The Charles Schwab Corporation, a US-based multinational financial services conglomerate, grossed up revenue of 1,013.2 crores USD in 2018. Here’s how the financial services company did it. The Texas-based financial services behemoth now has more than 360 branches across the United States and the United Kingdom. Charles Schwab Corporation has witnessed a 6% jump in its net revenues during the 2018-2019 financial year. According to the Annual Report 2019, the net revenue for the financial year 2018-19 was $10,721 million. In FY 2017-18, it was $10,132 million. In the financial year 2018-19, the net income available to the common stockholders also witnessed a 6% jump and the amount for the same financial year was $3,526 million. In FY 2017-18, it was $3,329 million. How Charles Schwab Did It Charles Schwab’s strategies were transparent: to offer greater value to its clients as well as an improved experience. Charles Schwab, and three other partners, started Investment Indicator in 1963, which was an investment bulletin. At its peak, the bulletin had 3,000 subscribers and every one of them paid $84 annually for the subscription. In April 1971, Charles Schwab Corporation was incorporated with the name First Commander Corporation in California. This was a wholly-owned subsidiary of Commander Industries, Inc. Schwab did this for conventional brokerage facilities and for releasing the Schwab investment bulletin. In November 1971, Charles and four others bought all the stocks of Commander Industries, Inc., and the next year, Schwab took over all the stocks from what was erstwhile Commander Industries, Inc. The name of the firm was shifted to Charles Schwab & Co., Inc. in 1973. Charles Schwab made the most of the deregulation of brokerage commissions declared on May 1, 1975. He came forth as the de facto frontrunner of a far-reaching change. Within a period of over 10 years, his firm dared conformist insights by launching almost 100 branches, providing 24-hour quotes, and even researching online facilities. Following a flagship launch in Sacramento, California, the banking and financial services institution grew into Seattle. Before that, the economic expansion of the 1980s underpinned the investments of Charles Schwab in sectors like mechanization, technology, and digital documentation. Bank of America took it over in 1983 since it was the first firm to provide round-the-clock order access and quotes. The valuation of the acquisition was $55 million. However, Charles Schwab did a buyback of his firm in 1987 due to the lucrativeness of the no-commission mutual funds at $280 million. Then there was no looking back. Marketing strategies Undertaken by Charles Schwab Charles Schwab picked Havas Worldwide (erstwhile Euro RSCG) as its whole-time ad agency in 2004. Schwab also kicked off a chain of TV commercials with the catchphrase “Talk to Chuck”. It was produced by Euro RSCG and Flat Black Films of Bob Sabiston did the direction/animation part of those commercials. Starting in 2005, the "Talk to Chuck" promotion emerged online, in newspapers and magazines, on branch offices, and on hoardings. The Wall Street Journal featured a blog post that portrayed the commercials as productive since they incorporated a distinct catchphrase that people loved to remember. Schwab appointed CP+B (Chrispin Porter+Bogusky) in February 2013 as its principal creative agency with Havas Worldwide staying side by side for generating advertisements for optionsXpress and ActiveTrader. Charles Schwab Corporation set up an ad campaign by Chrispin Porter+Bogusky with the catchword “Own Your Tomorrow” in 2013 as well. In March 2015, Adweek, a prominent US advertising business periodical, covered the promotional materials generated by CP+B for the Intelligent Portfolio Service of Charles Schwab Corporation. Highlights of the success story of Charles Schwab The highlights of the success story of Charles Schwab Corporation mentioned below tell it all. \tTotal client assets - $6.9 Trillion \t31.5 million brokerage accounts \t5.7 million daily average trades \t2.1 million participants of corporate retirement plan \t13,000 independent consultant firms served \t$517.8 billion worth of proprietary mutual funds and ETFs \t32,000 total employees \t1.5 million banking accounts "Today's consumers expect great value, a great experience, and a refund if they aren't satisfied. We believe a modern investing experience should deliver on these expectations—period." ~ Walt Bettinger, CEO, Charles Schwab. Further Reading \t Alok Jain, CEO, Moonshot Junior Inc, provides Tips for Entrepreneurs \t How to Effectively Use Merchandising as a Branding Tool \t What Changes Can Employers Expect under the Biden Administration?