Schwab pitches switchers. (Marketing Plays).(Charles Schwab advertises based on recent successes)(Brief Article)

Research,  December, 2002  by Martin, Robert Scott

Tags: Charles Schwab & Co. Inc., marketing

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Charles Schwab

MORE THAN $30 billion has flowed into Charles Schwab's book in the last year, and the firm is blowing its own horn a bit to celebrate.

In a full-press ad campaign, the brokerage firm profiles people who have switched to Schwab, using their stories to illustrate differences between wirehouse brokers and fee-only independent advisors like Schwab's.

"Letting clients talk about the Schwab difference speaks volumes," explains Schwab Chief Marketing Officer Jody Bilney "It creates a refreshingly positive message in a time when investors are tired of ...

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