We needed to build brand awareness and, subsequently, brand loyalty within the financial advisory space for INN8. Although INN8 was a proposition of STANLIB, we had to create a brand that was deemed independent.
Process
We opted to build brand loyalty through a consistent presence in the right places, with head-turning campaigns, value-added content, and thought-provoking events. To execute on this, we adopted an omni-channel marketing approach to reach our primary (financial advisers), secondary (financial services professionals), and tertiary (investors) target audiences.
Marketing tactics included earned and paid media, digital and print campaigns, social media, SEO, SEM, content (thought leadership, videos, whitepapers), webinars, sponsorships, and events.
Social
A B2B brand, LinkedIn became our external notice board, a place where we shared our latest insights, invites, and company updates. It’s a professional space which lends to the adviser-focused streams of content produced.
Webinars | In the Room
At the end of 2019, we kicked off a webinar series called, In the Room. The concept was to stream live webinars from the asset manager’s office where the host conducted a casual, but informative conversation that uncovered insights into who they are and their investment philosophy.
Our first webinar had 62 registrations and now, three years and 17 episodes later, we have grown 837% to 581 registrations, with an average attendance of 65% (25% above the industry average).
In the Room was just one of the series under the INN8 umbrella.
Events | Dinner with INN8 – INN8 on Tour
Experience, experience, experience. We wanted to disrupt the kind of events that advisers were used to, and invited them to a series of small, intimate dinners with a business expert as a guest. Along with experiencing disruptions in taste, sight, and smell, advisers were encouraged to engage with the guest, asking them pertinent questions that would help in their practice.
Post-pandemic, we went on tour. Just as lockdown began to lift, we travelled around the country to launch a new proposition to a small group of advisers through a hybrid event: some attended in person, and others attended via webinar.
Newsletters | The Scoop
In order to get our content into the adviser’s inbox, we created a newsletter called The Scoop. Sitting under a theme, content included a message from the sender, articles, downloads, any webinar invites and a poll.
Average open rate: 27%
Campaigns | Are you on the right platform?
To establish the brand in the market, we ran a series of Right Platform campaigns across digital and print platforms.