Following Mike's annoucement of a big marketing push in September I've seen a few posts on the #footballindex timeline asking: "why do a push in September, when sell orders/OBs aren't in place - won't new joiners quickly leave?"

The following thread/data explains... https://twitter.com/MikeB_FI/status/1296404515000918016

The key is in how marketing impacts people's uptake behaviour. Essentially, most people don't act on advertising straight away - it takes time, and a number of exposures to campaigns, before people take action. Marketers look at this in the form of 'short' vs 'long' term effects

With thanks to the brilliant @IndexBee for the charts, the below from Thinkbox shows that long term effects outwiegh short term effects in three massive sectors: fast moving consumer goods, finance and retail. FI's advertising will work the same way.

This is particularly true of TV advertising, which is where FI is increasingly directing its spend (for good reason - check out @IndexBee's pinned tweet for more on FI's marketing/TV spend).

The below shows the contribution made to profit, in the long term and short term, by channel. It shows £4.20 of profit being delivered by in the long term for TV and £1.73 in the short term.

Some people will sign up in the short term and of course it should be a priority to quickly transition to order books, but most of the people influenced by the ad push in September will take a sign up/deposit action weeks or even months after OBs are likely to be in place.

So, aside from being frightened at just how susceptible you are to advertising, even weeks after first seeing a campaign, there is a lot for FI users to be excited about. The ad spend in September will likely drive a lot of new users in coming months, adding value to our ports!