Every advisor or distributor espouse the concept of Goal Based Investing. That's because Goal Based Investing (GBI) not only encourages investing discipline, it also makes customer invest for the long term to achieve a goal.
Mutual Funds are one of the best ways to achieve long term goals. That's because mutual funds ; and especially good equity mutual funds, provide benchmark beating returns.
Motilal Oswal Securities Ltd is a respected equity broker who has recently entered into distribution of mutual funds. We had hence created a standard GBI platform.
However, a lot of communication lime that below already existed on GBI
To be relevant we needed a fresh perspective
Paradigm Shift 1 : The target audience
We are competing not just with IFAs and wealth distributors; but also with the distribution arms of large and small banks. These brands have a large cache of trust among investors; but they also were generalists ie selling all products to every kind of customer. Given our focused approach to Marketing, we decided to be focused in our Marketing Target Audience as well. While other distributors sold to all kinds of investors; big and small, first timers and seasoned; we decided to only focus on people who were already investing in mutual funds, especially equity mutual funds. That's because being an equity investing expert with over 30 years of equity experience, we could do a better job of creating effective investing advice to those investing in equity. Whats more there would be more brand familiarity for us among these investors, given our equity heritage.
Paradigm Shift 2: The product
At Motilal Oswal, we believe in having a process for investing. It is this process that helps differentiate us from other investing brands. We have tried to use a process in our approach to goal based investing as well. Rather than just claim we will help achieve an investing goal, we have broken it up into three components
Mutual Funds are one of the best ways to achieve long term goals. That's because mutual funds ; and especially good equity mutual funds, provide benchmark beating returns.
Motilal Oswal Securities Ltd is a respected equity broker who has recently entered into distribution of mutual funds. We had hence created a standard GBI platform.
However, a lot of communication lime that below already existed on GBI
Paradigm Shift 1 : The target audience
We are competing not just with IFAs and wealth distributors; but also with the distribution arms of large and small banks. These brands have a large cache of trust among investors; but they also were generalists ie selling all products to every kind of customer. Given our focused approach to Marketing, we decided to be focused in our Marketing Target Audience as well. While other distributors sold to all kinds of investors; big and small, first timers and seasoned; we decided to only focus on people who were already investing in mutual funds, especially equity mutual funds. That's because being an equity investing expert with over 30 years of equity experience, we could do a better job of creating effective investing advice to those investing in equity. Whats more there would be more brand familiarity for us among these investors, given our equity heritage.
Paradigm Shift 2: The product
At Motilal Oswal, we believe in having a process for investing. It is this process that helps differentiate us from other investing brands. We have tried to use a process in our approach to goal based investing as well. Rather than just claim we will help achieve an investing goal, we have broken it up into three components
1. How Much to Invest(Amount)
2. How Long to Invest(Time)
3. What to Invest in (Fund Mix
recommendation)
In each of these components we have created a differentiator
1. Dynamic Investment Calculator: Our Dynamic Investment Calculator looks at your
earnings and savings along with your risk profile and overall investing goal to
tell you how much you need to invest to achieve your goals
2. Compounding Calculator : Our Target Investment Plan has a Compounding Calculator
that tells you how long you need to invest ( in addition to investment and fund
recommendation) to help you achieve your goals
3.
Focused Investing
Recommendations: In our
Target Investing Plan recommendation, we use our acclaimed research to make a
focused recommendation on 1)number
of funds & 2)fund selection This focused investing approach is based on a
clear portfolio goal, superior fund selection, rational allocation of
investments across funds and active monitoring to give your portfolio the edge
for asymmetric payoffs
The complete MO GBI product is configured on this process
Paradigm Shift 3 : The Communication
To short hand the GBI Process we chanced upon an investing insight that is relevant to our brand. Motilal Oswal as a brand has historically been acknowledged as a trustworthy broker. What you typically expect from a broker are solid TIPs. We have hence used this expectation in the context of GBI to reframe it as a Target Investment Plan
The whole campaign aims to create buzz around the concept of #TheonlyTIP you need for investing
The communication proposition is based on the premise that very day we receive TIPs from various people. Most of these tips are useless (after all free fund mein advise toh sab dete hain!). Atleast there is one TIP (Target Investment Plan) that is useful because it helps realise goals
Here are some of the teasers
We then moved onto teasers using our brand ambassador - The Man From Motilal Oswal
In the launch we used an internet celebrity (Malika Dua) to highlight the useless tips people receive and present the benefits of Motilal Oswal TIP through the Brand Ambassador
Follow Up Communication focussed on individual features and how they contributed to the process of Goal Based Investing
The campaign has also been taken forward in Ambient Media
SOME INITIAL RESULTS
Ranked the TOP trending tweet by Campaign India
Primary
Hashtags “#TheOnlyTIP” on
24th July 2017 was one of the most talked
about topic on twitter.
Hashtag
trended on twitter nationally,
In Mumbai & Chennai for
more than 2 hours.Total
number of users
engaged during all activities were 1030+. Total
number of Mentions: 7812+.
Total number of impression generated: 78.2 Million
Total number of impression generated: 78.2 Million
No comments:
Post a Comment