The New Year is almost upon us and brokers are once again adapting their marketing strategies to go along with the traders’ elevated mood. Perhaps the most notable example is Banc De Binary which launched a Christmas Wish List online campaign accompanied by a holiday TV commercial.
On the website customers will specify five attainable gifts they would like to receive, and three winners chosen at random will get their entire list shipped to their doorstep. The images are intended to deliver a cohesive and coherent holiday feel. Banc De Binary says that the campaign enables the firm to establish bonds with new clients, while primarily rewarding existing customers for their continued loyalty throughout the past year.
Tying it in to its famous sports partnership, the broker writes: “While Banc De Binary can’t guarantee that Liverpool FC wins every game this season, it can give you tickets to go cheer the team on, a camera to perpetuate those unforgettable moments, or tablet to re-watch those amazing game maneuvers you might have missed.”
the second week of January tends to see a peak in conversion numbers
Partner at MediaGroup London and marketing expert Bart Burggraaf explained the thought process behind the promotion: “Holiday periods in general see a much lower volume of conversions across the online trading industry. On the other hand, after the holiday period, the second week of January tends to see a peak in conversion numbers.”
Burggraaf also detailed the opportunity this presents: “There is pent up demand from the holiday season and while it might not make as much sense to do a big campaign push around this time, it would be a smart idea for brokers to continue the baseline direct marketing campaigns, even if conversion KPIs look a little expensive in December. And so if brokers are going to do baseline campaigns, and it always makes sense to have relevant creative in market, it is usually worth it for brokers to put together some seasonal creative campaigns.”
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Fellow binary broker, 24option, has launched a campaign more focused on new traders, offering prizes from a MacBook Pro laptop for creating a $50,000 portfolio, down to Go Pro Hero 4 cameras for a $5,000 investment.
Emma Morris, International Partnership Director at 247 Traffic, which handles the brokers marketing, commented to Finance Magnates: “Tis the season! we cherish our relationship with our customers. The way they see and relate to us, how they feel when they’re around us is important to us. Expressing holiday cheer with colourful and holiday-related campaigns is one way of doing it, another is presents.
In our case that means special promotions and added bonuses, like the iPhone 6s or the Apple Watch. It’s a bit like wrapping up everyday activities with an extra zing, and making everyone’s day just a little bit brighter and a little more fun.”
Beyond just the new year period, brokers often use various occasions to embark on targeted marketing campaigns. Liz Dahl, Head of Social Media Acquisition at Saxo Bank, recounts how the firm acted upon Black Friday earlier this year: “Event driven marketing is difficult when you are in trading, especially if you want to reach outside your target group and acquire some new traffic and potential clients. The goal of the campaign was to join in on a consumer trend, something every normal B2C company does. We would like to talk to our potential leads about Black Friday in a conversation and try to engage with them.
Huge consumer events such as black Friday are easier to relate to than finance news and trading. So we mixed those two up and provided the conversation in a consumer tone: your wife is happy for Black Friday, but what about yourself (men as target group) you could check out our offers, everything from Wal-Mart to dollars. Find your bargain. We tested it on a much broader target group than we normally do and only new (potential leads/clients.) And only social – social is the place to be engaging.
A typical behavior is that they are more in a personal-mode, what to get at home, to wear and what to do – and to relax. That is why trading/finance need to join the consumer on their level and talk to them about things they care about in this moment. For example; where to get the best bargains for Christmas gifts, as in where is the “cheapest” currency – and there is where you get most out of your money. Mixing finance and commercial topics.”