Filed under: A Bit Of Inspiration, Advertising, Brand Suicide, Communication Strategy, Crap Campaigns In History, Creativity, Customer Service, Finance, Marketing, Marketing Fail
So I was listening to the radio recently when an ad for Charles Schwab – the investment people – came on.
And do you know what the message was?
‘We really listen to what you’re saying’.
Now I understand the importance of listening [believe it or not] but is that really the big reason to use Charles Schwab?
Isn’t that one of the basic bloody pre-requisites of being a good financial advisor?
What next, ‘we always check our biro’s are working so you can sign all our paperwork’.
I get financial institutions don’t want to commit to actually saying they make you any money – or even selling you a policy in your interests rather than theirs – but come on, isn’t this just a bit insulting?
Not only that, it smacks of a company that is only hearing what they want you to say rather than what you’re actually saying.
What’s your point of view on the financial markets?
What’s your point of view on money?
What’s your point of view on cryptocurrency?
Tell me anything, except when you come into my home, you’re listening.
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Should I get excited that you’re returning to your angry man persona? Probably not.
Comment by DH March 27, 2018 @ 6:21 amfucking idiot.
Comment by andy@cynic March 27, 2018 @ 6:34 amThanks for the misguided moment of confidence Dave.
Comment by Rob March 27, 2018 @ 7:48 amYou’re right about Schwab. I heard their website on the radio and I was left confused with why they think that would make me want to work with them when that is the least I’d expect someone to do. The financial services have learnt nothing from the financial crash have they? Then I don’t think the public have either.
Comment by DH March 27, 2018 @ 6:24 amwhy would they learn anything when the banking fuckers got away with everything.
Comment by andy@cynic March 27, 2018 @ 6:35 amcould that print as be any more fucking condescending?
they believe meaningful conversations help people to their goals? no fucking shit. if thats the insight they have on their customers its no fucking surprise they dont do anything worthwhile for anyone but themselves. wankers.
Comment by andy@cynic March 27, 2018 @ 6:38 amand their shit attempt to make themselves more approachable by saying “talk to chuck”. makes me want to fucking kill them all. i don’t want a friend i want the fuckers to do for me what they take a huge fucking fee to do.
Comment by andy@cynic March 27, 2018 @ 6:41 amYes … I don’t know if I’d ever trust someone called Chuck with something important to me. It also highlights how stupid they think their audience are. Mind you, given how they didn’t face any legal action over what the industry did to the World in 2008, maybe they’re right.
Comment by Rob March 27, 2018 @ 7:50 amIt is bad. What makes it even worse is Prudential ran a long term campaign on listening so it appears Charles Schwab cannot even think badly for themselves.
Comment by Lee Hill March 27, 2018 @ 6:56 amBad lazy. Sums them all up perfectly.
Comment by DH March 27, 2018 @ 7:11 ami wish noel and liam would listen and get the band back together..
Comment by Niko March 27, 2018 @ 7:24 amHave you read the full copy of the ad you posted Robert? They talk about how Fortune awarded them the title of most admired company (fortune securities category) in 2011. Seven years ago. Who would want to work with an organization so happy to be living in the past.
Comment by George March 27, 2018 @ 7:36 amI hadn’t seen that. Oh god, just when you think it couldn’t get any worse …
I remember at Y&R they had pictures all over reception saying ‘Agency Of The Year’, despite it being well over 12 months ago, so I wrote ‘last’ between the words ‘The and Year’ and got into a whole heap of trouble for it, despite just telling the truth. Haha.
Comment by Rob March 27, 2018 @ 7:51 amYou’d be disappointed if I didn’t point out that the press ad comes from 2011. So, I will.
I’ll also point out that this means they’ve been flogging the same platitude for more than six years.
Comment by John March 27, 2018 @ 8:17 am6 years out of date? on brand for campbell.
Comment by andy@cynic March 27, 2018 @ 8:29 amI should have guessed. But even without the Fortune reference, the ad is terrible and not that different to the campaign they are running here now.
Comment by George March 27, 2018 @ 8:46 amI assumed guessing was frowned on in Mountain View.
Comment by John March 27, 2018 @ 8:53 ammore like questioning is fucking frowned on.
Comment by andy@cynic March 27, 2018 @ 10:03 amI have a decent number of bank accounts including HSBC Premier (your favorite people), a private bank in NYC & Charles Schwab.
Can you guess which one treats me the best? Schwab. Unlike with the private bank or HSBC I don’t have a dedicated person that I can call at any hour, but every time I have contacted Schwab they are super efficient and go above and beyond what I expect.
Lastly: when you are put on hold with them they do have someone talking about their POV on markets, specific stocks, etc …
So … terribly written ad but the company behind it is actually one that I really like.
Comment by Bryan March 27, 2018 @ 1:10 pmMaybe the listening campaign is aimed at employees and leads to better service.
Comment by John March 27, 2018 @ 2:13 pmWell that’s good and I hope you’re not the only one who thinks that. But why did you choose them? Because they said they’d listen or because you needed a bank and they just happen to be much better than the competition?
Comment by Rob March 27, 2018 @ 2:35 pmWhy I chose them: it was probably because they seemed better than everyone else (which doesn’t take much, admittedly…).
So it isn’t why I chose them, but it is definitely why I have stuck around.
What is the message they should convey?
Comment by Bryan March 28, 2018 @ 2:51 pmThat’s good. As regards what they should say – I don’t know enough about them – but given no financial organization seems to say anything about the subject they claim to be experts on, I would say their point of view on money. Or growth. Or value would be interesting starting points.
Comment by Rob March 28, 2018 @ 3:14 pmPrivate bank, HSBC premier, Schwab.
Comment by DH March 27, 2018 @ 2:49 pmI want to be Bryan’s friend.
I am living proof they let anyone into “exclusive” groups
Comment by Bryan March 28, 2018 @ 2:52 pm