Consumer insights - mail and financial services champions

‘Champions’ are consumers whose extensive social networks, levels of knowledge and persuasiveness make them powerful personal advocates for the products that they choose.

This report examines how the use of direct mail can ensure that financial services champions are covered by financial marketing campaigns, adding the power of word of mouth to a campaign’s effectiveness.

This MMC report from 2011 uses Mintel, BMRB, and TGI data to explore which channels best reach these influential people.

Key facts about financial services champions:

• Financial service champions are typically ABC1s aged 25-54.

• Financial service champions are 184% more likely than the national average to have stocks, shares, unit trusts & investment.

• Financial service champions are 78% more likely to be heavy direct mail respondents than the national average.

• 54% of financial service champions have done something in the past 12 months as  a result of the direct mail they’ve received.