Marketing Analysis of Raymond James Financial
From a client’s perspective, Raymond James Financial (RJF) positions itself as a leading investment management firm that is different by design. The brand exudes an identity that is reassuring yet firm; trustworthy and serious – one that assures the client that he/she can rest easy knowing that his or her advisor has his/her best interest at heart.
This is evident in the approach; again, different by design. The website marketing campaign puts in plain sight the paradigm under which RJF operates differently – no proprietary products; no quotas; total independence, and individual advice.
The website marketing campaign adds to its strong positioning by fostering the concept of long-term, trusting relationships between a client and an advisor. By acknowledging the clients’ preconceived notions of how other investment management company’s work and refuting those concepts head on. RJF further identifies itself as a knowledgeable entity where a client can feel comfortable and confident.
The overall branding position(-ing) – different by design – comes full circle in the website marketing campaign as the brand further identifies itself as being caring and empathetic to the client’s inner-most fears and desires – foremost risk and legacy.
After being fully exposed to the RJF website marketing campaign, the brand will have established itself in the client’s mind as an investment management company that is in fact different by design. Furthermore one that the client would be motivated to meet.
The motivation to meet the advisor and take the next step in financial management with Raymond James is important, but even more so is the continuity of the message once the client enters the R ...