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Building Trust with Expertise Marketing
With advancements in technology and a number of new channels, it’s important to remember that at the end of the day, people want to deal with people. Studiesconsistently show that we’re more likely to trust other humans when making decisions. While many organizations leverage brand personas to fulfill that human connection, they often overlook the power of their people to lead and support conversations. If your audiences are looking to connect with people, then it only makes sense to give them our best. Who Is Looking for Expertise? As mentioned in last week’s blog, the ‘About Us’ section of a website is the second most visited area next to the homepage and the reasons for this are simple: people want to see who is behind the scenes. From prospective customers to journalists looking for an expert source, there are a wide range of audiences who want to know who you really are before they engage with your business. Here are just some of the audiences who are taking a close look at your expertise: Customers & Partners: Subject-matter experts are consistently rated as one of the most influential sources of information for buyers (Source: ITSMA), and a whopping 78% of B2B buyers start with a Google search (Source: Demand Gen). Media: Experts who serve as media sources are in high-demand with newspapers, broadcasters and digital outlets – and it’s not just research they want. They often require a plain language explanation of how something works, or insights to help them localize a story for a regional audience. Conference Organizers: Conference organizers and industry associations are constantly looking for experts who can educate their attendees as a panellist, workshop leader or keynote speaker. Alumni & Donors: For institutions, showcasing the relevant work that experts and staff are doing helps alumni better connect to your mission and makes it easier to fundraise and drive larger donations. Government & Foundations: Government bodies and foundations rely heavily on experts to conduct research, develop policy and implement the various programs they fund. They are increasingly focused on reporting the social and economic impact stories of the research they are funding. Better Digital Conversations When we look at audience engagement, your success boils down into three critical stages: Attention, Interaction and Trust. Each of these areas can be addressed by making experts and their content more visible with a sustained, amplified digital presence. Don’t underestimate the value of rich expert profiles; today’s audiences will quickly scroll past a list of names and titles. Expertise marketing is about providing individual credentials and sharing what their collective experience represents for your organization. The richer offering, the more trust you can build. Plus, experts who serve as brand ambassadors are more likely to drive personal, relevant and authentic connections with key audiences. The following framework outlines how you can create an expertise marketing program that empowers your people to better navigate the customer journey: Creating Touchpoints for Expertise Whether it’s a research page on your website or an upcoming speaking engagement, you need to develop touchpoints for key audiences to interact with your experts and their content. This often requires businesses to step back and determine how visible your experts are across your physical and digital environment. As you go through the auditing process, you not only surface gaps in your delivery but in many cases, you’ll also find a wealth of expert content hidden in personal websites, social media and external publications. It surprises many businesses to discover that your experts are already engaging with audiences – just not from within your organization. Make your expertise more coherent by turning a disconnected group of experts into a powerhouse of brand ambassadors. In addition to aggregating their existing content, you’ll need to speak directly with your experts and develop an expertise marketing program that aligns with their professional objectives and incentivizes their continued efforts. This collaborative approach will mutually benefit both your business and your experts while simultaneously generating excitement and buy-in throughout the whole organization. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy
Thought Leadership 2.0: A New Approach
The term “thought leadership” has been exploited by self-proclaimed experts and overuse of the phrase has made the market weary of its practice. But before it was a buzzword, thought leadership was the crown jewel of content marketing. According to the Oxford Dictionary, thought leadership is “intellectual influence and innovative or pioneering thinking.” In practice, thought leaders leverage research and experience-based content to draw in audiences and support their organization’s reputation as an industry authority. This marketing concept has the power to transform product pitches to strategic insights and approaches into best practices, but not everyone found the same success with their programs – and there are a couple of good reasons why. This Is A Classified Project While it’s still true that thought leadership boosts customer engagement, some programs simply lack the depth needed to connect with audiences and see meaningful results. Many organizations are quick to jump on the latest marketing trend, but they don’t always have the vision to turn their expertise into a viable solution for their business. In fact, a leading research and consulting firm, Sirius Decisions, has suggested that “the purpose and process of thought leadership are widely misunderstood and misapplied, causing mixed results.” One of the most significant issues with thought leadership is that the C-Suite and other top-level teams tend to lead programs in a silo from the rest of the organization. It’s not uncommon