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Textbook
The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results, 2nd EditionISBN: 978-1-118-06571-6
Hardcover
196 pages
April 2012, ©2012
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Acknowledgments xi
INTRODUCTION
The Unique Challenges of Marketing Financial Services 1
Products or Services? 2
Psychology of Money 6
Third-Party Relationships 7
How End Users Select a Financial Services Provider 8
Legal and Regulatory Constraints 13
SECTION ONE: STRATEGIC MARKET PLANNING
CHAPTER 1 Segmentation 19
The End of Undifferentiated Markets 20
Methods of Segmentation 23
Finding Your Target Segments 29
CHAPTER 2 Positioning and Branding 33
Positioning Strategy and Differentiation 33
Creating a Distinctive Brand Identity 37
CHAPTER 3 The Market Plan 45
Researching Your Plan 46
The Elements of the Plan 48
SECTION TWO: MARKETING TACTICS
CHAPTER 4 Advertising 61
Media Selection 62
The Role of Your Ad Agency 63
Creating Effective Creative 65
Measuring Advertising Effectiveness 71
CHAPTER 5 Public Relations 75
Third-Party Endorsement 76
The Tools of Public Relations 77
Media Relations 79
Public Relations for Every Budget 82
Measurement 85
CHAPTER 6 Sponsorship and Event Marketing 87
What Is the Value of Sponsorships? 87
Cause Marketing 89
Activating a Sponsorship Program 91
Measuring the Effectiveness of Sponsorship 94
CHAPTER 7 Interactive Marketing 97
Techniques and Goals of Direct Methods 97
E-mail Marketing Considerations 98
Improving Response Rates 100
Mobile Marketing 104
CHAPTER 8 Social Media Marketing 107
Social Media Concerns 108
Effective Social Media Engagement 110
Social Networks as Marketing Channels 118
CHAPTER 9 Personal Selling 123
Traditional Relationships between Sales and Marketing 124
Bottom-Up Marketing 126
Changes in the Sales Distribution Model 130
Marketing Support Across the Sales Cycle 132
CHAPTER 10 Trade Shows and Seminars 135
Trade Shows 135
Seminars 139
CHAPTER 11 Relationship Marketing 145
Why Customer Retention Matters 146
Methods of Relationship Building 147
Loyalty Programs 152
Conclusion 157
Appendix: Applying Marketing Principles to Sales Practice 160
Building Your Plan 162
Practice Examples 164
About the Authors 191
Index 192
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The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results, 2nd Edition (US $75.00)
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