The Professional’s Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches | by Jay Nagdeman | 2009 | ISBN: 9780470410790. How to Create An Extraordinarily Effective Marketing Organization. Tips for Developing an Effective Marketing Plan

The Professional’s Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches

by Jay Nagdeman
2009 (288 pages)
ISBN:9780470410790

Offering practical information, examples, and thought-provoking tips that provide ideas and insights, this book will enable financial services professionals to improve their own marketing approaches and achieve ambitious marketing goals.

Get this Book by clicking below:

The Professional’s Guide to Financial Services Marketing—Bite-Sized Insights For Creating Effective Approaches







Preface
Foreword—The More Things Change, the More They Stay the Same
Introduction
Overview
Filling the Financial Services Marketing Gap
Lessons from the Grocery Aisle
Take It Personally
What’s in It for You

Part One – Creating An Extraordinarily Effective Marketing Organization
Chapter 1 – Getting Started
Sales vs. Marketing
Strategic vs. Tactical Initiatives
Marketing + Innovation
Reality vs. Perception

Chapter 2 – A Marketing Pop Quiz
The Architecture of Perception
Marketing Redefined
Mobilizing an Effective Marketing Organization
The Bottom Line

Chapter 3 – A Marketing Compass
Putting the Customer First
The Advancing State of Financial Services Marketing
The Bottom Line

Chapter 4 – Seeking the Outstanding Marketing Director
Overview
The Bottom Line

Part Two – Strategic Planning
Chapter 5 – Strategic Strategy
Strategic Origins
Business Planning Becomes Strategic
The Bottom Line

Chapter 6 – The Starting Point
Lessons from the Past
Looking to the Future
Financial Services Applications
The Bottom Line

Chapter 7 – You Can Plan on It
Identify Your Planning Profile
One Size Does Not Fit All
Research: The Foundation of the Marketing Planning Process
Marketing Planning Pitfalls to Avoid
The Bottom Line

Chapter 8 – The Best Laid Plans
Tips for Developing an Effective Marketing Plan
Making the Marketing Plan Part of the Corporate Culture
The Bottom Line

Chapter 9 – A Mission Possible
A Statement of Corporate Personality
Tips for Developing an Enduring Mission Statement
The Bottom Line

Chapter 10 – What’s the Big Idea?
A Case in Point
The ABCs of Positioning
Taking Aim
The Bottom Line

Chapter 11 – New and Improved
The Value of Innovative Approaches
A New Age of Possibilities
Embracing Innovation
The Bottom Line

Chapter 12 – In the Beginning
A Cluttered Marketplace
Orchestrating a Successful Product Debut
The Bottom Line

Chapter 13 – I Have an Idea
The Quest for Good Ideas
To Think Like a Child
What If … ?
The Bottom Line

Chapter 14 – Become a Marketing Hero
What Makes a Marketing Hero
Representative Marketing Challenges
The Bottom Line

Part Three – Tactical Implementation
Chapter 15 – Brand Aid
What Is a Brand?
Brand Benefits
Measuring the Value of a Brand
Brand Development and Management
The Bottom Line

Chapter 16 – Branding: Step One
Naming Categories
A Car by Any Other Name
Heal Thyself
Waiting in the Wings
The Bottom Line

Chapter 17 – Write Right
Headlines: Get Their Attention
Body Copy
Long vs. Short
Looks Matter
The Bottom Line

Chapter 18 – The Color of Marketing
Creating a Corporate Image
The Bottom Line

Chapter 19 – Did You Get My Message?
Overview
A Consumer Product Case Study
Do Not Read Beyond This Point
The Bottom Line

Chapter 20 – Big Bucks
A Moving Target Market
The New Face of High Net Worth Marketing
The Bottom Line

Chapter 21 – Unite and Conquer: Strength in Collaboration
A Changing Financial Services Landscape
The Bottom Line

Chapter 22 – A Tale of Two Categories
It’s All Relative
Applying the Pareto Principle
The Bottom Line

Chapter 23 – How Do You Measure Up?
What to Measure
How to Measure
How to Use It
The Bottom Line

Part Four – Promotion
Chapter 24 – The Secret of Successful Advertising
Tips for Developing Effective Advertising
The Bottom Line

Chapter 25 – Us vs. Them
Ads That Try Harder
Financial Services Applications
The Bottom Line

