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Merrill Sells Itself On Scale In New "Power Of The Right Advisor" Campaign
If size matters to prospective recruits, Merrill Lynch is betting that $1.5 trillion in AUM is evidence that its approach is the "right" one.
Merrill's new ad campaign is aimed at both investors and advisors. The advisor-facing side highlights the firm's size as the proof of its business model: "$1.5 trillion in client balances is more than a vote of confidence."
On that side, the new tag line has already rolled out as part of Merrill's recruiting materials and across its website.
Interestingly, the goal here seems to be capturing talent from non-advisory industries and feeding them into the wirehouse. "Career-changers" are expressly courted here, without much mention of advisors who are already in the field but are affiliated with other firms.
In terms of the investor-facing side of the campaign, it remains to be seen whether the $1.5 trillion in AUM will turn many heads. Size may not be everything -- in fact, competing advisors who explicitly promote themselves as being small or community-focused may be able to compete on their own terms here by providing "boutique" service.
Either way, the new ads are rolling out in publications like the New Yorker this week. Hard to argue with the idea that the "right" advisor is the way that any investor should go. The question is how any advisor -- from Merrill or elsewhere -- proves that he or she really is the right one.
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In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.
A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.
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Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
