Marketing is rapidly evolving from an art to a science. The Evidence-Based Marketer is a podcast and resource—with a special emphasis on financial services marketing—focused on how you can use data and research and time-tested strategies to be a more effective marketer.
New Episodes
It's Christmas time...again! In this week's episode, we take a look back, at one of our most popular episodes, A Look Back at the History of Holiday Marketing, for a deep dive into the history of Christmas, and the various marketing strategies that have influenced the way we experience the holiday season.
Is it insatiable consumer demand? Is it tradition? Is it the flavor? The smell? Is it ingenious marketing? In this episode of The Evidence-Based Marketer, we look at the history, economics, and neuroscience to answer the pressing question - what’s the f@#$%&! deal with “Pumpkin Spice?”
Visit http://www.theevidencebasedmarketer.com to learn more.
If you would like a bit of relevant amusement, check out this brief clip from comedian John Oliver's Last Week Tonight: https://youtu.be/95vnXs1pjSY
Recent Episodes
This is our second of two installments on "Event Marketing." Since entering the endemic phase of our global pandemic, people have been eager to resume face-to-face social interactions. This has presented an opportunity for marketers to capitalize on this public desire for more direct forms of socialization. In this episode, we'll detail how marketers can organize, execute, and practically benefit from in-person events.
Welcome to our first of two installments on "Event Marketing." Over the last two years, virtual, or online events, have become a popular means of client communication. They are low cost, broadly accessible, and great sources of lead generation. In this episode, we'll discuss the technical aspects of virtual events, how they are best used, and the value of connecting with new attendees.
How are potential customers supposed to find you if you're invisible? In truth, that's a purely rhetorical question. Potential customers won't know you exist if your business does not have an established online presence. In this second installment of "The Three Pillars of Digital Marketing", we sit down to discuss the topic of search engine optimization and what you can do to get your business in front of your customers' eyes with just one keyword search.
Online video is a ubiquitous form of communication at this point in our history. As a result, marketers have taken to using this medium as a primary method of outreach to their customers and clients. In our final installment of "The Three Pillars of Digital Marketing", we are joined by our video and podcast producer, Kevin Pallotti, to learn how businesses, both large and small, can use video marketing to grow.
In this episode of the Evidence-Based Marketer, we begin a new series on the "Three Pillars of Digital Marketing." Our first topic is marketing automation. This technology can assist businesses in managing their marketing processes, and campaigns, across multiple platforms, at the same time. In addition to be a prolific time saver, marketing automation can help you target potential customers and provide feedback on the effectiveness of your marketing campaigns.
"Love at first sight", a platitude used much too often. But if your website is extremely well made, it may be applicable to you! Listen to this episode of the Evidence-Based Marketer and learn how the visuals you present to the public can affect how existing, and potentials clients, see your business.
In this episode of The Evidence-Based Marketer, we continue our discussion of marketing and the five senses with "hearing". Specifically, we'll be discussing the effects of certain sounds, and music, on the client experience.
You may not think that appealing to a client's (or customer's) sense of touch presents much opportunity to marketers. But, it trully is an essential component of your brand. In this episode, we discuss how clients' sense of "touch" can affect the way they perceive your brand.
The most emotionally resonant of our five senses, smell, can allow you to access-and create-compelling memories and associations. In this episode, we look at best practices on making smell a significant part of your branding and marketing.
We kick off a new, 5-part series on how marketers can make the most of each of the five senses, starting with taste. We discuss some sweet and savory ideas for how you can make taste part of your brand, and use it to differentiate your services and enhance your client experience.
Resources
Growth Plan Workbook
This fillable guide walks you through answering four fundamental growth questions to help you focus your marketing efforts and messaging.
Creating Your Unique Positioning Statement
The Unique Positioning Workbook will have you complete four exercises that relate to all the services you provide your clients, meaningful experiences you have had with clients, some of the characteristics of your book of business, and what you consider to be an ideal client.
Your Hosts
J. William G. Chettle
Director of Experience & Engagement
In his role as Director of Experience & Engagement for Symmetry Partners, William is responsible for helping Symmetry and its affiliated companies build greater brand awareness, foster deeper engagement with clients and enhance their overall experience. He oversees the firm’s marketing and communications, as well as practice management and events.
William has more than a quarter century of financial services experience. Previously, he headed up Marketing and Communications for Loring Ward. Prior to that, he was in charge of Brokerage Marketing for Wachovia Securities. He has also held senior positions in National Sales, Communications, and Marketing at Wachovia Securities and Prudential Securities.
William speaks and writes often on marketing, finances and investing and is the co-author of the book Legacy of Care: Providing for Your Special Needs Child Today, Tomorrow & Always as well as 27 Principles of Investing Everyone Should Know.
Andrea Loin
Digital Marketing Specialist
Andrea Loin has been working with Symmetry since 2014. As Digital Marketing Strategist, she is responsible for managing all of Symmetry’s digital initiatives and properties, including websites, email, campaigns, social media, and lead generation. She also works closely with Sales to help deliver a better digital experience for Symmetry’s clients and prospective clients. She oversees marketing automation and Hubspot CRM and consults regularly with Advisors on their own digital marketing. Andrea has both Hubspot Marketing and Hubspot Sales Certifications. Previously at Symmetry, she worked in National Accounts assisting in the training of sales desk partners and running campaigns for broker dealers.
Prior to joining Symmetry, Andrea worked with Financial Advisory firms and Wholesalers, including AXA Equitable and AdviceOne in a relationship management capacity, including marketing and operational support.
Andrea lives in Connecticut with her husband, and her 2 boys. In her free time, she enjoys the shore and camping all over the east coast with her family.