Cash Is King, But Marketing Is Everything!

Vessenes, Peter
December 2003
Journal of Financial Planning;Dec2003, Vol. 16 Issue 12, p30
Academic Journal
The article emphasizes the importance of marketing for financial planning businesses and financial planners. Knowing more about potential clients is the first step to understanding their wants, needs, hopes, dreams and fears. The foundation for any marketing effort is understanding the people and organizations one wishes to serve. Public relations is the structured process of confirming the brand and image of a company in its target market. Research shows that there is up to 500 times difference in effectiveness between well-produced advertisements and graphical images and those that are not. This is the creative effort of advertising. Promotion is the art of offering something for nothing. Promotion can be a part of public relations efforts. Direct marketing is clearly identifying the audience and targeting the message to them. On the other hand merchandising is telling others of the accomplishments of the brand.


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