Finance has, for a long time, been placed in the ‘too hard’ basket for consumers. Too many options, too much confusion, too many terms and conditions, not enough transparency. Over time, some brands have managed to alter this perception, whether it’s fee-free accounts, easy-to-understand policies or always-on helplines.
In fact, a number of financial brands have grown reputations for being advocates of simplified finance, managing to cut through the competition and reach an audience that is often switched off to, or skeptical of, financial marketing.
In this panel session, hear from a range of senior industry experts with finance marketing experience on what the real challenges in reaching an audience with a finance product are and how they managed to make a connection. Should you be focusing on your product, or your consumer?
Executive Manager, Marketing Insurance, AAMI, Apia, GIO, Shannons, Terri Scheer, CIL, Intermediaries, Suncorp Group