2. BACKGROUND
As a well established manager of Investment Trusts, JPMorgan Asset
Management (JPM) offers 19 different investment trust choices to meet a broad
range of investment needs, from core trusts ideal for starting a portfolio to
specialist funds investing overseas and in smaller companies.
Sales of Investment Trusts had started to stagnate, with sales to existing
investors slowing and limited new investment inflows.
To counteract this trend a limited amount of qualitative and quantitive research
was undertaken – to gain insights about existing investors and their motivations.
A key insight was that many investors were saving for a child’s future –
both parents and grandparents.
3. TARGET MARKET
ANYONE CONNECTED WITH A CHILD
In an attempt to better define the broad target audience of
“anyone connected with a child”, two main target profiles were identified
ADVICE SEEKING
NEW WAVE PARENTS
GRANDPARENTS
4. OBJECTIVES
• To increase average investment levels by existing JPMorgan
Investment Trust investors – by 10%
• To recruit new investors to the JPMorgan Investment Trust franchise –
to attract new assets under management of £25,000,000.
5. STRATEGY
• To present the JPMorgan Investment Trust range (Share Plan)
as a ‘Saving for Children Plan’ to potential investors ‘connected with a child’
• To send direct mail packs, statement stuffers and outbound emails
to existing investors
• To create a direct marketing campaign designed to acquire ‘look alike’
prospective investors.
6. DIRECT WRAPPER
CLIENT SEGMENTATION
Average
Client No. of % of AUM Cumulative AUM
Definition holding
segment clients clients £m %
£
Gold More than £30,000 in JPMF IT wrappers 2,523 5 234 92,747 57%
More than £30,000 in projected liquid assets or more
Silver 21,898 46 180 8,220 88%
than £30,000 in family income
Less than £30,000 in projected liquid assets or less
Bronze than £30,000 in family income and more than £3000 8,837 19 49 5,545 98%
in JPMF IT wrappers
Less than £30,000 in projected liquid assets or less
Red than £30,000 in family income and less than £3000 7,710 16 9 1,167 100%
in JPMF IT wrappers
Total 40,968 472
Cross Clients holding both JPMF investment trusts and OEICs 6,337 13 257 40,555
holders
7. TARGETING – THIRD PARTY
DATA AND MEDIA SELECTION
Target Criteria
Three key criteria were applied to determine the suitability and likelihood
of a prospect investing:
1. Are they affluent enough to invest?
2. Do they understand what an Investment Trust is?
3. Do they have (or are they connected to) children?
8. AFFLUENCE INDICATORS
A number of variables that are easily accessible in the public domain were
used to help indicate how affluent an individual may be:
• Investment Portfolio size – the value of current investments
in stocks and shares
• Property Value – the value of the properties they own
• Household income
• Age or life stage.
9. FINANCIAL SOPHISTICATION
Similarly a number of variables that are easily accessible in the public domain,
were used to help determine whether a prospect understands the benefits of
investing in an Investment Trust :
• Investment Portfolio composition – the types of investments they hold
• The literature requested from associations – trade body, industry sites
• The publications they subscribe to – both online and offline
• Age or life stage.
10. HOUSEHOLD COMPOSITION
Appropriate variables include:
• Household composition – via census information, lifestyle and modeled data
• Membership or subscriptions to relevant maternity-related stores and bodies
• Age or life stage.
11. TARGET AUDIENCE PROFILING
• New Wave Parents and Advice Seeking Grandparents
– Proximity/relationship with child
– Willingness to invest.
WHO ARE THEY?
• To better understand and target our audiences we created two TGI audiences
based on JPMorgan’s client profiling
• Audiences primarily defined by their attitudes
• In this instance they are also defined by their life stage i.e.
Parents and Grandparents.
12. PRIMARY AUDIENCES
• New Wave Parents
– Affluence (+£40,000 gross HH income)
}
– Age/Parents
– Plan for future
– Financially conscious
– Value Family Similar
– Seek Security.
