Financial Services Marketing Strategy


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Financial Services Marketing Strategy

  1. 1. Strategy to Market Financial Services in Springfield, MO and Kansas City, MO/KS Submitted by Andrew Pappas
  2. 2. Vision <ul><li>During the first five years of financial consulting, achieve and maintain at least $60 million in assets under management. Increase assets under management by an average of $250,000.00 per week; annualized to $12 million. </li></ul>
  3. 3. My Clientele is out there. How am I differentiating myself from my competition?
  4. 4. Pro Forma <ul><li>Assuming a client has around $200,000.00 is assets and a target number of $60 million in assets under management by year Five; resulting in a target number of 300 clients. This breaks down to 60 newly acquired clients per year (five per month) . The goal must be set to ten-twelve weekly meetings; resulting in one new client per week. </li></ul>
  5. 5. Here’s my plan to FIND them…
  6. 6. Building a Client Base <ul><li>Prospective clients are various professionals and executives. These include lawyers, doctors, real-estate brokers, etc.. The goal is to cater a profitable financial consultancy around the needs of this prospective clientele; and to expand this consultancy through social and professional networking strategies. </li></ul>
  7. 7. Use the Latest Technologies Internet GPS & Mapping PC's & PDAs Cellular
  8. 8. Use Demographic Tools <ul><li>US Census Data </li></ul><ul><li>Data Brokerages such as USA DATA </li></ul><ul><li>Google Earth (online or software) </li></ul><ul><li>Hoovers </li></ul><ul><li>Standard and Poors </li></ul><ul><li>Lexis Nexis </li></ul>
  9. 9. Utilize local area Chambers of Commerce <ul><ul><li>Kansas City - (includes Lenexa) </li></ul></ul><ul><ul><li>Shawnee </li></ul></ul><ul><ul><li>Leawood </li></ul></ul><ul><ul><li>Overland Park </li></ul></ul><ul><ul><li>Springfield </li></ul></ul><ul><ul><li>Nixa </li></ul></ul><ul><ul><li>Republic </li></ul></ul><ul><ul><li>Rogersville </li></ul></ul><ul><ul><li>Ozark </li></ul></ul><ul><ul><li>Battlefield </li></ul></ul>
  10. 10. Network Away! <ul><li>Local Civic/ Cultural Associations </li></ul><ul><li>Professional Sports Clubs/ Franchises </li></ul><ul><li>Golf Clubs </li></ul><ul><li>Fine Art Galleries </li></ul><ul><li>Fine Arts/ Charity Events </li></ul><ul><li>LinkedIn Internet Network for Professionals </li></ul><ul><li>PLAXO Internet Address Book </li></ul><ul><li>Upscale Restaurants, Health & Racquet Clubs </li></ul>
  11. 11. Utilize Public Records and local Business Journals <ul><li>Building Permits </li></ul><ul><li>Newly Licensed Businesses </li></ul><ul><li>Newly Formed Corporations </li></ul><ul><li>New Telephone Service </li></ul><ul><li>Newly Promoted Workers </li></ul><ul><li>New Non-Profit Formations </li></ul><ul><li>Newly Purchased Real Estate </li></ul><ul><li>Newly Bought/ Sold Businesses </li></ul>
  12. 12. Join Trade Associations <ul><li>National Association of Personal Financial Advisors </li></ul><ul><li>National Association of Insurance and Financial Advisors </li></ul>
  13. 13. Target Clientele <ul><li>SMALL BUSINESS OWNERS </li></ul><ul><ul><li>Their goal is to maintain a successful business while securing their financial lives. They want to prepare for the future while watching their business expand. </li></ul></ul><ul><ul><li>These men and women are entrepreneurs that still have financial concerns which need to be addressed. </li></ul></ul><ul><li>ESTABLISHED PROFESSIONALS </li></ul><ul><ul><li>Their goal is to maintain a thriving career while securing their financial lives. They want to prepare for the future while establishing a successful profession. </li></ul></ul>
  14. 14. Potential Client List
  15. 15. How am I staying in front of my customer – the lifeblood of my business – with a value message that postures me as different and superior to my competition? Here’s my plan to KEEP them…
  16. 16. Spread the WORD! <ul><li>Premium Incentive Novelties </li></ul><ul><li>Direct Mail </li></ul><ul><li>E-Mail Newsletters </li></ul><ul><li>Weekly Podcasts </li></ul><ul><li>Public Access Cable Show </li></ul><ul><li>Biz-Journal/ Print Placements </li></ul><ul><li>Directory Listings </li></ul><ul><li>Website Linking </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Radio/ TV Spots </li></ul><ul><li>Cable Ticker </li></ul><ul><li>Frequent Newspaper Articles </li></ul><ul><li>Frequent Press Releases </li></ul>
  17. 17. Spread the WORD some more! <ul><li>Family and Friends </li></ul><ul><li>Community Involvement </li></ul><ul><li>Investment Clubs </li></ul><ul><li>Alumni Associations </li></ul><ul><li>Trade Unions </li></ul><ul><li>Seminars </li></ul><ul><li>Event Sponsorships </li></ul><ul><li>Volunteer Work </li></ul><ul><li>Civic Donations </li></ul>