1. Big Block Industry
Reaching High Net Worth Millenials Through Online Channels

2. Understanding the Target
• Generation Y – defined as being born in between 1978 and
1998
• Will inherit $41 trillion in assets by 2052
• Fewer than 30 percent of high net worth ($5mm to $25mm)
work with a financial planner (Millionaire Center Survey, 2010)

3. Understanding the Target
• Characteristics of Millenials
– Entrepreneurial
– Self Reliant
– Cynical to Advertising

4. Understanding the Target
• Common misunderstandings:
– They want everything online
Apple v. PC

5. Understanding the Target
• Common misunderstandings:
– They want brands to be “young” like them. Trustworthiness
doesn’t matter.

6. So what does this all mean?
• A brand does not have to be like a millenial…a brand simply
has to UNDERSTAND a millenial.
• Raymond James Brand does not have to be rebuilt, rather it
simply needs to EXPAND.
– New marketing channels
– New marketing tools for reps
– SAME message!

7. New Online Channels: Brand Level
• YouTube Educational Series
SEOMoz Whiteboard Friday
70% of wealthy millenials watch 100
minutes of online video per week or
more
• Mobile applications (phone and tablet) (70% of wealthy millenials own a
smartphone, 32% own an iPad)
• Web applications that allow changes to accounts
Data Source: Luxury Institute Survey, 2011

8. New Online Channels: Brand Level
• Media buys in digital editions of publications traditionally
aimed at high net worth individuals
• Search Engine Marketing
• Exclusive social network for RJ clients to discuss strategy
and get questions answered

9. New Online Channels: Rep Level
• Online appointment booking with reps
• Rep should be notified and involved when changes are
made to accounts online
• Email relationship tools
• Reps encouraged to publish articles, distributed through
content networks and blogs

10. New Online Channels: Rep Level
• Search reputation management for reps
• Reps should all have social media profiles to interact with
clients.
“You are not my friend in real life until you are my friend
on Facebook”
• Financial Planning with millenials should be collaborative

11. What Millenials Want
The most important brand attributes to high net worth
millenials are:
• SIMPLICITY
• SPEED
• CUSTOMIZATION
• SOCIAL AWARENESS
• EXCLUSIVITY