for executives to outsource their thought leadership activities to special teams and agencies as a series of projects. This approach leads to disconnected outputs that miss the mark when it comes to audience engagement. It not only prevents subject-matter experts from elevating your content, but it also dismisses the wealth of knowledge they have about your audiences. Experts know who is looking for content, where they’ll go to find it and which topics they’ll follow. So when you exclude them from the process, you’re going to miss out on opportunities to drive market visibility, brand reputation and new customer connections. Your Experts Are People Too When you put something on a pedestal, you make it easy for people to see but hard for them to reach – and that’s a problem in the digital world. People want to deal with organizations who provide the information they need on the channels they use, and in a voice they understand. To be successful with thought leadership, it’s vital to understand these needs and take a human approach to your marketing and communications. Unfortunately, many thought leadership programs take a campaign-oriented approach and can mimic the dated marketing practices that centre around products rather than people. They come off as too formal and use “corporate speak” which makes them far less approachable. Worst of all, they often lack the authenticity audiences are looking for – so why not let your people do the talking? Your in-house experts make great brand ambassadors for your organization. By expanding your notions of thought leadership, you open the door for many voices to share your message in a manner that’s inclusive, genuine and accessible. This also makes it easier for you to maintain your online presence and insert diversity into your content marketing. Rather than repeating the same ideas over and over, your broader team of experts will be able to capture varying perspectives and insights – supporting your position as a leader in that domain. Evolving Thought Leadership While the concept of thought leadership still resonates with audiences, it’s time to make a few changes. Here are just a few reasons to transition dated thought leadership projects into profitable expertise marketing programs: Excerpt from the Complete Guide to Expertise Marketing As you can see, expertise marketing takes the best parts of thought leadership and makes it more inclusive, sustainable and agile – and all at a lower cost. On top of this, expertise marketing incorporates human connections as a fundamental component of both the strategy and execution. It surfaces diverse expert perspectives, delivers authenticity and creates two-way conversations between you and your audiences. Most of all, it can easily be adapted as our environments change and new audience needs emerge. If your thought leadership program lacks results, you’ll likely have to broaden your views on expertise and leadership. Take a closer look at all of your people and the value they bring to your business. This inclusive approach to expertise marketing will not only make it easier to manage thought leadership, but it will also deliver the long-term success you want from your marketing. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
5 Tips On Creating Engaging Expert Profiles
If you’ve ever taken part in a website project, you know that not all content is created equal. We spend countless hours perfecting the homepage, but we often forget to tell our audiences who we are. The people behind the scenes in an organization provide some of the best opportunities to create relevant and relatable content for audiences. Take the “About Us” page for example. Ironically, it’s often an afterthought for digital teams who upload some boilerplate copy and call it a day. But people buy from people and the more human you can make your content the better the user experience will be. Here are some tips to help you create that personal connection. The Old Profile Our research shows that most employee content comes up surprisingly short when audiences conduct an online search. This is becoming a more critical element to consider, given that 78% of B2B buyers now use Google as a starting point for their online activities. While there can be several factors impacting your Google rank, the issue often comes down to a lack of quality content on employee-related pages. Many organizations resort to posting outdated headshots next to a title for their employee sections. If you’re lucky, you might find a boring text biography that fails to capture the depth of experience and expertise offered by your team. These tactics may have worked a decade ago, but today’s audiences now expect expert profiles to contain detailed biographies, multimedia and social content. This is especially true for B2B prospects like journalists and prospects looking for professional services. Any half-decent writer can make a person sound pretty important in a bio, but these audiences are looking for proof of your expertise. It’s not enough to tell audiences you’re great – you have to show them. Today’s audiences consume content differently, so it’s essential that you bring your expert profiles into the 21st century. The New Profile Here are 5 ways you can improve your employee content to better drive visitor attention, interaction and trust: Go Beyond Boring Bios: The new way to create expert profiles is to provide a detailed overview of an employee’s expertise and experience. This means that in addition to creating a detailed biography, you should also share content that shows key accomplishments that build credibility and trust: Are they an author? Have they spoken at a conference? Interviewed for a podcast? It’s important to get this information listed. Get Visual & Social: Beyond the written biography, look for ways to make content for your people more interesting for your audiences. Are there YouTube videos, Slideshares, Tweets, or thumbnails to books they have