本帖隐藏的内容

Preface xv
Foreword
The More Things Change, the More They Stay the Same

xvii
by Ken Dolan
Introduction xxi
The Professional’s Guide to

Financial Services Marketing
offers a different perspective on some basic

marketing
approaches and explores marketing concepts that are
often

overlooked by financial services practitioners.
I Creating an

Extraordinarily
Effective Marketing Organization 1
1 Getting Started

3
Marketing 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.
2 A Marketing Pop
Quiz
7
To keep pace in today’s highly competitive financial
services

environment, firms must abandon the status
quo and transform their

organizations.
v
3 A Marketing Compass 11
The most successful
financial
firms will be those who
become early adopters of sophisticated

marketing
approaches.
4 Seeking the Outstanding Marketing Director

15
As a voice of opportunity and the champion
of the unconventional,
the
marketing director’s
position has grown in corporate
importance
and
stature.
II Strategic Planning 19
5 Strategic
Strategy 21
Properly
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.
6 The
Starting Point 25
A clear
business definition facilitates the planning
process
by guiding corporate
decisions concerning target
markets, product
offerings and appropriate
marketing
activities.
7 You Can Plan on It
29
The 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.
8 The Best Laid Plans
33
A
well-crafted marketing plan can serve as a roadmap
for
management’s efforts
to favorably position the
organization and its
product/service
offerings.
vi CONTENTS
9 A Mission Possible
37
‘‘What businesses are we
in?’’ How management
answers this question
can have a significant impact
on
the company’s ultimate success.
10
What’s the Big Idea? 41
Every 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.
11 New and Improved
45
Success, 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.
12 In the Beginning 49
A
knowledge and
understanding of common product
launch pitfalls can help
marketers
prevent financial
product and service failures.
13 I Have an
Idea
53
Financial services organizations are increasingly
dependent on

creative marketing ideas to achieve
visibility and competitive

differentiation in a cluttered
marketplace.
14 Become a Marketing Hero

57
It’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.
Contents vii
III Tactical Implementation 61
15

Brand Aid 63
A 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.
16 Branding: Step One 67
Naming 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.
17
Write Right 71
Hard-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.
18 The Color of
Marketing 75
Astute 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.
19 Did

本帖隐藏的内容

目录续：
You Get My Message? 79
Shaping marketplace perceptions through

effective
messaging can provide differentiation to

largely
undifferentiated products.
20 Big Bucks 83
The 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.
viii
CONTENTS
21 Unite and Conquer:
Strength in Collaboration 87
Since
traditional organizational structures
often lack
the resources to support
expanded business models,
companies
must devise creative new
solutions.
22 A Tale of Two Categories 91
The
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.
23 How
Do You Measure Up? 95
Effective 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.
IV Promotion 99
24 The Secret of Successful
Advertising
101
While 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.
25 Us vs. Them
105
In the proper situation, targeted
comparative
advertising can provide
a powerful centerpiece
for a
financial services organization’s
marketing
campaign.
26 Speak Up
109
Creatively 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.
Contents ix
27
Let Your Fingers Do the Walking
113
Even 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.
28 What It Takes to Be Well
Connected 117
Creative use of
new IVR technology has the potential
to
significantly and
cost-effectively improve
communications in brokerage,
insurance,
mutual
fund and banking arenas.
29 Start Spreading the News
121
A
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.
30
Best in Show 125
Trade 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.
31
Just Cause 129
Cause
marketing offers an excellent opportunity to
generate
awareness and
goodwill while enhancing
corporate image and promoting a sense
of
corporate
integrity.
32 Go Ahead, Judge That Book by Its Cover

133
Naming a new venture, product or service can be one
of an

organization’s most important marketing
decisions.
x CONTENTS
V

Effective Sales Support 137
33 Experience Counts 139
By creating a

customized interactive marketing
program that is meaningful to prospects

and
customers, a firm can create relevant differentiation
and strong

competitive advantage.
34 Going Up 143
With a little planning and
creative
marketing, you can
prepare your entire organization to

effectively
represent your organization and provide
unconventional
sales
support.
35 Mobilizing an Effective Salesforce 147
A well
structured
referral program can help an
organization cut through
marketplace clutter
and
accelerate prospects’ decision-making.
VI
Supporting Strategic
Decision Making 151
36 Slice and Dice 153
An
effective market segmentation
strategy can also
significantly help
increase sales and improve
overall
market performance.
37 Turning
Market Information
into
Marketing Insights 157
Focused market
intelligence can help
marketers
deliver the right products and services
to the right
target
markets using the right messaging.
38 I Know Where
You’re Coming From
161
Influences that occur in individuals’ formative
years
establish a
common generational value system that
can be more
meaningful than mere
demographics.
Contents xi
39 Getting the Right
Marketing Answers
165
The right research approaches enable you to
get
meaningful answers to
marketing research inquiries
by working
smarter rather than harder.
40
Giving Them What They Want
169
Organizations need to make effective use of
market
research
applications in order to become attuned to
the needs of
the
marketplace.
41 Some Trendy Thoughts 173
Effective 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.
42 Check It Out 177
An effective benchmarking program
can
make
valuable contributions and trigger ongoing
improvements
throughout an
organization.
43 Know Thy Neighbor 181
Financial
services organizations
that are tuned in to
the competition can avoid
unpleasant surprises.
44
Focus Groups: Is There a Financial Fit?
187
While focus groups are quite
applicable in the retail
sector,
financial marketers need a more
sensitive,
personalized approach.
VII
Promotion in the Internet Age
191
45 A Brave New World 193
The
Internet has drastically changed the face
of
financial services
marketing, introducing new
communications
opportunities and challenges
alike.
xii CONTENTS
46 Searching for the
Answer? Maybe the
Answer
Is Search 197
Any 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.
47 Cashing In on Clicks 201
Paid
search can
revolutionize your marketing effort,
but careful program design
and
planning are
prerequisites for search engine success.
48 The Domain

Name Game 205
A domain name that reflects a company’s brand
attributes
and
value propositions is an important
corporate asset that should be
carefully
chosen and
protected.
49 Plug into Directed Marketing
209
Directed
marketing combines tried and true direct
mail principles
with new techniques
that enable
marketers to interrelate with an
electronically
connected
world.
VIII Strategies for Long-Term Success
213
50 Follow Me 215
In
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.
51 Good, Better, Best!
219
A program structured
to share corporate knowledge
can be one of the
fastest and most effective
ways to
achieve organizational
improvements.
Contents xiii
52 Be
Prepared 223
It is critical that
every financial services
organization
be constantly prepared to respond to a
crisis in a
way
that will preserve credibility.
53 An Older Subject
227
To
achieve success in the senior marketplace an
organization must be
willing
to make seniors a
meaningful part of its focus.
54 Bringing Order
to
the Meeting 231
An organization should encourage key

interfunctional
representatives towork as an effective team
in order
to
foster productive communications and
solid decision making.
55 And
They
Lived Happily Ever After 235
Effective post-merger integration
focuses on
ensuring
that newly formed companies are not only bigger,
but
better, than
before.
56 Putting Humpty Together Again
239
Companies that respond
appropriately to challenges
will survive.
Companies that anticipate change
and
develop appropriate strategies to
manage will thrive.
57 Counting
Dollars and Making Dollars Count
243
Focused research and well-crafted
marketing
messages enable a
company to communicate value
propositions
commensurate with their
pricing.
Afterword 247
About the Author
251
Notes 253