Financial Planning Week highlights opportunity for financial planners
The Dare to Dream campaign resonated with Australians and received strong support from FPA members
The 16th annual Financial Planning Week, run by The Financial Planning Association of Australia (FPA) has successfully concluded, revealing a big opportunity for financial planners to help more Australians realise their financial dreams.
Dante De Gori CFP®, CEO of the FPA, said that the Dare to Dream theme was one that resonated well with Baby Boomers, Gen X and also Gen Y.
“Our campaign this year was designed to change the conversation from money, to dreams. We wanted to inspire Australians of all ages to think about putting a plan in place to achieve their dreams. The aim of our Financial Planning Week consumer campaign was to get people thinking about financial planning in a very different way,” said Mr De Gori.
Mr De Gori pointed to videos produced by the FPA as a good example of how consumers were engaged with the Financial Planning Week “Dare to Dream” campaign.
“The videos we produced were viewed 269,000 times on Facebook. The most popular video was the story of Isabella, a mid-20s café owner looking to expand her business, own her own home and take annual overseas trips.
“Many Australians have similar aspirations, but they are not necessarily thinking about financial advice. We wanted to connect the dots and demonstrate the power of financial advice as a means to achieving hopes and dreams,” said Mr De Gori.
The Dare to Dream campaign included national sentiment research, a launch video featuring official ambassador Jane Caro, two client transformation stories and an interactive social media quiz.
“Our first ever official ambassador, Jane Caro, also helped us create wider appeal and resonance, through columns in Women’s Agenda and Mamamia,” said Mr De Gori.
“Designing a campaign that resonates with members was equally important. We were delighted that over 10% of our members accessed the campaign toolkit which hosted a wide range of resources to help spread the word with clients and their extended networks. The toolkit is still live and we encourage members to keep using the resources as a talking point with clients,” said Mr De Gori.
In conclusion, Mr De Gori said that the FPA would continue to build on the consumer awareness achieved through Financial Planning Week.
“As we seek to inspire and engage Australians with their finances and the benefits of seeking professional financial advice, we have more exciting consumer initiatives in the works, so watch this space,” he said.
Key results from Financial Planning Week 2016 (August 22 – 28):
- 32 articles in national, metro and local print media
- 295 mentions in radio segments across the country
- 8 online features, including the Daily Telegraph, Canstar, MamaMia and Women’s Agenda
- One TV mention of Jane Caro as Ambassador on Weekend Sunrise
- Over 269,000 views of consumer case study videos
- Over 38,100 reached on Twitter and 194 #daretodream mentions
- Over 4,100 visits to the online quiz.
Key FPA research findings: Dare to Dream research paper:
Four distinct financial dreamer personality types emerged from the FPA’s Dare to Dream research into Australians’ attitudes to money, risk and financial dreams:
- POKER MASTERS (12%) – daring when it comes to finances, and willing to take substantial risks for significant gains. Of these, 46% are female and 54% are men.
- MOVERS & SHAKERS (33%) – takes calculated risks for significant gains, focused on saving for the future. Of these, 40% are women, 60% are men.
- RULE KEEPERS (40%) – likes playing it safe by taking minimal to zero financial risk. Of these, 61% are women, 39% are men.
- EASY RIDERS (15%) – often spontaneous about spending money, likes to play it safe and keep financial risks to a comfortable minimum. Of these, 48% are men, 52% are female.