Top 10 Marketing and Finance Podcast Episodes of 2017

We hit 150 episodes in 2017.

That’s incredible. Thanks for all your support and feedback over the last 3 years.

I’m delighted to have reached the 150 episode milestone and already have a stack of great interviews already in the bag for 2018. So watch this space.

In the meantime, here’s a rundown of the 10 most downloaded episodes of the Marketing and Finance Podcast in 2018.

Click on the link for the full show notes page or on the graphic for an instant listen of that episode.

Iona Bain on the Young Money Blog and financial education – MAF120

Iona Bain on the Young Money Blog and financial education - MAF120

Thor Holt on perfecting presentations and pitches and killing confirmation bias – MAF118

Thor Holt on perfecting presentations and pitches and killing confirmation bias - MAF118

David Smith on using widget technology to improve how insurance is bought and sold – MAF115

insurance is bought and sold

James Daley on Fairer Finance and raising standards in financial services customer experience – MAF116

raising standards in financial services customer experience

Andy Philo on Serious Illness Cover and rewards for understanding and improving your health – MAF122

Andy Philo on Serious Illness Cover and rewards for understanding and improving your health - MAF122

Paul Avis, Max Marchant and Donna Wray on promoting early intervention services – MAF136

Paul Avis, Max Marchant and Donna Wray on promoting early intervention services - MAF136

Helen Wilkie on writing, publishing and marketing your business book – MAF121

Helen Wilkie on writing, publishing and marketing your business book - MAF121

Jonathan David Lewis on Brand vs Wild and building resilient businesses – MAF133

Jonathan David Lewis on Brand vs Wild and building resilient businesses

Maggie Johnson on virtual assistance, event management and marketing services – MAF119

Maggie Johnson on virtual assistance, event management and marketing services - MAF119

Jon Norton on marketing lessons from building a stand-out accountancy brand – MAF134

Jon Norton on marketing lessons from building a stand-out accountancy brand - MAF134

Now it’s your turn:

Thanks for listening to the Marketing and Finance Podcast in 2017. What was your favourite episode? Please let me know.

And if you’d like to appear on the show, please get in touch. You could be one of my next guests.

The key to financial services: Be simpler, more human and braver

Be simpler. Be more human. And be braver.

These are the concepts everyone in the UK protection market needs to adopt to be successful in future according to speakers at this summer’s Protection Review Conference.

financial services

Simpler is obvious. Well known campaigner for plainer English in financial services, Rhys Williams of Quiet Room suggested we need less complicated products. Easier to understand marketing and policy material. And quick navigable straight through processes.

Being more human needs product providers to show more empathy with customers, particularly at claims stage. Empathy expert Alasdair McGill described better methods of communications to make the customer experience for bereaved people better in such difficult circumstances.

And being braver meant exploring new product models, challenging established ones and pushing the boundaries with underwriting. Jackie Leiper from Scottish Widows looked at some of the innovations from different insurance markets and the lessons we could learn.

There is evidence of all this starting to happen.

AIG Life’s critical illness product, Key 3, is a good example of making things simple.

The 7 Families income protection campaign proves the power of using video to tell the stories of people affected by illness. That’s a more human touch.

It’s harder to find examples of protection companies being braver however.

Another common thread discussed by the panel that followed these speakers was the need for the industry to better engage with younger people. Journalist Iona Bain, founder of the Young Money Blog put forward some interesting views on the communications challenges involved. In the days after the conference, I found myself thinking more and more about young people and protection. I wished we’d had more time to explore some of the issues Iona raised.

Millennials?

I went away and started looking for companies in other industries that had looked at specifically marketing a product to younger people. It became clear that among marketers there’s much talk about how to target millennial.

Is that what protection providers should do? Come up with a set of products, marketing campaigns and processes that’ll appeal to millennials?

Air France is launching an airline for millennials. Called, Joon, it aims to complement the supposed millennial lifestyle revolving around digital technology, convenience and low-cost.

The more I dug into the idea though the more detractors I found to the idea of targeting millennials. Marketing Week columnist Mark Ritson said segmenting an audience purely based on age is “stupid”. And targeting millennials “makes a mockery of just about every principle of basic segmentation”. As I career marketer I agree with this.

“Clearly millennials as a generational cohort do exist – they are the two billion people on the planet born between 1981 and 2000. But the idea that this giant army all want similar stuff or think in similar ways is clearly [rubbish].” (Mark used a much more vivid term in his original article.)

Marketing strategy

Of course, it’s basic marketing theory. Find out what your customers problems are, find a solution to that problem and then communicate with them about why your solution is better than everyone else’s. There are millennials who like rock music and there are those who like drum and bass or dubstep. One size doesn’t fit all.

A protection millennial solution might use the same digital, convenience and low-cost approach to Joon. If young people are more used to renewable contacts on phones and other services, perhaps an annually renewable term assurance would be better?

My conclusion, after reading up on the subject, was that whilst we need to talk to more younger customers and include them in our product development process, the recommendations of the speakers at the Protection Review Conference are the ones to follow.

Being simpler, more human and braver will ultimately work for all customers whether they belong to the millennial generation, that which came before and those that will come later.

Now it’s you turn:

How do you think we can be simpler, more human and braver. In any industry, not necessarily just financial services? Please leave a comment and share on social media.

If you need help keeping your marketing simpler – please get in touch and let’s talk about how I could help you.

Money Marketing Magazine published a shorter, edited version, of this article right here.

Alan and Kathryn Knowles on zombies, gnomes and quirky financial services marketing – MAF145

This week on the show my guests are Alan and Kathryn Knowles.

We talk about how they became an award winning specialist financial adviser firm by using zombies, gnomes and advent calendars to create some quirky marketing campaigns.

Welcome to episode 145 of the Marketing and Finance Podcast.

What you’ll hear about in this episode

  • How Alan and Kathryn developed a niche focusing on people who find it difficult to get protection insurance
  • Dealing with clients individually and taking referrals from other financial advisers
  • How Kathryn comes up with the ideas for marketing campaigns based on popular culture
  • Trying to make boring insurance a little more engaging and more about planning
  • Why content rather than in your face promotion leads to better engagement with customers

Who are Alan and Kathryn Knowles?

Alan and Kathryn  run Cura Financial Services Ltd which is the holding company for the Special Risks Bureau.

Based in North Yorkshire they won Best Protection Intermediary at the Money Marketing Awards in June 2017. More recently, at the Cover Magazine Awards 2017 in October, they were Highly Commended in the Best Promotion by an Intermediary category and won Best Specialist Intermediary.

Links:

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