Thoresen Review Submission
This document contains the summary of ideas and views from a group of senior and experienced professionals in financial services marketing, who took part in a half-day workshop at the Treasury on Tuesday 22 January 2008.
It represents the Forum’s second submission to the Thoresen Review, following our initial contribution to its Interim Report in April 2007.
How this submission was developed
Following a briefing from members of the Thoresen Review team, to summarise learnings from their early test market ‘prototypes’, the group was invited to debate strategies for engaging prospective users. Specifically, we were asked to look at:
• Overall marketing strategies for engagement
• Successful marketing precedents
• Creating awareness among potential users
• Moving users from awareness towards engagement
• How the strategy might be delivered
Working in facilitated groups, the groups debated these questions in four work sessions, each of which was de-briefed to the full plenary group.
The outputs were captured and summarised to produce this paper. A draft of this paper was circulated to all participants for their review, to ensure that it accurately reflected their views and all the points made on the day, before we published this final version on 13 February 2008.