FPA ad campaign plans to rebuild faith in planners

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June saw record numbers of Australians read, hear or click through to the Financial Planning Association’s (FPA) message of renewed trust in financial planning. Are you feeling the benefits?

The FPA’s 2012 advertising campaign, which will run for 12 months, encourages Australians to seek financial advice from a qualified member of the FPA – building on last year’s six-week campaign.

The FPA claims that research consistently proves that consumers benefit significantly by seeking trusted, professional advice, and its TV, print and online campaign is aims to boost the profile of its members.

“We are delivering on a promise to boost awareness among all Australians of the importance of having a qualified professional manage your finances,” said FPA CEO Mark Rantall. “It positions the FPA brand as a mark of trust and explains the facts about our financial planner members adhering to the highest professional standards in the land.

“We are engaging directly with the Australian public on behalf of our members, to promote awareness of the benefits, and to help rebuild community faith in all that is good about financial planning and its professional practitioners.”

The FPA is claiming some “very positive” results since the campaign restarted in June, including:

  • Newspaper advertising: Prime positions in The Australian and The Australian Financial Review.
  • Pay TV: FPA adverting is now seen in sponsorships of key programs such as Switzer, Your Money Your Call , First Edition News Headlines, and At The Close. Activity includes 30 second TV commercial spots within these programs as well as sponsorship billboards integrated within the programs itself to boost our presence.
  • Finance websites: Over 1,600 clicks with average click-through rate (CTR) at 0.07% (exceeding industry benchmark of 0.05%).
  • Paid search on Google: From 1 June to 20 June, paid search activity has been viewed more than 19 million times. Over 7,000 clicks on FPA search results. Paid Search activity accounts for a high volume of ‘Find a Planner’ page views, driving 19% of total views on that page to date.

Are you feeling the benefits of FPA membership, and its ad campaign? Have your say by commenting below.

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