The environment in which financial services are marketed is becoming more complex and more challenging due to the state of the world economy, the advancement in technology and a highly regulated environment. This dynamic environment means that marketing strategies that worked in the past may not work well in the future.

The inherent challenge of marketing financial services products is that they cannot be visually communicated in advertisements and promotions as easily as more tangible products can. As a result, they must rely heavily on creative messaging to convey strong value and garner consumer interest.

Unlike conventional research techniques, Affinnova's IDDEA technology enables financial services marketers to explore a robust space of messaging alternatives, and then to vet that entire space with target customers to identify the messaging concepts with the greatest market potential. In addition to finding the top concepts, IDDEA II then measures them against competitive benchmark concepts to clearly determine the best course of action. Once a brand or product message has been optimized, it can serve as the touchstone for all future communications development to ensure a consistent, coherent, and compelling voice. Affinnova can assist you with every level of messaging, from the strategic (corporate identity, brand positioning and brand differentiation) to the tactical (direct mail optimization and collateral optimization).

See also: Direct Mail Optimization