written? If so, you can leverage these assets for their profile. Remember if you are pitching media or conference organizers, this information is becoming tablestakes for journalists or event bookers who are vetting media sources or speakers. Show You Are Relevant & In-Demand: Public appearances and news spotlights can take your experts from unknown to sought-after. There are two ways to tackle this. The first is to capture any existing media releases to ramp up their credentials. If your expert hasn’t yet participated in this type of activity, publish content that speaks to emerging topics and news trends and provide quotes available to the media on newsworthy topics. This is a proven way to earn the attention of journalists and allow you to start building visibility as an industry insider. Go Beyond Your Website: While your website is ideal for hosting expert profiles, it’s not the only place to let your team shine. If you want to boost your visibility, make sure you take advantage of opportunities on third-party sites and platforms. This might include industry directories or your client/partner websites. By using the ExpertFile Platform, you can also publish your expert profiles to reach thousands of newsrooms through our media partners. Be More Approachable: It’s funny that almost every page on most websites has a call to action. However if you visit most people profiles, the journey ends there – or worse, it takes the visitor off your website and to an old, tired Linkedin profile. Instead, let your audiences get in touch with your business by including a specific call-to-actions (CTAs) within your expert profile. Depending on the size and capabilities of your organization, you might have want to enable direct connections to experts or opt to funnel leads through a various departments. Either way, the key to getting leads is starting a conversation. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
How to Show Your Smarts: A Proven Approach to Expertise Marketing
If you’re operating in a knowledge-based industry, you’re in the business of selling expertise. Unfortunately, many organizations in these expert-rich sectors take an ad-hoc approach to planning and executing their expertise marketing initiatives. As a result, they often lack coordination across departments and fail to leverage valuable assets such as talent, content, technology and media channels. By following some simple rules, you will see significantly better results. It Starts with A Conversation First we need to talk about cross-team collaboration. Expertise marketing is a team sport, so it’s vital that your star players are ready. Throughout your organization, there are a broad range of people who are eager to support this type of initiative.Don’t focus too much on roles or seniority levels. At this stage, it’s about having candid discussions with the people around you and then expanding the conversation. You could start by discussing the value of expertise with stakeholders in your organization and sharing how it would help you meet your targets. Or you could reach out to department leads and team managers to get their insights and generate ideas. Most importantly, you need to get to know people outside of your immediate circle and discover the hidden talent within your organization. Sometimes the best results come from surprising places. The ExpertFile Approach As we go through the key elements of an expertise marketing program, you might find that you’re already following some of our best practices. However, when we start working with our clients, we often find that their expert content is disconnected and scattered across various teams and channels. If this sounds like you, that’s ok – you just need a bit of help putting the pieces together. Below, we’ve provided an overview of our proven approach and its alignment with the 5 key elements of expertise marketing: Strategy & Talent: The first step is to assess your expertise bench strength in your organization at various levels. Using a range of evaluation tools and techniques, we set out to identify any hidden expertise in your organization and establish what each expert can contribute. By engaging experts to share their expertise early on, we can define a strategy and open up doors for a range of high-quality content. Storytelling: Now, we need to establish your strengths and how we can best position your experts for your target audiences. Not only do we want to create stories that highlight your core offering, but we also need to showcase your experts in the context of breaking news and emerging issues. This ensures that you are always putting out timely and relevant content for high-value audiences like journalists, conference organizers and other media professionals. Digital Experience: Once you know which topics are best for your organization, we need to boost audience engagement with rich online experiences. We audit any existing channels and develop comprehensive “content footprints” for your experts. These footprints map out the future state of your expert content – such as new webpages, speakers’ bureaus, improved expert profiles, multi-media and/or social content assets. Search & Discovery: All the planning in the world won’t help you if your content isn’t visible. At this stage, we look to optimize your channels and maximize your reach with new and existing audiences. By publishing your expert content in searchable formats, we can make your organization more approachable and discoverable across your owned channels, search engines, social networks and newsroom platforms. Measurement: To show momentum it’s essential that we measure and track important content metrics to ensure the expertise marketing program is meeting expectations. We focus on key metrics such as expert content contributions, visitor engagement, and direct expert inquiries. And because we consider this from the onset of a project, we’re able to accurately report on your return on investment (ROI).
