5 May 2014
CHICAGO: TD Ameritrade, the financial services group, has
successfully used its sponsorship of the United States Olympic Committee (USOC)
to tackle a variety of challenges facing its brand – and the sector more
broadly.
Dedra DeLilli, director/corporate sponsorships and social
media marketing at TD Ameritrade, told delegates at IEG's 2014 Sponsorship
conference that its affiliation with the sporting body had been extremely
beneficial.
"We faced a few challenges, not all that unique to us
really – something that the financial industry faced over the last several
years," she said.
Foremost among these was dealing with low levels of consumer
trust in the category, which was a consideration even though TD Ameritrade had
continued to perform well during the downturn.
"Whether or not you got bailed out by the government,
we all got sort of bucketed in the same segment," said DeLilli. (For more,
including details of how the company adapted its strategy between 2012 and
2014, read Warc's exclusive report: Making sponsorship "fit": TD
Ameritrade and the 2014 Winter Olympics.)
Allying with the USOC – a relationship starting with the
2012 Summer Olympics in London and recently activated for the 2014 Winter
Olympics in Sochi, Russia – has enabled TD Ameritrade to stand apart from the
crowd.
"We don't want to be Wall Street; we're Main Street. We
serve the mass-affluent audience, so we're not going after the
super-ultra-high-net worth clients," DeLilli said.
"We're going after everyday Americans. We want to talk
to everyday Americans. We want to help everyday Americans be smarter, be more
educated about their financial futures. And I think sometimes that gets
lost."
Drawing an analogy between financial services and athletics
also lets TD Ameritrade demonstrate how it can provide assistance to people who
are "re-entering the market" following the recession.
"Consumers … are looking for advice; they are looking
for validation," DeLilli said. "They really want to know that there's
someone on their side who can validate what they're doing."
TD Ameritrade's campaign for the 2014 Winter Olympics also
saw the firm drive awareness of its full suite of services, particularly
focusing on long-term investing.
"We have strong associations with self-directed
investing and 'do it yourself' investing," said DeLilli. "We are
less-known as a place for long-term investing.
"We want to change that perception, because we do play
in that space, and we play in that space in a big way."
Data sourced from Warc
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