A reputation for laudable traits will create more loyalty for financial services providers than ads alone, marketing expert Simon Bell says.
Meredith BoothFebruary 15, 2018
Industry super funds are embracing market research tools from the corporate world to better understand who their members are and what they want. Local Government Super’s Michelle Hopwood explains.
Sally RoseMarch 17, 2017
Major superannuation funds are turning to a new breed of design expert to help them re-engineer the member experience.
Sally RoseMarch 7, 2017
The marketing departments of superannuation funds are facing a growing array of communication choices with the old fashioned press release of declining importance. Delegates at the AIST’s Marketing Ideas Exchange in Melbourne heard from Paul Cheal, general manager and partner at Honner, on how super funds can reach their members through social media or self-publication. […]
David RowleyJuly 27, 2015
A super funds single most important asset is the brand because it defines member relations, a marketing and public relations expert told delegates. Mark Sareff, chief strategy officer of Ogilvy Australia, likened brands to religion saying that super funds needed to move beyond viewing it solely as a logo and realise that it includes the […]
Dan PurvesMarch 23, 2015
Super funds were warned by Tom Garcia, chief executive of AIST, that they “must build their brand or die”, when speaking at the CMSF conference on the Gold Coast back in March. And yet, only a few industry funds have responded in 2014. In researching the following quiz, we found all retail funds had clear, […]
David RowleyDecember 19, 2014
Frank Gullone explains the reinvention of Professional Associations Super as Kinetic Super, and its omnipresent online brand awareness campaign. The promotion of Kinetic Super as the new name for Professional Associations Super – along with its distinctive light blue, light red and white branding – has been hard to ignore over the past nine months. […]
David RowleyMarch 29, 2014