Traders are an elusive and coveted audience. Yet these epitomes of self-directed consumers have broken many a marketer.
Whether retail or pro, the key to making it with traders is understanding the trader psyche’, tapping into the trader myth, and speaking trader language.
Here are some winning examples from the DIGO archives, (more…)
When DIGO started working with thinkorswim last year, we were bowled over by the staggering technology behind their trading platform. We were also impressed by the level of service they give their customers on an ongoing basis and by the way they cultivate their unique customer base.
thinkorswim’s customers see themselves as a breed apart and, if you’re going to get through to them, your communications have to feel that way, too. So we applied what we call “insider insights” to help guide us to the best solution.
An insider insight sees a transaction from the inside out, from the user’s or customer’s point of view, rather than from the outside in.
Our challenge was to give thinkorswim a campaign that matched their brand and was in sync with their unique customer. So we devised a series of challenges that would lure high-energy, adrenaline-driven investors into thinkorswim’s world.
