DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Improving the broader brand of the FS industry is key, and sport can play an important role 2
The role of FS companies in creating the financial crisis and resulting global recession has led to a collapse in brand value 2
Financial Services companies had a strong sponsorship presence at the 2010 football World Cup 3
The 2010 World cup saw the release of a number of FS product promotions focused on the event 3
FS providers in the UK released a number of world cup linked promotions 3
UK providers are not alone in offering World Cup linked products 4
Close connections to sporting events provide an array of possibilities for FS providers 5
The United Kingdom provides an example of the profusion of sports events sponsorship by FS companies 6
In approaching consumers through shared interests FS providers are tapping into the potential of the connectivity megatrend 6
Involvement with sport at a grass roots level provides a fantastic opportunities for FS institutions 8
Grass roots associations go far to promote the brand with parents and the community at large 8
Associations with sport could prove effective at targeting younger, less engaged FS customers 9
Young adults are less enamored with the prospect of developing a strong relationship with their financial services provider and yet are those with the most potential 9
Building brand awareness with the younger generation will reap benefits in the longer term 9
Connections with sports events, teams and individuals are not without some risk 10
Less fortunate organizations have come to appreciate the dangers of aligning their brand with sports figures 10
State owned enterprise must be careful to avoid public backlash for using public money in sponsorship deals 10
UK FS companies should learn from successes and failures of their promotional campaigns in preparation for the Olympics in 2012 11
Lloyds TSB are engaging consumers with a well thought out Olympic marketing strategy 11
Lloyds are reinforcing their claims of genuinely aiding consumers through supporting talented athletes at a community level and school children 11
Lloyds are also emphasizing the potential for businesses to take part in the Olympics 12
APPENDIX 14
Definitions 14
The Datamonitor Financial Services Consumer Insight Megatrend Framework 14
Authenticity 14
Comfort 14
Connectivity 14
Convenience 14
Individualism 14
Wellbeing 14
Demographic Complexity 14
Financial Intelligence Complexity 14
Lifestage Complexity 15
Wealth Complexity 15
Methodology 15
Ask the analyst 16
Datamonitor consulting 16
Disclaimer 16
List of Tables
Table 1: FS brand value buckled under pressure in 2009 and must be rebuilt 2
List of Figures
Figure 1: Spanish football sponsor Banesto supports the national team: "what we all want". 5
Figure 2: MasterCard appeal to the loyalty of consumers for their sports teams 7
Figure 3: Messages of togetherness emphasize that banks are part of the community 8
Figure 4: Grass roots sports support offers a large FS companies an opportunity to rejuvenate their brand image 9
Figure 5: Headlines reflect public distaste at state owned institutions use of public funding 11
Figure 6: Lloyds are encouraging their connections with consumers at all levels of sport 12
Figure 7: Lloyds are building synergies with businesses looking to take part in the growth potential of the Olympic games 13
[Inhaltsverzeichnis ausblenden]
