Messaging for Complex Markets

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Messaging for Complex Markets

  1. 1. PRESENTED BY! #C2C14! Marketing Complex Content! Direct Edge Order Type Guide !
  2. 2. #C2C14! §  Direct Edge "! §  Operates two U.S. stock exchange ! §  Your Partner in Trading ! §  Marketing goals – increase market share, support sales, educate customers and industry ! ! §  Industry Environment! §  Industry rhetoric around complexity of the markets and proliferation of order types! §  Historically one-on-one Member education based on need! §  Primary source of information – SEC filings ! Background!
  3. 3. #C2C14! §  Project! §  Create an interactive guide to breakdown order type complexity! ! §  Goals! §  Educate industry and customers about order type offering! §  Position Direct Edge as a thought leader ! §  Create a valuable consultative sales tool ! ! §  Content Considerations ! §  Use a combination of text, animation and video ! §  Scope – Comprehensive yet focused! §  Length and pacing – Clear but engaging ! Project Framework!
  4. 4. #C2C14! §  Requirements ! §  Vision/Project Plan/Outline! §  Internal Team! §  Vendor ! §  Dissemination Plan ! ! §  Pain Points! §  Assembling the content/staying in scope ! §  Approval process and delays! Project Execution !
  5. 5. #C2C14! The Final Product!
  6. 6. #C2C14! Industry Feedback! Great idea! Transparency and education of this nature is a great way to squash all of the media hype around the number of order types. – KCG Absolutely brilliant idea! Good for you, leading this! – Credit-Suisse It is really cool presentation and I look forward to understanding some of the motivation behind and the popularity of these order types. – Morgan Stanley This came out really well….the examples are nice and clear and easy to follow. – Level ATS Very well done, this is a great instructional asset. Professional, clear, concise. Great job… – Joe Ratterman, BATS Global Markets
  7. 7. #C2C14! Engagement! §  Twitter retweets and Linked In posts! §  Featured in various trade publications ! §  Continue to get page views more than 6 months later! ! ! First Month’s Results §  Total Number of Views – 1,562 §  Average Duration per Visit – 31 minutes §  Average Number of Slides Viewed Per Visit – 13
  8. 8. #C2C14! ! ! Lindsey Peters! Head of Marketing! BATS Global Markets! lpeters@bats.com! 201.418.3420! @BATSGlobal ! Questions?!

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