Financial services firm Edward Jones looks to emphasize the personal touch it has been bringing to investing to its customers for nearly 90 years in a new, $30 million multimedia advertising campaign.
"Edward Jones has been in business for over 80 years offering service across North America, and we're not a well-known brand," Brad Iversen, chief marketing officer for Edward Jones, tells Marketing Daily. "A lot of people talk about face-to-face relationships, which we have always done. We wanted to get that message out there."
The effort, from Cramer-Krasselt in Chicago, is the firm's largest since 2006, and is targeted at anxious investors who were left concerned and confused after last year's financial collapse, although the campaign was in the works long before things started to unravel, Iversen says.
"Nothing in this campaign was built because of the current climate," Iversen says. "We had been thinking of this approach a little over two years ago, and had been thinking about how our messaging should be."
Television spots in the campaign depict people in black-and-white as various voiceovers offer phrases such as: "if you believe investors should be heard, not herded," or that "nest-eggs, like children, shouldn't be left with strangers," or if "you buy the renegade idea that investing should be done face-to-face, not just inbox-to-inbox." The ads conclude with the invitation: "Join us."
"We think part of the difference in this [campaign] is that it's coming from our clients' experiences, in their words and their voice," Iversen says of the approach and subtle invitation. "These are coming from the words of our clients and if you hold these similar beliefs come on and join us."
The television ads began airing on Oct. 15 on cable networks such as CNN, MSNBC, ESPN and Food Network, while online ads will appear on financial sites like Morningstar.com, Forbes.com, NYTimes.com.