One thing you notice when you watch a lot of golf on tv is that the same commercials are repeated over and over ad nauseum. This past week was no exception. I must have seen the ING Your Number commercial at least 10 times. Clearly their marketing tactic worked, because I did indeed go to their website.
The premise of the commercial is that everyone has a number that correlates to the amount they’ll need to have saved to retire when and how they want. In the ad, people are carrying around a physical number. By going to the website, you can calculate your number and then find a new financial professional in your area or email it to your existing one.
The website, ingyournumber.com has a visual interface that walks you through a series of six questions. They cover your finances now (age, single/married, and income) and your retirement expectations (retirement age, desired retirement income, and life expectancy). I’ve seen more thorough retirement calculators and would prefer more transparency than ingyournumber provides about their calculations, but the visual interface and marketing campaign both make the site unique. With so few questions and no disclosure about the assumptions made, the number that I got is at best a ballpark estimate. Even so, since it does provide another retirement data point and didn’t take much time at all, getting my number was time well spent.
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April 9th, 2008 at 10:11 am
[…] Hazel wrote an interesting post today onHere’s a quick excerptThe premise of the commercial is that everyone has a number that correlates to the amount they’ll need to have saved to retire when and how they want. In the ad, people are carrying around a physical number. By going to the website, … […]
April 11th, 2008 at 9:04 am
I heard today that INGyournumber.com has already gotten 21,000 visitors since its launch less than two weeks ago. A full 20% of visitors who get their number contact a financial professional. ING won’t get the same exposure during this week’s golf tournament, since much to the delight of myself and other golf fans the Masters is once again presented with limited commercial interruption, but I still expect the number of people using ingyournumber.com to grow significantly in the coming weeks.