The Financial Advice Association is launching a fresh consumer marketing campaign on social media platforms to attract more clients and promote the value of financial advice, as well as to prevent consumers taking bad advice from finfluencers.
The key message the FAAA want to communicate through the campaign is people will be “better off” by talking to a licensed financial adviser.
In a media release on Tuesday afternoon, FAAA general manager for memberships Tania Milnes said the predominantly digital campaign intends to reinforce the message that financial advice changes lives for the better.
“Our new awareness campaign takes a distinctive and digital approach to present the message that people will be better off if they get professional financial advice from a licensed financial planner,” Milnes said.
This campaign follows the association’s Value of Advice Index, which found advised clients believed the benefits of advice outweighed the costs.
Last week, FAAA chief executive Sarah Abood said in a webinar a key purpose of the campaign is to prevent consumers taking bad advice from financial influencers, coined “finfluencers”.
Abood made very clear during the webinar that the association wants to prevent people trusting online influencers as financial advisers.
“The other thing that, to be honest, really attracts me about this is, I want to be there where those influences are,” Abood said.
The association wants the campaign to be “putting the other point of view, not just letting them have the field and talking about how they can make you rich in 20 days.”
“We think it’s really important to be telling the real story and the other side of the story with proper professional advice,” Abood said.
Abood said during the webinar this objective drove forward the idea of consumers being “better off”.
“For all of us, what resonated is, when it comes down to it, you’re better off when you see a licensed financial planner and that idea of better off is one that’s really resonated and that will go through the whole campaign,” Abood said.
A key purpose of the campaign is to prevent consumers taking bad advice from financial influencers, coined “finfluencers”.
The association has created a visual digital campaign that will be “eye-catching” and attract consumers.
The campaign is targeting a specific market of people – those who are a little older and have resources behind them.
“We’re looking very specifically to target people who are thinking about financial advice [and] probably need it,” Abood said.
“[They] can benefit from it but may just be confused about what kind of financial advice they need, and where can they go to get proper advice.”
The association’s digital campaign will be on several social media platforms, including Facebook, Instagram, LinkedIn and YouTube. It will also be promoted in relevant products and will appear on Google.
“We will be on Facebook, because our target market is going to be Australians with a certain level of financial resources and success behind them,” Abood said.
“We’ll also be on LinkedIn, which is a pretty important professional audience, and we think we’ve got a great ability to target people there.”
FAAA members can also use the digital campaign to promote their practices – “there will be some resources that [members] can use, if you would like to add your own logo to it”, Abood said.
