For the last 10 years, Investec Wealth & Investment had produced an annual think piece and series of events called Vision.
Aimed at the IFA audience, it looks at the key trends for the year ahead and what that means for their clients.
Increasing pressure from the competition, all jostling for the attention of the same IFA audience meant that IW&I needed to completely revamp the Vision brand and develop an end-to-end conversation strategy for the events that attracted new IFA leads and acted as a launchpad for future IW&I engagement.
Conversation we created
The IW&I research team produce their annual think piece in January. They then put on a roadshow across the country in a series of IFA events. The regional offices used it as a vehicle to re-engage their IFA contacts.
Our first step was to hold a Vision workshop day. We gathered feedback from all of the Regional Heads, facilitated group sessions and got everyone to align on a single ambition.
We then co-created a Vision conversation strategy framework that articulated the 2018 business objective for Vision and how marketing would support the regions pre, during and post the events.
The roadshow of nationwide Vision events was the key to attracting new IFA prospects. We worked with an FS data partner and the regional IW&I offices to dedupe against the current ‘warm contacts list’ and identify the right contacts that we could target as ‘new to IW&I’.
We then developed the optimum conversation map that looked at three distinct phases – pre-event, at event and post-event. Each stage had a clear objective and audience mindset and we integrated the most relevant touchpoints and tech to maximise the conversation and the results.
A key piece of tech that we introduced at the events themselves was the Duuzra platform.
This allowed every IFA who attended to engage with the speakers and the content throughout the event via individual iPads given out at registration.
It also allowed us to gain their marketing consent and to use the individual data captured to personally keep the conversation going post the event.
Finally, we introduced a brand-new visual identity for Vision 2018 that we could roll out across all collateral for the events, all literature and all communications across our conversation map.