MarketSmith (Equity research tool for private investors)
To generate trial subscriptions for a new, high-end equity research tool during a period of economic and stock market volatility for many investors. (MarketSmith was launched in 2011.)
Fraser Communications’ Emotional Insight research shows that beyond demographics, the psychographics of high-level individual investors are different. They see themselves as unique, decisive and, perhaps most importantly, as winners. Their egos tell them that they don’t need brokers.
Our “Be Market Smart” campaign tapped deeply into these emotions and self-image.
This fully integrated, performance-driven campaign has exceeded objectives by helping to generate 12,500+ product trials since launch. The conversion rate has jumped 248% while cost-per-trial has dropped more than 40%. ROI for Search Engine Marketing alone is 200%.