One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
Kinetic Super is ramping up its content marketing spend as it looks to drive brand awareness and knowledge of superannuation across its target market of 25 to 45-year olds.
The brand launched in July 2013 as the new and integrated face of Professional Associations Super, which previously maintained several sub brands including RecruitmentSuper, Accountants Super, Australian Enterprise Super and SMARTpension.
Marketing manager, Lynda Cavalera, said its decision to appoint digital communications studio, The Explainers, to help produce more multimedia content was twofold.
“Firstly as a category, we have that chronic disengagement with members who believe super is not a priority area for them,” she told CMO.
“Secondly, there is a trend within financial services to segment brand messaging, but that consumers are missing the fundamentals and key concepts as a result. We are building content that is relevant to our segments and customer touch points to address this.”
The Explainers is tasked with producing explainer videos, infographics and helping to drive Kinetic Super’s wider content strategy. It will work alongside creative agency, Naked Communications.
Cavalera said her team will look to leverage a range of consumer-based insights to build content that can help get its brand voice heard. The focus is largely on lead generation and customer acquisition, but the ultimate objective is to bring the brand’s simpler message and values to life, she said.
A recent member survey showed consumers continue to find superannuation a complex area, and that many don’t consider the subject to be worthy of their priority list.
“What we want to deliver is content that’s simple, easy to understand and capable of showing those insights,”Cavalera said. “We have been singular in our focus with content development to turn it into digestible bits, rather than try and tell the whole story in two minutes.
“Superannuation is an important area. Even if it’s just keeping those customers up to date on changes from a legislative point of view, we should be reflecting that in our content.”
Cavalera agreed content marketing is a long-term game, but said Kinetic Super will look to determine effectiveness through brand awareness; shifts in consumer perspectives towards what the group is looking to be known for; KPIs around retention; and being the preferred choice of fund.
“What we hope is to increase engagement over time,” she added.How data analytics is helping Reachout.com to save lives