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The Financial Services Forum

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  • ‘Nudge for Good’ to Build Brand Trust
    ‘Nudge for Good’ to Build Brand Trust
    Maria Borstnar, Consumer Psychologist, Engagement Adviser, Nudge2Engage Recorded: Dec 13 2018 28 mins
    Nudge: Improving Decisions about Health, Wealth, and Happiness, the ground-breaking behavioural economics work, is now 10 years old. The ‘nudge’ approach is already widely used in financial services marketing but it can still do more - as a positive brand engagement strategy.

    Financial services can build brand trust by adopting a ‘nudge for good’ approach - not only delivering marketing responses but making a positive difference to their customers’ lives at the same time.

    Because social media is already outing brands employing marketing nudges that trick customers into actions not in their best interests, #sludge, - does it mean that 2019 calls for more coherent corporate ‘nudge’ policies?

    We present ideas on using ‘nudging’ tactically and strategically to positively engage people with financial services products and brands.
  • Auto Enrolment: Maintaining the Momentum
    Auto Enrolment: Maintaining the Momentum
    Sir Steve Webb, John Greenwood & Matt Ward Recorded: Nov 9 2018 42 mins
    The Pension industry and Government need to build on the early success of Auto Enrolment. How can engagement levels be reached that ensure low dropout rates and greater contribution levels. It’s a fair challenge for the marketing and communications professionals to take on.

    The success of auto enrolment has largely been driven by employee inertia. But how do we ensure savers remain on board as contributions increase?

    With many employees seeing little increase in their salaries, rising pension contributions are hitting take-home pay. How do we dissuade employees - especially the young - from opting out? What are the best communication strategies, and how can these help boost engagement? Are there lessons to take from behavioural finance?

    We debate how to maintain the momentum of auto enrolment - what employers, providers, advisers and others can do to help.

    Speakers include:
    John Greenwood, Editor, Corporate Adviser, Director, Definite Article Media
    Sir Steve Webb, Director of Policy, Royal London
    Matt Ward, Communications Director, AKG Financial Analytics (Chair)
  • Delivering Long-Term Content Strategies
    Delivering Long-Term Content Strategies
    John Cooper and Kevin Hearn, Editions Financial Recorded: Jun 27 2018 39 mins
    "The inconvenient truths impacting your content marketing effectiveness". Content. Still everywhere. Still the closest thing we’ve got to a customer engagement silver bullet. But here’s an inconvenient truth: financial services organisations are still not using content as effectively as they could.

    Most marketing departments' content strategy is not aligned with the longer-term strategic plan. As competition for the customers' attention intensifies, meaningful engagement through a long-term content strategy is where enlightened FS firms are heading.

    Overcoming siloed structures and reward structures that focus on short-term ROI wins is a huge challenge. But if financial services firms are to harness the strength of content, to build long-term meaningful relationships in a journey that’s becoming increasingly non-linear, these challenges have to be overcome.

    We will tackle legacy marketing attitudes which are driving misuse of content and consider strategies for long term business benefit.
  • Driving Sales – Lessons from the Leaders
    Driving Sales – Lessons from the Leaders
    Andy Rogerson, Grist and Suzanne Snowden, recently, PwC Recorded: Mar 1 2018 44 mins
    This session will start with a canter through the content marketing survey results of 150 senior client-facing personnel in financial services, professional services and technology firms. We will examine the content marketing strategies of the small minority of firms that are measurably better than others.

    How does this influential cohort plan, create, distribute and measure their thought leadership, pointing out specifically what these leaders do differently? We will then look at how this works in practice, showcasing examples of impressive and innovative work which is seen as the benchmark for many in professional services.

    The results reveal a lot about how financial services firms should be structuring their marketing efforts to best suit their sales teams.

    Speakers include:

    Andy Rogerson, Managing Director, Grist
    Suzanne Snowden, recently Global Director of Thought Leadership, PwC
  • Engaging Your Employees
    Engaging Your Employees
    Eugenie Biddle, NS&I and Jess Hardy, The Team Recorded: Nov 8 2017 35 mins
    It is estimated that disengaged employees cost the UK economy £64bn through lost productivity, poor service delivery, and reduced discretionary effort. So consider the impact employee engagement makes to your bottom line, human and financial resources. What could be the positive impact engaged employees have on operational performance and profit? How can you leverage a compelling employer brand to ensure you attract the right talent for the right jobs? And how do you use internal communications to effectively inform, engage and inspire employees to thrive?
    Getting the brand right on the inside of the business will help maximise the brand on the outside. But it requires strategy and tactics to work together in harmony to create an employer brand consisting of loyal internal brand ambassadors, which in turn will have a positive effect on your company.
  • Thought Leadership Marketing: Ten Pearls of Wisdom
    Thought Leadership Marketing: Ten Pearls of Wisdom
    Jon Bennett and Keith Brookbank, Linstock Communications Recorded: Jun 29 2017 35 mins
    Every financial services organisation has a unique take on the world. But most struggle to be heard. Linstock Communications will share 10 Pearls of Wisdom on thought leadership marketing, helping organisations discover and give voice to ideas that change people's perspective on issues that matter. The webinar will explore: the naked truth about thought leadership, how you can build thought leadership into your communications strategy and ten key elements every thought leadership marketing campaign should contain.
  • The Future of Financial Services – Utility vs Meaning
    The Future of Financial Services – Utility vs Meaning
    Justin Small, Chief Strategy Officer, The BIO Agency Recorded: Mar 8 2017 49 mins
    Uber, Nike and their like, have turned branding on its head. They have created utilitarian global brands by inserting themselves into our daily lives using technology as their Trojan horse. And through this utility they have invested more meaning into their brands than any global advertising campaign ever could. Utilitarianism is the innovation frontier for financial services. How do traditional financial service companies reconfigure and transform their capabilities to innovate around their customers' needs and rebuild their brand meaning through utility, instead of advertising.
  • User Experience Innovation in the Financial Services Sector
    User Experience Innovation in the Financial Services Sector
    Andrew Japp, Webcredible Recorded: Nov 26 2015 45 mins
    How could wearable tech transform UX in the financial services sector? What will personalisation and big data impact on UX? Omnichannel - creating a seamless user experience from online to offline.
  • An Overview of LinkedIn – What FS professional can't afford to ignore in 2015
    An Overview of LinkedIn – What FS professional can't afford to ignore in 2015
    David Reilly, Digital Consulting Recorded: Feb 11 2015 40 mins
    Since it made a debut in 2003, LinkedIn has evolved and enhanced its offerings.
    Our mindset about how to use LinkedIn, however, has not evolved as quickly as the product.
    If you haven’t changed your approach to LinkedIn, you’re missing out on some of the biggest benefits.
    This free Webinar will enhance your understanding of this “professional network” and the fundamental benefits to you and your organization, including:
    1. Linkedin: Why it’s a critical tool for financial service marketers in 2015
    2. Company Brand: How your company profile can make or break you
    3. Content: How the most successful companies use content to create their own LinkedIn profile
  • 20:20 Vision 2014
    20:20 Vision 2014
    Various Recorded: Dec 5 2014 21 mins
    The title of The Forum’s Autumn 2015 conference was “20:20 vision” so asked our Members for their comments on their vision for the financial services industry in 2020 – insight into what the future might hold. We also went out on the street and got some vox pops from the general public.

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