Reaching Empowered, Independent Investors and Traders
Scottrade is a recognized leader in the financial services industry. Its brand is built on empowering do-it-yourself investors and traders. From its first print advertisement in 1980 to its integrated advertising and marketing strategy today, Scottrade continues to strengthen its reputation for value and support and demonstrates how it has so much to offer investors and traders – who want more.
The company showcases the value it provides through extensive educational materials, market research and news, advance trading tools and personal customer service, all while continuing to offer $7 online trades for stocks priced $1 and above. Scottrade’s advertisements on television, in print and online speak to investors and traders looking to independently overcome barriers to financial success.
I’m with Scottrade – DougTrade Commercials
In the fall of 2011 Scottrade launched a series of client-centric “I’m With Scottrade” commercials to emphasize that “$7 Trades Are Just The Start.” Today Scottrade carries on that same message with new complementary “DougTrade” commercials. The focus of the new commercial campaign is to convey the true depth and quality of support and personalization available at Scottrade, encouraging investors and traders to build deeper relationships while always being in control of their path to financial success. The commercial’s key phrases, “I don’t trade like everybody. I trade like me. I’m with Scottrade” reinforces Scottrade’s client-centric brand and celebrates the confidence of self-directed investors and traders.
The new “DougTrade” commercials feature individuals in their everyday environment, doing what they love to do while explaining different reasons why Scottrade’s unique offerings and convenient online trading tools make trading the way they want to trade easy, from thought to finish.
In addition to the traditional financial services and news networks where Scottrade advertises, such as CNBC, MSNBC, FOX Business, Bloomberg and CNN, Scottrade also includes networks with high-profile sports programming, such as ESPN, Golf Channel, NBC and NBC Sports Network.
Early Advertising Campaigns
From early on, Scottrade Founder and CEO, Rodger Riney, was featured prominently in the company’s advertising. Rodger believed that having a human face in the ads made them more eye-catching within the text-heavy financial section of the newspaper. As Scottrade developed its television advertising approach in the 1990s, Rodger continued as the company spokesperson, looking into the camera and telling investors and traders about the value and service they would receive at Scottrade. That personal touch resonated with many investors and helped the company grow tremendously through the years. Two of Scottrade’s other notable television advertising campaigns were known as “Little Rodger” and “Helicopter.”
In “Helicopter,” Rodger was seen flying in a helicopter above metropolitan areas and small communities checking in on his clients. The camera zooms in on investors at their home computers, on their laptops, or at the park discussing how much they like investing with Scottrade. Scottrade received a lot of passionate feedback from the helicopter ads – pilots wanting to know if Rodger was really a pilot (he’s not), had his own helicopter (he doesn’t) or was really flying when the commercials were filmed (he wasn’t). These commercials successfully conveyed how Scottrade listens to what its clients want.
Little Rodger Campaign
The “Little Rodger” commercials featured a 10-year-old Rodger Riney demonstrating how even as a kid, he believed in giving people more for their money. He was seen building an elaborate tree house, painting a giant mural on the side of a barn, and delivering the newspaper straight to his customers’ hands on his paper route. The charming spots conveyed the value and service Rodger has always believed in and how online investors can receive that same value and service today through Scottrade’s transparent pricing, no inactivity fees and free educational events.
Scottrade is one of the largest digital advertisers in the U.S. The company’s digital advertising promotes Scottrade through digital media that investors frequently consume without detracting from their online experience. Instead of using interruptive advertising, such as pop-ups, Scottrade displays ads that are helpful to investors and traders seeking information.
Scottrade’s first foray with marketing began more than two decades ago, with print advertisements in the Wall Street Journal. Today, print advertisements are strategically placed in publications like Barron’s, FORTUNE, and Golf Magazine, as well as the Wall Street Journal. The “I’m with Scottrade” campaign print advertising designs and messages are intended to showcase the company’s products and services and why investors are saying, “I’m with Scottrade.”
Scottrade has been the sponsor of the National Hockey League’s St. Louis Blues and their arena, Scottrade Center, since 2006. The arena showcases Scottrade in newspapers, on the radio, online and on national television, as well as to nearly two million visitors who attend its 175 annual entertainment, sports and family events.
Scottrade is a visible sponsor at Busch Stadium, home to Major League Baseball’s St. Louis Cardinals.