Summary
360 ONE, through its innovative experiential marketing function, comprising over 1,000 exclusive and carefully tailored experiences for over 500,000 clients and prospects, has emerged as an architect of unbeatable, one-of-a-kind experiences that build enduring client relationships, increase our EC's wallet share and promote brand advocacy and referrals.
Challenge
Being part of a specialised service industry that caters to high-income consumers, our efforts are directed toward Expanding wallet share of Existing Clients (ECs) in addition to Client Retention Acquisition of new clients and building new net worth through Advocacy by ECs Ensuring customer loyalty and long-term client relationships Meeting high expectations of HNIs Establishing a strong brand presence
Objective
In the dynamic landscape of India's burgeoning economy, data-driven strategy is pivotal for our marketing endeavours, providing nuanced insights into the shifting wealth dynamics and enabling informed decision-making. Exclusive Alliances and Partnerships with the industry's leading research, economic data, and luxury publishing groups like Hurun India and VCCEdge enable 360 ONE to build a wealth of insightful reports that not only inform our internal strategies but also engage our clients. These knowledge publications spotlight India's distinctive position as a magnet for wealth creation, especially evident in the upswing of its UHNW population and the staggering cumulative wealth on the 360 ONE Wealth Hurun India Rich List 2023. The data not only sets the stage for understanding our environment but also underscores the pressing need to tailor our marketing approach to the wealth management landscape. As we leverage this information, it becomes a linchpin in propelling business growth, unlocking opportunities among High-Net-Worth Individuals (HNIs) and Ultra-High-Net-Worth Individuals (UHNIs). In navigating this data-driven landscape, we position ourselves to harness India's economic momentum for sustained success.
Strategy
To fulfil these business goals, we've built an industry-disrupting experiential marketing function: Our core pillars are 1. Unique Intellectual Properties of 360 ONE, which are immersive and purpose-driven experiences for our clients. 2. Alliances and Partnerships with eminent thought leaders and experiences that bolster our offerings. 3. Informative Publications like the biannual India Invests (i2) Report and Six Feet Apart, that help develop our clients' intellectual assets 4. Bespoke Events including global sporting events, peer networking opportunities, and more.
Data
Solution
Results
From Institutionalising our commitment to delivering exceptional client experiences, Spearheading an award-winning rebranding campaign, Integrating MarTech tools for HNIs, and Curating premium offerings like American Express Platinum Cards to meet the needs of high-value clients, 360 ONE effectively uses experiential marketing to address the challenges we face creatively and build enduring client relationships. Add to this, in a short span of 15 years since the brand has existed, we have • Curated more than 1,000 such experiences and events locally and globally, institutionalising our commitment to delivering exceptional client experiences • Engaged with more than 5,00,000 audiences, including clients and prospects • Developed familiarity and trust with our clients that have led to an AUM of nearly US$50 billion since inception (as per the latest Q2FY24 numbers) • Emerged as the largest pure-play wealth management company in India with a global presence • Won 150+ awards in 13 years; making us the most-awarded wealth management company
