Macquarie’s digital offering (right) may not be perfect, but they demonstrate very well how banks and stock brokerages can:
1. Add value beyond execution of trades
2. Foster brand loyalty through education of their target market
3. Showcase the depth and breadth of expertise which even regular clients may not have been aware of
Macquarie is so committed to this they have established their own internal web television department.
However, we would like to offer a few pointers for improvement:
1. More experienced interviewer – she does alright, but could add a little more zing to presentations
2. Tougher questions – these would spice up the presentations and make them more watchable – goes back to the first point
3. Shorter clips = greater chance viewers would watch the clips to their conclusion
4. Call-to-action – what I really miss is “click to download the full research”, “click to view another clip on this subject”, “click to contact your relationship manager/broker”, “click to trade online”, and so on
If you are interested in exploring launching a similar web television program for your company, I am available for a further conversation.
We can help with:
1. Business model – ensuring you earn revenue from it
2. Production – we act as your bolt-on web television station (and we have a pool of multilingual, experienced television presenters)
3. Presentation skills training – to ensure your analysts and brokers come across as their best
4. Syndication – ensuring your content reaches your clients, and prospective clients
Best wishes
Mark Laudi
