One of the biggest marketing mistakes you can make as a financial adviser/planner is trying to appeal to everyone.

Casting a wide net might feel like the most obvious choice, but it often means your message falls flat.

Success comes when you focus on the “right-fit client”. These are the people who value your advice, stay with you long term, and champion your business.

Formula 1 (F1) is a great example of this.

The former F1 boss, Bernie Ecclestone, once dismissed the idea of targeting younger audiences. He claimed: “There’s no point trying to reach these kids because they won’t buy any of the products here, and if marketers are aiming at this audience, then maybe they should advertise with Disney.”

While blunt and slightly provocative, his response does carry some truth.

The brands that thrive in F1 aren’t trying to reach everyone. They’re speaking directly to the people who align with their brand values, and so should you. Continue reading to find out why.

Sponsorship in F1 has always been about identity

Over the years, sponsorships in F1 have changed considerably. Despite this, brands have always used the sport to project a lifestyle that resonates with their target audience.

In the 1970s and 1980s, tobacco companies dominated the grid. Marlboro’s bold McLaren and John Player Special’s sleek Lotus became some of the most recognisable cars in the sport’s history.

Drivers played into this image, too. James Hunt, with his champagne-fuelled and chain-smoking lifestyle, essentially became the poster boy of the era.

However, the smoke eventually cleared. Rising health concerns and tighter regulations forced tobacco out of the sport, and by 2006, teams were scrambling to fill the void.

Alcohol brands such as Martini and Johnnie Walker stepped in, leaning into F1’s suave, James Bond-esque reputation.

Later, tech companies recognised how the sport’s high-tech image paired with their own. Vodafone, Oracle, and Amazon Web Services all took their place on the grid, with the latter still powering live data and graphics to this day.

F1, it seems, has become more than just a billboard and is now a stage for brands to showcase their identity.

Just like these brands, you too should be intentional about how and where you show up.

Luxury brands staged a marketing coup in an effort to associate themselves with glamour

Watchmakers were some of the first luxury brands to see the deeper potential of the sport. Indeed, they saw a clear connection between the precision and engineering that both industries embodied.

Rolex became F1’s official timekeeper in 2013, with its name plastered on timing screens and banners. Richard Mille took a different approach, placing its exclusive watches on drivers’ wrists both on- and off-track.

However, no one embraced F1 quite as well as Bernard Arnault and his LVMH (formerly LVMH Moët Hennessy Louis Vuitton SA) empire.

Already home to several giant names, such as Louis Vuitton, Moët & Chandon, and Tiffany, Arnault recognised the sport as the perfect stage.

Moët reclaimed its spot as the champagne of choice on the podium, Tiffany designed trophies, and Tag Heuer stepped up as official timekeeper for the 2025 season.

In the paddock, drivers have been spotted wearing Dior clothing and Berluti shoes. Everywhere you look on a race weekend, there’s a reminder of LVMH.

Of course, most fans won’t end up with one of these Tiffany trophies or Louis Vuitton trunks.

The point is that F1 allows these brands to display their products to a global audience, strengthening their association with luxury, glamour, and high performance.

LVMH has mastered the art of finding its right-fit client and leaning into F1 to reinforce its brand identity – something financial planners can learn from as well.

Targeting your right-fit client could deliver stronger results

By this point, you’re likely wondering what all of this means for you as a financial planner. Well, simply put, your own marketing efforts should follow the same principle.

You don’t need to appeal to everyone, only those who are right for your firm. When you know exactly who your right-fit client is, you can speak to their challenges, values, and ambitions. You will know where they are likely to be, what their pain points are, and the solutions that will appeal to them.

For example, a 30-year-old offshore oil worker from Aberdeen is going to relate to very different messaging than a 50-year-old pilot living in Southampton.

Personalisation and clarity make your message more powerful and far more effective. It might also mean you see better results, such as:

• Higher engagement
• Stronger conversion rates
• A healthier return on your expenditure.

Attempting to market your service to everyone often just leads to wasted time, effort, and a diluted message.

Conversely, a targeted approach might allow you to focus on the clients who are most likely to stay with you for the long term and truly benefit from your expertise.

This is why some firms choose to employ outside help.

At Yardstick, we specialise in helping financial planners identify and connect with their right-fit clients.

Through the use of expertly crafted newsletters, tailored social media networking, and high-tech websites, we can ensure that your marketing is focused and effective.

Please email hi@theyardstickagency.co.uk or call 0115 8965 300 to find out more about how we can help you across the finish line.