The 23rd annual Global Entrepreneurship Monitor 2021/2022 report measures entrepreneurial activity across 47 high, medium and low-income economies Data is gathered via a survey of at least 2,000 respondents in each country Mark Hart, professor of small business and entrepreneurship at Aston Business School, leads the GEM UK team. The 23rd annual Global Entrepreneurship Monitor 2021/2022 report, unveiled at the Dubai Expo, measures entrepreneurial activity across 47 high, medium and low-income economies. Mark Hart, professor of small business and entrepreneurship at Aston Business School, leads the GEM UK team. Data is gathered via a survey of at least 2,000 respondents in each country who answer questions on their entrepreneurial activity, attitudes to enterprise and view of their local entrepreneurial eco-system. The survey found that: 51% believed they had the skills and knowledge to start their own business 50% knew someone who has started a new business 61% of respondents believed there were good opportunities to start a business in their area, but 52% of these people cited fear of failure as a reason for not starting a new business in the next three years. The UK was ranked 40th in ‘entrepreneurial intentions’, 32nd in ‘personally having the skills and knowledge’ and 7th in ‘fear of failure’. Other survey responses in the UK found that, of those respondents who were actively involved in starting or running a new business, 30% believed the COVID-19 pandemic had led to a decrease in household income. But while more than a third (36%) of respondents thought starting a business was more difficult than a year ago, 63% were using technology to sell more products and services and 57% were pursuing new opportunities as a result of the pandemic – which was the joint 6th-highest of the 47 countries. Social responsibility also featured fairly high in entrepreneurs’ minds with 53% starting a business ‘to make a difference’, but was third to building ‘great wealth’ and ‘to earn a living’. Dr Sreevas Sahasranamam, senior lecturer in entrepreneurship and innovation at the Hunter Centre for Entrepreneurship, and one of eight authors of the GEM Global Report, said: “It is heartening to see that more than 50% of entrepreneurs in the UK are pursuing new opportunities due to the pandemic and more than 60% are using more digital technologies to sell products and services, indicating flexibility and adaptability. “On Entrepreneurial Framework Conditions, however, the UK is performing poorly compared to other developed economies on Government Entrepreneurial Programs and Entrepreneurial Education in School. “Amongst the 17 high-income countries (GDP per capita greater than $40,000) in our sample, UK has an average score (5.1) for its Entrepreneurial Finance conditions, while its score for Ease of Access to Entrepreneurial Finance (4.4) is the lowest amongst this group. Thus, finance remains a key challenge to entrepreneurial activity in the UK. “Entrepreneurship centres like Strathclyde’s Hunter Centre for Entrepreneurship can help in this regard by offering entrepreneurship education and support for students, staff start-ups and growth-oriented ventures, through initiatives like Strathclyde Inspire and our Growth Advantage Programme.” Mark Hart, professor of small business and entrepreneurship at Aston Business School and leader of the GEM UK team said: “Entrepreneurial attitudes and behaviours will be critical for the recovery after the pandemic as they were after the Great Financial Crisis over a decade ago. “The Global Entrepreneurship Monitor (GEM) project provides policymakers in the UK with unique data to understand the ability of local and regional economies to develop financial independence and create future growth. “The recent UK Government White Paper on Levelling Up was somewhat disappointing in that respect as it ignored this key dimension of economic development across the regions and home nations of the UK”. Globally, the GEM report found that in 15 out of these 47 economies, more than half of those starting or running a new business agreed that the pandemic had led to new business opportunities. In 2020, this had been the case for just nine out of 46 economies. In 2021, more than 50% of entrepreneurs agreed that starting a business had become more difficult in 18 of 47 economies. In 2020, almost twice as many (33 out of 46 economies) had 50% or more of their would-be entrepreneurs agreeing that this was the case. The Dominican Republic had the highest levels of early-stage entrepreneurial activity while Poland had the lowest. The Scotland GEM Report 2020 published in September last year by Strathclyde researchers estimated that 7.3% of the Scottish population – 247,000 adults – were actively engaged in setting up a business or already running an enterprise established in the last three-and-a-half years, including 60,000 young people in Scotland, or 13% of 18-24 year-olds.
