Most brands in the financial services industry play it safe when it comes to their advertising. For marketers, this is both your challenge and your opportunity.

While it may be tempting to toe the line and present your brand in the same way as everyone else, the homogenous state of financial marketing also makes it an easier space to stand out in.

The temptation to follow the crowd

When thinking about financial services marketing, the crowd scene in Life of Brian comes to mind.

Brian: “You don’t need to follow anybody. You’ve got to think for yourselves. You’re all individuals.”

Crowd: Yes, we’re all individuals.”

Brian: “You’re all different.”

Crowd: “Yes, we are all different.”

Lone voice: “I’m not!”

The take-out? While financial brands may think they’re different, thumb through any industry magazine or click on an email from your bank or super fund, and they all look much the same.

Navy blue and corporate colours abound, coupled with clichéd imagery of handshakes, globes, suited financial professionals or lifestyle shots of grey-haired retirees living it up in convertibles or on the beach. Headlines are just variations on a theme, copy is often wordy and technical, disclaimers abound, and messages are written from the perspective of companies’ own credentials rather than really connecting with customers and letting them know what’s in it for them.

No wonder our audiences’ eyes glaze over.

Added to this is the fallout from the Royal Commission and the growing disconnect between Australians and their financial services institutions. The self-serving claims and platitudes are no longer enough.

The importance of cut-through in a cluttered market

It goes without saying that all communications need to be noticed, but as audiences are bombarded with information at every turn (giving new meaning to the phrase “ad nauseam”), achieving real cut-through is becoming more elusive than ever.

Getting noticed can be even more difficult when it comes to financial services marketing, with the Australian market being an extremely cluttered one.

A quick tally shows there are around 53 Australian licenced banks, 221 major super funds, 3,642 registered managed investment schemes and 81 general insurance providers. All of whom are vying for their customers’ attention.

To make things worse, with many brands assuming their advertising needs to look a certain way to be taken seriously, it can be hard to tell one player from another.

However by not creating communications that stand out, you’re probably not getting the attention of your audience in the first place, let alone holding it for long enough to achieve the response you’re after.

So, how do you ensure your advertising not only gets noticed, but gets results?

Creating difference (even where there’s none)

Presenting your brand in a new way is obviously easier when you have something different to say. So defining your brand, what differentiates you from your competitors and giving your customers a tangible reason to engage with your campaign, is key.

Even if the products and services you’re offering are on par with other providers, your marketing can still provide the differentiation you need to set you apart. There is always room to find fresh insights, explore innovative ways of telling the same story or uncover new truths that present a different perspective.

In other words, taking a fresh approach that strikes a chord with your audience – even if it’s just on an emotional level – can work wonders. And this is where intelligent, thoughtful marketing can make all the difference.

How we can help you achieve Pure stand-out

At Pure, we believe that creating cut-through is paramount.

As a highly experienced team that specialises purely in financial services marketing, we love creating beautifully differentiated campaigns for our clients – either to refresh and enhance their existing brand or take them somewhere completely new.

At every step of your campaign – from insightful strategic thinking to creative that pushes the boundaries – we have the expertise to help bring out your differences. Not just for the sake of it, but in a way that shows your customers that you’re human, you get them, you value their time and what you’re offering is worthy of their consideration.

We’ve already helped many clients differentiate themselves a myriad of ways – whether it’s by coming up with original 3D-rendered imagery to bring an innovative investment offering to life, designing a cutting-edge website that promotes a market leader in a more sophisticated way or creating ads that speak to a savvy audience in a whole new way.

For today’s bank-wary, information-weary audience, it can be a decision that makes all the difference.

For more on how the Pure Agency can help your brand stand out from the crowd, call Margot Cotter-Melton on 02 8042 6980.