The Guardian has a blog asking for the best ads of the noughties - and an impressive number of financial services ads have made the cut. Lloyds TSB, NatWest, Go Compare, Swiftcover, Barclays and (but of course) Compare the Market have all been nominated. Traditionally, this type of contest is dominated by FMCG so it's lovely to see so much creativity and resonance coming from our sector.
Of course, the nominations are weighted to TV (proving that, measurability or otherwise, for lasting recall it can't be beaten) and it is really a measure of creativity and comedy rather than effectiveness. Saying that, the strongest showings are for webuyanycar.com and Cillitt Bang so far - both very much from the Alan Sugar show-it-to-the-camera-and-shout-the-product-name school.
Love him or hate him, IMO Aleksander has to take the FS award for ad of the decade - for redefining the category in an undifferentiated marketplaces and for generating a whole new revenue stream through toy sales.
What are your FS ads of the noughties? Do you think the winning ads win customers as well as plaudits? And - speaking as one who has struggled to get agencies to see beyond the savings piggy bank - what's the best way to get the creativity juices flowing to develop the kind of campaigns that get people talking?
Tuesday, 1 December 2009
Thursday, 12 November 2009
NatWest launches iPhone app
NatWest has launched the first iPhone banking app, which is great to see, even if it isn't really the full service app their customers have been waiting for. It's a shame demand sank the technology when it launched - but NatWest had undoubtedly prepared for strong interest before it ran such a major advertising push so really that tells its own story. Now that the iPhone isn't only available on the frankly rubbish O2 network, demand can only increase - 30,000 people bought an Orange iPhone the first day it was offered.
Most bank websites aren't optimised for mobiles - my own bank's online banking appears in a column one digit wide on my Windows Mobile, which is challenging to use, to say the least - so it's no wonder this app was snapped up as soon as it appeared.
For the moment, NatWest has an advantage - assuming its customers can download the app, of course. But I'd be very disappointed if all their competitors aren't hard on their heels. As marketers, we just need to make sure the project team have built in enough capacity to meet the initial demand. Feedback on the NatWest app also needs to be incorporated into the next apps to be launched - which means interactivity will be key.
Most bank websites aren't optimised for mobiles - my own bank's online banking appears in a column one digit wide on my Windows Mobile, which is challenging to use, to say the least - so it's no wonder this app was snapped up as soon as it appeared.
For the moment, NatWest has an advantage - assuming its customers can download the app, of course. But I'd be very disappointed if all their competitors aren't hard on their heels. As marketers, we just need to make sure the project team have built in enough capacity to meet the initial demand. Feedback on the NatWest app also needs to be incorporated into the next apps to be launched - which means interactivity will be key.
Friday, 6 November 2009
New look for Linked In
I am a huge fan of Linked In - it's a brilliant site with some great groups for financial services marketers to share ideas and network. They've just announced that it's getting a long-overdue makeover that will make it even better to use. This link takes you to Mashable.com's overview of the changes, which includes pics. Generally, the new look is cleaner, simpler, and puts content front and centre so it's easier to use.
There are lots of groups with interesting discussions and forums - I particularly like Financial Services Marketing, Stopgap's Marketing Professionals Network and the eMarketing Association. They are a really easy way to keep up to date with current thinking, bounce ideas off your peers and get advice about suppliers.
There are lots of groups with interesting discussions and forums - I particularly like Financial Services Marketing, Stopgap's Marketing Professionals Network and the eMarketing Association. They are a really easy way to keep up to date with current thinking, bounce ideas off your peers and get advice about suppliers.
Saturday, 31 October 2009
Let's make saving cool
Teamspirit have written a blogpost challenging the FSA to create an innovative campaign to make saving cool.
We keep hearing about the pensions time bomb that's about to go off - so I don't think we should leave this to the FSA. All savings marketers should be trying to find innovative ways to encourage people to save throughout the economic cycle. With the savings ratio as high as it is at the moment, now is the time for us to start creating some innovative campaigns to embed the habit so that people continue saving even when the recovery begins.
I'd love to see a bank or building society - maybe one of the smaller ones that is less tied up dealing with the fallout from the credit crisis - make a real play to own savings. There's a great opportunity to run a relatively inexpensive campaign using social media, YouTube and blogs that could increase the savings ratio for good. The organisation that sets the agenda will be the winner.
