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Mf global chicago meeting v2 Presentation Transcript

  • 1. MF Global We speak your language.May 3, 2011
  • 2. Beau FraserManaging Director MF Global May 3, 2011 2
  • 3. David BernsteinExecutive CreativeDirector MF Global May 3, 2011 3
  • 4. Eric van den HeuvelDirector, ChannelPlanning MF Global May 3, 2011 4
  • 5. Our Client List MF Global May 3, 2011 5
  • 6. A Few of ourFinancial andProfessional ServicesClients MF Global 03/18/11 6
  • 7. We are the network that works.Three Things We are allergic to ―business as usual.‖to Remember AboutThe Gate We take companies from name to brand to market. MF Global May 3, 2011 7
  • 8. The Gate is an international1. The Network marketing communications company with offices inthat Works cities of regional influence. MF Global May 3, 2011 8
  • 9. 1. The Network that Works MF Global May 3, 2011 9
  • 10. All categories have a unique set of cues, beliefs and criteria against which decisions are made. 2. We‘re Allergic to―Business as Usual‖ While initially useful, they unwittingly become sacred over time, even though the category, company or environment has long since changed. MF Global May 3, 2011 10
  • 11. MF Global May 3, 2011 11
  • 12. 3. From Name to Brand to Market MF Global May 3, 2011 12
  • 13. The Gate: Channel Marketing MF Global May 3, 2011 13
  • 14. Channel Marketing: Ad Agencies Plan Media… The Gate constructs channels: •Integrates into the brand idea process •Broadens the definition of media •Placing the buy is a start not an end •Dialogues vs. monologues •Channeling the continuum MF Global May 3, 2011 14
  • 15. Case Studies: Been There. Done That.-State Street Global Advisors-GARP May 3, 2011
  • 16. State Street MFMetLife Global May 3, 2011 16
  • 17. • State Street Global Advisors invented the category.A History of • State Street Global Advisors managesDistinction the largest ETF. • State Street Global Advisors supported their ETFs for 15 years. MF Global May 3, 2011 17
  • 18. • Low awareness • Lack of credibility and reputation in a market that was growing explosivelyThe Problem:Nobody Knew • Need to define itself and find a position that gave institutions, financial advisors and high- net-worth investors a reason to choose ETFs from SSgA over other investment options MF Global May 3, 2011 18
  • 19. • Need for a lasting, benefit-based Brand Idea that incorporated current as well as future products. • Need for a new Brand Identity system to addOur Challenges prestige and burnish reputation. • Extend the Brand Idea to work in all media — including the digital world. • Work internationally. MF Global May 3, 2011 19
  • 20. • Conducted qualitative and quantitative research globally among advisors and high- net-worth individuals to learn what they look for in an investment. • Analyzed competition to identify strengths and opportunities.Our Process andLearning • Learned that the awareness and reputation was low and minimal attribution of SPDR with either corporate brand or State Street. • Importantly saw that industry-based players focused on rational-based features versus a benefit-based reason that could usurp the highest unmet category benefit. MF Global May 3, 2011 20
  • 21. Product-based Reasons They have more ETFs Their ETFs cost less Trade like a stockGive Prospects Reasona Meaningful toReason to Choose Choose MF Global May 3, 2011 21
  • 22. SSgA‘s Brand Idea Precision MF Global May 3, 2011 22
  • 23. The Creative Strategy The most precise way to match an investment with your investment strategy. MF Global May 3, 2011 23
  • 24. The Work:Communicating Precise in a world that isn’t.Precision MF Global May 3, 2011 24
  • 25. LOGO TVSPDR Creative PRINT DIGITAL MF Global May 3, 2011 25
  • 26. PRODUCTS SPONSORSHIPSSPDR Creative CORPORATE ID INTERNATIONAL MF Global May 3, 2011 26
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  • 54. Financial service advertisingSacred Cow Killed should focus on performance. MF Global May 3, 2011 54
  • 55. A Precise Approach to Media Institutional Retail Cross-over MF Global May 3, 2011 55
  • 56. Precisely Reaching Institutional Traders Bloomberg Terminal Log-in Screen Online Banner – Domain Targeted Captivate Screen – Office Targeted Street Teams – Office Targeted Vertical Phone Kiosks – Neighborhood Targeted Bus Shelters – Neighborhood Targeted Newsstands – Neighborhood Targeted Subway Entrance – Neighborhood Targeted Metrolight Panels – Neighborhood Targeted Storefront display – Neighborhood Targeted Transit Cards / Platform - Commuter Targeted NY Post Distribution - Neighborhood Targeted Bloomberg Radio - Market Targeted Bloomberg TV Databoards - Market Targeted MF Global May 3, 2011 56
  • 57. Institutional Map in Relation to Localized Media [cross-segment] MF Global May 3, 2011 57
  • 58. Cross-over: Optimizing the Medium and Message MF Global May 3, 2011 58
