Marketing's Magic Bullet? Keep It Simple and Consistent

Schulaka, Carly
March 2011
Journal of Financial Planning;Mar2011, Vol. 24 Issue 3, p30
Academic Journal
The article reports on the findings of Financial Planning Association's (FPA) "2011 Marketing Methods: Planner Best Practices" study that shows the effective marketing practice. According to the study, around 60% of planners have no formal marketing plan and only 38% of those without a formal plan intend to enforce one within six months. It mentions that when varied strategies are being enforced and executed consistently, it would come up with the most effective marketing. It notes that a formal marketing plan does not have to be expensive, it must be something that most planners trade themselves. It presents a figure and a table depicting the most successful marketing methods that planners used in 2010, including printed or online article and requested referrals from current clients.


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