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How to target, attract and retain Millennials Part 2
Get Insights From Executives of:
BRAND
WORK
VISUAL IDENTITY
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
3. W
hat is your
marketing strategy to
attract Millennials?
Allison Paine Landers,
Vice President Customer Experience and Digital,
PRUDENTIAL FINANCIAL
Millennials are underinsured, partially b/c they don’t understand why our
products are relevant. We’re working hard to explain how our products and
services can help them achieve financial wellness. We have to crack this nut
because we sell through employers and Millennials will soon be half of the US
workforce!
Ben Katz,
CEO,
CARD.COM
We partner with the best brands in the world, from Marilyn Monroe to
Colleges, to create an eye-catching debit card coupled with a world class
mobile banking offering.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
3. W
hat is your
marketing strategy to
attract Millennials?
Brad Sherman,
President,
SHERMAN WEALTH MANAGEMENT
Because Millennials do their research online, we make sure to have an active
presence online, on social media sites, and via podcasts and videos so that
potential clients can get a sense of our Millennial-friendly style. We blog and
update actively so that our philosophy, as well as our responses to changing
financial situations is easily accessible. We help Millennials make sense of a
complicated financial landscape by sharing our knowledge about finance
fundamentals so that they can make informed financial choices.
Jeff Fromm,
President,
FUTURE CAST
We work with brands on Marketing to Millennials™ (after all we wrote the book
literally on this topic).
You need to understand how your brand intersects with their lives and
move in an agile way to integrate technology to deliver better products and
experiences.
This will require internal change and external partnerships.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
3. W
hat is your
marketing strategy to
attract Millennials?
Kevin Tynan,
Senior Vice President Marketing,
LIBERTY SAVINGS BANK
Our approach is to identify appropriate lifestyles, use SEO and digital
marketing channels, web content and community engagement events to reach
the target audience. We avoid viewing millennials as a monolithic group. Even
a majority of millennials don’t think the term describes them. We parse them
into subgroups such as affluent, homebuyers, entrepreneurs and savers. You
might consider removing age bracket blinders entirely and just target the best
prospects for specific products.
Kristen Mashburn,
Vice President Marketing,
LISTERHILL CREDIT UNION
Our strategy is to create lifelong relationships by understanding, engaging,
and supporting young people. Understanding starts by avoiding stereotypes
through directly employing Millennials in attraction efforts. Engaging
includes making our marketing efforts more than just simple mass market
advertisements, but gaining publicity through means with which Millennials
desire to interact. Finally, supporting is understanding what young people
care about and providing opportunities, financial support, or even a hand
when possible.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
3. W
hat is your
marketing strategy to
attract Millennials?
Shannah Compton Game,
Chief Financial Strategist,
YOUR MILLENNIAL MONEY
My whole company is based around providing modern day financial literacy
products and solutions to millennials. It all started with a virtually free iTunes
podcast show, Millennial Money, that has attracted millennial attention
worldwide. The podcast has become a gateway to push out all sorts of
millennial focused content, products and highlight different companies that
are offering innovative approaches in their products, programs and apps.
Valerie Raford,
Senior Managing Director, Individual Business,
TIAA-CREF
To drive engagement, we need to be approachable and relevant. More and
more, we are trying to talk to Millennials in plain English, and to meet them
where they are when they are most receptive to having a conversation about
their financial lives. We’ve found that there are many life events that trigger
the need for a financial conversation. We aim to understand what those
triggers are and aspire to be a trusted partner during those times.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
3. W
hat is your
marketing strategy to
attract Millennials?
Rohan Deshpande,
Co-Founder & CTO,
Fundera
We’re all about the search engine and social proof. Millennials are well
accustomed to Googling just about anything to learn what they need to know.
So for us to rank in the top 3 for the terms they’re searching has worked out
very well for us. Social proof is in the same vein: we all know how to use the
internet to find out the good and bad about a company. We’re really diligent
about building customer reviews across multiple sites, writing case studies,
being active on social networks, and more. When millennials start their
investigation of our brand, it’s important they have multiple outlets that verify
and stress the value, efficiency, and customer experience our brand offers.
Chris Anderson
Marketing Director
Listerhill Credit Union
Our strategy is to create lifelong relationships by understanding, engaging,
and supporting young people. Understanding starts by avoiding stereotypes
through directly employing Millennials in attraction efforts. Engaging
includes making our marketing efforts more than just simple mass market
advertisements, but gaining publicity through means with which Millennials
desire to interact. Finally, supporting is understanding what young people care
about and providing opportunities, financial support, or even a hand when
possible.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
4. How do you think
financial services
can build a brand
that resonates with
Millennials?
Allison Paine Landers,
Vice President Customer Experience and Digital,
PRUDENTIAL FINANCIAL
We have to talk to Millennials in their channels of choice and in a manner that
comes across as genuine, targeted and relevant. Focusing on helping them
achieve and maintain financial wellness will help them understand why they
need our products and how they fit into their broader portfolio.
Ben Katz,
CEO,
CARD.COM
Be genuine, and obviously don’t hassle them with inappropriate fees like most
major banks do. Instead, modernize and fix your legacy cost structure.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
4. How do you think
financial services
can build a brand
that resonates with
Millennials?
Brad Sherman,
President,
SHERMAN WEALTH MANAGEMENT
We think the best way to resonate with Millennials in this “sharing economy”
is to be generous and collaborative. We’re happy to share our knowledge and
our thinking, we offer free portfolio reviews, and we’re always looking for ways
to elevate or collaborate with others. We’re Millennials ourselves so we come
by it naturally! We see ourselves as a “Financial Concierge” - professionals
whose job it is to help people select financial strategies, plans, and
investments that perfectly suit what they need and where they are heading.