Widening participation expert joins Aston University as visiting professor
Liz Thomas is a leading researcher in widening participation and closing the achievement gap She has a very strong international and national reputation for using her research to inform policy and practice Professor Thomas will work within the University’s College of Business and Social Sciences. A leading researcher whose work addresses patterns of under-representation in higher education has joined Aston University as a visiting professor. Liz Thomas is an expert in widening participation and closing the achievement gap. She has joined the University’s College of Business and Social Sciences to work largely with Aston Business School on inclusivity and employability. Professor Thomas has previously worked on the Teaching Excellence Framework Main Panel (Widening Participation Expert), been Chair of Advisory Group, Evaluation of pre-16 outreach work, Office for Fair Access (now Office for Students) as well as an International member of the Vice Chancellor’s Quality Review, University of South Wales, Australia. During the next Research Excellence Framework (REF) period her research will focus on higher education student and graduate experiences in the ‘new new normal’. The COVID-19 pandemic resulted in an emergency pivot by higher education providers worldwide, from predominantly present-in-person teaching, to primarily or exclusively remote and online learning. As the pandemic has progressed, HE providers have adapted to the new normal, providing a range of hybrid learning, engagement and support opportunities. Employers are also seeing the advantages of more flexible and hybrid ways of working, and this suggests that graduates will need demonstrate additional skills and competencies in relation to autonomy and time management, team working, digital skills and effective communication through a wider range of media. Professor Liz Thomas said: “I am very excited to have been appointed visiting professor in the College of Business and Social Sciences at Aston University. “I'm very much looking forward to working with colleagues on equity in higher education and employment. “Belonging will continue to be an important theme within my research, both conceptually and practically, and within higher education and employment, in the post-pandemic world. We need to capitalise on the advantages that have emerged, and ensure inclusion, and equitable outcomes for all.” Professor Helen E Higson, associate dean accreditations at Aston Business School, said: “I am looking forward to welcoming Liz to Aston Business School to share her knowledge on inclusivity and employability. “She will bring further leadership internally in areas which fit very well with Aston University’s values, student demographics and objectives. “She has a very strong international and national reputation for using her research-informing policy. Much current practice and policy in HE in the UK is influenced by her work.”
The Nesta study looked at innovation as applied to industrial policy and focussed on migrant micro-enterprises in Birmingham Experts found while there is some face-to-face business support in Birmingham, the majority of it is provided online and in English The Community Organising for Inclusive Industrial Policy study was conducted by Citizens UK Birmingham and the Centre for Research in Ethnic Minority Entrepreneurship (CREME) at Aston Business School. A new report by Aston University and Citizens UK Birmingham has found the UK Government must do more to include micro-enterprises with business support. The Community Organising for Inclusive Industrial Policy study, which was conducted by Citizens UK Birmingham and the Centre for Research in Ethnic Minority Entrepreneurship (CREME) at Aston Business School for Nesta, concluded micro-enterprises in principle can take advantage of business support that is available in Birmingham, but in practice there are several limitations. Experts found while there is some face-to-face business support in Birmingham, the majority of it is provided online with most of the various government and other websites which provide extensive business support information largely in English, and not directly accessible to those who have inadequate English language skills or lack a good level of digital skills. In Birmingham, the business leaders group successfully bid for a local authority contract to create public health videos in community languages, featuring community members in familiar locations as a way of making the content more relatable to the target audience. Professor Monder Ram, director of Centre for Research in Ethnic Minority Entrepreneurship (CREME) at Aston Business School, said: “It is wonderful to see CREME and Citizen UK’s highly impactful initiative on migrant business support receive this recognition from NESTA as an exemplar of ‘grassroots’ social innovation. “Our collaboration demonstrates the value of communities working together to support businesses and tackle common challenges.” You can read the full report HERE.
