Client: Principal Investment Management: Profitable Know-how

Profitable know-how proves popular

Background to the brief

Principal are a leading private client portfolio management company specialising in discretionary fund management for private clients.  Their clients are high net worth individuals, most of whom are recommended by IFAs.

Principal were looking to develop their 2009 channel marketing strategy to IFAs, one that would give them an edge in this highly competitive market.

The inside insight

Principal has the insider knowledge to enable IFAs to understand and effectively target specific high net worth groups.  Woodreed recommended Principal segment and profile their database to create precious insights to wow IFAs.  We positioned Principal as the company with the "know-how" and a campaign stemmed from this. 

The results

"Profitable know-how" toolkits were developed and a series of seminars held.  Seminar attendance was way above expectations, the campaign created extensive new business meeting opportunities and generated wide-ranging press coverage.

And most exciting of all a place in the finals of the 2009 CIM Marketing excellence awards.