Latest research from Phoenix Marketing International shows what affluent investors consider to be effective advertising, how they evaluate financial services firms offering retirement products and services, brand penetration among (and association with) seven investment and insurance offerings, and investors' likelihood to start a new relationship with any of 72 brands covered by Phoenix
RHINEBECK, N.Y., Aug. 11, 2009 — Phoenix Marketing International, one of the fastest-growing research companies in the U.S., announced today findings from its semi-annual study among investors ages 35 to 64 reporting annual household income and investable assets (excluding employer-sponsored retirement plans) of at least $100k.
Phoenix reports that over half of affluent investors view their household as financially worse-off now than a year ago and two-thirds anticipate no improvement in their financial situation for at least one year. As a result, these investors report having recently met with a financial advisor, investing in mutual funds rather than individual securities, increasing the share of their portfolio in CDs, and dispersing their investment accounts among multiple firms to maximize FDIC insurance coverage. As for how investors gauge the relative health of the U.S. economy, one-third rely on market averages and one-quarter track the unemployment rate.
The Phoenix study, which was conducted this past spring, shows that Charles Schwab, Fidelity, State Farm, T. Rowe Price, and Vanguard command the most favorable overall impression among firms well-known to investors. John Hancock, MetLife, Northwestern Mutual, and NY Life are leaders among the most important criteria used when selecting providers of retirement products and services. "Most importantly, a firm offering products and services for retirement must be perceived as a company affluent investors can trust, that they conduct business with the highest ethical standards, and they are well-positioned to weather the current economic crisis," stated Kristina Terzieva, Phoenix Product Manager for this study. "Also essential is for firms to make it easy for investors to manage their retirement portfolios and to demonstrate that they actually care about their customers."
The Phoenix study was conducted among 757 affluent investors and findings are representative of U.S. investors grouped by age and state of residence. Also reported are detailed evaluations of 15 Print and 19 TV advertisements for 12 leading brands: AXA, Fidelity, Guardian, John Hancock, Lincoln Financial, MassMutual Financial Group, MetLife, NY Life, Pacific Life, Principal Financial, Prudential, and The Hartford.
The most effective Print ad was for MassMutual Financial Group, while Fidelity Investments had the most highly regarded TV ad. "Most successful ads share a number of common strengths observed in recent years by Phoenix and promote the offerings of Fidelity, Lincoln Financial, MassMutual Financial Group, MetLife, NY Life, and The Hartford," added Terzieva.
A summary of study findings is available for purchase from Phoenix. A customized report can be produced for financial services firms seeking detailed analysis of their brand health and the effectiveness of their Print and TV advertising.
Phoenix Contact:
Kristina Terzieva
Product Manager/Retirement Services Research
508-647-0151
Email
# # #