Aston Institute of Health and Neurodevelopment launches livestreamed public lecture series
The Aston Institute of Health and Neurodevelopment (IHN) are to host their first livestreamed public lecture in a new series: Molecules to Minds on Aston University’s digital channel - Aston Originals on Wednesday 16 February 2022. The livestream will see Dr Rachel Shaw present her lecture ‘Understanding and improving staff wellbeing in paediatric intensive care: A partnership between Birmingham Women’s & Children’s NHS Foundation NHS Trust & Aston University to prioritise workplace wellbeing’. Dr Shaw will present the findings of a project in which she investigated the wellbeing of staff working in the Paediatric Intensive Care Unit (PICU) at Birmingham Children’s Hospital. The research was funded by Birmingham Women’s & Children’s NHS Foundation NHS Trust Paediatric Intensive Care Charities. She said: “There is a lot of evidence finding that levels of stress, burnout and symptoms of post-traumatic stress are higher among staff working in paediatric intensive care than in groups of other healthcare professionals. “The Covid-19 pandemic has only further highlighted the need to care for our healthcare staff to improve their own wellbeing, but also, so that they are able to better care for their patients.” Dr Shaw will present her findings of what wellbeing means to PICU staff, the kinds of challenges to their wellbeing they experience at work and at home, the things that hinder their wellbeing in those situations and the things that can help. The one hour livestream will include a Q&A and a roundtable discussion with clinical colleagues from Birmingham Children’s Hospital, looking at key learnings taken both professionally & personally from the project, concluding with next steps and hopes for the future. Dr Shaw added: “We plan to use staff wish lists, together with psychological evidence about what is likely to be successful, to make proposals for what might create working environments that are conducive to workforce wellbeing to create better, sustainable support for PICU staff in the future.” The live stream will take place at 16:00 – 17:00 GMT on Wednesday 16 February, you can register for the event on Eventbrite.
How to choose the best Canadian bank account as a newcomer
During your first few days as a newcomer in Canada, you will need to complete certain tasks to set the foundation for your long-term financial success. Opening a bank account and applying for a credit card should be a top priority on your list. The Canadian banking industry is large and you’ll have many options to choose from. However, newcomers to Canada have distinct financial needs and not all products will be well-suited to your requirements. Typically, you should start researching banking options in Canada several weeks before your arrival to avoid delays in the bank account opening process. This article will give you an overview of banks and banking products in Canada and some essential tips on choosing the best bank account and credit card for you. Banking options in Canada Most newcomers opt for one of the “Big Five” banks, given their size and presence across the country. By market capitalization, these include Royal Bank of Canada (RBC), Toronto-Dominion Bank (TD), Bank of Nova Scotia (Scotiabank), Bank of Montreal (BMO), and Canadian Imperial Bank of Commerce (CIBC). These banks have both a physical and a digital presence. For instance, RBC has 1,201 branches and 4,240 ATMs across Canada, as well as easy-to-use online, mobile, and phone banking options. In addition to the traditional banks, Canada also has a few digital-only banks, such as Tangerine, EQ Bank, Motusbank, and Simplii Financial. These banks also offer financial products, but may not have the full range of services that larger banks offer. Types of bank accounts There are two main types of bank accounts in Canada that serve distinct purposes: Chequing account: Your chequing account is an essential basic account. This is where you keep money that you’ll use for daily transactions, making purchases, and all of your recurring expenses. Typically, with your chequing account, you’ll earn a low or no yearly interest rate on deposits. You may also get a debit card to access this account. Savings account: A savings account is a high-interest account to help you save money over the longer term. This account is not intended for regular, everyday spending transactions. It’s ideal for money that you won’t need daily access to and can set aside as savings for an emergency fund or longer-term needs. Things to keep in mind while choosing a banking partner With all the choices available to you, selecting a banking partner that’s right for your financial needs can be confusing. As this is a crucial decision to make, there are many factors you’ll need to keep in mind to ensure your bank meets your needs. Does the bank have specialized accounts or offers for newcomers or international students? Whether you’re coming to Canada as a permanent resident or an international student, your financial needs as a newcomer will be different from those of residents who’ve been here longer and don’t have financial ties abroad. Some of the larger banks, like RBC, have distinct newcomer banking products that are specially designed to meet your requirements. Does the bank have branches or ATMs near you? Also, look at the overall