A snippet from a short piece on The Finance and Commerce site:
U.S. Bank aims to take apprehension out of retirement planning
“There is a level of discomfort out in the marketplace,” said Dan McCormack, senior vice president for U.S. Bank Investments, which manages the centers. “Our vision for the Retirement Planning Center is to provide a relaxed, interactive experience where clients can … feel comfortable.”
Comfort starts with a coffee bar at the entry to the center where visitors can begin to review U.S. Bank’s retirement products on their own via laptops and online presentations. They can take their next step at the bar, too, visiting with the center’s concierge, who will listen and suggest some next conversations – at a time that the customer chooses.
Two reasons I'm blogging this:
- Yesterday I was interviewed by U.S. News & World Report about this subject. (If I get ink, I'll blog it. Maybe even if I don't get ink, I'll blog it.)
- In the 2007 Edition of my book I tackled financial planning ad campaigns. As an exercise I came up with an idea for a campaign. This 'pretend' campaign would work perfectly for U.S. Bank's Retirement Planning Center. Summing up the exercise, an excerpt:
I would want Baby Boomers watching the spots to simply say to themselves, “That’s what I need to do. And it doesn’t look frightening. Or difficult. Or mind-numbing.”
No high-concept branding silliness. No empty, aspirational gobbledygook. No scare tactics. Your financial advisor is not a loveable rock star, the Pillsbury Doughboy, or the harbinger of homelessness.
I'm not thrilled that U.S. Bank uses the word 'retirement' - but other than that they have an intriguing marketing/business model.
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