The financial industry has gone through an evolution in how insurance and investment products are marketed and sold today. Financial companies are not only competing for market share, they are also competing for the head space of consumers.? The same holds true for advisors.

Marketing and creative approaches are becoming smarter, interactive, and more targeted. Fundamentally, the decision process that consumers go through in choosing a financial provider or product is similar to how they approach other types of purchases, large and small.

Differentiating a company's proposition in the financial industry is done through product development, the distribution channel(s), relationship management and brand positioning.? We most certainly have seen a new kind of marketing battle? where companies are being far more strategic in how they define, categorize, and market to today's financial client.

With the array of choice and lack of connection to product, consumers have a difficult time differentiating between brands, products, and the companies/advisors they can choose from.

One of the most significant insights we have gained is that financial companies don?t just compete with each other for consumers' headspace, they compete on a general playing field with all other products and services being marketed to them, within both the private and public sector.

Subscribers to PMG's Changing the Game will receive;

• An exhaustive behavioral and attitudinal assessment of Canada's insurance and investment buyer
• A detailed profiling analysis of today's financial client into relevant segments
  • Segmentation parameters including, but are not limited to; personality, demographics, life stage, experience, environment, risk tolerance, asset characteristics, and finance management behaviour
• A tactical investigation into each segment using advanced qualitative techniques to establish product and marketing implications (key influences to financial behaviour and finance management decision-making)
• An extensive review of product and marketing drivers for each segment to determine the rules for engagement in creating awareness, making first contact, role of product, referral propensity and communications
• Insight into the triggers for financial and retirement planning
• A detailed strategy for each segment that depicts the most effective marketing collateral approaches, including; language, imagery, and delivery vehicles
• An assessment of social and electronic media behaviours and preferences
• A thorough investigation into financial clients' value metrics
• A detailed segmentation review of customer retention, loyalty, and satisfaction drivers