Even if you offer the greatest product or service, it doesn’t matter if you poorly market that product or that service. GM basically killed off the Oldsmobile brand with the “this is not your father’s Oldsmobile” ad campaign which drove off their brand loyalists by insulting them. McDonald’s struck out with their adult taste campaign for the Arch Deluxe and the nostalgia of the TV show MASH did little for the Microsoft killing IBM PS/2 system.
When it comes to the retirement plan industry, many financial advisors and third party administration (TPA) firms are too concentrated on running their business to concern themselves with marketing. To pull it bluntly, most advisor and TPA marketing sucks. That is a shame because a little marketing can go a long way in growing a larger client base. This article is intended to offer a few marketing tips from someone who thinks he knows one or two things about marketing
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