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In case you haven’t seen it, T. Rowe Price Group Inc. hired Think Again Media to produce a behind the scenes film covering their research process and culture.

Overview:

T. Rowe Price continues to move into digital and interactive marketing by leveraging a short film to provide advisors a peek inside the research organization and watch their analysts in action. By interviewing more than a dozen analysts, portfolio managers and senior level executives over six months, Think Again Media helped T. Rowe Price produce a nice marketing asset that sheds some light on an abstract concept like “research”. Accounting for the emergence of social media, T. Rowe Price has enabled sharing of the the short film through social media options like LinkedIn as well as Twitter directly from the film’s landing page.

Finally, T. Rowe Price is utilizing integrated email marketing as well as social media to support the short film marketing campaign.

How T. Rowe Price missed an opportunity to successfully leverage Search Engine Optimization or Search Engine Marketing:

It is nice to see an investment management firm make a push into interactive marketing, but searching for T. Rowe Price’s campaign in Google demonstrates that few investment managers are seeing the big picture of completely integrated digital marketing and the value of SEO / SEM:

• Searching on keywords “T. Rowe Price behind the numbers”: (note the properly spaced words) A sponsored ad is supplied to the visitor with just a standard tag line and ad copy. Additionally, the user is taken to the ‘Individual’ investor landing page at T. Rowe Price instead of an optimized landing page or even a page within the ‘Financial Intermediaries’ site.
• Searching on “T. Rowe Price behindthenumbers”: Once again, a sponsored ad is supplied to the visitor with no attention paid to the ad copy or the landing page that is utilized. However, at least T. Rowe Price has their “behindthenumbers” landing page as the number #1 organic search listing, which correctly delivers the user to the film introduction within the ‘Financial Intermediaries’ site.

It is my opinion that more investment managers and asset managers should be making use of digital and interactive marketing similar to the approach demonstrated by T. Rowe Price. More managers just need to see the promise of completely integrated digital marketing campaigns.

Are you impressed by T. Rowe Price’s approach?
Do you think this is a valuable marketing asset?

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