rj pitch for bbi
TRANSCRIPT
Big Block Industry
Big Block Industry
Reaching High Net Worth Millenials Through Online Channels
Generation Y defined as being born in between 1978 and 1998
Will inherit $41 trillion in assets by 2052
Fewer than 30 percent of high net worth ($5mm to $25mm) work with a financial planner (Millionaire Center Survey, 2010)Understanding the Target
Characteristics of Millenials
Entrepreneurial
Self Reliant
Cynical to Advertising
Understanding the Target
Common misunderstandings: They want everything online
Understanding the Target
Apple v. PC
Common misunderstandings: They want brands to be young like them. Trustworthiness doesnt matter.
Understanding the Target
A brand does not have to be like a milleniala brand simply has to UNDERSTAND a millenial.
Raymond James Brand does not have to be rebuilt, rather it simply needs to EXPAND.New marketing channelsNew marketing tools for repsSAME message!
So what does this all mean?
YouTube Educational Series
Mobile applications (phone and tablet) (70% of wealthy millenials own a smartphone, 32% own an iPad)
Web applications that allow changes to accountsNew Online Channels: Brand Level
SEOMoz Whiteboard Friday70% of wealthy millenials watch 100 minutes of online video per week or moreData Source: Luxury Institute Survey, 2011
Media buys in digital editions of publications traditionally aimed at high net worth individuals
Search Engine Marketing
Exclusive social network for RJ clients to discuss strategy and get questions answered
New Online Channels: Brand Level
Online appointment booking with reps
Rep should be notified and involved when changes are made to accounts online
Email relationship tools
Reps encouraged to publish articles, distributed through content networks and blogs
New Online Channels: Rep Level
Search reputation management for reps
Reps should all have social media profiles to interact with clients. You are not my friend in real life until you are my friend on Facebook
Financial Planning with millenials should be collaborativeNew Online Channels: Rep Level
The most important brand attributes to high net worth millenials are:
SIMPLICITYSPEEDCUSTOMIZATIONSOCIAL AWARENESSEXCLUSIVITYWhat Millenials Want