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The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results

Book Description

The roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics that covers the basics for beginners and inspires new ideas for marketing pros

The Financial Marketing Services Handbook, Second Edition gives sales and marketing practitioners the practical tools and best practices they need both to improve their job performance and their retail and institutional marketing strategies. The FSM Handbook guides marketing and sales professionals working in an industry characterized by cut-throat competition, client mistrust, transformative technologies, and ever-changing regulation, to understand the practical steps they must take to turn these threats into opportunities.

Providing invaluable information on how to target, win, and retain profitable customers, the book presents 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. With up-to-date case studies, showing what has worked and, more tellingly, what hasn't, the book demonstrates how to effectively utilize the marketer's toolbox—from advertising and public relations to social media and mobile marketing.

  • Discusses how social media (Twitter, Facebook, blogs, review sites) impact branding and sales

  • Packed with new information on landing pages, email success factors, and smartphone apps

  • Demonstrates how behavioral economics affect marketing strategy

  • Case studies and charts are fully revised and updated

The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity without straining budgets. The first edition has become an industry-standard reference book and The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals even more of the information they need to stretch value from each marketing dollar.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Preface
  6. Acknowledgments
  7. Introduction: The Unique Challenges of Marketing Financial Services
    1. Products or Services?
    2. Psychology of Money
    3. Third-Party Relationships
    4. How End Users Select a Financial Services Provider
    5. Legal and Regulatory Constraints
  8. Section One: Strategic Market Planning
    1. Chapter 1: Segmentation
      1. The End of Undifferentiated Markets
      2. Methods of Segmentation
      3. Finding Your Target Segments
    2. Chapter 2: Positioning and Branding
      1. Positioning Strategy and Differentiation
      2. Creating a Distinctive Brand Identity
    3. Chapter 3: The Market Plan
      1. Researching Your Plan
      2. The Elements of the Plan
  9. Section Two: Marketing Tactics
    1. Chapter 4: Advertising
      1. Media Selection
      2. The Role of Your Ad Agency
      3. Creating Effective Creative
      4. Measuring Advertising Effectiveness
    2. Chapter 5: Public Relations
      1. Third-Party Endorsement
      2. The Tools of Public Relations
      3. Media Relations
      4. Public Relations for Every Budget
      5. Measurement
    3. Chapter 6: Sponsorship and Event Marketing
      1. What Is the Value of Sponsorships?
      2. Cause Marketing
      3. Activating a Sponsorship Program
      4. Measuring the Effectiveness of Sponsorship
    4. Chapter 7: Interactive Marketing
      1. Techniques and Goals of Direct Methods
      2. E-mail Marketing Considerations
      3. Improving Response Rates
      4. Mobile Marketing
    5. Chapter 8: Social Media Marketing
      1. Social Media Concerns
      2. Effective Social Media Engagement
      3. Social Networks as Marketing Channels
    6. Chapter 9: Personal Selling
      1. Traditional Relationships between Sales and Marketing
      2. Bottom-Up Marketing
      3. Changes in the Sales Distribution Model
      4. Marketing Support Across the Sales Cycle
    7. Chapter 10: Trade Shows and Seminars
      1. Trade Shows
      2. Seminars
    8. Chapter 11: Relationship Marketing
      1. Why Customer Retention Matters
      2. Methods of Relationship Building
      3. Loyalty Programs
  10. Conclusion
  11. Appendix: Applying Marketing Principles to Sales Practice
    1. Building Your Plan
    2. Practice Examples
    3. Conclusion
  12. About the Authors
  13. Index