Why you should include in-office marketing in your 2023 strategy

So how does a fund manager reach potential clients through the B2B channel of advisers?

Traditional channels like advertising on TV, banner ads on financial news websites and billboard slots on a Melbourne tram will also be a part of the consideration, and from time to time these strategies should play a role. But tracking the real effectiveness of these campaigns is problematic, at best.

As we launched into a new year at CO-IN, we assembled our creative and client teams to tackle the challenge of finding ways to help our fund manager clients get a new kind of cut-through. We set up the room and ran a half-day design thinking session using the very same format that we have delivered for our clients over the last few years.

Where we landed was unexpected, interesting and exciting.

The Office

As the corporate world looks to return to the office, at least a few days a week, it pays to consider the question – where are the opportunities and how can we be top of mind and attract attention in the space that is at the pointy end of the decision-making process?

If you’re a fund manager that wants to reach advisers, it’s highly likely that they are back in the office. So, how can you have your brand visible in that office in a meaningful way?

In-office marketing is a highly effective strategy for fund managers looking to build their brand and increase visibility among financial advisers. This approach encompasses a range of tactics and tools, from branded items to valuable resources and educational materials. When used effectively, in-office marketing can help fund managers establish themselves as industry leaders, build trust with advisers and clients, and ultimately, drive sales and growth.

As we ran our workshop we fed in some best-in-class examples, including:

Andex Chart

One of the most successful examples of in-office marketing in the financial industry is the Andex Chart, which is branded by Vanguard and has become a staple in many financial advisers' offices.

Capturing 30 years of Australian and global investment market history, the Andex Chart (produced by the financial research firm of the same name) shows the long-term performance of asset classes and inflation, while serving as a constant reminder of Vanguard's expertise and the benefits of long-term investing.

This visual tool not only establishes Vanguard's credibility as an investment manager but also serves as a valuable resource for advisers to refer to when advising clients on investments.

Providing utility to help the adviser in a meaningful way as the first objective, but ensuring the brand is represented ongoing in that office.

Macquarie's Little Black Book

Similarly, Macquarie's Little Black Book is another example of an effective in-office marketing tool. This comprehensive guide provides financial advisers with all the facts and figures they need to advise clients on a range of financial topics. By providing this resource, Macquarie has established itself as a trusted and knowledgeable industry leader and has built a loyal following of advisers and clients alike. The Little Black Book may have moved with the times and become a mobile app, but that only underlines its popularity and indispensability.

We are constantly exploring other industries for inspiration on how we can introduce new ideas to the finance industry, taking inspiration from the likes of tech, FMCG and sport to bring fresh thinking to what is often a more traditional marketing mindset.

Bud-e office fridge

Another example we used in our workshop for inspiration was the Bud-e office fridge.

We looked at how a beer company provided ongoing value – through providing offices across US cities a free beer fridge that was re-filled on a weekly basis – saving the office manager time and effort, but also ensuring their brand had visibility and was central to after work drinks for office spaces with hundreds and sometimes thousands of staff.

The critical thing here was the brand solving a problem and providing utility (the office manager always needing to organize the office bar and going out and picking up supplies) whilst also driving business objective in doing so.

At The Inside Network, we understand the power of in-office marketing and have used this strategy to build our brand and drive sales among financial advisers. Our approach includes providing valuable resources and educational materials, partnering with advisers to provide helpful resources, and offering personalized experiences for advisers and their clients.

Our three steps to in-office marketing success:

  1. Provide utility through a business tool that can be utilised by your client

  2. Consider how the solution could facilitate an ongoing interaction with the client

  3. Look for inspiration from other industries for how to connect with clients in new and interesting ways

At our 2022 ESG retreat we did a collaboration with Frank Green.

In keeping with the ESG directive, we aim to eliminate single use from all our events, and so provided all 80 attendees with beautiful branded reusable coffee cups and drink bottles that carried a twofold message:

  • encouraging advisers to stay hydrated, and

  • that we can all play a part in reducing single-use plastics.

We believe that in-office marketing is a crucial component of any marketing strategy and can help fund managers stand out in the crowded financial industry.

With the right strategy and approach, in-office marketing can be the missing piece of a marketing strategy that sets a fund manager apart from their competitors. Instead of a team that people might see once, your brand becomes a part of their environment.