We love to see novel marketing strategies that brokerage firms use to promote their products and services. Although Zecco Trading is not yet in our coverage lineup, we hold an account with the firm, allowing us to keep our ear to the pavement as far as their promotions and initiatives. Yesterday, we received an email highlighting the firm’s refer-a-friend program using a very familiar (but rarely seen from brokerage firms) marketing angle – Valentine’s Day. Zecco clients will have $50 cash credited to their account for every referral that opens a new account. The premise of this email is that this bonus will afford clients “more cash to buy gifts for your special someone.” The email finishes with an invitation to “join the Zecco Friends Program and spread the love” followed by a Happy Valentine’s Day.

In our January 2008 Broker Monitor Report, we noted that many firms fail to send holiday cards at the end of the year – something we would expect from our brokers with whom we have a somewhat personal relationship. It is interesting to now see a firm use Valentine’s Day – a holiday we would probably never expect – as a way to grab clients’ attention. While it’s an existing promo, the day-specific spin is a nice touch. Maybe, just maybe, we’ll be their Valentine this year…but we’re not exclusive and have enough love to spread around just in case we get an offer from another firm.


Zecco