“So Easy, Even a Grownup Can Do It”

In 1997, we rebranded the entire company as Ameritrade and lowered our price per trade to eight dollars. At such a low price, I knew we could only make a profit if we had a huge increase in the number…

“So Easy, Even a Grownup Can Do It”

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In 1997, we rebranded the entire company as Ameritrade and lowered our price per trade to eight dollars. At such a low price, I knew we could only make a profit if we had a huge increase in the number of customers. That meant going beyond the sophisticated investors who had been our first customers and appealing to people who might feel stock trading by computer would be too hard. Our new “8 Bucks” campaign featured ordinary people – a businessperson on her way to work, a firefighter, a guy who loves basketball – who felt excited about the low price and at ease with trading by computer.

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