Phoenix Uncovers Four Keys to Advertising That Successfully Drives Responses from Financial Advisors

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Recently updated proprietary models quantify the effectiveness of print advertising that target Financial Advisors.

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Phoenix Marketing International, one of the top branding and advertising research companies in the U.S., recently updated its proprietary models that quantify the effectiveness of print advertising that targets Financial Advisors. Phoenix recently implemented these new models in its semi-annual comprehensive assessment of Financial Advisor-targeted print advertising, and identified four “success pathways” along which ads can succeed at driving a response from advisors. The findings have been released in a Research Brief titled, “How to Create Successful Advertising That Targets Financial Advisors,” which is available for complimentary download here.

“These four pathways lay out a road map for measuring competitive success with advisor-focused advertising,” explains Carl Uttaro who manages the Financial Advisor Study for Phoenix. “This level of analysis allows us to guide our clients on how to optimize response among financial advisors based upon their specific strategy,” adds Uttaro.

Phoenix leveraged the 9,000+ advisor ad assessments that they had conducted over the past two years to refine and evolve their effectiveness measurement models, and found that the ads considered most likely to drive a response from Financial Advisors achieved at least one of the following:

1.    Portrayed a company that help Financial Advisors grow their business
2.    Promoted products or services that were distinctly superior to the competition
3.    Grabbed Advisors’ attention with an ad deemed as worthy of seeing again
4.    Conveyed their message in a believable and credible manner

Phoenix has been conducting this semi-annual advertising effectiveness study among Financial Advisors since 2005, most recently with the November 2013 Study which is based on ad assessments by 1,318 Financial Advisors who recommend securities, retirement services, and/or insurance products to their clients. Study data are representative of the U.S. financial advisor audience, grouped by their role and type of firm by which they are employed -- e.g. registered investment advisor or employed at a national full service firm, bank or independent or insurance or regional broker/dealer, or an independent/BGA/IMO firm. Findings from the Spring 2014 Study will be available next month.

Firms covered in Phoenix’s most recent Financial Advisor advertising study include AIG, Alliance Bernstein, Allianz, American Century, American Funds, Ameriprise, AXA, BlackRock, Charles Schwab, Columbia Management, Dreyfus, Eaton Vance, Fidelity Investments, Franklin Templeton, Genworth Financial, Goldman Sachs, Guardian, The Hartford, Jackson National, Janus, John Hancock, JP Morgan Chase, Legg Mason, Lincoln Financial, Lord Abbett, MassMutual, Merrill Lynch/Bank of America, MetLife, MFS, Morgan Stanley Smith Barney, Nationwide, Northwestern Mutual, NY Life, Oppenheimer, Pacific Life, PIMCO, Power Shares/Invesco, Prudential, Putnam, Raymond James, RiverSource, Scottrade, State Street, Sun Life, T. Rowe Price, TD Ameritrade, The Principal, Transamerica, Travelers, Unum, US Trust/Bank of America, Vanguard, and Wells Fargo.

Download your free copy of our research brief here.

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Kristin Johnson
Phoenix Marketing International
+1 845-876-8228 Ext: 308
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