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markettiers4dc
Overview of services
introduction Here at markettiers4dc we have a strong and award winning (tempting fate hoping Sound win with Prudential) track record of bringing your finance broadcast campaigns to life, whether that’s for a Business to Business, Business to Consumer, or Internal audience. We provide the same passion and expertise to all client brands and organisations – big or small – to help maximise coverage and provide the best results for your finance campaign. So whether you are looking to raise awareness of your brand, launch a new product or service offering, engage more with key stakeholders such as customers, investors, IFAs or employees, markettiers4dc can offer a creative and innovative solution to get bring your campaign to life, delivering engaging and an impressive ROI. Our recommendations are based on a clear understanding of your aims and objectives, the brand’s characteristics and the broadcast media diet of your target audienc
Our experience ● Over 18 years experience providing broadcast consultancy and coverage to the UK communications industry ● Over 16,000 items of editorial radio and online coverage generated last year
● Over 70 live webTV shows and 100 hours plus of video produced last year
● Winners of New Media Age and Revolution Awards and shortlisted as Brand Innovator of the year at Marketing Week Engage Awards
● PR Week Award winners for Best Use of Broadcast and Best Live Brand Experience respectively
● Five fully equipped broadcast studios incorporating down the line TV broadcast facilities
● Regional, national and international broadcast outreach ● Founding broadcast partner of the CIPR, Broadcast Partner PRCA, PR Week vodcast producer and IAB podcast partner ● Member of the IAB Video and Social Media Council ● Recognition of our success comes from more than 93% client retention
Our experience clients we have worked with
facilities In-house production facilities allow us to create audio and video broadcast quality content quickly and cost effectively.
5 studios
3 edit suites
10 in-house production staff
case Study legal & general RETAIL DISTRIBUTION REVIEW background
results
tactics
Legal & General were positioned throughout the campaign as bringing this debate to a highly targeted audience made up of Independent Financial Advisors. The actual show provided key insight into specific areas of the Retail Distribution Review. The show was placed online with key industry titles where the audience were engaged by asking a range of questions, watching live and on demand.
The Financial Services Authority launched the Retail Distribution Review (RDR) in June 2006 to address the many persistent problems they had observed in what is now, over 21 years of regulation of the retail investment market. To meet the RDR requirements Financial Advisers are facing key challenges to the way they run their business in terms of the way they charge for advice, the qualifications they must have, the requirement to maintain capital to back their business, the need to provide improvements in the services and delivery of customer service and how to attract profitable clients. Legal & General therefore wanted to be positioned as thought leaders regarding the issues surrounding RDR by providing a conduit for IFA’s to pose questions on the topic to industry experts. The key objective of the campaign was to encourage IFA’s to request further information from the Legal & General Adviser Centre website.
Interactive live WebTV show placed within Legal & General’s advisor site and aggregated to targeted sites to reach IFAs.
citywire live rdr webchat with l&G and nick bamford
money marketing how will the rdr affect you?
international adviser how will rdr affect you?
case Study PRUDENTIAL PENSION SURGERY background
NMA Effectiveness Award winning campaign, which was also shortlisted for Brand innovator of the year by Marketing Week Engage Awards. In this instance, the traditional communications in annual pension statements were revolutionised by breaking the mould of regional ‘pensions seminars’ for Prudential by targeting customers 15 to 5 years away from retirement using video in the form of a live and interactive webTV show, positioned as a ‘Pensions Surgery’ to deliver advice and drive enquiries. By replacing the old style country wide hotel road show that took time, resource and a lot of money, and required customers to be willing to leave the comfort of their own home to listen to a dry discussion on personal finance, Prudential tried something new, offering a more engaging, plain speaking way to talk to their clients over the web instead. To build advocacy amongst the audience we conducted research into ‘Pension apathy’ and heard reactions to these findings from genuine members of the public which featured within the programme. We deployed a variety of digital marketing techniques including HTML emails pre-promoting the show amongst Prudential customers and prospective customers alike. Viewers sent in questions before and during the live broadcast, which was streamed on Prudential’s website as well as on the Mail Online’s site, as a media partnership, and featured consumer finance personality Alvin hall, alongside a Prudential pensions expert.
tactics
Live & Interactive webTV show, HTML emails to client database, online media partnership.
results
The response was phenomenal from Prudential customers and prospective customers visiting pru.co.uk with the show having been viewed by over 30,000 people at the time of writing, delivering the 2nd highest ever click-through rate from Prudential’s homepage and email open rates averaging 15%. It yielded vast cost savings, resource efficiencies and tangible ROI on the campaign investment.
