How CBOE Educated Investors With 'Faces' Campaign
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The Chicago Board Options Exchange, an options trading company, was faced with a challenge last year: educating its target audience of investors about CBOE products they weren’t familiar with and weren’t trading.
“As the market changes, so do the needs, wants and sensibilities of the target audience,” said Ted Kohnen, CMO at SteinIAS, which has been CBOE’s agency of record for more than three years. As part of its ongoing engagement, SteinIAS is charged with doing research among CBOE’s target audience of institutional and retail investors to find out what their investing needs are.
CBOE was established in 1973 and provides trading platforms for equity, index and exchange-traded fund (EFT) options. It also provides a Volatility Index (VIX), which is a barometer of investor sentiment and market volatility, and a VIX Options trading product. Last year, CBOE had operating revenue of $617 million, up 8.0% over the previous year.
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