New Ideas in Marketing: Getting in Touch

If you’re in a quandary over what to get your clients for Christmas–or simply wish add a bit of value and good cheer–In Touch Marketing, based in Mill Valley, California, may have just the thing. “This is better than a gift basket,” writes Alec Binnie of American Express Financial Services, in In Touch Marketing’s sales literature. “It puts my name in front of my clients on a consistent basis.” And as a marketing tool, according to In Touch Marketing Co-Managing Director Mark Asher, it’s cost-effective and, well, effective, especially when compared to other traditional client gifts, such as wine, flowers, and baskets. The program can also be used to target new client prospects.

Here’s how it works. The program enables financial advisors to order a magazine gift subscription for their top clients (minimum of five gift recipients per magazine), and convey a personalized message along with the advisor’s firm logo. Like any subscription, the magazine is delivered as per its normal frequency, with the advisor’s personal message appearing on a cover wrap, or “onsert,” on a quarterly basis. The cost for this “mind share” method? About $25 per subscription.

Here’s an example of a message, provided by Amex’s Binnie. “Hello, Carrie: Enjoy this subscription on me! It’s my way of saying thank you for the opportunity to assist you with your financial planning. In the meantime, if you have any questions on your IRA account, please feel free to call me. I’ll contact you next month when it’s time to reinvest your money market dividend. Compliments of Alec Binnie, American Express Financial Advisors.”