Financial PersonalitiesSM, based on consumers' needs, attitudes and behaviors, provides advertisers with new tools to improve their returns on mass media investments
NEW YORK - October 9, 2007 - By placing advertising where well-defined consumer targets are more likely to see it, financial services companies and their agencies can significantly improve the performance of their multi-media expenditures. Simmons Research, an Experian Company and First Manhattan Consulting Group (FMCG), one of the nation's premier financial services consulting firms, today announced the launch of Financial PersonalitiesSM - Simmons NCS (National Consumer Study), the industry's first mass media targeting tool for specific types of financial services, including credit cards, deposits, home equity loans, investments, life insurance, mortgages and personal loans.
The introduction of Financial Personalities - Simmons NCS for mass media follows the successful launch by FMCG and Experian of Financial
Personality(r) scores for direct marketing. "We are excited about this new marketing tool that will enable clients to extend the power of Financial Personalities, already proven in direct mail, to mass media," said David Tetenbaum, managing vice president of FMCG.
Financial Personality segments and scores consumers to a specific segment through a proprietary process that employs primary market research data from FMCG and credit and demographic data from Experian.
Each Financial Personality segment has distinctive needs, attitudes and behaviors. Planners and marketers draw from this deep consumer knowledge to develop and execute winning strategies as well as fine-tune high-performing marketing programs.
Financial Personalities - Simmons NCS uses these same groundbreaking segmentation frameworks and scoring algorithms to provide marketers with media consumption behaviors of target segments within specific categories. Those looking to place advertisements to acquire checking account customers who will maintain significant deposit balances at banks can use Financial Personalities - Simmons NCS to pinpoint magazines, newspaper sections, television shows and other channels that index high among the Deposit Financial Personalities who are the best prospects.
"Whether it is credit card, home equity, mortgage, deposits, insurance and investments, there is something here for all financial services,"
said Chris Wilson, president of Experian Research Services, parent division of Simmons. "In scoring the Simmons NCS database by Financial Personalities, we now provide clients with specific media consumption habits for category-specific target segments."
With this new link to Simmons data, marketers can develop more efficient media plans and execute higher-performing campaigns. Each Financial Personalities- Simmons NCS client has access to the Simmons NCS multi-media database, which can be cross-tabbed by each selected Financial Personality. Additionally, extensive segment profiles are provided that reveal critical insights about each Financial Personality, i.e. criteria for selecting financial services providers, product preferences within the category, expected level of product utilization.
The Financial Personalities - Simmons Fall 2006 Two Year Combined Study is available now.
For more information on Financial Personalities- Simmons NCS, please contact Eileen Merken at (954) 246-8220 or
or visit www.smrb.com.