A Good Report? The use of financial reports to convey marketing messages

In association with
7th Dec 2004

A research report into the use of company financial reports to convey key marketing messages.

Putting key marketing messages through an annual report requires all the disciplines of datadriven marketing. Content needs to address the concerns of different shareholder types or groups of shareholder. Accompanying letters and other documents also need to be similarly personalised and segmented in order to manage investor and investor-customer relations. The application of creative marketing techniques to proxy voting forms can substantially raise response rates from their low typical level of around 15% (an absolute necessity for some EGM voting requirements). Investor-customers provide marketing professionals with a warm research base, and a community on whom new initiatives can be tested, all of which can piggy-back annual or quarterly report mailings.

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