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Melissa Tang, sarah gorton & Kim Pendergrass

Melissa Tang, sarah gorton & Kim Pendergrass. Company Background. Etrade was incorporated in 1996 and went public the same year During 2003, Etrade Group changed its name to Etrade Financial Corporation A pioneer in online stock trading

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Melissa Tang, sarah gorton & Kim Pendergrass

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  1. Melissa Tang, sarahgorton & Kim Pendergrass

  2. Company Background • Etradewas incorporated in 1996 and went public the same year • During 2003, Etrade Group changed its name to Etrade Financial Corporation • A pioneer in online stock trading • While stock trading is still a cornerstone of E*Trade's business, the company also offers consumers: • checking and savings accounts • credit cards • certificates of deposit • money market accounts • 4.5 million customer accounts • 2.7 million brokerage accounts

  3. Marketing Campaign • Created by Grey New York, part of the Grey unit of the Grey Group, which is owned by WPP • Decided to mimic the Geico approach to marketing • Currently adjusting its mix of two kinds of commercials

  4. The Talking baby Campaign • The Etrade baby has his own facebook and twitter pages • Facebook • Twitter

  5. Was it successful? • The baby became an icon of the brand • The ads were ranked 13 and 14th of the super bowl game ads • The youtube channel has over 90 million views • The video of outtakes has almost 2 million views

  6. Was it successful? • “ The baby is great and it really does work. - Nick Utton, chief marketing officer at the New York office of E* Trade, • Century Fox even tried to buy the rights to the Etrade babies to make a movie about them. • The film is being written by actress and writer Katie Dippold and it’s a “mission movie” about the babies trying to make their way across the playground.

  7. Relevance to Class • Promotional Planning • Receiver Comprehension • Channel Presentation • Message Yielding • Source Attention • Message Structure - End • Humorous Campaigns • Negatives • Positives • Building the Brand • Social interaction via: • Twitter, • Facebook • Youtube

  8. Questions….? • Do you like the E* Trade Baby Campaign? • Who do you think the target market is? • Does the baby inspire you to build a diversified portfolio?

  9. References • http://www.contracts-for-difference.com/E_trade.html • http://www.ehow.com/about_5215229_history-e_trade-bank.html#ixzz12NHJBxIc • http://nyjobsource.com/etrade.html • http://mediadecoder.blogs.nytimes.com/2010/05/28/oh-baby-etrade-mixes-it-up-on-tv/ • https://investor.etrade.com/releasedetail.cfm?releaseid=437920 • http://www.resourcesforlife.com/docs/item1891 • http:// www.youtube.com/watch?v=uHPg262Kr9c • http://www.facebook.com/etradebaby • http://twitter.com/etradebaby

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