Audiences but
• Advice Seeking Grandparents at different
– Affluence life stages
– Age/Grandchildren
– Value Knowledge
– Value (extended) Family
– Financially Conscious
– Seek Security.
13. CONSUMER INSIGHT
NEW WAVE PARENTS
• Value function over form – look for intrinsic value in their
decisions/purchases
• Rational/considered decisions based on evaluation above emotion
(act on instinct rather than rational -20%)
• Not necessarily inclined to save/invest – function of life stage/financial
situation rather than desire?
New Wave Parents may invest if they can be made to believe in the
intrinsic value of an investment – need sufficient reason/motivation
Rational and Emotional Investment – proposition must be valuable
14. CONSUMER INSIGHT ADVICE
SEEKING GRANDPARENTS
• Financially conservative
• Traditional values Willing to invest if
– The family unit reason is compelling
– Saving
• Taking life easier
– Need to be motivated to act but are responsive to advertising
‘Advertising helps me choose what I buy’ (129% more likely/definitely agree)
• Consider decisions
– Value judgements when making choices – need the facts (+153%).
Value family, value saving – need to make process as transparent and simple as possible
16. New Wave Rational, Considered, Advice Seeking
Parents Willing to invest if Grandparents
motivated/inspired but not
necessarily looking for
IT fund
Appeal to rational instinct in emotional environment
Start investing now so that you can give the children
in your life a helping hand when they grow up
17. EMOTIONAL
FULFILMENT PROCESS
• Target both audiences in specific media environments that evoke emotion.
Need to Evoke Emotion
Magazines Supplements Radio Internet
}
Specific channels which can evoke emotions
19. Press advertisements
Aimed at New Wave Parents
– Prima Baby
– Practical Parenting
– Junior
– Living
– 25 Beautiful Homes
– Easy Living
– House and Garden
20.
21. Keyword Sponsored Advertising
Aimed at New Wave Parents
– Internet remains a key source of
information for New Wave Parents
(63% more likely top 2 quintiles)
– Partner with Google using pay per click
keyword sponsored advertising
22. Direct Marketing Pack
Aimed at existing JPMorgan
Investment Trust Investors and
Prospects with a similar profile
27. Script
Radio Advertisement Client name:
Job number:
JPMorgan
TBC
Client project: Radio ad – FAIRYTALE PRINCESS
Aimed at Advice Seeking Draft: Final
Grandparents SFX Script
Magical, medieval storytelling type music
– Saga Radio in background
MVO1: Steven Fry sound-alike narrator. Once upon a time there was beautiful princess…well at least that’s what
her grandfather thought…and she lived in a wonderful castle, which was
actually a rather nice detached house in Surrey.
SFX: Sound of horses hooves, as if in
fairytale
MVO 1: He continues Every Sunday she took riding lessons at her local stables and although
she was only four, she had already developed a taste for the finer things
in life…like beautiful jewels, sumptuous furnishings, fast cars, nice
holidays…not to mention the occasional cream bun,
SFX: Sound of young girl munching buns
MVO 1: Narrator continues Fortunately her wise old grandfather had invested in a children’s savings
plan with JPMorgan, So when she grew up he could give her a helping
hand.
Professional voice of JPMorgan: We all want the best for the children in our lives but it’s not always easy
to know how to give them the best start. With some careful planning now
and by investing in a Share Plan with JPMorgan the chances are you’ll be
able to really help when they come to buy their first home, get married, go
to university, or buy their first car.
To find out more about saving for your little Prince or Princess call us now
for further information and a free investment guide on 0800 40 30 30, or
visit www.jpmorgan.com/savingforchildren
Please note that telephone lines are recorded and may be monitored for
security and training purposes. JPMorgan Asset Management Marketing
Limited is authorised and regulated by the Financial Services Authority.
The value of investments may fall as well as rise and an investor may
not get back the full amount invested.
