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RRSP Season: Product Marketing Gets Competitive Edge

RRSP Season: Product Marketing Gets Competitive Edge

RRSP season means fierce competition for investment dollars and loans

Every RRSP season, Financial Institution’s (FI’s) try to secure dollars from existing clients and capture incremental market share.

Despite ongoing attempts by FI’s to shift the RRSP buying cycle, RRSP season continues to be a frenzied push during the month of February with the ever present countdown clock to the contribution deadline.

For companies like Choice Investments, not one of the ‘big five’ Canadian banks, RRSP season is an opportunity to acquire new customers with their very attractive RRSP loans offer.


The challenge: Time consuming and costly ad tracking methods

The offer mix is defined long before RRSP season begins, but critical to success for the Product Marketing team who is monitoring competitive activity over the 60-day RRSP season.

Traditionally, competitive ad placement, messaging and frequency is tracked by aggregating multiple data sources, ad hoc manual advertising monitoring or dependence on other teams to provide market insights.


The opportunity: Real time competitive media and advertising creative monitoring

This year, Choice Investments uses intelligentVIEW AdSpot to track and report competitive ad activity in-house and in real time to:


• Report weekly on Creative and Market Share across Newspaper, Digital, and Radio.

• Understand breaking competitor advertising or promotional activity via automated email notifications.

• Query specific terms mentioned within creative and search relevant advertising based on the requested criteria.

• Monitor Choice Investments’ advertising spots.


 intelligentVIEW Adspot on-demand access to:

• The frequency of competitor advertising.

• Competitor messaging and positioning.

• Trends and patterns.

• Share of voice.

• Activity spikes in relation to time.


intelligentVIEW AdSpot report samples and interface


Category Report By Market 

A broad overview of category selections organized by Market to understand Market Share.



Active Creative Report 

Demonstrate the different channels and positioning used to promote a product.




Learn more about intelligentVIEW AdSpot.


CiG partner and story spinner, Kevin Klein has spent 20 years and counting developing solutions for some of the most prolific marketers in Canada. His out of the box approach to problem solving is well versed in the practical and tactical. Kevin will always make time for an Anthony Bourdain, Farley Mowat or Bob Hunter anecdote. Just ask.