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Track: Best Practices
Thursday, December 5, 2013
At Caesars Entertainment, we apply significant analytical rigor to augment the customer experience and grow revenues. Customer interactions with our brands are ever-changing, consequently it is imperative for marketers to evolve their thinking to profitably influence customers’ behaviors. We will discuss which touch points are the most critical for motivating behaviors, incorporating multi-channel feedback and utilizing real-time inputs to have a comprehensive data set enables marketers to make more informed decisions and improve business performance.
As the nation’s 5th largest banking group, PNC weathered the financial storm of 2008 better than most. But while conservative banking practices kept them on solid ground, it also pointed to the need to become a more marketing driven company to ensure future growth. The paradox of being risk-averse versus market savvy challenged the leadership to reevaluate their business and carefully evolve their culture. …
Friday, December 6, 2013
A typical high net worth individual hold 9.6% of their net worth in art and collectables, such as art, jewelry, wine, antique cars, etc. While many scoff at the estimated value of these assets when they appear on a personal financial statement, their monetary and emotional value to clients is very real and sometimes significant. For financial institutions to be holistic caretakers of their clients’ financial well-being, it is incumbent upon them to be aware of these assets and make sure that they are properly protected and accounted for in the client’s long-term plans.
Marketers can help to drive these conversations by analyzing data, developing new programs, and executing external communications that help Wealth Management Relationship Managers engage with clients regarding their unmet needs in three key areas:
Insurance: Most homeowners' policies have strict coverage limits on art and collectables. However, several insurance carriers provide specialized coverage for these items. Marketers can helps educate clients about these coverage limits through related web content, social media, and other communications vehicles that prompt questions from clients and position Relationship Managers to uncover opportunities. Liquidity: Enabling clients to use their collections as collateral to gain liquidity for other financial opportunities may also be possible in certain situations. Simply communicating the existence of these capabilities to existing clients, Marketers can provide the opportunity for Relationship Managers inventory a clients broader assets. Wealth Transfer and Tax Planning: By communicating an appreciation for the emotional and financial value of art and collectables, Marketers can position Relationship Managers to discuss long-term planning and the eventual transfer of these assets to heirs or charitable institutions, thereby uncovering additional opportunities. It is incumbent upon financial institutions to be caretakers of their clients’ total financial well-being – including art and collectables. In this regard, Marketers are well-positioned to identify individuals that have significant non-financial assets, develop programs that demonstrate institutional appreciation for these assets, and execute targeted communications that can be an important catalyst discovering overlooked pockets of opportunity among a broad range of their wealth clients.
Many financial institutions are finding social media to be an important marketing tool.
At the same time, a wide variety of laws, regulations, and policies can be relevant to financial institutions’ use of social media, and compliance risk and other risks can arise. In addition to compliance risks and the applicability of specific laws and regs, reputation risk can also be of particular concern – not only regarding what a financial institution says on social media,…