We keep hearing about the pensions time bomb that's about to go off - so I don't think we should leave this to the FSA. All savings marketers should be trying to find innovative ways to encourage people to save throughout the economic cycle. With the savings ratio as high as it is at the moment, now is the time for us to start creating some innovative campaigns to embed the habit so that people continue saving even when the recovery begins.
I'd love to see a bank or building society - maybe one of the smaller ones that is less tied up dealing with the fallout from the credit crisis - make a real play to own savings. There's a great opportunity to run a relatively inexpensive campaign using social media, YouTube and blogs that could increase the savings ratio for good. The organisation that sets the agenda will be the winner.
Vote in Mashable's Open Web Awards
Voting is now open in Mashable's Open Web Awards 2009. It would be great to see a financial services brand win in one of the categories - and it will be interesting to see what we can learn from the category winners.
http://mashable.com/owa/votes
http://mashable.com/owa/votes
Friday, 30 October 2009
HSBC uses Facebook to market new Financial Planning site
This week, ads for HSBC's Financial Planning site have been popping up on my Facebook pages fairly regularly - the first time I've noticed a financial services brand advertising there and great to see.
Although the site is content rich, well laid out and interesting, sadly it's not brought many of the characteristics of Facebook with it - characteristics that would have made it really stand out and help HSBC develop their relationship with customers and prospects.
The only options to actively engage with the site are to use a tool to create a personal plan, start a web chat (which didn't work when I tried it) or move offline and call their call centre or make an appointment with a branch-based adviser.
It would have been great to see HSBC set up some discussion forums or blogs on specific aspects of financial planning - they would have encouraged repeat visits too. There isn't even a link to share the page on Facebook - or Digg, Twitter or anything else.
Interestingly, when I did a Google search to find out when the site had launched and what other comments people had made about it, all I could find were pages about a Facebook campaign a couple of years ago about overdrafts on student accounts.
All in all, it feels like HSBC is dipping its toe in the water with Facebook but sees it as a source of audience for its content, rather than allowing users to engage with it on their own terms. It will be interesting to see how they develop the tool and if they bring in more interactivity over time.
Although the site is content rich, well laid out and interesting, sadly it's not brought many of the characteristics of Facebook with it - characteristics that would have made it really stand out and help HSBC develop their relationship with customers and prospects.
The only options to actively engage with the site are to use a tool to create a personal plan, start a web chat (which didn't work when I tried it) or move offline and call their call centre or make an appointment with a branch-based adviser.
It would have been great to see HSBC set up some discussion forums or blogs on specific aspects of financial planning - they would have encouraged repeat visits too. There isn't even a link to share the page on Facebook - or Digg, Twitter or anything else.
Interestingly, when I did a Google search to find out when the site had launched and what other comments people had made about it, all I could find were pages about a Facebook campaign a couple of years ago about overdrafts on student accounts.
All in all, it feels like HSBC is dipping its toe in the water with Facebook but sees it as a source of audience for its content, rather than allowing users to engage with it on their own terms. It will be interesting to see how they develop the tool and if they bring in more interactivity over time.
Wednesday, 28 October 2009
Paid-for PR - the future of newspapers?
The Guardian is today asking why marketers aren't following newspaper audiences online.
The problem is that newspapers have tried to translate the advertising model they use offline, online. As The New Rules of Marketing & PR points out, that just doesn't work. Interruptive, display-type advertising is just not relevant online. What marketers are looking for is what newspapers have always given away free: editorial content. That way, you get a relevant, engaged audience that is interested in your message.
As brands differentiate themselves through their values, it will make increasing sense for newspapers to look to generate an income from offering paid editorial content, tie-ins etc that are in keeping with their editorial guidelines. That will require newspapers to tread very carefully to bring their readership with them and not be seen as 'selling out' - but if managed well, could make it easier for consumers to find the brands that match their values and for brands to find genuinely engaged audiences.
The problem is that newspapers have tried to translate the advertising model they use offline, online. As The New Rules of Marketing & PR points out, that just doesn't work. Interruptive, display-type advertising is just not relevant online. What marketers are looking for is what newspapers have always given away free: editorial content. That way, you get a relevant, engaged audience that is interested in your message.
As brands differentiate themselves through their values, it will make increasing sense for newspapers to look to generate an income from offering paid editorial content, tie-ins etc that are in keeping with their editorial guidelines. That will require newspapers to tread very carefully to bring their readership with them and not be seen as 'selling out' - but if managed well, could make it easier for consumers to find the brands that match their values and for brands to find genuinely engaged audiences.
Subscribe to:
Posts (Atom)
Posts
