Client Services and Operations Director
Posted on February 20, 2017
There’s no getting away from the fact that as financial marketers we have to communicate a lot of data to our prospects and clients. From interest rates, to rates of return and historical product performance – data forms a core part of our marketing efforts.
Whilst we need to communicate this data, it’s all too easy to go to the standard charts provided by Excel. These get the job done, but with the average person consuming so much information every day, do they do the job well enough? Do they help us as marketers quickly convey a key point or tell a story? Do they perform well on mobile devices and social media?
Too often the answer is ‘no’ and that’s where we feel there is an opportunity to challenge the standard and produce something a little different. Here are two recent examples where we’ve gone beyond the realms of Excel (or InDesign) charts.
Communicating returns for Structured Deposit Plans
We’re often tasked with producing literature which shows returns for specific investments (or deposits) managed by our clients. We wanted to communicate a clear message – that our client’s returns are stronger than average.
The simple use of different sized circles communicates a simple message, takes very little time to digest and works across multiple digital mediums (such as web, mobile, email and social media).
Telling a story for a Wealth Manager
Sometimes we need to do more than communicate a simple rate comparison, we need to tell a story about how something has evolved over a period of time. We recently worked with a Wealth Manager to produce a series of ‘mini infographics’ discussing market volatility.
Although these were originally intended as brochure ware, they could easily be repurposed for the web, email and social media.
Charts do have their place, and there are occasions that require a traditional chart. But in some cases there’s the opportunity to move away from the standard and create something that stands-out, communicates a message and tells a story.
If you’re working with an agency, make sure they really understand financial services, your market and the messages you’re trying to communicate. There’s nothing wrong with a chart, but being different can pay dividends!