Michael Kooi
Multimedia Marketing
When it comes to marketing and lead generation, you can't just "build it and expect prospects to come." You must meet them where they are, and then lay out a meticulous set of steps they can follow to the place you'd like them to go.
1
OTC-SPOC
In financial services circles, the concepts of "low touch" and "high touch" are often presented in opposition as part of an "either/or proposition" - wherein the former is shorthand for "high-tech/low cost" and the latter is synonymous with "high cost." This may be true for simple asset classes, but more complex products and strategies (like OTC) often require the best of both, so we bucked the prevailing marketing trend and put our high-touch brokers front and center in this campaign.
2
StoneHedge
Most new tech platform rollouts focus on features - and rightly so. But marketing must also convince potential users that they'll be able to put those features to work quickly and easily, with immediate help available if needed. Otherwise, inertia prevails. We found that the most compelling solution to this challenge was NOT a slick demo recorded by an expert user, but rather to provide hybrid testimonials/demos from peers, so that prospects could easily see themselves with mouse in hand, reaping the benefits.
3
Plastics
If you want prospects to complete the journey you've laid out for them, you need to deliver value at every step.
