Financial Management Strategies Used to Market Investment Services to Retiring Military Personnel
Marketing strategies relies on marketing campaigns that target a variety of clients based on demographics to increase profitability through financial planning services. The purpose of this qualitative multiple case study was to explore the marketing strategies financial managers of financial management branch offices used to market their investment services to retiring military personnel. The targeted population comprised 5 financial managers of financial management branch offices in the northeastern region of the United States and surrounding geographical areas who used successful strategies to market investment services to retiring military personnel. Blue ocean theory, which refers to untouched markets, provided the conceptual foundation for the study. The data collection process involved semistructured face-to-face-interviews and document analysis. Data were thematically coded; using data analysis software, 2 themes emerged: the importance of marketing strategies and financial literacy. The findings of the study may contribute to positive social change by providing financial managers with a marketing strategy that may help prospective clients and owners of existing small businesses identify their investment needs, as well as increase the viability of their local communities through cause-related marketing efforts.