The Financial Services Marketing Handbook

The financial industry is under intense pressure to improve profits, attract and retain high-value clients, and maintain brand equity without straining marketing budgets. The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals the tools and information they need to get the most value from every dollar. Financial products are not the same as consumer products and services, and as a result, they need to be marketed differently. This book shows you how, presenting practical how-to steps for maximizing returns on marketing investments using an easy-to-follow, carefully structured approach anyone working in finance can put to good use. Incorporating case studies from industry leaders-including Merrill Lynch, Fidelity, and Bank of America-the book helps you learn from successful (and failed) marketing initiatives. Highly accessible, this comprehensive volume is organized into two key parts. The first covers the strategic tools of financial marketing, including segmentation, positioning and branding, and creating a market plan. The second section looks at specific financial marketing tactics in depth, including advertising strategies, managing public relations, personal selling, attending trade shows and seminars, as well as sponsorship and event marketing and many others. The first edition has become an industry standard, and The Financial Services Marketing Handbook, Second Edition includes updated content that addresses all the most important new developments in the field. Featuring coverage of emerging key topics in the industry, including two all-new chapters on social media and interactive marketing, as well as information on??the changing face of financial services marketing,??how the 2008 financial meltdown impacted the marketing value proposition, advice on defending your brand from online bashers, and more, the book is an essential resource for anyone interested in financial services marketing and sales.