messaging for complex markets
TRANSCRIPT
PRESENTED BY!
#C2C14!
Marketing Complex Content!
Direct Edge Order Type Guide !
#C2C14!
§ Direct Edge "!§ Operates two U.S. stock exchange !§ Your Partner in Trading !§ Marketing goals – increase market share, support sales,
educate customers and industry !!§ Industry Environment!
§ Industry rhetoric around complexity of the markets and proliferation of order types!
§ Historically one-on-one Member education based on need!§ Primary source of information – SEC filings !
Background!
#C2C14!
§ Project!§ Create an interactive guide to breakdown order type complexity!!
§ Goals!§ Educate industry and customers about order type offering!§ Position Direct Edge as a thought leader !§ Create a valuable consultative sales tool !!
§ Content Considerations !§ Use a combination of text, animation and video !§ Scope – Comprehensive yet focused!§ Length and pacing – Clear but engaging !
Project Framework!
#C2C14!
§ Requirements !§ Vision/Project Plan/Outline!§ Internal Team!§ Vendor !§ Dissemination Plan !
!§ Pain Points!
§ Assembling the content/staying in scope !§ Approval process and delays!
Project Execution !
#C2C14!
The Final Product!
#C2C14!
Industry Feedback!
Great idea! Transparency and education of this nature is a great way to squash all of the media hype around the number of order types. – KCG
Absolutely brilliant idea! Good for you, leading this! – Credit-Suisse
It is really cool presentation and I look forward to understanding some of the motivation behind and the popularity of these order types. – Morgan Stanley
This came out really well….the examples are nice and clear and easy to follow. – Level ATS
Very well done, this is a great instructional asset. Professional, clear, concise. Great job… – Joe Ratterman, BATS Global Markets
#C2C14!
Engagement!
§ Twitter retweets and Linked In posts!§ Featured in various trade publications !§ Continue to get page views more than 6 months later!!! First Month’s Results § Total Number of Views – 1,562 § Average Duration per Visit – 31 minutes § Average Number of Slides Viewed Per Visit – 13
#C2C14!
!!
Lindsey Peters!Head of Marketing!
BATS Global [email protected]!
201.418.3420!@BATSGlobal !
Questions?!