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MARK ELLISMANAGING DIRECTORMAY 2012
10Things We’ve Learned  about HNWs (but we‟re afraid to say out loud)
#1HNW is not oneaudience, it’s many. EveryHNW is a person, withemotions (and passions).
#2Most brands trade on lengthy heritages,built on trust, security and integrity.
#3Brands are surprised byjust how digitally savvyHNW audiences are
#4Wealth/Relationship Managersare insight goldmines.
#5A personal, fast and responsive service is expected.
#6Digital/technology rarely has a seat in the board room.    “Banks that still believe more in the power of marble halls a...
#7Acquisition-wise, most Websites are used for customervalidation. To confirm they’ve made the right choice.
#8Face-to-face meetingsand digital communicationswork together to growrelationships and business.
#9Despite growinguptake by HNWsglobally, mostfinancial brandsdo not embracesocial media.
#10Mobile is the future. It’s also still an after-thought with most financial brands.
Thank Youm.ellis@syzygy.co.uk@mellis71www.syzygy.co.uk
Syzygy hn ws_may-2012
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Syzygy hn ws_may-2012

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On 31st May 2012, Mark Ellis, MD, SYZYGY was asked to speak at a Wealth Management Briefing at Coutts, The Strand at the launch of the research report 'Reaching out to the High Networths'. Mark spoke about 10 things we've learned about this audience which can be found in this presentation.

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  • IntroThank youCoutts for today’s setting andinviteWendy Spires, ClearView Financial Media – input into the Strategy ReportFantastic insights into HNW, brand challenges and how they market themselves
  • Syzygy (digital agency) spent last 15-years marketing to HNWsDifferent brands, different sectors, different challenges
  • Been asked to share our experiences and insightsIn 10-mins…so here goes
  • The more you know the better you serveSuccessfully targeting HNWs is as much about their outside passions, as their business pursuitsBuffet (Ukelele, model trains); Zuckerberg (cheap Mexican food, chocolate mice)
  • Too Big to Fail – difficult to differentiate14 Sep 2008 Lehman Bros collapse – inflection pointAmerica’s financial Pearl Harbour (Warren Buffet)GE Capital 48hrs from collapse
  • Their children certainly will be Report:49% assets lost under wealth transfers to next generation (World Health Report, 2011)90% of heirs reject their parental advisors
  • HSBC Private Bank insight – International door opening (connections)Build customer insight around their daily interactions and learningsTest new marketing and branding live in-situ
  • For us it’s a saying, for HNW Time really is moneyClients have done their research online before I call backPosition, POV (validation) is what they’re afterDigital to automate preferences, on-the-go news and portfolio updates
  • Technology (real-time, anywhere, anytime) data will become the new oilFundamental ingredient in your brand promise
  • Technology (real-time, anywhere, anytime) data will become the new oilFundamental ingredient in your brand promise
  • Not mutually exclusiveSupport, enhance your service rather than REPLACE
  • Compliance rears its ugly headIndustry built on networking, personal connections, social can be very powerful in the right circlesAnalyst blogs are invaluable
  • Tablets / mobile Internet use snowballingRarely leaves a HNW’s side (pocket, all day long)Business done 24-7 on the moveMobile will become life’s remoteOptimise small screens
  • Thanks for listeningGreat Report – go read it (cover to cover)We will use it in discussions with our clients
  • Transcript of "Syzygy hn ws_may-2012"

    1. 1. MARK ELLISMANAGING DIRECTORMAY 2012
    2. 2. 10Things We’ve Learned about HNWs (but we‟re afraid to say out loud)
    3. 3. #1HNW is not oneaudience, it’s many. EveryHNW is a person, withemotions (and passions).
    4. 4. #2Most brands trade on lengthy heritages,built on trust, security and integrity.
    5. 5. #3Brands are surprised byjust how digitally savvyHNW audiences are
    6. 6. #4Wealth/Relationship Managersare insight goldmines.
    7. 7. #5A personal, fast and responsive service is expected.
    8. 8. #6Digital/technology rarely has a seat in the board room. “Banks that still believe more in the power of marble halls and exclusive events, and regard online channels as „nice to haves‟ and a playground for gilded youth, will have a rude awakening” MyPrivateBanking
    9. 9. #7Acquisition-wise, most Websites are used for customervalidation. To confirm they’ve made the right choice.
    10. 10. #8Face-to-face meetingsand digital communicationswork together to growrelationships and business.
    11. 11. #9Despite growinguptake by HNWsglobally, mostfinancial brandsdo not embracesocial media.
    12. 12. #10Mobile is the future. It’s also still an after-thought with most financial brands.
    13. 13. Thank Youm.ellis@syzygy.co.uk@mellis71www.syzygy.co.uk
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