The CFP Board is running an ad campaign on National Public Radio to build identity and respect among Americans in need of advisors, a spokesman for the organization said.
The ads started September 29 and are scheduled to run through October 20 on NPR’s Diane Rehm, Morning Edition, All Things Considered and On Point shows.
The campaign is aimed at building identity and respect among Americans most likely to hire financial planners, CFP spokesperson Dan Drummond said.
The group is targeting “mass affluent initiators”—individuals 35 to 65 years old with investible assets from $100,000 to $1 million who are willing to seek advice for a variety of needs.
CFP figures people who rely on plumbers and electricians are eager to stay away from the do-it-yourself route for financial planning as well, Drummond said.
The seven-second blurbs praise CFP professionals and direct listeners to letsmakeaplan.org.
Drummond said the NRP campaign is in keeping with the CFP Board’s seasonal approach to advertising.
This time of year is considered inviting, said Drummond, because people are back to work, with their minds off of vacations and other summer leisure activities.
CFP also focuses on ads in February and March, after the holidays as people are preparing to file their tax returns.
While numbers count in monitoring and measuring the success of ad buys, Drummond said anecdotal evidence is important, too.