Question

Topic: Advertising/PR

How Should I Sell My Marketing Campain To A Bank?

Posted by Anonymous on 10/5/2008 at 11:24 AM ET 250 Points
I am an active financial advisor who enjoys marketing. I developed a strategic campaign targeting banking, investments and insurance to the boomer generation and their parents. I was initially going to use it within my own practice (contains tv ad and brochure + direct mail, - could easily be expanded). But I have since change the focus of my business model. I know that this campaign is a winner. I know it has value in the market place. Would someone (financial ad agencey, etc.) purchase or represent the campaign to financial institutions? Is there some way I can safely shop what I have without it being stolen? What's the best way to get this to market?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/5/2008 at 10:04 PM Accepted
    Why not show your mastery of the niche by writing a white paper or ebook on the subject, and sending it to various financial institutions? You don't have to spell out all the details, but you can show some and show you could be a very valuable resource to them in the future.
  • Posted by Chris Blackman on 10/6/2008 at 10:04 PM Accepted
    Before you even consider shopping your personal creativity and business development ideas around, go see an intellectual property law specialist and find out what you can do to protect the IP in what you have developed.

    Only when the idea is protected, is it safe to go and try to sell it to someone who may use it.

    Alternatively, if you think the idea is simply one of many great ideas you could come up with, by all means out the development down on their table as an "at risk" property. Go hawk it to the banks, on the basis that this is merely a sample, and you could work with them to produce many more great pieces of creative ingenuity to grow their business. This puts you in conflict with their existing agency relationships, but in the current climate, they may just be looking for a way to cut some costs, and you might be that way.

    Either path, it's your call. Just understand what risks you might be taking (they may just steal your idea and get their existing agency to implement it) and choose the path that suits your appetite for risk.

    Good luck.

    ChrisB
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