BOSTON October 30, 2013 As the ranks of retiring baby boom financial professionals continues to grow, investor access to qualified, well-trained financial advisors is coming under pressure, according to a recent Cerulli study.1
“Marketing communications that can provide a seamless link from business development training to client prospecting will relieve this pressure,” said AlphaSegment’s Marketing Director John Drachman recently. “To help meet the growing demand for creative financial marketing, we’re very pleased to announce that award-winning creative director Bennett Inkeles has joined us, establishing our presence on the West Coast.”
“As the financial services space has become more commoditized, brand engagement and the reasons clients would want to embrace your brand are more crucial than ever,” said Mr. Inkeles. “Every touch point must unlock the visceral appeal that’s at the heart of a successful brand.”
However, building successful brands entails more than simply meeting needs. “The reality is, meeting needs has nothing to do with it,” Creative Director Zita Ivacs added. “It’s all about connecting on a more personal level. Needs are generic. Meeting ‘wants’ is what solidifies relationships.”
Designed to provide middle market asset managers and financial advisors with a breadth of services generally available only to much larger firms, AlphaSegment combines brand development and financial product marketing under one roof.
Financial firms looking to overcome their own resource constraints are invited to download AlphaSegment’s guide to “Overcoming the 4 Myths of Financial Marketing” at http://alphasegment.com/resources/
1Investment News, Adviser numbers will continue to slide: Cerulli May 7, 2013 http://www.investmentnews.com/article/20130507/FREE/130509916