Manage corporate graphic standards when launching new campaigns targeting high-value clients.

The Opportunity

As securities and investments firms launch new campaigns through multiple locations, it is important for the look, feel and messaging to be precise, consistent and appropriate for high-value clients. Brochures for such products as long-term planning services can be launched through the entire field structure simultaneously.

Multiple collateral and media channels improve success.

In financial consulting, as in many other industries, supporting a product launch, promotion or other marketing effort requires a full range of effective tools. Engaging, full-color, high-quality marketing collaterals establish a conversation with customers and prospects, enhancing the relationship and providing a competitive edge.

For example, a new long-term planning program will be most effective when the brochure is backed up with posters, invitation cards and other direct marketing communications. All should contain a common message and call to action, as well as adhere to corporate branding standards.

The Errington Group Advantage

Product launch brochures can be centrally managed and distributed as needed at the branch level. All while maintaining a consistent brand look and corporate graphic standards.

Local offices can take advantage of on-demand printing to customize specific information such as appointment hours, names and addresses. Typically, these kinds of materials would be formatted as tri fold pieces to fit into holders in the reception area. As take-away materials they fill an important niche in reinforcing the firm’s brand.

Flexible, productive and easy to use.

Print on demand enables frequent updates and fast turnaround time, critical elements in keeping up with the many changes in tax laws and investment industry regulations. Versioned brochures can be created by storing all static content—charts and text—in an electronic repository accessible by a web-based system. Content can be themed by audience, seasonal attractions, leisure activities, etc.

Timely, tactical and targeted posters can expand marketing efforts.

The Opportunity

In financial planning offices—just as in retail environments—wall posters, displays, signage and their messaging must stay fresh, deliver a clear message, and consistently reinforce the overall brand. The customer experience has dramatically more impact when they are greeted face to face with fresh, compelling information.

Keep clients engaged while they’re doing business.

A media mix of print, TV and radio advertising can include print-on-demand signage and posters that are completely coordinated and integrated with other materials. This ensures accuracy and faster time to market for new campaign messages.

Encourage clients to discuss additional services.

Point-of-contact materials—such as the long-term planning posters shown on the back of this sheet— engage customers when they come to their financial consultant’s office. Such materials often prompt questions about additional services, giving financial consultants an opportunity to address a wide range of needs.

The Errington Group Advantage

The look and feel of posters should “family” with the design of other communications, thus strengthening the overall brand. Integrating poster content with other materials produced for a campaign will extend the message, giving it a more universal tone.

Some wealth management firms choose to centralize web ordering and offer local offices the ability to personalize their posters as needed. Centralized production creates the ideal mix of high-quality, cost-effective production and local customization.