Comments on: Three Warning Signs It May Be Time to Rebrand http://thefinancialbrand.com/18681/3-warning-signs-it-may-be-time-to-rebrand/ Ideas and insights for financial marketers. Thu, 17 May 2012 00:33:41 +0000 hourly 1 http://wordpress.org/?v= By: Bobbie Garner http://thefinancialbrand.com/18681/3-warning-signs-it-may-be-time-to-rebrand/comment-page-1/#comment-30837 Bobbie Garner Wed, 22 Jun 2011 16:07:52 +0000 http://thefinancialbrand.com/?p=18681#comment-30837 Nice post. I agree completely that #1 should be an internal look! Nice post. I agree completely that #1 should be an internal look!

]]> By: Michael DiFrisco http://thefinancialbrand.com/18681/3-warning-signs-it-may-be-time-to-rebrand/comment-page-1/#comment-30318 Michael DiFrisco Wed, 15 Jun 2011 22:17:47 +0000 http://thefinancialbrand.com/?p=18681#comment-30318 Point #2 is more important than businesses care to consider. Especially for a financial institution, the logic goes: but our offerings are for everyone in the community! The truth is, without a core market focus, your marketing and messaging efforts will be ineffective and inefficient. Here are some of the other benefits of targeting a specific core market: 1. You’ll eliminate the bottom-feeders and those people who will simply not value what you offer 2. You’ll have more effective marketing spending 3. You can better focus your messaging—tailored to focus on their needs, not the needs of the entire universe 4. It’s a better use of your time—more spent serving your best customers and less time spent pursuing low-value prospects 5. You’ll build a stronger referral base—once you penetrate a target market and educate them on the value of working with you Point #2 is more important than businesses care to consider. Especially for a financial institution, the logic goes: but our offerings are for everyone in the community! The truth is, without a core market focus, your marketing and messaging efforts will be ineffective and inefficient.

Here are some of the other benefits of targeting a specific core market:

1. You’ll eliminate the bottom-feeders and those people who will simply not value what you offer

2. You’ll have more effective marketing spending

3. You can better focus your messaging—tailored to focus on their needs, not the needs of the entire universe

4. It’s a better use of your time—more spent serving your best customers and less time spent pursuing low-value prospects

5. You’ll build a stronger referral base—once you penetrate a target market and educate them on the value of working with you

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