Our Work / Financial Institution
Analytics that position
A prominent financial institution wanted to enter the market of high-net worth credit cards. For the brand, they needed to gauge public sentiment on their competitors, strategically position themselves in a crowded market, differentiate their offering in a meaningful way and gain an edge in receiving high reviews from powerful websites like Dough Roller, Credit Donkey and The Points Guy.
Insight & Impact
With our insights, the marketers were able to:
determine how their strongest competitors in the marketplace connect with their fans
identify that language used , topics of interest, and deep motivations of their target audience
identify which credit card review websites were most important to target, anticipate how they would review their new product and update their messaging to maximize impact
identify the linguistic “white space” available for the marketing team to leverage to differentiate their offering and connect with audiences.
The impact was a data driven and well crafted marketing and communications strategy designed to appeal to a highly sought after demographic and a crowded market place.