Understanding The Gap in financial video content
Developing the nurturing/Re-engagement Flow
Naming and branding the show
copywriter: Ben Heiser
designer: Jesse Beauchamp
THE FIRST SHOW: MORNING MARKET BRIEFING
The Show Rundown
The Assignment: Creating A LiveStream Launch Plan For TradeStation
For years, TradeStation relied on partnerships with 3rd party educators to provide in-depth market commentary and strategy education — meaning TradeStation didn't own or control the content. This loss in customer and prospect engagement potential, coupled with a gap in financial/trading media, opened the door to TradeStation producing unique, live-streaming content.
The Strategy: A Different Show To Address The Gap In The Market
No financial media source provided news AND trading education. Traditional televised shows had the news, YouTube channels had education, but neither did both. Rise TV was a unique opportunity to fill that gap.
The idea was to build a show around the process of coming up with a trade idea based on the news of the day. The show stayed current, satisfying those who watch for timely information, but also naturally involved finding the best opportunities, creating a trading strategy and, ultimately, placing a trade. All data and in-platform execution was to be done using TradeStation tools and data.
The Engagement Funnel: Turning Viewers Into Customers
Rise TV was a top of the funnel awareness vehicle. The key to driving ROI from the investment was in establishing an engagement funnel that would draw viewers further and further down to eventually convert into customers. Interstitials and pre-planned show segments would lead to relevant landing pages, TradeStation's social feed and newsletter nurture campaigns. Prospects who entered the funnel would be tracked and retargeted with content along their line of interest (i.e. stock trading, options trading, pricing, features, etc.).