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TD Ameritrade's Spike Commercial is Effectively Funny
By: Cindy Wendland
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TD Ameritrade is offering no IRA rollover fees, no setup fees, and help from rollover consultants. They are communicating this through their “spike” commercial. After each person hears the news, they spike something. Many components of this “For all the confidence you need” commercial are noteworthy.

TD Ameritrade targets the mass affluent investor. Their CMO, Denise Karkos, did some interesting things as she developed the marketing message. She did some research and learned that their brand statement was not consistent. She realigned the language of the marketing message from people who actually do the job day in and day out. She also folded the brand statement into the TD Ameritrade mission, vision, and value statements. According to Karkos, “We can’t advertise it unless we’re credibly living and breathing it behind our four walls.”

Once TD Ameritrade embodied the marketing message, they began to promote it to the market. Karkos also found that spokespeople didn’t help anyone remember their message, so instead they chose humor and relevant wording. The Spike commercial is very funny. It shows people discussing IRAs in many situations and shows true excitement. The football spike is typically done after achieving a touchdown — a big event. For TD Ameritrade, customers have achieved a big event with their IRAs and are celebrating with a spike. Funny and effective.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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