Not only did this allow us to improve the dialogue with our customer base, but the results have massively exceeded our expectations. Chris McElligott
Prudential Senior Marketing Manager
WEB TV Show pension surgery
CRM Broadcast campaign html emailer
case Study HSBC SMALL BUSINESS DIARIES background
HSBC wanted to be positioned as the approachable experts, who can help with any issues relating to launching and running a small business whilst conveying the positive message that now is actually a good time to either launch a small business or consider expansion in the UK and abroad. There brief made particular reference to supporting businesses in Birmingham and therefore included an 8 week media partnership with BRMB that consisted of programming featured called the ‘HSBC Small Business Diaries’ which featured real business case studies recruited through the HSBC database, supported through expert advice, covering topics such as starting up a business, legal issues, funding, cashflow, stock control, hidden costs, expansion and overseas trade. The on-air activity directed listeners to dedicated area on BRMB. co.uk where they were encouraged to ask small business related questions which then formed part of a live and interactive webTV show.
tactics
Media Partnership with BRMB, Live & Interactive webTV show.
results
According to Paul Kaye, BRMB’s Programme Controller, the station was “very pleased with the reaction to the HSBC activity; the activity provided relevant and beneficial content to our audiences, and the digital content, created to enhance the on air content, contributed some further unique and engaging content. BRMB was pleased to be able to supply the content as a short term feature for HSBC to sponsor, as not only did it supply useable content for audiences, but it created a strong environment for HSBC to deliver their key messages in – a successful partnership”
BRMB ONLINE WEBTV SHOW
BRMB ONLINE CAMPAIGN DELIVERY
case Study BELMONT THORNTON HOW TO MAKE A PPI CLAIM background
Following the Financial Services Authority’s (F.S.A.) recent ruling that many Payment Protection (PPI) polices have been mis-sold, consumers are now able to make a claim to get their money back. Belmont Thornton are a PPI Claim Company helping the thousands of people who have already claimed back their money and so they key objective was to ‘own’ the term ‘How to make a PPI claim’ in the natural search results of Google. We therefore filmed a short video news feature providing information about the market and how to make a claim, that included an interview a Belmont Thornton expert. The video was encoded inn the LinkToTM video player which meant that anyone viewing the video could click on it at anytime and the when the video paused, an instant claim form appeared enabling them to submit their details directly to Belmont Thornton, wherever that may be watching the video. The video and supporting editorial copy was then aggregated to targeted websites and bloggers, including In The News, Talk Talk and You Could Save.
results At the time of writing, the No.1 link from over 500,000 results on a global Google search for the term ‘how to make a ppi claim’ has a link to a page on the blog You Could Save with the interactive Belmont Thornton video embedded.
tactics
Video feature with LinkToTM interactivity, editorial content aggregation through online PR and blogger outreach.
GOOGLE SEARCH no.1 out of 550,000
Belmont Thornton LINKTOtm INteractive video
TIMES ONLINE TOP 20 FINANCE BLOG
For creative input, pitch support, a quote or to book a workshop, don’t hesitate to get in touch: Daniel Stainsby • Associate Director • Daniel.Stainsby@markettiers4dc.com Thomas Cooney • Senior Account Manager • Thomas.Cooney@markettiers4dc.com Milli Richards • Account Manager • Melissa.Richards@markettiers4dc.com Cheryl King • Senior Account Executive • Cheryl.King@markettiers4dc.com
T 020 7253 8888 • F 020 7253 8885 • Northburgh House • 10 Northburgh St • London • EC1V 0AT