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for 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 e SS av e w In e uS th b e w Id ne s R In FI w d an 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