Marketing Strategies for Business

http://www.larrysgunter.com

My thoughts on the following marketing strategies:

1)      full-service institutional

2)      investment-only institutional

3)      corporate investors

A full-service institutional service needs a marketing strategy that speaks to the value of long term investing for larger future returns.

The key business principles which align with many institutional principles should also be discussed as part of the capabilities presentation marketed to key decision makers in these institutions.  The advertisements should promote the idea of  the Vanguard’s team effort to make the full-service experience a positive experience for investors.

The investment-only institutional marketing strategy should speak to the loyalty of long-term investors with positive testimonies and employee retention ratings from investment programs like a 401K.  The growth and stability of mutual funds over long periods should advertise the optimistic growth and stability of investments for a brighter future.

The marketing strategy should promote the value of this investment category through human resource departments and bundled job opportunities.  This is an opportunity for investment firms and a corporate business  to offer financial seminars for the employees while creating a better retention rate through strong investment opportunities.

The marketing strategy for core corporate investors is through print ad and online advertising on search engine sites.  This independent target market needs flexible and reliable options with investments.

Ability to link to account information through any type of computer or if necessary a friendly, financial advisor over the phone is important to promote.  The greatest amount of public advertising should be invested in targeting this market.

The return on the marketing dollar invested is critical for company growth on the short term.  The word of mouth is also important as to the overall experience of investing both online and through the financial advisers.  TV and radio advertisements is also important if the brand name is not well known to this type of investor.

The marketing strategy for the high-net-worth corporate investors includes a strong targeted message to an investor with a diverse portfolio that is scattered in various institutions.  The value of a consolidated investment portfolio is wiser management of high dollar investments and a stronger portfolio with simplified, stock management.  In a time of economic uncertainty, knowing where money is invested and the risks and rewards that come with that investment is important to this type of clientele.