{"id":8141,"date":"2020-08-10T00:00:00","date_gmt":"2020-08-10T00:00:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/2020\/08\/10\/3-keys-for-a-local-financial-brands-success\/"},"modified":"2023-03-07T13:21:24","modified_gmt":"2023-03-07T20:21:24","slug":"3-keys-for-a-local-financial-brands-success","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/3-keys-for-a-local-financial-brands-success\/","title":{"rendered":"3 Keys for a Local Financial Brand\u2019s Success"},"content":{"rendered":"

There\u2019s no doubt that the coronavirus has changed the way consumers think about their money. Since March of 2020, 76% of Americans say they have experienced a great deal of disruption, and 56% say it\u2019s very or somewhat likely that their household will experience \u201dmajor financial struggles\u201d because of the pandemic\u200b – and that\u2019s a significant amount of people.\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

As most of the country faces financial uncertainty,\u00a0<\/span>financial brands, borrowers, lenders, and advisors<\/span>\u00a0<\/span>help\u00a0<\/span>clients achieve peace of mind<\/span>.<\/span>\u00a0<\/span>Whether it\u2019s risk management and insurance planning, tax planning, retirement planning, portfolio management, debt management, emergency funds management, estate planning, small business planning, cash flow analysis, legacy,\u00a0<\/span>or\u00a0<\/span>charitable planning, here are three ways finance brands can\u00a0<\/span>e<\/span>stablish themselves as preferred advisors.<\/span>\u00a0<\/span><\/p>\n

Be a Trusted Local Voice & Expert<\/span><\/b>\u00a0<\/span><\/h2>\n

A\u00a0<\/span>Pew Research Center study<\/span><\/a>\u00a0released in April shows that 89% of US adults said they are following news about the outbreak of coronavirus closely.\u00a0<\/span>Local news ra<\/span>tings and digital metrics are seeing record highs as consumers turn to trusted local information providers for the latest on COVID\u2019s impact.\u00a0<\/span>With this in mind, it\u2019s more important than ever for financial brands to make sure their broadcast media strategy is alive and well.\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

At\u00a0<\/span>TEGNA<\/span>,\u00a0<\/span>(<\/span>which operates 62 television stations in 51 markets<\/span>)<\/span>, financial brands have an opportunity to use creative and engaging messaging\u00a0<\/span>to position themselves as local experts on the subject matter<\/span>, experts at the ready to\u00a0<\/span>ease financial stress.\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

For<\/span>\u00a0example, a financial brand can help broadcast audiences learn financial responsibility in the COVID-19 era with appearances on TEGNA\u2019s Lifestyle shows, taped long-form segments, content partnerships, as well as with 30-second spots.<\/span>\u00a0<\/span><\/p>\n

From a digital perspective,\u00a0<\/span>TEGNA<\/span>\u2019s websites and mobile apps<\/span>\u00a0<\/span>reach an average of 35 million\u00a0<\/span>digitally<\/span>\u00a0each month, and\u00a0<\/span>sponsorships\u00a0<\/span>o<\/span>f<\/span>\u00a0these platforms<\/span>\u00a0come in a variety of forms including display ads, pre-roll digital video,\u00a0<\/span>high-impact unit\u00a0<\/span>and\u00a0<\/span>more. They\u00a0<\/span>act as the perfect digital complement to TV\u00a0<\/span>campaigns<\/span>.<\/span>\u00a0<\/span>Together, the com<\/span>bination<\/span>\u00a0<\/span>reach<\/span>es<\/span>\u00a0a wide, local audience\u00a0<\/span>searching for<\/span>\u00a0<\/span>news and information that helps them\u00a0<\/span>with their life\u2019s planning<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Targeting the Right Local Audience<\/span><\/b>\u00a0<\/span><\/h2>\n

With COVID-19, consumer<\/span>s\u2019 financial\u00a0<\/span>mindsets<\/span>\u00a0changed overnight<\/span>. Now,<\/span>\u00a0<\/span>Baby Boomers\u00a0<\/span>are\u00a0<\/span>looking to retire in the next 12 to 24 months (which is at the highest level of consumer interest in five years),\u00a0<\/span>and<\/span>\u00a0<\/span>M<\/span>illennials\u00a0<\/span>are\u00a0l<\/span>ooking for<\/span>\u00a0l<\/span>oan and asset protection for\u00a0<\/span>things like\u00a0<\/span>a home remodel<\/span>.\u00a0<\/span>With all these\u00a0<\/span>shifts,<\/span>\u00a0<\/span>audience targeting\u00a0<\/span>has never been more important\u00a0<\/span>for financial services brands looking to\u00a0<\/span>reach<\/span>\u00a0the right audience.\u00a0<\/span>\u00a0<\/span><\/p>\n

TEGNA\u2019s OTT\u00a0<\/span>capabilities <\/span>allow<\/span>\u00a0<\/span>financial services <\/span>brands to target<\/span>\u00a0<\/span>very\u00a0<\/span>specific\u00a0<\/span>and valuable <\/span>audiences<\/span>, i<\/span>ncluding those:\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

    \n
  • In the market for financial services<\/span>\u00a0<\/span><\/li>\n
  • Who has a <\/span>high school education or some college\u200b<\/span>\u00a0<\/span><\/li>\n
  • Representing <\/span>key\u00a0<\/span>age demographic<\/span>s, i.e.<\/span>, A35-64 or 65+<\/span>\u00a0<\/span><\/li>\n
  • In affluen<\/span>t\u00a0<\/span>households, e.g., those with income<\/span>\u00a0$150K+ or $250K+<\/span>\u00a0<\/span><\/li>\n
  • With a <\/span>home\u00a0<\/span>value\u00a0<\/span>of $750K+\u200b<\/span>\u00a0<\/span><\/li>\n<\/ul>\n

    Best Practices to Adapt<\/span><\/b> to the ‘New Normal’<\/span><\/h2>\n

    Building up brand equity to be the local expert doesn’t happen overnight\u200b. It also requires the right targeting, and following a few best practices. Here are a few to follow in the COVID-19 era.\u00a0<\/span>\u00a0<\/span><\/p>\n

    1. Adapt to changing consumer habits.<\/span><\/b>\u00a0Most targeted audiences<\/span> now want social distancing, no-contact and online services for things like loan applications, refinance, and building of accounts for a higher value.\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

    2. Aggressive offers.<\/span><\/b> For example, home and auto loans could offer no payment for 90 days and low APR (even below 2% in some cases)\u200b. Many national banks have also offered large bonuses for opening checking accounts – as high as $500 at Associate Bank and $450 at HSBC bank.\u00a0<\/span>\u00a0<\/span><\/p>\n

    3. Creative messaging. <\/span><\/b>How have you adjusted your messaging in this new era? Creative humor could help connect with Baby Boomers, while empathy and hope remain successful themes for campaigns.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    The pandemic has caused major financial struggles for many Americans. Financial service providers, however, are in a unique position to help ease stress and provide hope. How does a financial brand get connected to its audience? Learn the keys to success in this new COVID-19 reality.<\/p>\n","protected":false},"author":4,"featured_media":8142,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,61],"tags":[],"class_list":["post-8141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-finance","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8141","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=8141"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8141\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/8142"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=8141"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=8141"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=8141"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}