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Deliverables: Persona development for primary and secondary target group, Mapping of Investor Life Cycle, Consumer Journey Across Channels, Eco-System and User Journey.
A financial client approached PKT to define a larger campaign initiative. The deliverables included a TV ad, mini-responsive website, banners and print materials for financial advisors and potential new clients.
The company struggled with overall brand awareness and customer retention in its target market (women and men between the ages of 20 and 35, making $150K or more).
The company provided us with in-depth customer research and defined business goals. One of the key findings was that the people in the target group did not trust financial advisors and they were big spenders, which both prevented them from actively seeking financial guidance.
Identify Investment Fear
To understand the target group’s fear of investment, personas were built that were based on the client’s extensive reports.
The personas outlined their behavior patterns, financial awareness and the main psychological barriers that prevented them from taking the next step.
Only at Life Altering Moments does the Target Market Consider Financial Changes. The target market tends to be reactive instead of proactive. In general, they would only act after a situation occurred and don’t like to plan ahead.
The key times to reach such a market are during major life events (child birth, marriage, etc.). The map below highlights life path, life events and critical outreach moments.
In critical outreach moments and during major life events, the target group reacts in a classic fear of missing out (Fear of Missing Out=FOMO) behavior pattern.
FOMO is a panic mode that causes users to reach out to friends, family, online forums and search engines looking for help and information.
Since they are highly mobile, the target group also digests any related information vicariously on mobile platforms.
Our recommendation was that the campaign focus on reaching the target group at a FOMO stage in their lives and take advantage of their uber-active mobile and social behaviors.
Selecting Digital Media
The original strategy was to produce a new website that did it all: provide advice, information, tips and sell financial products. There was not a holistic approach regarding when to activate which channel based on the consumer’s behavior specific to their FOMO.
Based on their persona, the ideal moment to approach the target consumer is when a life event triggers FOMO and they are ready to consume massive amounts of information through multiple channels. This is the point when it is crucial to provide them with the financial information the need to make important financial decisions. We also want to ensure that they feel supported and have financial security.
Our strategy would ensure that information and support would be readily available on multiple channels and devices. The website’s main goal would be to inform, educate and urge the target consumer to make a free appointment with an advisor. Social media and other campaigns would drive to the site and amplify the need for the consumer to take action.
Channel & Function Mapping
At the final recommendation, we developed tactile tools that helped the target group overcome the various psychological barriers they experience when being urged to take the next step.
The tools were re-assigned to the appropriate digital channel to optimize the outreach strategy.