Charle Schwab
CASE STUDY
查尔斯·施瓦布案例研究
28,000
新账户
5.2 亿美元以上
管理的资产
18,571 美元
平均账户价值
7.2x
广告支出回报
Company
Charle Schwab
Campaign Type
潜在客户一代
Industry
金融服务
Case Timeline
45 天
Strategy
使用复杂的行为定位和以财富为中心的受众细分来推动高净值客户的获取，从而获得全面的财富管理服务。
活动概述
查尔斯·施瓦布旨在吸引富裕的投资者，他们寻求除基本经纪服务之外的全面财富管理。施瓦布在45天内有280万美元的竞选预算，目标是主要大都市区的高收入专业人士和加密财富持有者。
战略
竞选策略包括：
- 受众定位：目标投资平台用户、散户投资者以及对个人理财、投资和交易感兴趣的外汇和永续交易者。
- 地域合规战略：在包括纽约、旧金山和波士顿在内的一线大都市集中开展活动，以最大限度地提高富人潜在密度。
- 连续重定向活动: 实施教育内容，然后提供咨询预订激励措施，指导潜在客户完成财富管理的考虑阶段。
Results
- 新账户总数: 主要大都市市场的28,000个合格财富管理账户
- 管理的总资产: 在第一个活动周期内获得520,400,000美元的新客户资产
- 印象： 优质财经出版物中的1,870万份
Why It Worked
- 高净值定位： 投资组合余额过滤器和行为信号可识别拥有大量可投资资产的潜在客户，从而使平均账户价值高出340％
- 地理重点： 将支出集中在财富密集的大都市地区可以最大限度地提高成本效率，同时覆盖目标人群
- 教育方法： 凭借财务规划见解发挥领导作用，建立了信任，并将施瓦布定位为全面的财富合作伙伴，而不仅仅是另一家经纪商
Conclusion
Charles Schwab的财富管理活动展示了通过战略性区块链广告受众定位和建立信任的内容方法有效地获取优质客户。非金融用户、个人理财和投资/交易板块的组合实现了卓越的账户价值，同时保持了良好的转换质量。这种方法证明，传统金融品牌可以通过教育定位和精准定位策略成功地争夺高净值客户。
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