Financial Services and your Marketing Strategy

marketing-strategy
(800) 234-5973
claritas.com
Claritas Best Practices
Financial Services and your Marketing Strategy
Competition in the financial services industry is at
The best marketing strategy
its fiercest. Attracting and retaining customers is
Once you identify your key customer segments,
more difficult than ever before. The key to success
your Claritas team will help you develop a
is focusing on your customers, knowing their
marketing strategy that addresses customer needs
behaviors and preferences and tailoring your
and takes full advantage of new opportunities,
marketing strategy to cater to their needs. The
today and in the future. Following the Discovery
financial institutions that recognize this and build
phase, where you established your current position
their strategy around retaining and deepening their
and identified growth opportunities through
relationships with their best customers are the one’s
intensive studies of your markets, your brand and
who will succeed.
your competition, the Marketing Strategy phase
will help you:
Claritas can help you successfully align your
• Determine how to optimize each opportunity
marketing activities to focus on your customers and
• Match the right offer and channel to the
their needs. With our four-step process, we’ll show
right customer demographic data
you how to tailor all phases of your acquisition
• Select your best markets for expansion
strategy and fully leverage your customer insight
or investment
with our market information. Our unique, results-
• Prioritize the best products to offer and tailor
based approach walks you through every step of
them to the targets
your marketing strategy, from identifying
• Align media and customize messages by
opportunities to improving channel and campaign
target segment
strategies to measuring performance.
The Strategy phase helps you define the scope and
Discovery
objectives of your targeting and marketing strategy
Claritas helps you move beyond the limits of your
in preparation for implementation, or execution, of
transactional data by integrating key information
the plan.
on your total marketplace. The link between your
internal information and the marketplace provides
valuable insight into your customers’ purchasing
behavior and preferences, revealing who is likely to
buy more from you, and which products or services
they want. In the Discovery phase, you will:
• Identify profitable customers and prospects and
understand your target segments
• Benchmark current performance and assess
potential markets and strategy
• Analyze the competition relative to your
strengths and weaknesses
When put to use, the Discovery phase enables you
to identify which customers and prospects
represent your best opportunities, understand the
total market potential for each product category
and determine how much market share you’ve
already captured.

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Implementation
Measurement
By linking relevant marketing information to your
The key to any successful marketing strategy is the
customer and prospect files through segmentation,
ability to accurately measure the results in order to
scoring and other data enhancements, Claritas
realize long-term profitability. Claritas provides the
provides the information you need to both improve
essential market benchmarking, norms and
the profitability of your current customer base and
competitive tracking tools to measure your
find new profitable customers. We’ll take you
performance in the context of total market
through actual implementation of your strategic
performance. During the Measurement phase of
plans by selecting customers and prospects who
your program, Claritas arms you with the
fit your target profile in the markets you select via
performance benchmarks and market potential
the optimal channel for each target. In the
analysis to assess the effectiveness of your
Implementation phase, you will:
strategies and implementation tactics, and to
• Act on high potential customers and prospects
further enrich your understanding of your
• Deliver product/service bundles that reflect
customers. With the Measurement phase, you can:
customer preferences
• Conduct response tracking
• Apply targeting across all customer touch points
• Perform conversion marketing analysis
• Select and act on leads based on customer
• Measure campaign results
preferences
• Refine implementation strategies to
• Target buys for national and/or local media
improve response
• Track market share
You’ll maximize every marketing dollar by targeting
• Determine ROI and Lifetime Value
only those customers and prospects who represent
profitable and sustainable opportunities. And,
Claritas provides you with the knowledge to isolate
because Claritas provides in-depth insight into the
problems and capitalize on opportunities. We’ll help
lifestyles and habits of your targets, you can refine
you understand your marketing strategy and apply
your marketing strategy at any communication or
the metrics for measuring customer profitability and
promotional point so it delivers the greatest impact
lifetime value to realize all of your customer
on its intended targets.
acquisition, cross-sell and retention goals.
Start leveraging the ultimate customer insight
With Claritas, you can turn the industry’s best
consumer segmentation profiling and information
resources into a profitable competitive advantage.
A client partnership with Claritas will be one of the
most rewarding strategic investments your
company will ever make.
For more information on niche marketing and marketing solutions, contact your
Claritas representative at (800) 234-5973 or visit claritas.com.
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©2006 Claritas Inc. All rights reserved.

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