Advisor Brandscape

Developing effective communication strategies requires data on the types and frequency of content your audience wants to receive. Financial advisors are inundated with marketing messages from asset managers and distributors, making it crucial to understand how you can capture advisors’ attention and leave a lasting impression.


Advisor Touchpoints™ allows asset managers to develop targeted and successful communication strategies for advisors based on an in-depth analysis of the reach and impact of the 10 most commonly used marketing touchpoints. With a detailed analysis of the top 38 mutual fund and ETF providers, this report is the most accurate and insightful resource in the industry for asset managers and distributors to benchmark and strengthen their overall financial advisor marketing efforts.

Value

The report enables subscribers to:

Improve Marketing ROI
Measure reach and impact of marketing to pinpoint what’s working to boost marketing ROI

Target Communication
Increase the efficacy of targeted communication strategies using the most effective types of
marketing outreach

Optimize Wholesaler Relationships
Establish stronger and more effective wholesaler connections with advisors

 

Methodology

  • 1,200 advisors representing all advisor AUM and channels (RIAs, national wirehouse brokers,reg ional brokers, independent planners and bank representatives)
  • Web-based survey
  • Advisors with a book of business of at least $5 million offering investment advice or planning services to individual investors

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Subscription Details

Publication Date: August 2018

Deliverablea:

  • Detailed report including a summary of findings and strategic implications
  • By request: Custom data cuts and survey work by senior analysts

Investment: $10,000

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Percentage of AUM in DC plans
• Percentage of compensation from DC plans
• Number and size of plans managed
Services provided to DC plan sponsors and participants
• Impact of fee disclosure regulations
• Number of plan providers typically recommended
• Number and type of investment options typically recommended
• QDIA option used most often
• Target date fund recommendation

Areas of Inquiry

Industry Average and Best-in-class Benchmarks

  • Number of touchpoints per month overall and among primary mutual fund and ETF providers
  • Most effective communication method by channel, AUM, gender, tenure and product use
  • Providers with the best personal connection
    Reach by type of touch overall and by channel

Thought Leadership and Digital Support

  • Brand-specific thought leadership engagement and impact
  • Reasons for sharing brand-specific thought leadership with clients/colleagues
  • Providers with the best overall advisor website experience
  • Most desirable types of information and features on provider websites

Wholesaler Engagement and Impact

  • External wholesaler visits and internal wholesaler calls per month
  • Brand-level recall of wholesaler interactions
  • Real-life examples of how wholesalers are better addressing advisors’ unique business needs
  • Brand-level impact of wholesaler interactions
    Wholesaler Impact on Future Investment™ 
  • Special analysis: Drivers of investment momentum for mutual fund
    wholesalers

Optimizing the Marketing Mix

  • Lift in brand favorability and consideration after exposure
  • Brand-level consideration lift by type of touch
  • Special analysis: Optimal mix of marketing touches needed to maximize
    brand consideration

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