presence of the banking partner to determine whether you’ll have easy access to your money. You can use the branch locator on the bank’s website to find branches or ATMs close to your home or workplace. Do they have a good reputation of service and does their mission align with your interests? Be sure to check if the bank you’re choosing has a good reputation, has advisors who are able and willing to explain financial products to you, and answers your questions. As a newcomer, you want a trusted banking partner who understands your needs, so compare customer reviews and ask your friends in Canada about their experience with their banks. Also, look at awards or recognitions the banks may have received. For instance, the Global Finance magazine ranked RBC as the #1 World’s Best Bank in North America in 2021. Does the bank offer a wide range of financial products? As a newcomer, your financial needs may be limited initially, but will likely expand over the next few years. Make sure that your bank can offer you the entire range of products from banking basics like chequing accounts and credit cards to products you’ll need over a longer term like mortgages, RESPs, auto loans, and insurance. Does the bank have staff members who speak your language? Language barriers and cultural differences should not stand in the way of your financial success in Canada. If your first language is not English or French, be sure to check if the bank you’re considering has financial advisors who can answer your questions and explain financial products in a language you’re comfortable with. How to choose the right bank account for you Not all bank accounts are the same. The requirements, fees, and account features may vary based on the financial institution and the banking product you’ve picked. Here are some things you should compare to find a bank account that meets your needs: Minimum balance requirements: Some bank accounts require you to maintain a minimum daily or monthly balance. If your balance dips below this required level, you may be charged a penalty. RBC Day to Day Banking, RBC Signature No Limit, and RBC VIP Banking accounts don’t have any minimum balance requirements, allowing you to access all your money, whenever you need it. Speak to a financial advisor to find the best bank account for your needs. Banking fees: Most chequing accounts have a monthly banking fee, which can range from $0 to $30.95. In some cases, the monthly fee can be waived if you maintain a minimum balance in the account. Statement fees: Some banks charge a small monthly fee for issuing paper bank statements. In most cases, you can opt for paperless, e-statements for no charges. Cheque or draft fees: Some chequing accounts come with free personalized cheques or bank drafts. In others, a chequebook with 50 leaves can cost as much as $50 and a bank draft can cost up to $10. Automated Teller Machine (ATM) or Interac e-Transfer limits and charges: Some accounts may have limits for how many ATM withdrawals or peer-to-peer Interac e-Transfers you can make in a month. You should also check if there’s a fee for withdrawing money from another bank’s ATM or making Interac e-Transfers to an account in a different bank. International remittance fees: As a newcomer in Canada, you may want to continue financially supporting your family back home. If you’re planning to make international money transfers regularly, be sure to check the international remittance fees for the chequing accounts you’re considering. RBC offers newcomers up to two free international remittances per month for their first year with an eligible RBC bank account. Interest rates: The interest you’ll receive in savings accounts in Canada may be much less than what you’re used to in your home country. However, High Interest Savings Accounts (HISA) usually offer a higher rate of interest to help you grow your savings faster. Offers: Some bank accounts offer incentives at the time of account opening. For instance, you may receive cash incentives, higher interest rates, or free services if you open a new account and meet some qualifying criteria. As a newcomer in Canada, choosing a bank account will likely be a top priority for you. The banking system and financial products may be very different from those in your home country, so take the time to understand each product and select a bank account and credit card that best fits your needs. Remember that you are not tied down to the banking products you choose when you first arrive, so you can always upgrade to a higher tier account or credit card later. Original article located here, published by Arrive. About Arrive Arrive is powered by RBC Ventures Inc, a subsidiary of Royal Bank of Canada. In collaboration with RBC, Arrive is dedicated to helping newcomers achieve their life, career, and financial goals in Canada. An important part of establishing your financial life in Canada is finding the right partner to invest in your financial success. RBC is the largest bank in Canada* and here to be your partner in all of your financial needs. RBC supports Arrive, and with a 150-year commitment to newcomer success in Canada, RBC goes the extra mile in support and funding to ensure that the Arrive newcomer platform is FREE to all. Working with RBC, Arrive can help you get your financial life in Canada started – right now. Learn about your banking options in Canada and be prepared.
