eCommerce + Wealth Management Using the Internet to Enhance Client Relationships

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eCommerce Wealth ManagementUsing the Internet
to Enhance Client Relationships

• David Mayer, V.P. eCommerce

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Agenda

• Internet Traffic Demographic Trends How they
  Impact You
• Zieglers eCommerce Strategy Building an
  Infrastructure to Support Your Business Efforts
• Integrating the Internet Into Your Business
  PlanIf I Were an Investment Consultant I
  Would
• Conclusion
• Questions Answers

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eCommerce Wealth ManagementUsing the Internet
to Enhance Client Relationships

• Internet Traffic Demographic TrendsHow they
  Impact You

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Internet Demographics Trends

• United States Internet Usage
• Overall, 63 of adult Americans use the Internet
• The online population expanded from roughly 86
  million Americans in March 2000, to 126 million
  in August 2003 an increase of 53
• The size of the online population on a typical
  day grew from 52 million Americans in March 2000
  to 66 million in August 2003 an increase of 27

Clearly the popularity of the Internet continues
to grow
Source PEW INTERNET AMERICAN LIFE PROJECT,
Americas Online Pursuits The changing picture
of whos online and what they do, December 23,
2003, Internet, http//www.pewinternet.org/pdfs/P
IP_Online_Pursuits_Final.PDF.
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Internet Demographics Trends

• In particular, interest in financial information
  and services has grown
• The number of those who had sought financial
  information online, such as stock quotes or
  mortgage interest rates increased by 32 between
  2000 and 2002.
• Online banking increased by 127 more than any
  other activity
• In March 2000, just 15 million had tried some
  form of online banking, but by October 2002, 34
  million had done so.
• About one in ten Internet users has bought or
  sold stocks online.

Do you know your clients online habits?
Source PEW INTERNET AMERICAN LIFE PROJECT,
Americas Online Pursuits The changing picture
of whos online and what they do, December 23,
2003, Internet, http//www.pewinternet.org/pdfs/P
IP_Online_Pursuits_Final.PDF.
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My Typical Clients Arent Online

• Wired Seniors
• 22 of Americans 65 and older use the Internet
• The percent of seniors who go online has jumped
  by 47 between 2000 and 2004
• There is a burgeoning group of Americans who are
  slightly younger than retirees and who are vastly
  more attached to the online world

Source PEW INTERNET AMERICAN LIFE PROJECT,
Older Americans and the Internet, March 25,
2004, http//www.pewinternet.org/PPF/r/117/report_
display.asp
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My Typical Clients Arent OnlineYET!

• Wired Seniors
• this silver wave has gained momentum and
• As Internet users in their 50s get older and
  retire, they are unlikely to give up their wired
  ways and therefore will transform the wired
  senior stereotype
• In 10 15 years the current 50 64 age group
  will be the gt 65 age group.. over 50 of seniors
  will be wired

In the foreseeable future an increasing
percentage of your clients will be online!
Source PEW INTERNET AMERICAN LIFE PROJECT,
Older Americans and the Internet, March 25,
2004, http//www.pewinternet.org/PPF/r/117/report_
display.asp
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Wired SeniorsOnline Behaviors
Once seniors get online, these predominately
whites, highly-educated, higher income
individuals are just as enthusiastic as younger
users

• Wired seniors are as likely as younger users to
  go online on a typical day
• Wired seniors are as likely as younger users to
  use email
• Wired seniors are nearly as likely as younger
  users to use a search engine to answer a specific
  question

For primary Internet activities, wired seniors
are using the Internet as much as younger users
Source PEW INTERNET AMERICAN LIFE PROJECT,
Older Americans and the Internet, March 25,
2004, http//www.pewinternet.org/PPF/r/117/report_
display.asp
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Wired SeniorsOnline Activities

• There have been big increases since 2000 in the
  number of online seniors doing several key
  activities

With the impending silver wave these growth
rates should continue as younger, more internet
savvy users approach retirement age!
Note the parallels between Health, wealth and
well-being in these activities
Source PEW INTERNET AMERICAN LIFE PROJECT,
Older Americans and the Internet, March 25,
2004, http//www.pewinternet.org/PPF/r/117/report_
display.asp
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Your Clients are or Will be Online

