Posted at 21:30h
in Trade Stories
GE Capital Bank tasked Trade with the objective to expand their relevance and engagement to reach consumers who were earlier in the decision process. Our target market, consumers in the “pre-shopping” phase, were greater than 4 weeks away from deciding about where to invest their money. We needed to create an entire content marketing function for the bank to reach these consumers with meaningful content that would ultimately improve conversion performance and drive down costs of acquisition.
Our storytelling goal was to ensure the bank had meaning and value to people when participating in conversations and activities related to saving money. An agile storytelling methodology would fuel GE Capital Bank’s content marketing program to reach more people by increasing organic search rankings through a continuous flow of savings-themed stories across owned, earned and paid media.
The higher meaning for GE came from insights into a core idea: Saving money is more than a behavior. It’s a mindset. But to be a saver of any kind, you have to care.
Defined Archetypes and Personal Narratives
To gain a better understanding of people and their personal narratives, we conducted a series of primary interviews, an online survey with more than 2,000 people, a consumer intent model with 10s of thousands of keywords, and an analysis of thousands of online conversations across social platforms. The result: three primary audience archetypes that represented groups of people who would be ideal customers.
Experienced Lifers: Older, wealthier, retired
Generally from the professional sector, these individuals might be out of the 9 to 5, but they aren’t done making money.
Daily Grinders: Middle-class, risk adverse
While personal wealth management isn’t their strong suit, they know the need to save. Given the economy today, having a nest egg is a must.
Eager Learners: Young, digital
The world is their oyster and they are finally making substantial income. They know it’s time to start getting smarter on investing.
We started with 26,000 keyword phrases that were aligned to topics like family, the future, and health/wellness. We knew our audience was already participating in these story fields when thinking about money and finance, according to research conducted with Global Web Index. Out of the total universe, we dove in deeper to search behaviors more connected to GE Capital Bank products and bridged the gap to broader thematics.
Using the insights from search and social data we uncovered whitespace opportunity, which allowed us to align themes and stories to levels of meaning within each phase of a buyer’s journey. You have to care enough to do resourceful things, which may not always be the easiest things.
Born from our themes and editorial plans we created a savings spectrum experience which measures how much someone cares by making tangible and relatable how much that someone does to be a saver within their financial life and beyond. The “savings roadmap” is where the brand began to participate in the relationship consumers have with saving money and other resourceful behaviors making their products more meaningful in consumers’ lives.
To learn more about how Trade can assist your organization, contact 404-900-5592
To contact the author
Dirk Shaw, Principal