Building our brand Phase 2 campaign launch PLANNING ADVISING INVESTING

Transcription

1 Building our brand Phase 2 campaign launch

2 Brand position prior to launch Unprompted awareness of Tilney was only 1% Prompted awareness 28%, placing Tilney 2nd bottom of our competitor set. HL 9% TILNEY 1% INVESTEC 2% SJP 5% Overall prompted awareness

3 Results so far Q Brand Metric dip Target audience criteria ABC1 s Investible assets > 200k Age 40+ Geographical spread Significant growth experienced across all measures in HNW segments aligned to primary media targeting Maintaining brand scores at 200k investable assets indicated that lower end of target audience remain engaged Brand metrics - objectives and targets Post Launch Brand Dip 1 Pre launch brand measure Target Actual 200k Actual 300k Actual 500k Brand awareness - prompted 28% 32% 28% 31% 38% Brand Consideration 19% 20% 20% 21% 27% Attributes - Trusted and respected brand 20% 22% 23% 23% 28% - Takes personal responibility 14% 16% 24% 26% 25% - Expert and professional approach 17% 18% 23% 23% 31% 3

4 Buying behaviour Research

5 What makes people seek advice The key triggers to seek out financial advice for the first time is either an event (e.g. change of job, inheritance) or simply getting into fifties and becoming increasingly aware that advice iss necessary. In both cases, this could be described as a moment of truth. What originally prompted you to seek out a financial adviser for the first time? 30% 29% 31% 32% 25% 24% 20% 19% 20% 22% 14% 13% 10% 12% 8% 4% 1% 3% 3% 2% I reached an age where I feel I need to start thinking about it A longer term accumulation of assets, over time A sudden change in my financial circumstances Inreased awareness about pensions changes/final salary pensions Nothing in particular, I just felt it was a good idea to do so I met an adviser socially or through work I saw an advert/literature for a financial advice firm I came across stories in the emdia about the value of advice I was recommended to do so Other clients non clients 5

6 What is the first step they take when looking for financial advice The single most-cited first step amongst both clients and non-clients is to discuss the issue behind their moment of truth with a friend, colleague, employer or family member. This initial discussion that then leads to a recommendation/word of mouth referral. Given that the issue is often a highly personal one, it makes sense that the process starts with a conversation with someone they trust. Awareness and consideration of brand is therefore key: Have you heard of Tilney? 47% 43% How did you start the process of choosing your financial adviser? 19% 21% 16% 13% 5% 7% 3% 4% By asking a friend, colleague, employer or family member By asking my solicitor, accountant or bank manager Financial press and community sites (printed & online) Google or other search engine A find-an-adviser service such as Unbiased clients non clients Source: Compeer survey of 500 clients and 500 non-clients commissioned by Tilney 6

7 What influences the final decision What were your top criteria for choosing your adviser? They understood my particular financial situation and needs I had a good rapport with the adviser They had a good reputation/well-known brand Someone I knew had a good experience with them Investment returns Fees/value for money The range of products/services Local offices clients non clients Source: Compeer survey of 500 clients and 500 non-clients commissioned by Tilney 7

8 Brand awareness strongly influences the firms reputation Respondents were asked directly about the importance of brand awareness with the qualitative research indicating that brand awareness is considered a proxy for the business reputation, credibility and trust When choosing a financial adviser, how important is it you have strong awareness of the brand? 54% 49% 38% 38% 8% 14% Very important Neither important nor unimportant Not important at all clients non clients 8

9 and brand awareness becomes even more important with age Older clients need the assurance of a well-known brand. This is likely to be because they have greater experience with the advice market, are more aware of firms reputations, are more likely to consider brand awareness to be earned and therefore have greater respect for it. When making a decision about which financial adviser to use, how important is it you have strong awareness of the brand? 70% 60% 60% 35% 51% 41% 39% 46% 20% 20% 23% 7% 5% 8% 15% years old years old years old years old 75 years or older Very important Neither important or unimportant Not important at all 9