• Internet trends have or will change the way you
  do business
• Clearly the popularity and the importance of the
  Internet continues to groware you as savvy as
  you need to be?
• Your clients may already be onlineyou should
  know their habits
• With the impending silver wave, the number of
  seniors online will to grow continue as younger,
  more internet savvy users approach retirement
  ageare you prepared to meet the demands of this
  emerging client?
• For primary Internet activities, wired seniors
  are using the Internet as much as younger users
  and represent a lucrative target market

In short, you should be including the Internet in
your marketing plan
Fortunately for you, the company has been working
to make this easier for you
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Zieglers eCommerce StrategyUsing the Internet
to Enhance Client Relationships

• Zieglers eCommerce Strategy
• Building an Infrastructure to Support Your
  Business Efforts

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eCommerce Strategy

• For the past three years eCommerce has been
  executing a strategy adopted in February of 2002
  focused on
• Building a Technical Infrastructure using a
  Content Management System
• Segmenting web sites tailored to our clients
  needs, not the firms
• Building common, integrated, multiple-site
  functionality
• Using common features templates from which they
  can be built
• Applying best practices to develop and market
  each site

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eCommerce Strategy
Building Client Centric Web Sites

• Over the course of the past three years we have
  created and launched eight new sites.

During the next year we plan on launching 2 new
sites
Today we are officially launching a brand new
site for you and your clients www.zieglerpersona
linvesting.com
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Ziegler Personal Investing
As a point of reference this new site can help
you
Examples

• Announce the availability of the new site
• Announce a new white paper
• Announce a new article

• Direct clients to the site to learn about our
  various products like insurance (cross sell)
• Direct clients to the managed accounts section
  to learn more about the mechanics of this type of
  relationship
• Direct clients to the site to learn more about
  asset allocation

• Instruct your client to download a form from the
  site
• During a conference call step a client through
  the use of a calculator
• While online with the client, conduct a quarterly
  portfolio review

• Communicate with your clients

• Educate your clients

• Collaborate with your clients

Ultimately enhance your client relationshipsand
sell more!
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eCommerce Wealth ManagementUsing the Internet
to Enhance Client Relationships

• Integrating the Internet Into Your Marketing
  Plan
• If I Were an Investment Consultant I Would

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If I Were an Investment Consultant I Would

• Reminder
• Marketing materials must first be approved by
  Marketing Compliance
• Before pursuing any of the following ideas you
  must first gain approval

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If I Were an Investment Consultant I Would

• Strategies for Integrating the Internet into your
  business plan
• Personally be prepared for clients who are or
  will be online
• Get involved in online activities
• Encourage clients to get online
• Passively promote the Personal Investing site
• Actively promote the Personal Investing site
• Regularly communicate with clients
• Collaborate, educate and inform clients using
  online resources
• Seek out client online needs
• Include Internet activities within my marketing
  plan

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If I Were an Investment Consultant I Would

• Personally be prepared for clients who are or
  will be online
• Thoroughly know the content within the PI site
• Use PI content regularly
• Be a NetXChange Client expert
• Be a finance portal expert (Yahoo Finance, MSN
  Money)
• Use ZNet to manage client data including email
  addresses

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If I Were an Investment Consultant I Would

• Get involved in online activities
• Join online broker listings
• Commit to and offer a free portfolio analysis to
  prospects visiting the PI site
• Write articles for the PI site and announce them
  to my clients
• Put my presentations online and announce them to
  my clients
• Add my seminars to the PI calendar
• Note Chat rooms are a compliance nightmare

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If I Were an Investment Consultant I Would

• Encourage clients to get online
• Obtain email addresses from all my clients and
  prospects
• Encourage clients to signup for Online Account
  Information (NetXChange Client)
• Regularly promote encourage my clients to visit
  PI
• Point clients to finance portals investor
  education sites
• Encourage clients to refer the PI site to others
• Regularly inform my clients of my online
  activities

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If I Were an Investment Consultant I Would

