Mf global chicago meeting v2

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Mf global chicago meeting v2

  1. 1. MF Global We speak your language.May 3, 2011
  2. 2. Beau FraserManaging Director MF Global May 3, 2011 2
  3. 3. David BernsteinExecutive CreativeDirector MF Global May 3, 2011 3
  4. 4. Eric van den HeuvelDirector, ChannelPlanning MF Global May 3, 2011 4
  5. 5. Our Client List MF Global May 3, 2011 5
  6. 6. A Few of ourFinancial andProfessional ServicesClients MF Global 03/18/11 6
  7. 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. 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. 9. 1. The Network that Works MF Global May 3, 2011 9
  10. 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
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  12. 12. 3. From Name to Brand to Market MF Global May 3, 2011 12
  13. 13. The Gate: Channel Marketing MF Global May 3, 2011 13
  14. 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. 15. Case Studies: Been There. Done That.-State Street Global Advisors-GARP May 3, 2011
  16. 16. State Street MFMetLife Global May 3, 2011 16
  17. 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. 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. 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. 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. 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. 22. SSgA‘s Brand Idea Precision MF Global May 3, 2011 22
  23. 23. The Creative Strategy The most precise way to match an investment with your investment strategy. MF Global May 3, 2011 23
  24. 24. The Work:Communicating Precise in a world that isn’t.Precision MF Global May 3, 2011 24
  25. 25. LOGO TVSPDR Creative PRINT DIGITAL MF Global May 3, 2011 25
  26. 26. PRODUCTS SPONSORSHIPSSPDR Creative CORPORATE ID INTERNATIONAL MF Global May 3, 2011 26
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  54. 54. Financial service advertisingSacred Cow Killed should focus on performance. MF Global May 3, 2011 54
  55. 55. A Precise Approach to Media Institutional Retail Cross-over MF Global May 3, 2011 55
  56. 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. 57. Institutional Map in Relation to Localized Media [cross-segment] MF Global May 3, 2011 57
  58. 58. Cross-over: Optimizing the Medium and Message MF Global May 3, 2011 58
  59. 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. 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. 61. Case Studies: Been There. Done That.GARPMay 3, 2011
  62. 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. 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. 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. 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. 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. 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. 68. DIGITALGARP:Direct Call to Action MF Global May 3, 2011 68
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  72. 72. Who is right for Clients who do not want to be taken for granted.The Gate? MF Global May 3, 2011 72
  73. 73. Next Steps How can we work together? MF Global May 3, 2011 73
  74. 74. Dessert: Some Creative Examples CFA CURE Auto Insurance US HelicopterMay 3, 2011
  75. 75. CFA MF Global May 3, 2011 75
  76. 76. CFA Brand Idea It’s worth the effort. MF Global May 3, 2011 76
  77. 77. PRINTCFA Creative DIGITAL MF Global May 3, 2011 77
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  84. 84. Sacred Cow Killed Always be direct. MF Global May 3, 2011 84
  85. 85. CURE Auto Insurance MF Global May 3, 2011 85
  86. 86. CURE Auto Insurance Equality behind the wheel.Brand Idea MF Global May 3, 2011 86
  87. 87. TV ONLINE VIDEOCURE Auto InsuranceCreative OUTDOOR FACEBOOK MF Global May 3, 2011 87
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  95. 95. Rates are the only thing that differentiatesSacred Cow Killed insurance companies. MF Global May 3, 2011 95
  96. 96. US Helicopter MF Global May 3, 2011 96
  97. 97. US Helicopter You’re too important to wait.Brand Idea MF Global May 3, 2011 97
  98. 98. LOGO PACKAGINGUS HelicopterCreative PRINT MF Global May 3, 2011 98
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  104. 104. In airline advertising, it’s price first.Sacred Cow Killed Benefit second. MF Global May 3, 2011 104
  105. 105. Why The Gate? You wouldn‘t be taken for granted. MF Global May 3, 2011 105

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