FSP moves to strengthen brand
Financial Services Partners (FSP) has undertaken a new marketing exercise to strengthen its brand, which sees top tier clients of its advisers rewarded through the provision of a card designed to make shopping easier and potentially less expensive.
Clients of the dealer group can have access to the program once they are issued an FSP Advantage Card.
“The card gives the client their own personal shopper for over 50,000 products and services around Australia and in other parts of the world, depending on the products they are looking to buy,” FSP chief executive Geoff Rimmer said.
“It’s just another one of the advantages in dealing with FSP and is designed to tell clients, ‘You are a very good client of ours and here is a card that’s going to make your shopping easier and a little bit less expensive’, and if you’re time poor it’s fantastic,” he added.
After the client has received their FSP Advantage Card they are referred to a website where they can register with the program.
Clients then have three ways in which to use the service. They can browse through the website for the goods or products they would like to purchase, ring a dedicated 1800 number to help them find what they want, or go directly to the retailer to purchase the good or service and receive the discount available by showing the card at the point of sale.
The scheme is being managed by an organisation known as The Concierge Desk, and is an ever-evolving promotion that allows products not currently on the list to be added once the service director is aware a demand for those products exist among clients.
Granting clients’ access to the program will cost advisers $5 a month per card, and FSP is recommending it only be provided to top tier clients to begin with.
FSP launched the project with the mail-out of its ‘Happy November 27’ promotion, which allowed the firm to differentiate itself from the usual tradition of sending Christmas Cards, as well as giving its clients full use of the card for their festive season shopping needs.
“It does so many things. It promotes the power of the brand, promotes the power of the advantage of being with FSP, it enables the adviser to recognise and reward their clients, and it doesn’t cost them a fortune to do it,” Rimmer said.
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