• Passively promote the Personal Investing site
• Change my email signature to include the PI site
  address
• Change my business cards to include the PI site
  address
• Change my letter signatures to include the PI
  site address
• Change my presentations to include the PI site
  address

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If I Were an Investment Consultant I Would

• Actively promote the Personal Investing site
• Call clients to announce the site
• Send letters emails announcing the PI site
• Create postcard takeaways for seminars with the
  PI address
• Use PI address in advertising materials

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If I Were an Investment Consultant I Would

• Regularly communicate with clients
• Send letters emails announcing new products
  found on the site
• Send letters emails announcing articles,
  newsletters etc.
• Send electronic greeting cards
• Send email links to other Internet content
• Send postcards to clients with links to new
  content

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If I Were an Investment Consultant I Would

• Collaborate, educate and inform clients using
  online resources
• Conduct periodic Online Portfolio Reviews with
  my clients
• Step clients through calculators to sell them
  concepts
• Host mini seminars online using content with the
  PI site
• Point clients to finance portals investor
  education sites
• Conduct presentations online using presentations
  found in the PI site

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If I Were an Investment Consultant I Would

• Seek out client online needs
• Ask for client feedback regarding the PI site
• Listen for and make suggestions on ways to
  improve the PI site
• Let clients know when we incorporate their ideas
• Create content for the PI site

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If I Were an Investment Consultant I Would

• Include Internet activities within my marketing
  plan
• Map my clients needs to the offerings within PI
• Find gaps in client needs and fill them
• Create an Internet promotional plan

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My Internet Marketing Plan
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My Internet Marketing Plan
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My Internet Marketing Plan
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If I Were a Investment Consultant I Would

• Summary of integrating the Internet into your
  business plan
• The new PI web site has a wealth of information
  for you to use and integrate into your routines
• There are opportunities for you to use the
  Internet to enhance your client relationships
• A basic Internet Marketing Plan coupled with
  diligence can help organize your strategies and
  tactics

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Zieglers eCommerce StrategyBuilding an
Infrastructure to Support Your Business Efforts

• Concluding Remarks and QA

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Concluding Remarks

• Summary
• Current Internet demographics and trends indicate
  that a growing percentage of your clients will be
  online and that this trend will affect the way
  you do business
• The firm has created an new Internet site for you
  and your clients that can be used enhance client
  relationships
• A basic Internet Marketing Plan coupled with
  diligence can help organize your strategies and
  tactics to meet the needs of the changing
  marketplace

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Resources

• Handout with more demographics, Listing of
  Ziegler web sites and URLs and a copy of the
  Marketing Plan
• The handout and a copy of this presentation will
  be posted on Zplanet Under Ziegler Corporate\Corp
  Comm\Pot Luck

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QA

• Question
• The Internet marketing plan sounds like a good
  idea. Have materials been created and approved
  for our use?
• Answer
• Yes No.
• What was presented here today was meant to be
  thought provoking and an introduction to the
  basics of using the Internet in your business
  plan. A few things need to happen before
  Marketing can commit the resources needed to
  create a complete program for you
• A critical mass of email addresses needs to be
  accumulated in Znet. You have control over this.
• A critical mass of interested Investment
  Consultants is needed before a program can be
  instituted
• Then
• Systems and programs will be created to support
  these activities
• But

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QA

• Question
• What will the Marketing department be doing to
  promote the new personal investing site?
• Answer
• Placing a short article in the Spring 2005
  Investors Edge
• Write a comprehensive article for 2005 Summer
  Investors Edge
• The new URL will be incorporated into future
  marketing materials
• Work with you to change your personal materials
  as appropriate
• Search engine placement

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QA

• Question
• When we will be able to have our own broker and
  branch office web sites?
• Answer
• Our strategy from the beginning was to first
  create the new personal investing site because
  the content for any subsequent branch office
  sites and broker sites needs to be based on the
  personal investing site.
• Furthermore, dependent upon the success of this
  new site (which includes your willingness to use
  it and help us with it), we would consider the
  option of creating Branch office web sites and
  then broker web sites.
• It should be noted that both broker and branch
  office web sites have always been part of our
  original ecommerce strategy.

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• Thank You