If you want your pension communication plan to be successful, you need to target your message, says Marc Poupart, director of pension and retirement programs with Hudson’s Bay Company. To effectively reach members, you need to use targeted marketing techniques that speak directly to them, focusing on what’s important to them as individuals.
“It’s one thing to say to save, but how do you get them to do it?” asks Poupart.
To answer that, he recommends shifting away from philosophical messages and anchoring your communication in examples that will directly appeal to your members. Are they saving to retire? Saving to renovate their home? Target those needs to help make your message stick.
Watch the video to find out what else Poupart had to say about targeted communications.