Editorial Marketing

IFN Finance

Introduction

IFN Finance (a subsidiary of Deutsche Bank) specialises in working capital financing, with core services being trade financing, credit management and cover for credit risks.

Communication issue

The negative image of factoring and trade financing must be changed. The image of trade financing as a last resort (lender of the last resort) must change. In addition, awareness of the name and range offered by IFN Finance must be improved. The target groups must see IFN Finance as an authority in the field of trade financing, credit management and credit risk cover. IFN Finance must acquire a top-of-mind position among its target groups.

Solution

Editorial marketing has been used to put factoring and trade financing in a positive light. A steady flow of factual publications in the relevant media has produced a different view of factoring and trade financing among the relevant stakeholders. IFN Finance has been profiled as a domain owner and opinion leader on these subjects, with a distinctive view regarding working capital financing.

Results