EVENT MANAGEMENT

We have played an integral part in the strategic development of the INN8 brand. After months of in-depth research to determine the brand strategy and name, we then rolled out the entire identity across all elements: print and digital.

Now, as their in-house marketing team we manage all internal and external campaigns, content creation across all mediums, event management, strategic business decisions and production.

Toggle through some of what we have done.

Q. We are launching a new investment platform to IFAs – what brand should we go to market as?

The client, a part of one of South Africa’s largest financial institutions, realised that it was not the investment platform of choice for independent financial advisers in South Africa. In an effort to address this valuable market and to future-proof their business, our client built a new investment platform that would better serve the IFA market. With this platform they needed to gain clarity and certainty on the appropriate brand and positioning to penetrate a highly competitive market and grow market share quickly.

Process

We undertook a comprehensive global and local audit and research programme, talking to current users of the brand as well as the target market IFAs. We looked at global trends and analysed behaviour across three markets. We spoke to competitors, partners, and staff, and then we made a recommendation.

We created a new, independent brand focused only on serving the IFA – a partner in their corner with no agenda other than to enable and facilitate their growth which would ultimately result in the platform growth.

Outcome

INN8, a fintech investment platform brand with a purpose to “change the way investments are done in South Africa” and eventually evolving into “The Adviser’s Partner”.

We created the brand, developed its narrative and launched it into a very competitive market.

To this day, we’re still punching above our weight and getting above-industry average engagement across all our touch points.

Q. We are launching a new investment platform to IFAs – how should we engage with them?

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.

Q. We are launching a new brand to IFAs – what tech can support the proposition?

INN8 Invest Hub

Advisers partnering with the DFM propositon needed a single place for all their latest investment information.

The solution? An integrated UX/UI designed digital experience that delivers advisers the detailed insight and support they need to advice their clients on their investment portfolios real-time and on demand, with comprehensive reporting.

We ensured the solution was flexible, modular, API driven, secure mobile ready, and a visualisation engine that’s easy on the eye.

INN8 Literature Hub

Advisers using the secure investment platform need a place to access all documentation and collateral about INN8 products and processes.

The solution? A document repository accessible from the investment platform, easily managed and updated without the need for developer input.

We ensured seamless integrationg into the secure investment platform with the same user experience, reliable version control and fast and easy to update.

Q. Our brand is authentic and high-touch – how do we bring this to life?

As the new kid on the block on the financial services landscape, INN8 needed to make their mark as a high-tech, high touch player in the market.

Process

The experiences we deliver have been specifically curated to be worlds apart from the usual in this industry. We start by understanding our target audience intimately, and creating engagements that wow them.

Outcome

Our Dinner with INN8 series has been a cornerstone of our experiential offering, bringing advisers together across the country for intimate, engaging dinners with sought after guest speakers. While Covid cramped our style for a while, we pivoted quickly towards smaller, more targeted adviser events.

Q. After change of ownership, how do you create a new brand which needed to reflect the new, positive direction?

Process:

We become the effective in-house marketing team for the company, and undertook an audit and research process on local and global competitors and benchmarks, working towards a major brand refresh in line with their vision and values. We worked with them to define their product range and created marketing and communication campaigns aimed at the distribution channels we identified.

Our work with SOS Oil included, among others:
– Development of strategic launch communication plan
– Implementation across all collateral including signage, product labelling, website build and evolution
– Marketing collateral

Outcome:

This evolution of the brand positioned S.O.S. Oil as leaders in the oil and lubricants market, and opened the door to greater things as they have been appointed an Authorised Total Distributor in South Africa. Quazar is proud to have played a part in this South African success story.

Category: EVENT MANAGEMENT

INN8

SOSOIL

OUR OFFICES

OUR Branches

Copyright © 2023 Quazar

Process

Outcome