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AMEDA Marketing Survey

AMEDA Marketing Survey. Tanya Knowles Head of Marketing , Strate Ltd . Background . Strate conducted the survey on behalf of AMEDA Aims to assess the marketing activities of the AMEDA members with the purpose of creating awareness and improving marketing activities in the region

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AMEDA Marketing Survey

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  1. AMEDA Marketing Survey Tanya Knowles Head of Marketing , Strate Ltd

  2. Background • Strate conducted the survey on behalf of AMEDA • Aims to assess the marketing activities of the AMEDA members with the purpose of creating awareness and improving marketing activities in the region • Survey sent to all AMEDA members – 10 responses received

  3. Respondents high level Products and Services (%)

  4. Respondents Main Clients (%)

  5. Marketing Departments Strate’s Marketing Department • 40% of respondent’s have dedicated marketing department which employs 6 people or less • 70% of respondents have internal communication strategies

  6. Marketing Messages • Strate: • Respondents: • Reliability • Security • Efficiency • Risk management • International best practises

  7. Marketing Mediums

  8. Strate’s Marketing Mediums

  9. Advertising Mediums • Strate’s uses print advertising only • Respondents

  10. Online media and social media 60% of respondent’s have dedicated website 30% of respondents make use of social media to communicate

  11. Client interaction 30% of respondents make use of corporate gifts for clients. 40% of respondents entertain clients. Events include social interactions such as client lunches.

  12. Road Shows and Industry Events Only 2 of the respondents host local and international road shows, and 1 only hosts an international road show. 60% of respondents sponsor events including conferences and industry related events 30% of respondents send representatives to SIBOS but none of them have an exhibition stand at the event.

  13. Summary Marketing is a small function amongst the CSDs of AMEDA Not all CSDs make use of marketing with a low amount of financial and human resources Traditional and relatively low cost marketing mediums used by CSDs – print and online used as opposed to TV, radio etc Emphasis placed on internal communication and one-on-one client interaction and relationships

  14. Benefits of marketing for CSDs Promote the benefits of ones financial markets infrastructure to attract and retain local and international investment into your market Marketing of CSDs can provide assurance to investors that financial markets infrastructures are robust and key to the mitigation of risk Increasing competition in the CSD landscape means CSD will need to promote themselves to stakeholders to maintain and attract further business – cannot rely on being in a natural monopolistic position

  15. Benefits of marketing for CSDs cont Marketing plays a role to package products and services to increase revenue for CSDs CSDs play a key role to market, educate and train the industry Strong brand and reputation builds credibility which can stand the CSD in good stead in the time of crisis Cost benefit realisation as marketing activities can be executed cost effectively – particularly using online mediums

  16. Questions? Tanya Knowles Head of Marketing www.strate.co.za Twitter: @strate Facebook: Strate Ltd

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