In Q4 2007, the company sought to launch an aggressive customer acquisition campaign to acquire new customers and differentiate its brand beyond word-of-mouth and funneling from other sites. Through research, it identified three types of active traders - Zealots, Thrill Seekers, and Ambitious Traders. It coined the term "Trader Mystique" to describe their shared mindset of being bold, confident trading superstars seeking adrenaline. The campaign would issue trading challenges tapping into this mindset. The rallying cry "Let's Trade" was chosen to stimulate adrenaline without a conventional campaign. Direct acquisition began gaining traction, and opportunities were pursued like sponsoring a CNBC Options Action show and challenge to try

2. Situation: Q4, 2007
Growth had been fueled primarily by
word of mouth among very active
traders and funneling from Investools.
We needed to launch a campaign that
would simultaneously acquire new
customers and differentiate the brand.

3. Through Our Quantitative and
Qualitative Research:
We found three distinct attitudinal segments
among
the active trader target
Ambitious
The Zealot Thrill Seeker Trader
Trading is a priority. Risk takers, they see Not yet sophisticated,
Entrenched in trading, trading as an extreme but enjoys being in
including options, sport for making control, our products
futures, forex and more money help them see the
beyond, see it as an markets in a clear,
expression of concise way
themselves

4. What Connects Them
Rational: a shared sense that they are a
breed apart from all other traders:
bold, confident, on the leading edge of
the trading game.
Emotional: Adrenaline.

5. We Called This Mindset
“The Trader Mystique”
The Brief: Create an aggressive customer
acquisition campaign that owned the
attitude of these trading superstars.
Support: Superior technology, best
platform.

6. The Idea
What stimulates adrenaline?
Issue a series of challenges that
make our prospect identify themselves
as active traders.
And break the mold with a
conversation, rather than a campaign.

7. The Rallying Cry:
“Let’s Trade”

8. 8

12. More than one way
to make a challenge.

16. We’re Making Progress
Direct acquisition was gaining traction
and we started to see terrific results.

17. CNBC Options Action
Opportunity: aggregate our most
impassioned audience.

18. Options Action Show Page

19. Options Action Pre-Roll

22. 5 Minutes of TV Time
Why not create a show within a show.
About a software/technology company
that’s obsessed with “the code”
and show off the best trading platform.
Enter Jerry, our vehicle for
showing you the goods.

28. CNBC Portfolio Challenge
Get them to try us by making it a game
and by hosting the game on our
platform.

39. Web Redesign

47. A Great Idea Can Come
From...