Millennium launches Essential Finance Guide

Millennium, the marketing agency specialising exclusively in the mature market, is launching a new concept in financial marketing.

The move comes in response to general feedback from the financial services industry for more innovative platforms to reach consumers, other than through traditional media vehicles.

The "Essential Finance Guide" is a unique directory that will be mailed direct to allow financial providers the chance to showcase products and services specifically for this valuable audience.

The guide will be a mix of crucial news and latest information from a variety of financial partners, offering mature consumers a central resource to review and plan their financial options.

In the current economic climate, financial planning has never been so important, especially in the mature market.

As people become older they are forced to confront the realities of their financial situation and start planning for retirement.

Making sure they maintain their current standard of living and preserve a good quality of life is of vital importance.

Millennium financial planning research highlighted that over 70 per cent of over 50s do not currently take any independent advice - an alarming statistic.

In preparation to launch the Essential Finance Guide, Millennium discovered that a third of people over 50 are unsure whether they have saved sufficient funds for their retirement.

The study also revealed that only one in four people over 50 have made any provision for inheritance tax.

The directory will be delivered to 250,000 highly targeted, BC1/C2 50 to 69-year-olds who are financially sophisticated with credit cards and saving accounts.

The households that will receive the personalised directory and accompanying letter have been specifically sourced from specialist questionnaires, surveys and detailed telemarketing activity.

Response management will be via an 0800 number supplied by Millennium, directly routed to a chosen call centre with weekly data feeds available to each financial partner.

Fiona Hought, MD, Millennium, said: "We are delighted to launch The Essential Finance Guide to allow financial providers to target the mature market with specific financial products and services, in a cost effective way".

The Direct Marketing Group was founded by Martin Smith in 1996.Through organic growth and acquisition the company has become the UK's leading direct marketing group.

The group employs over 300 people across sites in West Yorkshire, Cheltenham, Leeds and London, and has an annual turnover of GBP46m.

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