Declining viewership for live events, including the Super Bowl, presents concerns for advertisers
This year’s NFL Championship, best known as the Super Bowl, will again be one of the most watched events. But public interest in live events appears to be declining, even for the “Big Game,” say two marketing professors at the Indiana University Kelley School of Business. “Live sports events are the last stand for live TV, with the Super Bowl being the biggest spectacle to unite the American audience. Live events like this are languishing. Need proof? Look at record low ratings for award shows,” said Ann Bastianelli, teaching professor of marketing at Kelley, who added that the Super Bowl remains “a rare opportunity to gauge the U.S. cultural consciousness.” “The early reports and teasers suggest that Super Bowl viewers are in for a smorgasbord of memorable and even humorous commercials, providing some much-needed laughs during the ongoing pandemic. Even so, the Super Bowl isn’t enjoying the same viewership it once had which should prompt changes in marketing decisions,” added Demetra Andrews, clinical associate professor of marketing. With a television audience of more than 90 million last year, the Super Bowl continues to provide the biggest platform for advertisers. But, according to Andrews, television viewership of the Super Bowl has declined fairly steadily for years and the increase in livestreaming of the game does not account for the decline. Of note, she said, is a persistent decline in watchers aged 18-49 since 2008, a key component of the Super Bowl audience. According to Morning Consult, 40% of Generation Z-aged American aren’t sports fans, compared to only 24% of Millennials opting out of sports. Gen Z may be more likely to watch and share ads online than during the sporting event. “Despite this, the price for advertising during the Super Bowl has remained high for a 30-second ad. This is likely to prompt marketing organizations to reexamine the value of the Super Bowl as a promotional platform,” Andrews said. The cost of a 30-second commercial in the 2022 game is $6.5 million, up significantly from the $5.5 million price tag of just a year ago. “Clearly, the network is not bashful about asking that, even with the misgivings that advertisers have had in the past few years,” Bastianelli said. Super Bowl parties traditionally have been a big part of the game day experience and something most attractive to advertisers. But with larger gatherings discouraged and even restricted last year, this aspect was greatly diminished for the 55th Super Bowl. More people may gather to watch the game, while others will be hesitant to do so. “Without Super Bowl parties, brands might not get the same return on investment, because people couldn’t discuss ads in real-time with others, so brands shifted to digital/online advertising to avoid the $5.5 million price tag,” Bastianelli said. They also do this “because spending money online builds reach and frequency and gives brands valuable data to maximize customer engagement much more cost-efficiently. “The downside is that, while culture spreads at the speed of social, it’s much harder to stand out with sustained hype,” she added. Reevaluation of the Super Bowl as a promotional platform should include a determination of whether an organizations’ target customer groups are likely to watch or attend a Super Bowl event, Andrews said. Both professors are available for interviews. Contact George Vlahakis at vlahakis@iu.edu for assistance.
