Brand Tracker in Financial Services
- 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.
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.
- 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.