Five things you’d better bloody remember (when building your financial services brand online)

Five things you’d better bloody remember (when building your financial services brand online)

I went a bit crackers last month with marketing people whingeing about ‘regulations’ and ‘unprovable R.O.I.’. Do you blame me? Those are among the dreariest excuses for not engaging and building your brand using modern digital communications. I’m okay now (*breathes*). In fact I’m so much more than okay because I’ve been looking at some intriguing case studies in financial services. The internet is full of them and they’re right up there with re-runs of TOWIE for ideal iPad-based entertainment on the commute. At MRM, we have five rules to get your brand building right on social and digital and most of the activity I’ve been looking at fits these rules well.  So without further ado… Rule #1: use themes in your digital comms that are already strongly associated with your brand and working well Nucleus, the adviser wrap platform, built the Star Wars-themed game, Wrap Wars. It encouraged advisers to “Join The Rebellion”, demonstrating the collaborative nature of the platform and the disruptive space it occupies in the universe…of, erm, financial services. There was a “Which Star Wars Character Are You?” game on the website and lots of chances to win Star Wars lego. Importantly, there was no sales patter about the platform (so little to worry about regarding compliance. Yet, it converted 4,000 leads into 200+ prospects, which – in turn – led to 20 sales meetings booked with target IFA firms – all for just over 5k. Or how about Allianz Global Investors, whose tech-savvy boffins built two risk-themed games to promote their position as leaders in understanding and managing risk? One was called The Risk Factor which...