Fidelity On Air case study .pdf

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Preparing for pension
freedoms workshop
IN ASSOCIATION WITH...

In response to FTAdviser.com's "Preparing for Pension Freedoms"
Workshop held in March, a survey was held to compare the views to
advisers who had engaged with the workshop opposed to those who
had not.
The statistics below detail our findings:
At first we asked our audience; do you view Fidelity as a thought
leader on the forthcoming retirement freedoms?

The engaged audience answered that 86% viewed Fidelity, as
somewhat or higher, a thought leader within the new regulation
changes with non-viewers having 78% agree.

0

100
See Fidelity a Thought Leader

After a positive rise within the specific field; we then asked our
audience; how prominent a brand do you feel Fidelity is?
86% of the viewing audience displayed Fidelity as an average
prominence in the market or higher, whilst the non-viewers held a
71% of the same view. From the graph below you can see an 11%
increase in positive views and deduce that viewers of the video had
appreciated Fidelity's involvement on the subject and in turn had a
better outlook on the brand overall.

90
80
70
60
50
40
30
20
10
0

Did Not View

Viewed

Fidelity Brand

Thought Leadership

In terms of how much business either of the categories currently
place with Fidelity we asked; have you written business with Fidelity
in the past 12 months?
From the responses received we can clearly see that advisers who
have recently conducted business with Fidelity were more likely to
watch the workshop compared to Advisers who do not work with
Fidelity.

50
64

50

32

VIEWED - YES

VIEWED - NO DID NOT VIEW - YES
DID NOT VIEW - NO

Along with branding and thought leaderships purposes, FTAdviser
On Air is designed to allow product providers to reach out and assist
advisers in their industry, therefore we asked; are Fidelity a trusted
source of information for advisers?
A total of 18% of Advisers who watched the workshop answered
they use Fidelity for information "very often" versus only 7% of
advisers who did not take part - proving as a result of Fidelity's part
in the CPD offering workshop, over double would turn to Fidelity for
support in the future.

Non-Viewed - Very Often

Viewed - Very Often

Other

Lastly, one of the main objectives for FTAdviser On Air productions
is to obtain a larger demographic than events held within your
typical, physical venue. To capture this audience we enquired; how
many professional events and conferences (not including online
events) do you attend each year?
Whilst the numbers for non-viewed advisers were pretty split across
the board, the viewed audience portrayed a significant spike within
the sector of 3-5 events attended. Thus concluding our digital
production successfully appeals to those who have an interest in
being a part of seminars and debates but perhaps cannot attend as
often as they would like.

4.5%
18.2%

27.3%

50.0%

1-2

3-5

6-10

10+


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