that can be more meaningful than mere demographics.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e39 Getting the Right Marketing Answers 165\u003c\/b\u003e\u003cbr\u003eThe right research approaches enable you to get meaningful answers to marketing research inquiries by working smarter rather than harder.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e40 Giving Them What They Want 169\u003c\/b\u003e\u003cbr\u003eOrganizations need to make effective use of market research applications in order to become attuned to the needs of the marketplace.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e41 Some Trendy Thoughts 173\u003c\/b\u003e\u003cbr\u003eEffective planning enables an organization to anticipate trends and make decisions based on an understanding of future circumstances, rather than those of the past or present.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e42 Check It Out 177\u003c\/b\u003e\u003cbr\u003eAn effective benchmarking program can make valuable contributions and trigger ongoing improvements throughout an organization.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e43 Know Thy Neighbor 181\u003c\/b\u003e\u003cbr\u003eFinancial services organizations that are tuned in to the competition can avoid unpleasant surprises.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e44 Focus Groups: Is There a Financial Fit? 187\u003c\/b\u003e\u003cbr\u003eWhile focus groups are quite applicable in the retail sector, financial marketers need a more sensitive, personalized approach.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eVII Promotion in the Internet Age 191\u003cbr\u003e\u003cbr\u003e45 A Brave New World 193\u003c\/b\u003e\u003cbr\u003eThe Internet has drastically changed the face of financial services marketing, introducing new communications opportunities and challenges alike.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e46 Searching for the Answer? Maybe the Answer Is Search 197\u003c\/b\u003e\u003cbr\u003eAny financial services organization that wants to drive traffic to its web site must ensure that it appears in the first few pages of search results.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e47 Cashing In on Clicks 201\u003c\/b\u003e\u003cbr\u003ePaid search can revolutionize your marketing effort, but careful program design and planning are prerequisites for search engine success.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e48 The Domain Name Game 205\u003c\/b\u003e\u003cbr\u003eA domain name that reflects a company’s brand attributes and value propositions is an important corporate asset that should be carefully chosen and protected.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e49 Plug into Directed Marketing 209\u003c\/b\u003e\u003cbr\u003eDirected marketing combines tried and true direct mail principles with new techniques that enable marketers to interrelate with an electronically connected world\u003ci\u003e.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eVIII Strategies for Long-Term Success 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e50 Follow Me 215\u003c\/b\u003e\u003cbr\u003eIn the commoditized financial services business, a company’s future can depend on management’s willingness to invest resources to conceive and implement an effective strategy to achieve market leadership.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e51 Good, Better, Best! 219\u003c\/b\u003e\u003cbr\u003eA program structured to share corporate knowledge can be one of the fastest and most effective ways to achieve organizational improvements.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e52 Be Prepared 223\u003c\/b\u003e\u003cbr\u003eIt is critical that every financial services organization be constantly prepared to respond to a crisis in a way that will preserve credibility.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e53 An Older Subject 227\u003c\/b\u003e\u003cbr\u003eTo achieve success in the senior marketplace an organization must be willing to make seniors a meaningful part of its focus.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e54 Bringing Order to the Meeting 231\u003c\/b\u003e\u003cbr\u003eAn organization should encourage key interfunctional representatives to work as an effective team in order to foster productive communications and solid decision making.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e55 And They Lived Happily Ever After 235\u003c\/b\u003e\u003cbr\u003eEffective post-merger integration focuses on ensuring that newly formed companies are not only bigger, but better, than before.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e56 Putting Humpty Together Again 239\u003c\/b\u003e\u003cbr\u003eCompanies that respond appropriately to challenges will \u003ci\u003esurvive\u003c\/i\u003e. Companies that anticipate change and develop appropriate strategies to manage will \u003ci\u003ethrive\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e57 Counting Dollars and Making Dollars Count 243\u003c\/b\u003e\u003cbr\u003eFocused research and well-crafted marketing messages enable a company to communicate value propositions commensurate with their pricing.\u003c\/p\u003e \u003cp\u003eAfterword 247\u003c\/p\u003e \u003cp\u003eAbout the Author 251\u003c\/p\u003e \u003cp\u003eNotes 253\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402327859543,"sku":"9780470410790","price":21.84,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/the-professionals-guide-to-financial-services-marketing-9780470410790","provider":"Book Curl","version":"1.0","type":"link"}