Challenged
The negative image of factoring and trade financing must be changed. The image of trade financing as a last resort (lender of the last resort) must change. In addition, awareness of the name and range offered by IFN Finance must be improved. The target groups must see IFN Finance as an authority in the field of trade financing, credit management and credit risk cover. IFN Finance must acquire a top-of-mind position among its target groups.
Strategy and Action
Editorial marketing has been used to put factoring and trade financing in a positive light. A steady flow of factual publications in the relevant media has produced a different view of factoring and trade financing among the relevant stakeholders. IFN Finance has been profiled as a domain owner and opinion leader on these subjects, with a distinctive view regarding working capital financing.
Results
The image of factoring and trade financing is considerably more positive than a few years ago. Name awareness and content positioning of IFN Finance have been improved through structured press attention with the desired message in the relevant media.
The Worldcom PR Group agencies advising this account are:
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