  • 59. Retail: Engagement Through Context • A targeted banner campaign was optimized daily during the 2.5-month campaign and completely renegotiated at 5 intervals. • Across the 5 intervals/flights: –Average of 15 sites per flight –Average banner CTR increase by 65% –Average banner CPM decreased by 2% • Sample of average CPMs by site type: –Major TV brand = $1.84 –Investing content network = $7.71 –Retail investor site = $4.43 –Major newspaper brand = $9.13 –Major newsweekly brand = $7.43 –AVERAGE PLAN CPM = $6.28 MF Global May 3, 2011 59
  • 60. Brand Attribution — Up • 67% view ―Precise‖ to be a key attribute in selecting an ETF for their portfolio. Product Usage — Up • SPDR‘s brand showed increases in overall portfolio usage and brand familiarity—11% increase among the primary target.Results Advertising Awareness — Up • Over 50% of the primary target are more likely to recommend the brand after seeing advertising. Sales — Up • 50% of all ETF trading volume involved SPDR ETFs totaling $1.4 trillion. • Market share increased 4% from 31% to 35%. MF Global May 3, 2011 60
  • 61. Case Studies: Been There. Done That.GARPMay 3, 2011
  • 62. The Global Association of Risk Professionals(GARP) is the only globally recognized leaderin financial risk testing and certificationprograms, and educational and trainingactivities. MF Global May 3, 2011 62
  • 63. GARP AcquisitionCampaign-Spring ‗11 442 % return on spend * * Based on the aggregate revenue generated by exam registrations which can be sourced directly to the digital ad campaign [display + search] @ <$250.0K investment. MF Global May 3, 2011 63
  • 64. GARP AcquisitionCampaign-Spring ‗11 17 % return on spend * * Based on the aggregate revenue generated by exam registrations which can be sourced directly to the digital ad campaign [display + search] - AND including the media spend behind print and radio @ <$950.0K investment. MF Global May 3, 2011 64
  • 65. • Test, Test, Test –Message format and call to action –Site type and placements –Frequency curves –Landing / application page and process • Measure / Track EverythingApproach –Detailed acquisition funnels identify ‗sweet-spots‘ –Capture and track from exposure to activation • Integrate ad data with client back-end • Optimize against Benchmarks –Actively [daily] managed campaign with constant attention to performance vs. week, month, quarter, year ago MF Global May 3, 2011 65
  • 66. Applying the Approach Cost per FRM IMP Clicks CTR% FRM Bookings Total Cost $ sign up 10 SPRING - DISPLAY 6,291,134 40,814 0.65% 102 $99,890.67 $979.32 10 SPRING - SEARCH 1,387,005 18,907 1.36% 393 $36,725.60 $93.45 10 SPRING - CUME 7,678,139 59,721 0.78% 495 $136,616.27 $275.99 10 FALL - DISPLAY 47,571,245 93,600 0.20% 937 $371,167.00 $396.12 10 FALL - SEARCH 8,952,034 32,388 0.36% 778 $36,628.52 $47.08 FALL - CUME 56,523,279 125,988 0.22% 1,715 $407,795.52 $237.78 11 SPRING - DISPLAY 59,750,796 43,715 0.07% 2,480 $180,272.39 $72.69 11 SPRING - SEARCH 1,042,347 19,867 1.91% 665 $22,884.00 $34.41 11 SPRING - CUME 60,793,143 63,582 0.10% 3,145 $203,156.39 $64.60 MF Global May 3, 2011 66
  • 67. Geographic Breakdown of Display CampaignGeographic Markets for Growth based on: display + search + site side analytics. • India, Singapore, Hong Kong, South Korea, ChinaMature Markets which still drive Volume and need to be managed to sustain efficiency. • United States, United KingdomMarkets for Consideration [testing] to determine if opportunity is real • Canada, Australia, Nigeria • South America, though GARP data does not suggest opportunity here, a market such as Brazil may hold potential = growth markets = mature [volume] markets = markets for consideration MF Global May 3, 2011 67
  • 68. DIGITALGARP:Direct Call to Action MF Global May 3, 2011 68
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  • 72. Who is right for Clients who do not want to be taken for granted.The Gate? MF Global May 3, 2011 72
  • 73. Next Steps How can we work together? MF Global May 3, 2011 73
  • 74. Dessert: Some Creative Examples CFA CURE Auto Insurance US HelicopterMay 3, 2011
  • 75. CFA MF Global May 3, 2011 75
  • 76. CFA Brand Idea It’s worth the effort. MF Global May 3, 2011 76
  • 77. PRINTCFA Creative DIGITAL MF Global May 3, 2011 77
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  • 84. Sacred Cow Killed Always be direct. MF Global May 3, 2011 84
  • 85. CURE Auto Insurance MF Global May 3, 2011 85
  • 86. CURE Auto Insurance Equality behind the wheel.Brand Idea MF Global May 3, 2011 86
  • 87. TV ONLINE VIDEOCURE Auto InsuranceCreative OUTDOOR FACEBOOK MF Global May 3, 2011 87
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  • 95. Rates are the only thing that differentiatesSacred Cow Killed insurance companies. MF Global May 3, 2011 95
  • 96. US Helicopter MF Global May 3, 2011 96
  • 97. US Helicopter You’re too important to wait.Brand Idea MF Global May 3, 2011 97
  • 98. LOGO PACKAGINGUS HelicopterCreative PRINT MF Global May 3, 2011 98
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  • 104. In airline advertising, it’s price first.Sacred Cow Killed Benefit second. MF Global May 3, 2011 104
  • 105. Why The Gate? You wouldn‘t be taken for granted. MF Global May 3, 2011 105