Was being outspent in Television 3 to 1 by competitors, Ameritrade and E-Trade.

Both competitors had lower price point of $8 and $12 per trade vs. DLJ direct’s price of $20 per trade.

Being in a new category, brand had a very complex product message to communicate to consumers.

DLJ direct’s goal was to attract consumers with portfolios of $100K or more who used more traditional brokers while Ameritrade and E-Trade were after the smaller investor.

Extensive campaign in major Financial publications with smaller highly targeted effort in Radio and TV.