10 Financial motivations The primary motivation is a life of leisure and being free from money worries. Leaving a legacy and trying new things are also top of mind Financial motivations 79% 83% 52% 49% 38% 40% 34% 24% 4% 10% 11% 4% I want to ensure that I have money to leave behind for my loved ones To enjoy a life of leisure, free from money worries To grow my assets as much as possible To have adventures and new experiences To experiment and try new ideas Other clients non clients 10

11 In summary Brand & Reputation is vital to driving word of mouth recommendation For our clients it s personal They want us to take personal responsibility 11

12 Our brand campaign

13 Who are we targeting 1 2 Accumulated Wealth - Affluent families with high incomes, many assets and expensive homes. Have a range of investments including stocks and shares, equity ISAs as well as investment property. They spend on insurance products, invest into a pension and overall, have a sophisticated knowledge of personal finance issues. Consolidating Assets - Families in their middle years who have built a strong financial foundation, adding to savings regularly and an increasing amount of equity in their home. Many have above average salaries and provide support for older children.

14 What you will see 14

15 Where will you see our ads Newspapers & Sunday supplements National press Telegraph, Times, Guardian, I Newspaper, Daily Mail, Evening Standard. City AM Weekly Magazines The Week, The Spectator, Radio Times Sunday Supplements - Sunday Times, Sunday Telegraph, The Mail On Sunday You, Observer, CityAM Money Supplement Total circulation approx 5 million 15

16 Where will you see it LinkedIn 1million adverts will be sent out across the campaign period 16

17 But we can t just say it.. we also need to show it too 17

18 Digital advert 18

19 But we can t just say it.. we also need to show it too 19

20 Client video case study 20

21 Where you will see it Facebook Over 1.5 million adverts will be sent out across the campaign period 21

22 PR The Tilney Household Inflation Index Building on the success of the Cost of Tomorrow report, we launch the new Tilney Household Inflation Index Within this report we take a look at the impact of inflation on household spending over the last 20 years to find out who has been impacted the most. And then show how what we learn from the inflation patterns of the last 20 years can help to inform financial planning considerations for the future. 22

23 Tilney.co.uk hompage Campaign landing page 23

24 And we ve saved the best for last.. 24

25 Digital Video On Demand 25

26 What happens when A highly focussed campaign running from Website goes lives tomorrow 29 th Sept LinkedIn & Facebook 29 th September 5 th November National Press 2 nd October 3 rd November Weekly magazine 2 nd October 3 rd November Sunday Supplements 8 th October 5 th November TV & VOD estimated 16 th October 17 th November 26

27 What s in it for you. Scotland Circulation: 1m AB: 120k k North East Circulation: 610k AB: 65K Yorkshire Circulation: 1.3m AB: 110k N.I. Circulation: 870K AB: 98K Midlands Circulation: 2M AB: 275K North West Circulation: 1.4M AB: 147K East Circulation: 1.6M AB: 140K Wales Circulation: 617K AB: 50k London Circulation: 7M AB: 810K South West Circulation: 1. m AB: 110K South & South East Circulation: 2.5m AB: 325k 27

28 A strong pipeline of leads Across all business areas Brand campaign GNM pipeline c. 160,000,000 Financial Planning & /Investment Management (70%) 113,400,000 IAS/MPS (14%) 19,898,000 Bestinvest (16%) 26,800,000 Of which the following has already been closed as won business 19.75m across FP/IM/IAS 16.1m to Bestinvest. 28

29 What we need from you Take part - live the Tilney brand Deliver the brand promise and the service that our research tells us clients want listen to their personal needs and continue to take personal responsibility Act immediately on leads fulfil our potential This presentation will be available on the intranet from 10 am, take a look and familiarise yourself with what is happening when. And please SEND US YOUR CLIENT STORIES help us bring our brand alive. 29

30 Over to you Ask us your questions. On your screen, under the player there is an Ask a question button. Type in your name and question. We will cover as many as we can If we can t cover them all, we will capture them and put the answers on the intranet 30

31 Thank you