Jeff Fromm,
President,
FUTURE CAST
Content that is relevant to “me” whether I’m an Affluent Millennial, a Millennial
starting a family or a recent college graduate. Millennials want individualized,
relevant services and experiences that remove friction.
One brand I’m personally working with is an Israeli start up called Change.
They are building an AI to help Millennials with their personal finance. It allows
them to take control and save more of their disposable income. Stay tuned for
more.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
4. How do you think
financial services
can build a brand
that resonates with
Millennials?
Kevin Tynan,
Senior Vice President Marketing,
LIBERTY SAVINGS BANK
Authenticity is a high priority for Millennials so it is important for the bank
to identify existing brand characteristics that appeal to them. Don’t try to
be other than you are. Focus groups and research can help identify areas of
opportunity and also pinpoint weaknesses that need to be shored up.
Kristen Mashburn,
Vice President Marketing,
LISTERHILL CREDIT UNION
A brand that resonates with Millennials is all about authenticity. Millennials
pride themselves on not being subject to flashy and empty advertisements.
They are looking for something more. They want to know that their financial
institution is clearly making the world better and/or making their lives better.
The brand should reflect that.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
4. How do you think
financial services
can build a brand
that resonates with
Millennials?
Shannah Compton Game,
Chief Financial Strategist,
YOUR MILLENNIAL MONEY
Again, this is a very unique demographic that requires you to throw out
what you know about marketing and create original content that millennials
resonate to via the media channels they are tuned into – podcast, video,
mobile apps, YouTube, Instagram, SnapChat. It’s about creating a community
feel with millennials so they feel that they matter and are buying products
and services from companies who genuinely care about their financial future.
Millennials control the spending power but without any spending knowledge.
It’s not because they don’t want it, it’s because no one has offered them
knowledge about the practical steps towards building a strong financial future
and the solutions to meet their goals.
Valerie Raford,
Senior Managing Director, Individual Business,
TIAA-CREF
We cannot resonate with Millennials if we don’t have a deep understanding
of who Millennials are, what they need, and what they value. Often, people
talk about Millennials as these elusive unicorns who are such a challenge to
understand. They are not. By understanding what makes them tick, we can find
meaningful ways to connect and build a brand and relationship that they trust.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
4. How do you think
financial services
can build a brand
that resonates with
Millennials?
Rohan Deshpande,
Co-Founder & CTO,
Fundera
I think it goes back to the key factors of value, efficiency, and a killer customer
experience. You really have to be THE best in this day and age, because a
millennial will quickly figure out if you’re not (and tell their friends, too). The
other thing to keep in mind is how much millennials are being sold to right
now. They are inundated with brands who want to capture their business. How
can you stand out? So, I do think it all starts with how you first present your
brand. Is it aesthetically pleasing? Does it catch the eye? Are you speaking
in simple, clear language? Are you quickly giving them access to prove out
your value, experience your efficiency and find social proof of your customer
experience?
Keep in mind, as well, that millennials are the generation that graduated in the
middle of the recession. Many of them struggled to get jobs, found themselves
living with their parents, etc. Because of this, there’s so much distrust overall
with the financial services industry. If you want your brand to really resonate
with millennials, you’ve got to find a way to break that mold and separate
yourself from that pack.
Chris Anderson
Marketing Director
Listerhill Credit Union
When building a brand, it’s easy to overlook the role trust can play. Sure,
a Millennial-driven brand needs good design, transparent communication,
innovative technology, and authentic motives. But the goal of each of these
things is to gain their trust. When you have trust, you have a good brand.
@MillenFinServ, #MFS16
Marketing to Millennials for Financial Services e-Book Part 2
April 20 - 21, 2016 // New York Hilton Midtown Hotel // www.millennialfinancialsummit.com
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Strategy Institute presents
LEARN MORE
You can learn more exclusive insights from the leaders in
Financial Digital Marketing by attending our:
Winning the Next Generation of Financial Consumers
Wednesday April 20th - Thursday April 21st, 2016 // The New York Hilton Midtown
unlock new buSIneSS, IdentIFy pRoFIt
oppoRtunItIeS and captuRe maRket ShaRe
Featured speakers
Take away actionable
strategies on:
Jeff Fromm,
President, FutureCast
Author, “Marketing to
Millennials”
Susan Avarde,
Former Head of
Global Brand,
Citibank
Millennial Market
Opportunities & Profitability
New Segments & Branding
for 80 Million
Profitable Product Offerings
Neff Hudson,
Vice President
Emerging Channels,
USAA
Guillermo Morrone,
Vice President
Global Content
Strategy, MasterCard
Customer Experience for
Digital Natives
Content to Educate and
Engage
Branding to Build Loyalty
for Life
BRAND
Alec Hughes,
Senior Vice President
Millennial Segment
Leader,
Wells Fargo
WORK
VISUAL IDENTITY
Allison Paine Landers,
Vice President
Customer Experience
and Digital,
Prudential Financial
Technologies & Disruptors
to Embrace
Targeted Reach and
Acquisition
www.millennialfinancialsummit.com
Gold Sponsor
Marketing to Millennials for Financial Services
April 20 - 21, 2016 // New York Hilton Midtown Hotel
Take away actionable strategies on:
✔
✔
✔
✔
✔
✔
✔
Millennial Market Opportunities & Profitability
Profitable Product Offerings
Customer Experience for Digital Natives
Content to Educate and Engage
Branding to Build Loyalty for Life
Technologies & Disruptors to Embrace
Targeted Reach and Acquisition
Partner
Download Brochure
@MillenFinServ, #MFS16
1. What do you think
are the key factors
necessary to attract
Millennials as loyal
customers ?
Thank you for reading!
See you at the summit.
www.millennialfinancialsummit.com