FPA looks to online push
The Financial Planning Association (FPA) will leverage the internet over the next six months as part of its advertising campaign extolling the virtues of financial advice.
While the broader advertising campaign, which kicked off in newspapers and on television on Sunday, is intended to run for five weeks, the online search campaign will run for six months with the intention of driving consumers to the FPA's new website www.fpabestpratice.com.au.
Commenting on the online push, FPA general manager of marketing, Lindy Jones said the online push, via a Google search campaign, had already proved successful in driving traffic towards the FPA's new site.
She said that the $200,000 online push was proving highly cost-effective.
Jones said member feedback around the FPA's new advertising campaign had been strongly positive.
"In light of the context of industry reform, we firmly believe that consumers first and foremost need a way to find advice they can trust," she said.
She said the FPA was already seeing a marked increase in hits to its consumer website from around 500 per day to over 800 per day.
AUTHOR
Mike Taylor
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