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NYSE Euronext gets bullish on marketing BY KATE MADDOX

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NYSE Euronext, the holding company created in 2007 through the combination of NYSE (New York Stock Exchange) Group and Euronext (a pan-European stock exchange based in Paris), is boosting its marketing efforts to raise awareness of the global brand. In February, NYSE Euronext rolled out new ads that are part of its overall brand effort, “Powering the Exchanging World,” which was created by Euro RSCG New York and launched last year. “Our marketing objectives are threefold,” said Marisa Ricciardi, senior VP-global marketing and branding at NYSE Euronext. “First is to continue to raise awareness of the global brand, specifically focused on our three key business segments of cash and equity listings, technology and derivatives. Second is to continue to differentiate our global brand and further define our role in driving choice and loyalty among our ever-increasing spectrum of customers. Third is to continue to attract new businesses and build partnerships with various businesses and customers. “We are also looking to further align sales and marketing objectives internally.” The new ads include TV, print and online, and feature leaders of companies listed on the NYSE. The campaign budget was undisclosed. The latest round of TV spots, called “Global Leaders 2010,” broke during the Vancouver Winter Olympics and are currently running during broadcasts of PGA Tour events. Some of the executives featured in the spots are: Tim Armstrong, chairman-CEO of AOL; Kevin Johnson, CEO of Juni-per Networks; and Mark Hoplamazian, president-CEO of Hyatt Hotels. “Interconnectivity exists on every level,” Armstrong says in one of the ads. “It's a global world. It's a connected world; and it's a world without boundaries—and that is why opportunities are so powerful now.” The spots are part of a broader campaign that NYSE Euronext will continue to roll out during the year. “We are using an integrated mix, ranging from TV, out-of-home, print and vertical print within the categories we support, as well as online. For branding, we'll be using TV, print, out-of-home and sponsorships. For our businesses targeted at cash and equities, derivatives and technologies, we will go deeper into those markets, primarily focused on trade media that target each segment.” Print ads are running in publications including The Wall Street Journal and trade magazines targeting global business leaders. One ad has a headline reading, “The world now speaks one financial language. The language of exchange.” It drives readers to a microsite at www.nyx.com/exchangingworld, where they can learn more about NYSE Euronext, including watching an online brand video. NYSE Euronext is also using events to build its brand. One of its most successful programs is the ringing of the opening and closing bell on the floor of the NYSE, which it uses as a platform to help its listed companies build their brands. “We like to position ourselves as the world's premier marketing and branding platform,” Ricciardi said. “Companies can use it in a variety of ways. First and foremost, the bell has significant appeal for customers—it is a very symbolic form of achievement and success, and it has global appeal. Also, some companies turn to us to launch new products.” When Juniper Networks had its IPO listing on the NYSE in October, it worked with NYSE Euronext to build an integrated program around the event. “We used the NYSE floor as the launching pad for our new corporate branding and a host of new silicon, software and systems for the "New Network,' ” said Melanie Branon, VP-corporate communications at Juniper Networks. “Holding court on such an iconic stage helped us deliver the message that Juniper was shifting strategically.” The program included an opening bell ceremony; a reception for about 350 Juniper customers and partners on the exchange floor; a media event for approximately 250 media members and analysts to announce the new brand campaign; and listing ads in The Wall Street Journal and the Financial Times. Other b-to-b marketers that have worked with NYSE Euronext to build integrated programs around their IPO listings include Red Hat, Salesforce.com and VMWare. NYSE Euronext will host other events this year to help build its brand and attract new business, such as a green summit this month in celebration of Earth Day, which is designed to attract CMOs and corporate leaders, and encourage dialogue around corporate sustainability issues. M
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