Do any of you who work for talk radio stations have an Edward Jones investment representative advertising with you currently or in the past? if you could tell me what their successful experience has been I'd appreciate it as I have a meeting with one in about 3 hours. Thanks for your help!
WOW!! Thanks to all of you for offering suggestions and advice. And keep it coming!
Will let you all know what the end result. Glad I asked!
Morris
Yo Morris.... No I don't ... but if the Ed Jones prospect has never been on radio before.... and he's still in business... imagine what a creative, persuasive radio marketing campaign will do for his clients and clients to be. Not to mention..if he isn't on air... he has an on air importance level of " Zero" ..... if he is doing any advertising in other media ..ask him why...
when he answers... you should be able to build an effective " reason to move ahead with radio" position.
....Merry Christmas.... and every single business should be on air...
D
Never worked with Edward Jones, but I've worked with similar. Financial guys are very difficult to generate leads for. The best results we've had was (a) using the client's voice with announcer wraparounds, and (b) writing copy that was metaphorical and explained financial strategy in concrete terms people could see. One guy used a metaphor about charting courses and setting sail, how most people do it, and what he does differently, and why it works. Another guy spoke in concrete terms about how, by investing the price of a single fancy coffee drink a day for 7 years, you could accrue over a million in compounded interest by retirement.
Leads will often call about a fairly small investment to test out the advertiser. If they like and trust the guy, they'll consider investing more. We had one fellow who said his ads weren't working, that he wasn't getting any leads. Turns out, he meant he wasn't getting any fat cat leads. When his company said they were pulling the plug on his advertising because it wasn't paying off, he went back and scrambled after two dozen leads he deemed too small to follow up. EVERY lead is a potential fat cat, no matter how much they say they have to invest. And if the advertiser specializes in high net worth individuals, he has to say as much.
Bottom line, financial advertising will never pay off quickly. Anyone who's perseverent and relentless and is willing to stick around will eventually get leads. But the advertiser has to stand for something, say something that nobody else is saying, and be relatable. He has to speak English. And if he provides useful information and he's likable, even better.
Break a leg.
Hi Morris -- I have not had one, but a good friend of mine is with Edward Jones and she has a co-worker who advertised during or connected to a market report and after just a short time, less than a month, he had a call specifically due to that effort.
I don't think that's normal, I think that radio advertising makes more people say YES when someone calls for an appointment. I also know that they are CHEAP!! lol -- Good luck! Becky
Morris,
We have two Edward Jones representatives on the air. The two reps currently split their advertising between their two offices. They currently sponsor "Investment Advice". They come in and record :90 investment tips, of which we air. They provide the topics. We also include them as a name sake sponsor on our "live ticker" on two of our station websites. The investment game is tricky. Investment reps get paid commission (like us), but they need a large amount of clients or "large" portfolios to see decent income (like us) . Shoot me an email, and I will send you a copy of one of the shows. Hope this helps.
Edward Jones pays co-op - but only on their pre-produced production w/ a :07 tag. We ran airtime for several Edward Jones people who went in together - they were not happy with the results. But I think the results were not satisfactory because of the production - not the station or frequency. Local people want to invest with a local person - these ads leave no room to personalize an appeal. They promote the image of Edward Jones w/o letting the local investor build his/her own credibility with the ads.
Suggestions: 1. the Edward Jones person voices the tag 2. the pre-produced spot piggybacks with a non-co-opable :15, :20 or :30 in which the Edward Jones person makes their own case.
Morris, we're doing a number of things - a Pay Your Bills promotion, plus putting a financial windfall into the hands of Peterborough people with a number of financial people in Peterborough, literally GIVING people money to invest before the Canadian investment deadline of Feb. 28, 2013 (for 2012 tax purposes). Your station will give the cash away, the investment reps are the sponsors (you charge him an extra $XX,XXX to cover the cash being given away), and people can have a discussion - no obligation - with the sponsoring reps if they want.
We don't have an Edward Jones agent advertising with us, however we do have a Dundee Wealth Broker (just another investment firm) advertising heavily on our News Talk Station. They've been doing a 'Talk to the Experts' style advertising for the better part of a decade and it has worked SO well this office is in the top 1% of all Dundee investors in Canada - and this is in wee little Saskatoon.. If you have a 'Talk to the Experts' style show I would recommend that.
We do, he or his staff call in twice a day during the news times (AM and PM) and they record the "Stock Market Report" so it is a program sponsorship on twice daily on weekdays, they get information from their parent office and report on the stock market. It gives us programming and them exposure.
Morris,
Thanks to Anna for reminding me. I've been working with Greg (current rep) for years, and before that for his father Bob, who, incidentally, opened the first EJ office in Washington State back in the 1960's. Bob used to do a daily stock market report that always included stocks of regional or local interest. Phoned it in every morning like clockwork; occasionally his secretary and several times even his wife filled in for him, but the broadcast was a regular part of our programming for many, many years. When Bob passed away and his son took the reins, Greg didn't want to make that same commitment - not because of the money, but because of the time. Still, I bug him about it from time to time; it's a natural vehicle to keep the firm front-and-center - especially on a News/Talk station, if applicable.
-rs-
Here are a couple of the commercials recorded by our local EJ rep.
Morris edited his initial post with this message:
WOW!! Thanks to all of you for offering suggestions and advice. And keep it coming!
Will let you all know what the end result. Glad I asked!
Morris
My thanks to all of you, too!
From RSC member Ron Geiger of Columbia, MS:
Our local E. Jones guy runs a monthly Sked with us...and does a call in stock report
wrapup which we use as part of our 5pm news block. If you can get him to pay for
the stock report great....we use it as news....he seems very satisfied. Ron
