The campaign, which promoted the certified financial planner (CFP) designation and the high education and ethical standards it represents, included digital advertisements that attracted more than 37,000 clicks, the FPA said.
FPA chief executive Mark Rantall said the results indicate that consumers are looking for ways to find good financial advice and connect with a professional financial planner.
The campaign was also received well by FPA members, Mr Rantall said, who were pleased to have practical tools to educate clients about their credentials.
“The aim of our latest campaign was to provide a way for the Australian public to easily understand CFP certification and identify it as a sign of quality financial advice,” Mr Rantall said.
“Consumers want and deserve the best from their financial planner and knowing their financial planner has high education standards is one way of reassuring them of this.”
The campaign also drove more than 26,000 hits to the ‘Find a Planner’ tool on the FPA website, which helps connect consumers with an FPA member in their local area, Mr Rantall said.
The FPA campaign included 120 print ads, which ran in 46 newspapers, and more than 1,000 radio ads, which aired on 42 radio stations. More than 4,000 consumer campaign brochures were ordered by CFP professionals nationally, the FPA said.
No not once in all 25yrs of practicing.
[quote name=”Matthew Ross”]Interested to hear if any CFP’s out there:
1) Has had a client ask “Are you a CFP” in the past month (as a result of seeing or hearing these advertisements)
2) Scheduled in a meeting with a new prospective client (and the referral source was from one of these advertisements.
3) Had the advertisement come up in conversation, started by a friend, colleague, family member or client.
My stats: 0, 0, 0.
Curious to hear other results.[/quote]
I got asked once or twice , i wish i got asked more actually. I will say before i start that some CFP advisers are great, especially the recently qualified ones.
But all is fair….. so
I explain to my clients i prefer to have a non trademarked education from an Education provider not a self interest group, sorry industry interest group.
I do not pay fees for my education to be trademarked, logoed and marketed
What i have learnt stays with me, it doesn’t go away if i decide not have a membership and not be able to use a corporate logo.
I also tell them about how many didnt actually do the exam / assignment to get the designation.
Finally if i need more i bring up how the FPA did nothing to support planners during the GFC and have actually been corporate partners for use of a better term with many of the larger organisations that have had problems.
And that just about does it.
1,1,1
Had a new prospect ring two weeks ago on the back of this campaign meeting Wednesday, will let you know how it goes, hopefully a better than standard non-client-referred conversion on it. Prior to last month, had just a couple of clients find via FPA site, one specifically seeking me out because I speak Japanese. Not fluently enough for financial planning I discovered. Hehe
It’s on my cards, stationary, etc…..
but….
0,0,& 0
Clients don’t really care how much you know, they care how much YOU CARE!
0,0,0 for me too.
However I did notice a big increase in cold calls and unsolicited emails from people trying to sell me stuff.
I’ve been practicing since late 90’s and have NEVER once been asked about my post-nominals or what they mean or if I am a CFP.
Have never once had a new opportunity who found me via FPA’s website, advertising, ask-a-planner week, etc.
Have not seen any of the advertising nor heard anyone mention it.
Our industry is not one where clients go to yellow pages to find a planner, its about trust and word of mouth.
My stats are 0,0,0 for the past month and the last 10 years.
I am in a regional area though, where the FPA advertising didn’t seem to reach.
Interested to hear if any CFP’s out there:
1) Has had a client ask “Are you a CFP” in the past month (as a result of seeing or hearing these advertisements)
2) Scheduled in a meeting with a new prospective client (and the referral source was from one of these advertisements.
3) Had the advertisement come up in conversation, started by a friend, colleague, family member or client.
My stats: 0, 0, 0.
Curious to hear other results.