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| “FundNET saw an immediate increase in the number of sales we were
closing after we implemented Silicon Strategies Marketing’s
recommendations. The whole process exceeded our expectations and gave us
an ROI in excess of 400% within months.” |
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Jonathan Hunt CEO, FundNET |
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The Client: FundNET
provides software for both enterprises and
independent financial service advisors.
The Situation:
FundNET had not planned their
market messages, especially messages
targeting financial
advisors, a key FundNET sub-segment. It was critical that financial
advisors adopt FundNET given that these
people drove demand for FundNET's enterprise
products.
Silicon Strategies Role: Silicon
Strategies Marketing guided top FundNET executives through an intensive
market message development process focusing on a sub-segment composed
primarily of financial advisors.
The Processes:
Silicon Strategies Marketing has well-honed
processes for market message development.
Given FundNET's need to reach financial
advisors and the long experience FundNET
executives had in their market, we opted for
an a priori process that focused on
discovering, documenting and distilling
functional and emotional motivations of
financial advisors. The primary
motivations of financial advisors were:
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A desire to increase their sales and
make more commissions
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A desire to grow their
clientele base as opposed to churning
clients
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To reduce their workload and enjoy
more free time
Silicon Strategies
Marketing led processes that allowed FundNET
management to collaboratively create marketing messages that covered these
motivators in elevator pitches, short
descriptions and long descriptions.
These messages were finally distilled into the
corporate slogan.
The Strategy: As with most
marketing message exercises, the strategy was to
match emotional and functional motivators
into unified messaging. When market
messages appeal to both halves of the mind
(emotional and logical), the buyer has a
complete desire to investigate the offering
as it more fully satisfies his/her needs at
a subconscious level.
Studies show
that promotions which combine emotional
and
logical messages are 63% more profitable
than
purely rational-based promotions.
The Results: It took a very short
time to see results. With their value
proposition expressed in a mere three words,
the rate of inquiry shot up and FundNET
realized a 400% return on investment from
the messaging exercise.
The Lessons: People, regardless of
their job or position, have complex
motivations that are never completely
logical. Appealing to both functional
and emotional drivers in marketing messages gives prospects all
the incentive they need to pick up the
telephone.
Contact Silicon
Strategies Marketing for a telephone
consultation on your market messages. |
