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  • Talk To Chuck

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    Stuti Sethi
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    The document discusses the "Talk to Chuck" marketing campaign created by Charles Schwab & Co. in response to declining profits and increased competition. It aimed to convince potential investors that Schwab provided the best advice and customer service. Test results showed Schwab was viewed more favorably and led to a reduction in customer attrition, increased customer contacts, new accounts, and net assets. The budget required for 2006 to break even on the campaign is estimated to be $4.8 billion for the next quarter, with a goal of surpassing break even with a 10% increase in net assets.

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    Talk to Chuck

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    The document discusses the "Talk to Chuck" marketing campaign created by Charles Schwab & Co. in response to declining profits and increased competition. It aimed to convince potential investors that Schwab provided the best advice and customer service. Test results showed Schwab was viewed more favorably and led to a reduction in customer attrition, increased customer contacts, new accounts, and net assets. The budget required for 2006 to break even on the campaign is estimated to be $4.8 billion for the next quarter, with a goal of surpassing break even with a 10% increase in net assets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    151 views6 pages

    Talk To Chuck

    Uploaded by

    Stuti Sethi
    The document discusses the "Talk to Chuck" marketing campaign created by Charles Schwab & Co. in response to declining profits and increased competition. It aimed to convince potential investors that Schwab provided the best advice and customer service. Test results showed Schwab was viewed more favorably and led to a reduction in customer attrition, increased customer contacts, new accounts, and net assets. The budget required for 2006 to break even on the campaign is estimated to be $4.8 billion for the next quarter, with a goal of surpassing break even with a 10% increase in net assets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 6

    Talk to Chuck

    http://www.youtube.com/watch?fea ture=player_detailpage&v=qj2oqI8w 1gA

    Circumstances for Development of TTC


    Net Income declined by 39% in last 12 months (Early 2004) Increased competition from full service providers (Merrill Lynch) and discount brokers (Ameritrade and E*Trade) Deepening Rift between company and its customers. Increase in relative prices.

    Copy Strategy of TTC


    Headline: Catchy Headline. Attracts the right kind of people. Illustration: Simple Talk To Chuck image without Charles Schwabs personal image. It communicated Chucks core values not his persona. Text: Aimed at convincing potential investors that Schwab was the best at providing advice and dealing with customers.

    TTC test results


    Consumers rated Schwab more favourably in test markets. 5% reduction in attrition of customers. Call centre customer contacts and field sales activities increased new accounts and net new assets increased $4bn increase in net assets required to break even. Q3 2005 - $6bn increase in net assets

    Saegers TTC budget for 2006


    for next quarter they required $195*250 = 4.8 billion dollars to break even and if we consider 10% increase then it would surpass the break even

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