Freelancer article: Market positioning
Registered service providers can present themselves with a short article in the Freelancing.HK-News. In this issue, we present a marketing expert who is experienced in advertising.
I met my client, a financial service provider specialising in cost management, through Freelancing.HK Group. My task was to develop a concept to attract new customers.
Financial services are usually abstract and in need of explanation. For a better understanding, I, therefore, developed a key visual (a picture with a clear symbol) with a matching advertising message. This enabled my client to achieve an appointment rate of over twenty-seven per cent.
My client was very satisfied with the advertising message developed here: "Did you know that a normal light bulb only emits five per cent as light and the remaining 95% goes up in smoke as heat? It is pretty much the same with your expenses." This statement is supported by the pictorial symbol of a modern energy-saving LED lamp.
After developing the key visuals and creating a striking corporate design, we launched a two-stage direct mailing, which was supported by advertisements in trade journals. The web design was also suitably revised. The high success rate made my client confident. I am pleased that I was able to find this client through Freelancing.HK Group.
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This article was published in the Freelancing.HK-News 74.