About Us
A traditional understanding of financial services with in-depth knowledge of products and services, the industry and future trends has to now be matched with effective use of digital marketing.
It’s a given that anyone working in financial services marketing has a deep understanding of the products and services being offered across the industry. That knowledge base is necessary to build communication strategies for emerging products and services.
The team at Chris Hocking Strategies have launched and provided PR support in the marketing mix for financial services companies for over two decades. As a qualified financial planner, Chris has worked first-hand with clients and gauged how they respond to new product offerings.
This solid base then allows for better use of the digital marketing opportunities available.
Media coverage on financial services has to be integral to the online and direct communication activities.
For example, if the aim is to influence researchers to look more closely at a fund then sending florid press releases extolling the virtues of the fund will not be effective. Researchers are more interested in some hard numbers and background on the investment process that is sent to them electronically and also available on the website. This material must dovetail with the approach being taken by the Distribution team when meeting with researchers.
The media release strategy is likely to be more useful in gaining adviser interest through trade press, or client interest through national wealth media.
The use of the website as a channel to reach a fragmented client and prospect base is growing. However, the strategy involved in getting the message mix right is now even more difficult because of the plethora of tools available to send information direct to target audiences.
The difficulty in using the website as a communication channel is in getting the mix of approaches right. Sending e-mails with attachments to travelling executives is almost pointless as the first thing to delete is anything that looks like spam or is too hard to access quickly.
At Chris Hocking Strategies, the thinking goes into matching the best strategy with the most effective communication tools to gain target audience interest and influence the outcome.