Gaining a Clearer Understanding of Corporate Objectives, Purpose and Direction
Here is a suggested approach to optimize the efficiency and profitability of corporate changes and improvements, and also generate valuable understanding, insights and joint commitment among management teams.
A Strategic Approach to Financial Services Advertising
Discussion of a potentially effective approach to gaining favorable marketplace visibility through ads that not only positively position the advertiser, but also reposition competitors.
Starting the Financial Services Planning Process
While the financial services industry increasingly acknowledges the value of developing a strategic plan, it has not reached a consensus on how to approach the planning process. Utilizing the right strategic starting point for the planning process will serve as the context for responding to all other strategic questions.
MOBILIZING AN EFFECTIVE SALESFORCE
The challenge of a sales support program is to help an organization cut through marketplace clutter and accelerate prospects’ decision-making. An effective program should be a responsible and lasting means of increasing sales.
Creating a Meaningful Financial Services Mission Statement
A properly executed mission statement can provide meaningful rewards for the investment of time and effort.
An Approach to Developing Innovative Financial Services Solutions
A financial services organization must first understand marketplace perceptions, priorities and preferences in order to identify (or create) the marketing and brand elements that will help it develop relevant marketplace differentiation for the firm and its products.
Identifying the Preferences and Priorities of Your Target Market Segments
To inform the decision-making process and help marketers develop targeted campaigns that will resonate with their target markets marketing approaches must develop unique insights into to the biases, priorities and preferences of market segments.
How to Focus Marketing Initiatives to Get the Greatest Returns
Trying to pursue every marketplace opportunity is a futile approach and a waste of valuable resources. A more pragmatic, cost-effective approach is one that maximizes the impact of limited marketing resources by concentrating marketing efforts on the most receptive market segments.
Developing an Effective Financial Services Marketing Plan
The marketing planning process provides an organization with the opportunity to set goals and plot a course that will help it achieve a differentiated market leadership position. It should also serve as the backbone for an organization’s marketing activities.
Developing A Meaningful Financial Services Marketing Plan
A rigorous marketing planning process—from research through plan development and implementation—can play a key role in helping financial services organizations achieve their goals.