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Brand Tracker in Financial Services

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Challenge

  • Financial Services Company A was known as a low cost investment company that focused on long term growth vs. quick gain, high growth alternatives popular among investors in the market.
  • Brand sales were jumpstarted during the heart of the recession when Financial Services Company A launched its new offerings…that were designed to be more conservative in investment keeping the market conditions and perception of investors at the time in mind.
  • However, the program simply reinforced the “price” perception of Financial Services Company A; it did not increase the “value” side of the equation or create a strong, distinctive reason to invest
  • Financial Services Company A brand connect—emotion and fit—was among the lowest of the major financial service companies as measured in the brand study among competitors that the company carried out on an annual basis.
  • In February 2010, Financial Services Company A launched a new campaign focused on low term growth investment excellence.

Solution

When we tested the new ads, the new Financial Services Company A advertising provided dramatic lift in emotional connect, particularly when compared with other brands.  Financial Services Company A Ad 1 showed the greatest lift.

Result

  • Both emotion and fit are highly correlated with sales performance, fit slightly more so. Financial Services Company A is over performing.
  • Financial Services Company A’s advantage in the lower funnel metrics is noteworthy, and is the result of significant YOY increases
  • Since the advertising broke after a spike during, Financial Services Company A assets under investment accelerated at a consistently higher rate vs. other Financial Services Companies.  Copy testing predicted in market performance.

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Company profile

SIS International Research

SIS International Research

New York, New York, United States of America
Telephone: (212) 505-6805
Email: research@sisinternational.com
Website: www.sisinternational.com
About SIS International Research: SIS International Research, founded in 1984, is a leading full-service Market Research and Market Intelligence firm.
www.sisinternational.com

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