Chapter 26 – Speak Up
Overview
The Bottom Line

Chapter 27 – Let Your Fingers Do the Walking
Conventional Listings
The New Wave
Looking to the Future
The Bottom Line

Chapter 28 – What It Takes to Be Well Connected
Reaching Out to Customers
The Next Step
Just a Few of the Possibilities
The Bottom Line

Chapter 29 – Start Spreading the News
The Genesis of the Modern PR Industry
The Complexities of Modern Corporate PR
More and More of the Same
PR and the Financial Services Industry
The Bottom Line

Chapter 30 – Best in Show
The Phases of Effective Trade Show Participation
Resource Management
The Bottom Line

Chapter 31 – Just Cause
A Cautionary Tale
Tips for Successful Cause Marketing
The Bottom Line

Chapter 32 – Go Ahead, Judge That Book by Its Cover
The Name Game
Namer Beware
The Bottom Line

Part Five – Effective Sales Support
Chapter 33 – Experience Counts
Interactive Success Stories
The Financial Experience
The Bottom Line

Chapter 34 – Going Up
Overview
Take It to the Top
The Bottom Line

Chapter 35 – Mobilizing an Effective Salesforce
What Makes a Successful Referral Program
The Bottom Line

Part Six – Supporting Strategic Decision Making
Chapter 36 – Slice and Dice
Divide and Conquer
An Historical Perspective
Finding Differentiated Approaches
The Bottom Line

Chapter 37 – Turning Market Information into Marketing Insights
The Power of Information
Putting Technology to Work
The Bottom Line

Chapter 38 – I Know Where You’re Coming From
Birds of a Feather
The Bottom Line

Chapter 39 – Getting the Right Marketing Answers
The Value of a Marketplace Perspective
What’s the Point?
The Bottom Line

Chapter 40 – Giving Them What They Want
Marketplace Intelligence = Marketing Power
Tell Them You Have What They Want
Time Well Spent
The Bottom Line

Chapter 41 – Some Trendy Thoughts
Looking to the Future
Leveraging Emerging Trends
The Bottom Line

Chapter 42 – Check It Out
The Origins of Corporate Benchmarking
The Benchmarking Process
The Bottom Line

Chapter 43 – Know Thy Neighbor
An Embarrassment of Riches
Creating a Meaningful Process
Gathering Competitive Intelligence
The Bottom Line

Chapter 44 – Focus Groups: Is There a Financial Fit?
Focusing on the Consumer
The Financial Focus
Getting Personal
The Bottom Line

Part Seven – Promotion In The Internet Age
Chapter 45 – A Brave New World
Overview
Adapting to Change
The World of Online Marketing
Financial Services Online Applications
The Bottom Line

Chapter 46 – Searching for the Answer? Maybe the Answer Is Search
Engines of Change
Being a Search Optimist
Rising to the Top
The Bottom Line




Chapter 47 – Cashing In on Clicks
How PPC Works
Developing a Successful PPC Campaign
The Bottom Line

Chapter 48 – The Domain Name Game
Overview
Expanding the Name Pool
If the Name Fits
Staking Your Claim
The Bottom Line

Chapter 49 – Plug into Directed Marketing
Some Tips for Directed Marketing Success
The Bottom Line

Part Eight – Strategies For Long-Term Success
Chapter 50 – Follow Me
Examining Market Leaders
The Advantages of Market Leadership
Adopting a Leadership Strategy
The Bottom Line

Chapter 51 – Good, Better, Best!
The Search for Internal Best Practices
The Bottom Line

Chapter 52 – Be Prepared
What It Takes
The Bottom Line

Chapter 53 – An Older Subject
By the Numbers
Serving the Financial Needs of a New Breed of Retirees
A Slow Start
Taking Aim
The Bottom Line

Chapter 54 – Bringing Order to the Meeting
The Need to Meet
A New Kind of Meeting
The Bottom Line

Chapter 55 – And They Lived Happily Ever After
Overview
The Two Sides of Every Deal
Time Is of the Essence
Hurdles to Overcome
Getting Off to a Good Start
The Bottom Line

Chapter 56 – Putting Humpty Together Again
The Road Less Traveled
The Bottom Line

Chapter 57 – Counting Dollars and Making Dollars Count
Is the Price Right?
Does Marketing Matter?
Prove It!
Going against the Flow
The Bottom Line

Afterword
Innovate
Experiment
Look Inward
Reach Out to Customers
Embrace Change
Get Involved

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