針對歐洲新興富裕人口的行銷策略

Abstract

Overview

Introduction

The profile of wealth management clients in Europe is currently changing in response to wider social and economic changes. These are creating a higher level of demand for wealth management services among certain groups, and wealth managers are in the process of identifying how to effectively target these groups.

Scope

• Considers the rise of certain client types across Europe;
• Provides examples of global marketing and client acquisition strategies.

Report Highlights

The key to marketing to entrepreneurs and the owners of small businesses is to demonstrate an understanding of the current and future issues facing this group. Wealth managers must be able to show that they are flexible and immersed in the business environment, with knowledge of the services and support that small businesses require.

Retirees are often considered by wealth managers to be a difficult segment to target through marketing, for several reasons. Firstly, this group do not necessarily have the same set of objectives for the management of their wealth as younger clients - they may want to focus on finding effective ways to pass their wealth on rather than develop it.

Wealth managers seeking to attract families need to develop ways of bringing this potentially diverse group together and demonstrate the ability of the bank to cater to a variety of needs as well as manage the wealth of the whole family in a unified way.

Reasons to Purchase

• Identify the fastest growing and potentially most important groups of clients in the European market;
• Gain insight into existing strategies used by competitors to attract valuable client segments.

Table of Contents

• CHAPTER 1 INTRODUCTION
  • Overview
  • What is this report about?
  • Who is the target reader?
  • How to use this report
• CHAPTER 2 BEST PRACTICE IN MARKETING TO NEW AND GROWING CLIENT SEGMENTS
  • Introduction
  • Entrepreneurs are best targeted using an information-based approach that demonstrates understanding of their needs
    • Provide networking opportunities for clients and potential clients including educational events and seminars
    • Offer business information and general news for small businesses directly
    • Become locally accessible to small businesses
    • Leverage existing clients in the target group
  • Wealth managers should promote holistic solutions to the retired market
    • Emphasize understanding of the particular needs of retirees
    • Promote services using awareness raising campaigns
    • Link to the retail bank to identify and acquire wealthy retirees
  • Marketing to families often focuses on intangible aspects of the service
    • Aim educational events at the whole family
    • Non-banking services targeting partners and children of clients should be an integral aspect of the overall service
    • Pitch the service to several families at once as part of an organized event
• CHAPTER 3 GROWING CLIENT SEGMENTS IN EUROPE
  • Introduction
  • Entrepreneurs and small business owners will be the most important segment in the next five years
  • Social developments mean that retirees are becoming wealthier and more populous
  • Families are becoming more important to businesses
• CHAPTER 4 TARGETING GROWING SEGMENTS
  • Introduction
  • Wealth managers successfully targeting entrepreneurs recognise the unique needs of this group
    • Combining social and business opportunities draws clients to the service while being attractive to the existing client base
    • Direct contact promotes the bank's brand while showcasing industry knowledge
    • Moving to areas where entrepreneurial activity is high is an effective first step in marketing the brand to this group
    • Leveraging the skills of existing clients in business can generate a new wave of younger clients
    • Educational events are effective in reaching sub-segments and emphasizing the bank's commitment to entrepreneurs
  • It has traditionally been difficult for wealth managers to successfully market to retirees
    • Few European players have a distinct strategy for targeting retired individuals
    • Understanding the new interests and priorities of retired individuals is key to providing a successful service
    • Raising awareness of the need for wealth management among retirees is an important step when marketing a comprehensive service
    • Using the retail arm of the bank is important when targeting wealthy retirees as many have long standing existing relationships with the bank
    • A holistic service is important to this segment and allows wealth managers to expand their remit
  • There are several strategies currently being used to target families across the generations
    • High-profile educational events aimed at the whole family provide a good showcase for family services
    • Developing the lifestyle aspect of the service with family-oriented incentives can represent commitment to serving the family
    • Providing family oriented entertainment events are another facet in developing relationships with the whole family
    • The American 'beauty pageant' model is popular among ultra high net worth families
• CHAPTER 5 APPENDIX
  • Supplementary data
  • SPP writing team
  • Further reading
    • Global Wealth Management SPP
      • Interactive Databases
      • Market Reports
      • Strategic Insight Reports
      • Wealth Management Competitor Tracker
  • Datamonitor Asia Pacific Wealth Management SPP
  • List of Tables
    • Table 1: What client types offer the greatest potential in your market in the next 5 years?