CSFBdirect Breaks Campaign for Online Brokerage

Share this content:
CSFBdirect Inc. has kicked off a $10 million to $15 million advertising campaign to build awareness and attract prospects to its CSFBdirect.com online brokerage service.

The Jersey City, NJ, arm of investment bank Credit Suisse First Boston will run advertisements through the end of the year across television, radio, online and print.

"We want to continue to grow the business and when times are a little slow, that's a perfect time to make sure that you're one of the people that's out there and visible, so that you have a strong base to grow as the market recovers," said Debra Isenberg, chief marketing officer at CSFBdirect.

Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, handles the account. It took over the account in June, replacing Kirshenbaum Bond & Partners, New York.

The campaign, the first since an introductory effort in January after CSFB's purchase of Donaldson Lufkin & Jenrette, targets investors with assets of $100,000-plus who want hands-on control of their investments. The customer profile is primarily males 40 to 60 years old.

Ads stress the difference between ordinary online trading and direct investing.

Consider a print ad. The headline says, "When we introduced direct investing, the experts put us in our place." Copy cites a Barron's 2001 annual survey that ranked CSFBdirect as the No. 1 online broker, and No. 1 for broadest range of investment choices and ease of use.

The ad points out that CSFBdirect goes beyond online trading to 10,000-plus mutual funds, bonds, options, managed accounts, a fixed income center, investment advice from CSFB analysts and independent research.

In a tie-in, the ad directs readers to the CSFBdirect keyword at America Online.

On television, the firm shows a confident young woman making decisions about her financial future. Three spots kicked off during U.S. Open tennis matches, followed by a rollout on national network and cable channels, including CNBC, Bloomberg, MSNBC, CNNfn and CNN.

Radio includes spots read live by announcers and prerecorded spots in the New York market on "Imus in the Morning."

"We're trying to recognize what's happening in the environment and also define a unique brand of investing," Isenberg said.

As of June 30, CSFBdirect claimed more than 1 million customer accounts worldwide representing $23 billion in assets. The online brokerage ranks 10th nationwide in terms of revenue.

The firm has opened CSFBdirect retail outposts in cities including Atlanta, Chicago, Philadelphia, New York and Boca Raton, FL. Yet another way of drawing prospects is through online ads and referrals from customers.

Isenberg said CSFBdirect ran the risk of growing more slowly in the absence of the current campaign, which specifically was about customer acquisition.

"Our customers are very loyal," Isenberg said. "We don't have a retention issue. We want to continue to attract new customers, of course, and make sure they're familiar with our name and promise."

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here