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Talk To Chuck

The "Talk to Chuck" advertising campaign was launched by Charles Schwab in 2004 to address declining revenues, customer satisfaction, and differentiation from competitors. A test market spent $16 million across TV, print, radio, and non-traditional media. Evaluation found the campaign doubled net new assets compared to control markets and increased customer perceptions of Schwab by 18 points, demonstrating the potential cost effectiveness of a nationwide rollout.

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Radhika Bhaskaran
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158 views7 pages

Talk To Chuck

The "Talk to Chuck" advertising campaign was launched by Charles Schwab in 2004 to address declining revenues, customer satisfaction, and differentiation from competitors. A test market spent $16 million across TV, print, radio, and non-traditional media. Evaluation found the campaign doubled net new assets compared to control markets and increased customer perceptions of Schwab by 18 points, demonstrating the potential cost effectiveness of a nationwide rollout.

Uploaded by

Radhika Bhaskaran
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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TALK TO CHUCK

Advertising Campaign
Circumstances that Motivated TTC
Campaign
 2004 – revenues were flat, net income fall by 39% in 12 months
 Chuck – “We have offended our customers and let them down”
 Rift between company and retail customer – due to high cost
compared to industry and high brokerage and commission,
opinion rather than fact, limited advice.
 Client satisfaction gap with individual brokers and industry as a
whole.
 BAV study (‘04)
• Differentiation was declining considerably among Schwab's clients.
• Company perceived as stagnating in innovation & momentum
Copy strategy of the TTC Campaign
 Advertising goal: the main goal here is to take a competitive stand with a
clear differentiation in terms of an informal friendly approachable company.
These are certain aspects that are clearly conveyed in the ads across formats.

 Target group: this aspect has not been as clearly targeted given the rather
informal approach; however the video ads are focused on each particular
type “ of customer, ranging from retirement investor to the ideal high
income investor.

 It also conveys effectively : use of the product, reason for use, company
beliefs and owners value.

 Tonality: The tone of the copy is informal with a personal touch added to
convey feeling of security and friendliness.“
TTC – Test Market
 Budget – 16Mil.
 Areas Covered – Denver, Chicago, Houston
 Present coverage – 6% 0f Schwab’s invested
assets
 Same mix of media incl. – Local TV,
newspaper, print, billboard and radio prop. to
population
 Note on non traditional media: coffee sleeves,
office elevators, customized sponsorships.
TTC – Evaluation
 Measurement Criteria (against controlled: zero expenditure market)–

• Net new assets


• No. of New households converted into investors
 New account among existing households
stood at 2% below controlled market baseline,
whereas from new households stood at 25%
above average
 Net new assets was more than double of the
controlled market scenario
TTC - Evaluation
 Measurement Criteria - (against controlled: zero expenditure market)

• Customer Perception

 Popularity has gone up by 18 points on the scale;


with other perceptions regarding good value for
money and net brand momentum going up
substantially
 Other factors such as right offering and industry
challenger stand have not gone up sufficiently given
the budget
Go ahead?
 Net new client assets is 75 Billion
 New client asset generated per dollar in
advertising is 421.34
 Each dollar provides .42 basis points
 Therefore earnings per dollar; equated to the
total assets amount to $1.76
 This at ideal performance makes the investment
viable depending on the volumes, as opposed to
past years returns of $1.14 (at present)

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