I don't know if Wells Fargo has saturated the entire Seattle market, or just the radio station I listen to, but I've heard its ad for a web-based retirement tool a dozen times in the past week or so.
I like the radio spot. It takes a complicated subject and creates interest by asking, "What is your RSI score?" Then, sending listeners to the Web to take the bank's Retire Secure Index test. It's interactive, it's timely and it makes good use of a multi-media approach.
And Wells Fargo uses search engine marketing masterfully to ensure that interested prospects find their way to the bank's retirement landing page. The bank has purchased Google AdWords for various retirement terms (see first screenshot below) and created a unique landing page (second screenshot) and URL <wellsfargo.retiresecureindex.com> that has quickly moved to the top of the organic search results (see note 1).
Retirement tool
The tool itself is good. It's not easy to make a retirement savings worksheet compelling, but the bank does about as good a job as you can expect. After a 60-second intro by the friendly virtual spokeswomen (see second screenshot), the user completes a short form that takes about two minutes. The on-screen spokesperson talks you through it, but I tuned her out since it's relatively straightforward stuff (note 2).
After a few seconds of calculation, and a clever drum roll, Wells delivers an RSI number (see third screenshot), which is the number of years you can maintain your desired income level after retiring. It's a good way to present the results, focusing on the positive. Users can go back and change the inputs or go into advanced mode to add home equity, business equity and/or part-time employment.
At the end, users are encouraged to contact the bank through a branch or toll-free telephone number to talk to an investment rep. There is also a link to open an IRA online. All in all, it's a good effort to engage users with a difficult topic.
Overall scores:
- Radio advertising: A+
- Search engine marketing: A
- Retirement tool: B+
Provide an option to continue without the virtual spokesperson (see note 3)
1. Google results for "wells fargo retire secure" (10 March 2008, noon)
2. Wells Fargo Retire Secure Index Landing page
3. Call to action
Notes:
1. For more information on search engine marketing for financial institutions, see our latest Online Banking Report (here).
2. The audio can be turned off, but the spokesperson cannot be made to sit down or go away (see note 3).
3. The first option on the original landing page is to choose "dial-up" or "high speed" versions of the tool. The dial-up version does away with the audio/video track and just presents the static form.